EcSELL Institute recently published a white paper on the key role that coaching from their sales managers plays in creating motivation in sales reps (see the white paper here: http://spps.community.ecsellinstitute.com/Docs/Documents/TTEOTR%20on%20Motivation-NonMembers%2010%208%2012.pdf). In this paper, our research shows an extremely high correlation between reps being more motivated to achieve their sales goals when they feel their manager is effective at coaching them to the sales process. However, our research also shows that sales reps don’t rate the ability to coach as one of the most important skills for their manager to possess. So why is there a disconnect? Why do reps not place much value on coaching from their manager even though it is so important to their success?
One of the most likely reasons is that many reps have not received effective enough coaching from their managers to understand how valuable good coaching really can be. Indeed, our research shows that when reps are asked to rate their managers’ skillsets in areas like leadership, product knowledge, industry knowledge, providing recognition, etc., the manager’s ability to coach the rep receives the very lowest ratings of any skillset. Simply stated, reps don’t realize the value of coaching because their sales managers aren’t making coaching valuable.