When a salesperson misses the number, it is tempting to jump immediately to training, pressure, or a performance conversation. But the result alone does not tell you what is wrong.
Start with the behavior behind the result
Is the salesperson creating enough new conversations? Are opportunities being qualified well? Are customer needs being uncovered? Is value being communicated clearly? Are next steps being established and completed?
Look at pipeline quality, not only pipeline size
A salesperson can appear busy while carrying opportunities that have little chance of closing. Coaching can help separate genuine opportunities from optimistic assumptions.
Listen to how the salesperson thinks
Good coaching is not simply telling someone what to do. Questions can reveal how the salesperson interprets the customer, the opportunity, the competition, and the next decision.
Distinguish skill from will
A capability gap requires a different response than an effort, discipline, or accountability problem. Leaders should understand which issue they are addressing.
Make coaching specific
“Sell more” is not a coaching plan. Identify one or two behaviors that can be practiced, observed, and reinforced.
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