The Coaching Effect Blog

What to coach when? A Sales Coaching Map.

Posted by Kristi Shoemaker

January 24, 2011

Dave Kurlan, Objecitive Management GroupDave Kurlan, of Objective Management Group is our guest blogger today. Dave is author of the top rated business book Baseline Selling, he is an EcSELL Institute Pillar Partner, and is also one of our key instructors at our upcoming Sales Coaching Summit, April 7-8, 2011 in Scottsdale. At the Sales Coaching Summit Dave will share a science-based perspective on how to become a great sales coach.

Enjoy this information!

I'm (Dave Kurlan) often asked about the sales management side of Baseline Selling so I'll include a few words today. In the table below, I've included the four bases in Baseline Selling, the sales criteria for reaching each base, challenges your salespeople must overcome to reach the base.  In the last column I've included the sales management and sales coaching functions required to help your salespeople execute the process.

Base Criteria Comments  Sales Management Function
 1st  Salesperson got first appointment  The path to first base
requires that the salesperson
conduct lots of prospecting
and pipeline building.    
Motivation (to get started), Accountability (for
calls and appointments),
and tactical Coaching are all
 2nd   Prospect Needs What You Sell;
They Have Compelling Reasons to Buy;
They Have Compelling Reasons to Buy
from You;
Salesperson Has Differentiated Your
Company from the Competition by
Building a Strong Relationship
Asking Lots of Good Questions,
Showing Expertise, etc.
The path to 2nd Base
requires your salespeople
to have great listening and
questioning skills,
relationship building skills,
and no need for approval
so they can actually
Coaching (Pre-Call Strategy),
Pipeline Management,(base
moves) and Motivation (to
execute) are important.
 3rd Prospect is completely qualified to
do business with you and you are
completely qualified to do
business with your prospect.
The path to 3rd base
requires your salespeople
to ask the tough questions
they are often uncomfortable asking.
Coaching (Post Call Debrief ),
Accountability (for complete qualification), and
Pipeline Management
(base moves) are important.
 Home  Salesperson got the business.      The path to Home Plate
requires the salesperson to make
both a needs and cost
appropriate presentation or
 Coaching (Post Call Debrief), Accountability (for only
appropriate proposals and
presentations), Pipeline


As you can see, sales coaching, albeit different sales coaching , is required for each base.  Motivation is most important for getting your salespeople to first base while pipeline management and accountability are crucial along the way.

Here is a fun article titled "5 Signs Your Sales Meeting Is a Waste of Time." Make sure you are using your sales team's time effectively.


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