Editor's Note: This post has been updated for accuracy and comprehensiveness on September 15, 2020.
It’s no secret. Often times the best sales people do not make for the best sales coaches, yet sales departments continue to promote their top performers into coaching roles. Personally, I believe this happens for 3 reasons. (1) It is how it has always been done. (2) It's easy and convenient. (3) Sales departments have yet to define what characteristics make a good sales coach and how to identify those characteristics in the candidates.
The average sales manager is accountable for millions of dollars in revenue so hiring the wrong person is a critical mistake. It is especially damaging if you take away one of your top revenue producing reps and misplace them in a management role causing a double whammy type of effect.
What can sales departments do to avoid this hiring mistake?
A simple piece of advice is to be more intentional about defining the behaviors you expect out of your sales coaches and being diligent about observing if your potential sales coaching candidates are exhibiting the behaviors you would like to see in their day to day roles currently.
Below are a list of items to pay close attention to when considering promoting your current sales reps into a coaching role (Tweet this):
- Has the salesperson recruited a talented person into the sales organization?
- Do the salesperson’s peers often seek them out for advice or guidance on working with their customers or prospects?
- Does the salesperson enjoy teaching sales skills to peers?
- Has the salesperson mentored other salespeople who are new to the role, and were they effective at it?
- Has the salesperson expressed interest in a management role because they like coaching and developing other people?
Download the full checklist here.
Have you promoted a sales rep into a coaching role?
If so, continue to develop their coaching skills by sending them to The Coaching Effect Academy.