How To Prioritize Sales Coaching

Start by segmenting salespeople into one of the following sales performance groups:

1. 1. The Top 20
   2. The Messy Middle
   3. The Frustrated Lower 20
   4. The Bottom Rung 

      Sales leaders have the desire to coach all their salespeople to optimize sales performance.

      A typical sales coaching approach might prioritize investing in the top performers (because they are the ones that will crush their quota) and the lowest performers (because they need the most help). However, the reality is that coaching has a marginal impact on the top and bottom performers.

      There is a better approach to prioritizing sales coaching efforts.

      Rather than focusing on your strongest and weakest performers, your organization will benefit the most by investing in sales coaching for your middle performers.

      But how do you identify the salespeople that need the most coaching?

       

      We’ve found that segmenting salespeople into one of the following sales performance groups is the place to start:

1. The Top 20

The top twenty percent of salespeople are self-winding, and they meet or exceed their annual goals, regardless of what is happening in the market or economy. They typically deliver more than their fair share of the sales goal and command lots of internal resources and sales leader attention.

Coaching the top 20 has a low risk of failure and a low chance of meaningful improvement. Shower them with recognition and be on standby for when they need support.

2. The Messy Middle

I refer to this group of performers as the “messy middle” since they have the broadest coaching and development needs.

Those in the messy middle have the best potential to become high performers, provided they are curious, coachable, and build the skills and discipline required. They also represent the best possibility to accelerate the company’s performance.

Those in the messy middle will be the most willing to change behaviors and adopt best practices with the right coaching. Improvements in prospecting and closing are often the most significant skills gaps.

3. The Frustrated Lower 20

This low-performing, lower 20 percent group might succeed if they overcome their mindset – anxious, discouraged, pessimistic, and heading in the wrong direction.

This group is not a lost cause if they receive coaching attention and the sales leader provides a route to improved sales performance. Often, the frustrated lower 20 have not been appropriately onboarded, mentored, or given equitable territories or accounts to manage. If they don’t get the attention they need, those confident in their abilities will quickly conclude that your organization is not a fit for them.

4. The Bottom Rung

The Bottom 10% of sales performers, those on the “bottom rung,” have given up and become unmotivated and disengaged. They may have talents and abilities to succeed, just not in their current role in your organization.

Salespeople in this group are in the wrong job and should move on. Don’t waste time coaching those on the bottom rung.

Sales leaders can enable higher levels of sales performance if they grasp which performance group their salespeople fall.

The best sales coaching ROI comes from The Messy Middle and The Frustrated Lower 20.

In summary, to achieve the optimal sales performance improvement from sales coaching:
– Selectively coach your Top 20
– Actively coach the Messy Middle
– Amplify onboarding and training for the Bottom 20. Assign them a mentor and selectively coach those that show promise
– Get rid of those on the Bottom Rung as fast as you can.

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