Coaching To Win: A Systematic Approach To Achieving Productivity Through Coaching

Joseph B Mosca,Alan Fazzari,John Buzza

doi:10.19030/jber.v8i5.724

Abstract

The strategic business plan for any organization is very specific regarding sales force objectives and activities.&nbsp; Therefore, those responsible for the human capital of the sales function&nbsp; must be prepared to work directly with their sales employees, in an effort to meet management agreed upon goals, to gain market share, and to continuously improve overall performance.&nbsp; Over the years, the task of managing sales employees has been varied and undefined.&nbsp; Managing has been referred to as &ldquo;the art of getting things done through people.&rdquo;&nbsp; For decades, experts have included planning, organizing, staffing, influencing or commanding, and controlling as the systematic way of making things happen.&nbsp; Recently, this commanding function has been dropped in preference to leading.&nbsp; It has been proven that coaching is more effective than the old approach of using fear and intimidation to achieve sales management objectives. &nbsp;This paper focuses on the need for these sales supervisors/managers to change their previously used tactics and embrace a new, proactive approach of &ldquo;Coaching&rdquo; their sales employees.&nbsp; This new approach is described in detail below and will help unlock the mysteries of becoming a viable and proactive sales supervisor.&nbsp; It will also give supervisors the tools needed to meet the needs of management and create a more productive, independent sales force. &ldquo;Coaching&rdquo; is becoming the leading preference for supervisors and managers, because it is proving to be more effective than previous used conventional methods.&nbsp; Coaching is the art of continually assessing and developing sales people, so they can be empowered to do their jobs well!&nbsp; Often, the conventional methods included command functioning tactics of fear and intimidation to motivate sales personnel.&nbsp; By using the &ldquo;Coaching&rdquo; approach, supervisors and managers have more control of their sales staff and of achieving their management goals.&nbsp; By developing a coaching relationship, which includes encouragement, listening, counseling, providing positive feedback, being supportive, resourcefulness, thinking with the future in mind, and modeling, these supervisors can give rise to a foundation where sales employees will be energized, aligned, and collectively mobilized to achieve and sustain customer satisfaction and trust.&nbsp; In so doing, sales employees will also be empowered to meet management&rsquo;s strategic goals.

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