Sales Coaching Tip – Help Your Team to Sell Sooner and Clients to Buy in Less Time

Sales Coaching Tip – Help Your Team to Sell Sooner and Clients to Buy in Less Time


“Watch this. Let’s see if the salesperson gets in the way of the sale.”

My husband, Tom, says this as we go into a technology shop.  He’s done his research and he knows which product he wants.  He has 99.9 percent of his buying decision done.  He has just one question on his mind as we arrive at the shop.

Tom picks his salesperson, Edward.  And we wait.  When we finally speak with Edward, Tom asks his one question, “I plan to buy this computer and I need it as soon as possible.  How long will it take to transfer my files to the new computer?”

Edward asks questions about the specs Tom wants in a computer, but he doesn’t answer the one question that will allow Tom to buy.

Instead, Edward gets in the way of the sale and commits one of the biggest sales mistakes in today’s marketplace.  He acts as if Tom had not made a buying decision and that it was Edward’s role to convince Tom of the accolades of another product. Based on the amount of time Tom spent researching the computers this company offered, Tom didn’t need any more review of their products.

This little sales blunder lengthens our sales conversation from what Tom expected to be 2 minutes to well over 20 minutes.  And Tom decides not to buy from Edward because of how inefficient he is.

Salespeople often make the mistake of trying to convince prospects rather than helping them with their buying decisions.  When it comes to helping your team sell better and sooner in today’s marketplace, start by helping your salespeople update their definition of selling.

This involves asking each of your team members some targeted questions and listening to their thinking so you know which knowledge gaps to fill based on their answers.  You might ask questions like:  (If you are a salesperson, ask yourself these questions.)

  • “How would you define selling?”
  • “What’s the goal of selling?”
  • “How do you start a sales conversation?”
  • “What’s your goal at the beginning of a sales conversation?”
  • “What kind of research does a prospect typically do before they speak with you?”
  • “What do you ask to discover what added information they need to help them with their buying decision?”
  • “What do you do to discover where they are in their buying decision?”
  • “What do you do to discover what your prospects need to make the remaining part of their buying decisions?”

By asking these kinds of questions of your team members, you quickly discover which of your salespeople are not integrating decision-making into their sales conversations.  You can then coach your salespeople to fill the gap in their interactions with prospects so they include prospects’ previous decision-making.  Ultimately, it will result in greater sales in less time and saved time for your team members and their clients.

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