It is happening. More and more I read about coaching on LinkedIn, articles in periodicals such as Forbes, other industry publications along with a plethora of sales consultants who scribe the virtues and benefits of coaching’s impact on sales. This is a positive series of actions for the authors who are bringing attention to what we all know—nothing elevates sales performance more than effective coaching.
However, considering everything I’ve read there is nothing that defines coaching in sales, little promoting research based (not opinion) coaching activities and behaviors that are proven to correlate to sales increases, and absolutely nothing that promotes measurement of coaching inputs and outcomes. Justifiably, everyone is saying “we need to coach more,” but we are left with words that have no meaningful definition or measurable outcome. Everyone knows managers impact performance, but sales leaders need to know what managers specifically do that most positively impacts sales results.