You're not just a coach -- at the end of the day you're still a human just like every worker you have beside you and it's important to check in with them from time to time.  The key to sales coaching is empathy. The simple check-ins opens the conversation to the possibility of real feedback and when you open with empathy is allows us to acknowledge the uncertainty and stress that our team may be experiencing.

2. Open with Empathy

You need to adjust your mindset to think of feedback as a practice. It's something that you do over and over again as part of daily business.

You can't build competence without confidence.

The key for sales coaches is to collaborate with their salespoeple to get the most of what they have, taking into account, of course, the changes in people's situations and shifts in the buiness landscape.

4. Collaborate on Redefining Excellence

When providing feedback about specific performances we must use the simple framework that builds salespeople's confidence and competence: "Did Well" and "Do Differently" These two phrases builds confidence by asking what they did well while you add your own observations and addressing specific knowledge, skills, or disciplines. Then the conversation shifts to what they could do differently before adding recommendations.

3. Focus on The Two Important Questions

Delibarately set coaching conversations into every interaction (as time permits). As the leader or sales coach, you are responsible for helping your teams "fine-tune" your message to clients. Building feedback allows the person grow into the kind of salesperson they want to be.

1. Set Up a Feedback System

The founder of the Kellogg Sales Institute offers tips for adapting to this high-stakes moment.

CRAIG WORTMANN

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BERNICE MILBURN MOORE

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