home > resources > aslan applications > what has the most impact on sales performance

What Has the Most Impact on Rep Performance?
(Part I)

By Tom Stanfill, CEO of Aslan Training & Development

I have spent the last 20 years singularly focused on answering one question – How do you improve a sales rep’s performance? I know there may be higher callings in life, but this is the path I’ve chosen...and this path has led me to the realization of what is the most important ingredient to not only catapult a rep’s performance, but their level of engagement as well.

So what’s the key? What do all the high performing sales organizations know that maybe you are missing? It is not technology, or focusing on the right metrics, or even training (hard for me to say since I run a training company). It is...(drum roll please)…coaching. I know it’s not real sexy, and it certainly won’t land me on the cover of Time, but it’s the truth.

“Tom, tell me something I don’t know. Everyone knows the importance of coaching.” I agree, but if everyone already knows the importance of coaching, then why are so very few sales organizations coaching their people? If they are, why aren’t they doing it well? I think it has a lot to do with how the role of a coach is being defined. Most organizations confuse coaching with performance evaluations. I’m a big believer in developing a scorecard and ensuring each rep knows where they stand, but knowing “your score” just highlights the problem and offers nothing about the solution. The sports world really understands this, but the business world, in general, is bogged down in metrics.

I played football in college, and I can’t imagine if they followed the same development plan as most sales organizations do. “Hey Tom, for our opener, we are going to be playing Alabama. I really need you to block well and never drop a pass. So do your best this week preparing, and I will check in with you after the game on Sunday, and we will discuss your performance. Good luck, and just remember – we really need to win.” Anyone remotely familiar with sports knows that this will never happen. Why? Because you can’t win games if you don’t help your players develop their skills. In sports you spend a large majority of your time under the guidance of a coach developing your skills, and much less time reviewing your performance. This usually happened on Sunday, after the game; and if your performance was below par, you never had to guess how you played (usually with chairs flying across the room and the quality of your heritage openly questioned). In most sales organizations, we just have the "Sunday meeting" – “Suzie your %s are down, and you’re not hitting your productivity goals. Now go do better and I will see you in two weeks.” That’s not coaching. Coaching is about improving the future and way too many managers just report on the past. They sit on the side lines, filling out their scorecard with the hopes that things will get better – I'm here to tell you, they won’t.

The Application

So as a sales leader, what is your approach to developing your team? Do you typically spend most of your time in “Sunday meetings” vs. helping each rep build their skills through true coaching? If you’ve recognized that, you may need to change your approach. Here are a few tips to consider:

• Don’t be a player-coach. You can’t coach if you don’t observe your reps' performance.
• Protect your time to coach. Under-performing reps will require at least one coaching session per month. If your plate is too full with administrative tasks, you need to ask yourself if you will really get fired for lack of administrative processes or for an under-performing team?
• Recognize the difference between skills and knowledge. Skills must be observed and developed in one-on-one sessions with the reps. Knowledge gaps on the other hand can be addressed by delegating that responsibility to the rep, reducing the time required in a coaching session.
• Focus on your reps' desire. If a team member is unwilling to change, don’t waste your time coaching them. A rep’s commitment to the process is just as important as yours. Communicate that you are more than willing to invest in their developmental process...when they are committed to following through on their development plan. This will free-up precious time to invest in those reps who are passionate about improving (more on this in the next Aslan Application).
• Assess your percentage of positive to negative feedback. Coaching is about looking forward and helping the rep achieve their goals. This should always be a positive interaction regardless of their current level of performance. One simple way to build your awareness about your approach is to watch for signs that reps are looking forward to the next session. If not, your coaching interaction probably feels a bit like a “Sunday meeting" after a big loss.

So with that, I challenge you to incorporate these tips and expand your role to actually coach. Move beyond just delivering a backward-gazing performance scorecard during a "Sunday meeting" to a productive, positive, future-looking coaching session. Although it will require greater intentionality, I guarantee that you and your reps will see the results you are both looking for.

Stay tuned for Part II of this article in the next Aslan Application, where we will identify and address your biggest challenge in making this happen. Until then, if you have any questions or would like to discuss what you have read further, please don't hesitate to call me.

About the Author

Founding partner and Chief Executive Officer, Tom Stanfill has focused his 17 years of experience consulting and developing training programs for inside and field sales organizations. He is widely recognized as a thought leader in the field of account management, acquisition and growth. Tom has published numerous articles on the subject of selling and is a frequent speaker at the most prestigious industry shows.

Prior to starting Aslan, Tom founded and ran eS2 (Enterprise Sales Solutions) – a business-to-business contract sales force that was recognized as one of the 4th fastest growing company in its category. eS2 employed over one hundred sales representatives providing lead generation, account development, and inside sales support to its clients. With the combination of extensive sales and sales management experience and more than a decade focused on developing training programs, Tom is well positioned as the head of program development and the sales subject matter expert.

About Aslan

Aslan Training & Development, LLC is a global sales training and consulting firm that offers customized inside sales training, field sales training, and sales leadership development. For over 15 years, Aslan has helped internationally recognized brands, such as FedEx, Oracle, Xerox, GE, Apple and others, improve the performance of their sales reps and managers. Aslan recognizes that selling, managing customers, and prospecting over the phone require a unique skill set. As a result, the company has developed a total solution that includes hiring strategies, transitioning managers into coaches and leaders and improving overall performance.