The Coaching Effect Blog

The Coaching Effect Blog

    Sales Coaching: Intellectual Understanding vs Emotional Readiness

    by Will Kloefkorn / August 19, 2015

     “Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude” – Thomas Jefferson

    Executive sales leaders have a huge opportunity to grow more revenue, build a world-class sales department, and do something special. However, it is not going to be easy and that is the problem. Not too long ago I heard from an EVP of sales that he did not want to bring the same level of accountability to his sales management team that he has in place for his sales producers. What? How could you be against asking your sales managers to not be held to the same standard of accountability and expectations of their sales reps? I mean, that is leadership 101 – do not expect of others what you are not willing to expect of yourself. As we dialogued further however, I realized that while I absolutely did not agree with this EVP’s decision, mentality I did begin comprehend what he was saying, albeit still wrong.

    In almost all cases the gap between great leaders, average leaders, and poor leaders is not a lack of intellectual understanding of what it takes to be exceptional. Almost every sales leader can go to any sales leadership conference or seminar and nod along to all the practical and informative information that the presenter is communicating. Intellectually understanding things is simple, the challenge is taking what you learned and executing against it so that the value can be emotionally realized. This is how you change behaviors because as human beings we are six times more motivated by emotion than we are by logic. So the distinction between the best sales coaches and leaders and all the rest is that they are emotionally ready to take on all the responsibility that comes with being exceptional.

    To use an analogy think about personal health. Nobody in their right mind would disagree that eating healthier and exercising more regularly is the smart thing to do for multiple reasons, but does everyone execute accordingly – hardly. In fact, we learned at our last sales coaching summit that an astonishing number of people make no change to their lifestyle following their own personal heart attack or one of a close friend or relative. The difference between understanding and executing is a chasm in many facets of our lives and sales management is not any different. This is why I disagree with the EVP from above, but do understand. What he was saying is that he or his team was not emotionally ready to make a change, despite the fact it was the right thing to do, and that if he forced that change it would not stick and thus there would be no ROI.

    Not being emotionally ready for change is a real thing, but great leaders should not let it stand in the way of them beginning to start to make the change occur. A great starting point is to understand this this shift in behavior or responsibility is going to be an evolution not a revolution, it will not happen overnight, and it will most definitely be a decision that has its fits and starts. Likely everything you have accomplished of significance in your life was at one time new, hard, and a bit intimidating.

    Possibly the best advice I got from a world-class runner upon preparing for a half marathon years ago was this, “There will be multiple times when you want to quit or give up, but don’t, because when you cross the finish line you will realize that running has nothing to do at all with the finish line – it’s about becoming a better person. Start small and build on each run." This profound advice got me through a lot of tough times while training, but I continue to apply it to my everyday life and believe sales coaches and leaders should as well.

    Below are 3 ways for sales management teams to begin starting small toward becoming better leaders:

    1. Pick one of these five high pay-off sales management activities to commit to and develop your skills accordingly
    2. Download the read this sales coaching e-book – pay close attention to the areas that you are doing great and the areas where you could improve.
    3. Track and Analyze the coaching activities and behaviors you are doing with each and every one of your sales reps. Your sales reps are your most important customers and without a personal accountability resource, like the ONE-UP Sales Coaching Cloud, guiding your actions it will be impossible to understand how much your actions are impacting how much gets sold or how much doesn’t.

    Whether you are taking the “first step” or the “next step”, remember that sales managers are the key to organic growth. The higher you raise your bar, the higher sales will rise underneath it!

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    Will Kloefkorn

    Will Kloefkorn

    Serving as a sales manager with the Ecsell Institute team since the company's inception, Will Kloefkorn is responsible for leading Ecsell Institute's worldwide sales growth strategies and business development initiatives as the VP of Sales. Will's background includes business development jobs across the board with recognized organizations such as ESPN and Enterprise.