The Coaching Effect Blog

The Coaching Effect Blog

    What to coach when? A Sales Coaching Map.

    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.


    previous post Top 20 Lessons from Executive Sales Managers
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    Kristi Shoemaker

    Kristi Shoemaker

    Kristi is a marketing communications and public relations expert with over 30+ years of experience in a variety of industries. She was an integral part of EcSell's go-to-market strategy and execution from 2008 - 2012. Kristi enjoys taking a holistic approach by integrating all the key marketing disciplines to create synergies that generate maximum results. She is currently the president of KLS Consulting in Lincoln, Nebraska.

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