Sales Leadership: How a Coach Can Help

Recently I received a short video clip with the former CEO of Google, Eric Schmidt, talking about the value of working with an Executive Coach. I’d like to share this with you and add some of my thoughts and experience.

http://www.youtube.com/watch?v=yVfeezxmYcA&NR=1

How Does This Relate to Sales

Sales Representatives: Most sales representatives I work with are measured on their ability to grow sales, and performance objectives are often tied to their roles as individual contributors and sales quotas. During my twenty years in the sales healthcare market, it was the norm to find double-digit growth and see sales representatives expand their territories by hiring associates and junior representatives. Today many of these senior sales representatives are challenged with a changing healthcare environment that includes:

1.  A shift in buyers; from physician to hospital-based decisions
2.  Reduced selling prices; capitated ASPs with little or no shift in new business, reduced sales revenue, and potentially more unit volumes with the same or less support
3.  Managing larger teams with little or no management experience, combined with less use of tools such as assessments, an on-boarding process, management training, written and agreed upon performance objections, etc
4.  Less input on negotiated pricing; corporate account representatives responsible for local pricing as the impact may have regional or national implications
5.  Lower commissions and gross earnings
6. Managing the expectations of junior representatives eager to make larger commissions and gain their own territory, usually at the expense of the sales representative 

Sales Managers: Many of the sales managers in the healthcare market are experiencing challenges from both their direct sales team and senior leadership within their organization. Examples include:

1. Motivating and managing their sales team during challenging times (see above)
2. Interacting with and presenting to clients with Value Propositions that may not meet current or future needs
3.  Supporting current sales representatives who may be underperforming or not preparing for future changes
4. Reducing or expanding territories
5. Retaining talent that may be tempted by “new” opportunities
6. Managing expectations from senior leaders, especially when the numbers are down 

Sales Leaders: More and more sales leaders within healthcare find themselves being pressed in the following areas of leadership:

Creating and Conceptualizing: Produces new ideas, approaches, or insights. Creates innovative solutions to problems. Sets and develops strategies; identifies and develops positive and compelling visions of the organization’s future potential.

                                                                                                                                             Adapting and Coping: Adapts to changing circumstances; tolerates ambiguity; accepts new ideas and change initiatives. Maintains a positive outlook at work and is productive in a pressurized environment. Keeps emotions under control during difficult situations.

                                                                                                                                              Leading and Deciding: Takes responsibility for actions works under own direction; initiates and generates activity and introduces changes into work processes; makes clear decisions which may include tough choices or considered risks. Provides others with a clear direction; motivates and empowers others. Provides staff with development opportunities and coaching; sets appropriate standards of behavior.

All of this change is creating a lot of stress, reactivity, heavier workloads, communication gaps due to time constraints, and calling for new strategies in uncertain times without a clear vision of the future. These changes require a new set of behaviors and skills in order to sell and succeed in a changing market. 

How working with an Executive Coach can help

As Eric Schmidt relayed in his video, famous performers and athletes utilize a Coach to help them increase and sustain their performance. Executive Coaches help clients gain perspective into their own behaviors and help them to see themselves as others see them.

I’ve outlined several key benefits clients have experienced when working with an Executive Coach (including sales leaders, managers and reps).

The safety to say “I Don’t Know” and explore what is missing and new possibilities	Identifying and changing negative patterns	Mitigating immediate reactions that cause stress and suffering	Working on a development plan that is specific to them (first time for many)
Remaining calm, centered and grounded, even under stressful circumstances	Influencing others and advocating for the greatest good	Learning how their strengths’ shadow sides impact effective performance	Improved work performance
A roadmap and insight into team members with better communication and support	A second set of eyes and ears of a trusted advisor / coach	Techniques to reduce or minimize stress and its negative impact on overall quality of life	Increased work - life balance

Executive coaching isn’t just for senior leaders or executives. Many seasoned sales reps make an exceptionally good living because they have the ability to deliver results year after year, and many move on into management or leadership positions. The benefits of hiring a coach can be found in both good and challenging times, and often open up our eyes to new ways of being and doing.

With so many challenges and changes within healthcare and other industries in the present and future, how might your own performance, and that of your team and organization, improve dramatically by exploring new possibilities with the support and help of an executive coach?

John Brambert is the President of Trinity Performance Group, a team of seasoned Executive Coaches trained in the leading worldwide coaching programs. Trinity Performance Group’s goal is to provide a wide range of executive coaching, leadership and team development, and related services to our clients.  See More in John>