Deal coaching is a sales training approach that has an immediate positive impact on win rates. Unlike standard deal reviews, the majority of the time in a deal coaching session is spent on the future of the deal - how to compress the sales cycle and improve the strategy. It can be used alongside, or instead of, regular training.
In a deal coaching session, you have three main goals:
Unfortunately, deal coaching is frequently unstructured, which leads to wasted time with reps updating the current situation rather than focusing on how to close the deal.
But with just five targeted questions, you can quickly receive the information you need to conduct a successful coaching session:
The key to successful sales is to know and solve the customer’s business needs. The question is if the rep can actually describe how the solution compellingly addresses this need. Reps often miss the opportunity to really understand the specific business need, and, therefore, are unable to explain how their solution solves the presented problem.
Goal: Help your rep identify questions to really uncover the prospect’s business need.
Once the rep understands the business need, you need to evaluate if they can articulate the unique value your solution provides. It’s crucial that the rep can explain why your tool is different and how it will benefit the prospect in a unique way.
Goal: Help your rep to develop and practice a compelling value proposition.
Sales reps often waste time talking to people in an organization with no influence or purchase-power. They spend weeks on the deal, and then, suddenly, a “mysterious decision-maker” shows up, and the deal is lost. So the goal should always be to identify the real decision-makers and approach them directly.
Goal: Help your rep create a plan to identify and access the decision-makers.
It’s always good to know who you’re competing against. This way, you can analyze their strengths and weaknesses and how they measure up against you. Not every prospect will answer the question of how many and which tools they’re looking at, but if it gives you a competitive advantage, it’s worth it to try and find out.
Goal: Help your rep develop an overview of your solution’s strengths and weaknesses compared to your competition.
There might not be substantial differences between your solution and your competitors, but there are specific, tangible reasons for why your solution is the best fit. Now it’s time to define those reasons. If you can’t articulate why you think your tool is the best option for the customer, how do you expect them to choose you?
Goal: Together with your rep, write down tangible reasons for why your solution is the absolute best fit for the prospects. And make your rep really believe that they will close the deal!
One 30-minute deal coaching session with each rep per week ensures a continuous upward learning curve. Your ideas for especially tricky deals could also be shared with the whole team to encourage peer-to-peer learning.
In the Ciara Content Library, we provide you with a free deal coaching conversation playbook. By using this template within your free Ciara account, you can auto-log your meeting notes directly to the deal in your CRM. This helps you maintain a clearly-structured overview of your reps’ deals. To have even more productive coaching sessions, you could also ask your reps to answer the questions before your deal coaching session by themselves.