How do you learn a new sport? You attend regular training sessions to learn techniques and methods, you practice regularly and you figure out what works and what doesn’t.
You get coaching sessions to adjust your practice based on specific lessons learned and your individual progress, and you get coaching to focus on specific skills that are complemen-ting the practice to leverage your potential. And all these elements of practice, training and coaching are well connected to each other.
In sales, people are sent to training sessions that are perceived as events rather than elements of an ongoing development journey. Often coaching doesn’t happen. If coaching happens, it is often disconnected from salespeople’s daily practice and the training sessions they attended. Furthermore, the trained sales methodologies are not reflected in the enablement content salespeople should work with. The problem is that all these elements are isolated; not based on one integrated approach to drive sales execution. The big picture is missing. A general design point is missing. What happens is that salespeople cannot get the expected value from all these different elements that should help them to sell, and guess what – they don’t use it. They just switch off the noise.
Enablement and coaching frameworks have to be based on one design point – the customers
A customer core approach is one of the non-negotiables to evolve sales enablement to the next level, to sales force enablement. That means, to focus on the entire customer’s journey and all relevant buyer roles at each stage and at all levels. Given this customer’s journey as a core design point, enablement services have to be tailored to the specific phases and the relevant buyer roles. That’s true for client-facing content and pure enablement content. Additionally, sales training (sales process, sales methodology, product training, and competencies) has to map all their services the same way, to be clear about what is only relevant at a specific phase of the customer’s journey and which services are relevant for all phases.
When it comes to frontline sales managers’ regular coaching practice, we focus on tactical coaching that’s based on leads, opportunities and accounts. If we want a frontline sales manager to coach their salespeople along the entire customer’s journey, it’s obvious that the coaching framework has to follow the same design point – the customer’s journey. If we look at the enablement services as the specific services for salespeople, the frontline sales managers’ coaching guidelines work as an embedded reinforcement element of implemented enablement services. Coaching guidelines are a natural mirror that helps to reinforce and to sharpen the impact of the implemented and provided enablement services. Designed this way, both services – enablement and coaching – reinforce each other and make sure that the investments create sustainable business impact.
Connecting enablement and coaching – mapping the customer’s journey
Connecting both services requires mapping the customer’s journey to the internal process landscape that covers processes from marketing to sales and to service/delivery. The relevance for enablement and coaching is to get a clear understanding of the gates between the different phases of the customer’s journey. What is it we need to see fulfilled; when is this phase fulfilled? How do we know that this specific gate has been passed? An example could be that we look at the end of the awareness phase for signals that the customer community (not only an individual) has confirmed organizational pain. Additionally, we want to see a decision to change the current state and to enter the actual buying phase. Additional criteria can be defined. Defining the gates that mark the passage from one phase to the next one simplifies the mapping to the internal processes. Adjustments, if necessary, should be done internally, as customers won’t change how they want to buy.
Having defined these gates opens the way for another level of clarity for enablement services (gate descriptions are definitions of purpose for enablement services) and for coaching guidelines. Questions can be designed to lead coaching conversations towards this clarity – where are we really along the customer’s journey. What has to be adjusted, what needs to be improved and what’s just fine.
Customer journey mapping is often a challenging step. Performed correctly, it is the foundation for connected enablement and coaching services. I t is the foundation for simplicity, clarity and highly valuable services that reinforce each other. Connecting enablement and coaching this way is a steppingstone to World-Class Sales Performance.