A good coach functions as an information resource for the salesperson. He or she not only enables you to check the accuracy of the information you’re getting but also provides information that you have been unable to get elsewhere. Coaches can help you tie together everything you know, or are still trying to find out, about who the real key players are for your opportunity. The use of an effective coach can be the difference between a sale that almost makes it to the close and one that not only closes in your favor but that also generates winning opportunities for you far into the future.
So it goes without saying, you want to develop a coach. But how do you go about making that happen?
Just Ask Once you’ve identified someone you believe fulfills all the criteria to help you win, ask that person to serve as your coach. Literally. Because the term “coach” has a positive connotation (probably due to its use in sports), most people are flattered to be asked and welcome the opportunity to be a coach. Don’t say “I need your help” or “Can you refer me to the right people for this sale?” The words “refer,” “help,” and “recommendation” translate badly, as if you’re saying, “I’m incompetent; I need you to carry the ball for me.” The salesperson who asks for a referral or for help may not get either one, but the person who asks for a coach is likely to get not only the information he or she needs, but the referral as well.
When reaching out to a coach, make sure to talk about how they will benefit from helping you—if, for instance, that person works for the customer, their win could help them shine in front of their boss. If the coach is a colleague, that win could mean an opportunity for future business.
But it’s important to keep in mind the following: A coach’s role is to provide information, direction, guidance and, in many cases, access to key decision makers. The coach doesn’t do the selling for you. Make sure not to give any potential coach the idea that this is what you’re looking for.
So it goes without saying, you want to develop a coach. But how do you go about making that happen?
Just Ask Once you’ve identified someone you believe fulfills all the criteria to help you win, ask that person to serve as your coach. Literally. Because the term “coach” has a positive connotation (probably due to its use in sports), most people are flattered to be asked and welcome the opportunity to be a coach. Don’t say “I need your help” or “Can you refer me to the right people for this sale?” The words “refer,” “help,” and “recommendation” translate badly, as if you’re saying, “I’m incompetent; I need you to carry the ball for me.” The salesperson who asks for a referral or for help may not get either one, but the person who asks for a coach is likely to get not only the information he or she needs, but the referral as well.
When reaching out to a coach, make sure to talk about how they will benefit from helping you—if, for instance, that person works for the customer, their win could help them shine in front of their boss. If the coach is a colleague, that win could mean an opportunity for future business.
But it’s important to keep in mind the following: A coach’s role is to provide information, direction, guidance and, in many cases, access to key decision makers. The coach doesn’t do the selling for you. Make sure not to give any potential coach the idea that this is what you’re looking for.
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