To coach staff to better performance, some very basic activities need to take place. Finding out where their current performance level lies, what motivates them, and a performance plan to improve their achievements is critical to implementing a change.
First, find out where staff members are doing well and where they aren’t. Each individual has strengths and weaknesses in their sales skills and finding out what they are is critical. Frequently, organizations tend to lump all of the staff together and train them as a group. Unfortunately, one staff member may be struggling with a skill based issue and another may be struggling with a knowledge based issue. In order to effectively do this, determine some key attributes that you would like your staff to have and evaluate each member in those areas. Finding out how top performers achieve their results is also key to creating success in all your staff.
Secondly, find out what their hot buttons are, what motivates them. Based on that information put together an incentive plan. The plan may be a group goal and an individual goal for how you can get them to perform better by constantly fueling their motivation. Sometimes the easiest way to find this out is to do a simple survey, or just asking them.
Third, put a plan together. The plan should incorporate the attributes and tasks that you identified reps need to be competent in to be star performers. "How are they going to get to that star performer destination?" They should have a specific targeted plan that addresses their individual challenges and when they make achievements, recognize them. For one person a simple "Great job Bob on making that cold call," or providing a gift card for a coffee may go a long way to continue fueling their behavior. Management should have a good understanding of their role in the staff member’s development plan and should remain active throughout the process.
Fourth, constantly check their performance through role play, recorded calls, ride alongs etc. By creating deadlines for your goals it becomes easier to make people accountable for their actions. Keep in mind that staff members will acquire skills and knowledge at different rates, so be understanding and at times deadlines may need to be flexible.
Finally, REWARD and recognize appropriate behaviors and skills that team members have acquired- it will go a long way! Part of your job as a coach, is to continually be driving your team to want to get better. If they have fun getting better they will be more likely to do it. Come up with contests that reward those who come closest to reaching their goals etc. Always be prompt in telling people they are doing a good job. Coaching can take as little as 30 seconds and if done correctly, will impact performance everyday!
