© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Presented by PJ Nisbet and
Candice October
FourKeystoEffective
&SuperbSales
Coaching
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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Presented by
Candice October
Managing Partner
PJ Nisbet
Managing Director
EMEA

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Agenda
• What is sales coaching and why you should make
it a priority in your business
• The common challenges of sales coaching
• What makes a good coach
• Four fundamental coaching principles

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Poll #1
• What best describes your role:
─I am a sales coach who also manages people.
─I am a sales coach who does not manage people.
─I am a sales trainer who also coaches.
─I am a sales manager or leader.
─I hope to become a sales coach or manager.

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
10%
Urgent
20%
70%
The top 20%
bring in 62%
of the revenue!
Number
Of Sales
People
Performance
HighCoreLow
The Enablement of Sales Talent
80% of the sales
force only brings
in 38% of the
revenue

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Three barriers
to performance
development
• Will (attitude)
─ “I will” or “I won’t”
• Skill (ability)
─The “I can” or “I can’t”
• Hill (environment)
─How easy or difficult is the environment, processes,
personal issues, etc.

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Definitions
• Teaching and training involve an expert
teacher who imparts knowledge to their
students.
• Mentoring is similar to coaching. There is
general agreement that a mentor is a guide
who is more skilled, knowledgeable and
experienced, who helps someone to learn
or develop faster than they might do alone.
• Coaching involves the belief that the
individual has the answers to their own
problems within them.

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Manager Coach
Evaluator Developer
Expert Resource
Directive
Communication
Questioner/
Collaborator
Managing Coachingversus

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Importance of coaching
• 70% of the skills gained during sales training will be lost within three
months without reinforcement. In addition coaching is the most
effective method to reinforce the skills learned in sales training. (ATD)
• Sales people who receive as little as 3 hours of coaching per month,
perform 15% to 17% better, than their peers. (SMA)

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Poll #2
• What gets in the way of your coaching?
─It takes too much time.
─I am not confident in my coaching skills.
─I’m not expected to.
─I don’t get coached myself – so why should I coach?
─Other?

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Common
challenges of
coaching
• Time - not a priority
• Lack of understanding of the value of coaching
• Personality clashes with the person you are
coaching
• Lack of coaching skills

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Sales Coaching?
13
Insert video here,
Stretch proportions to fit black area

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
What makes a
good coach?
• Trustworthy
• Self aware
• Knows their team
• Positive
• Gives encouragement
• Checks their egos
at the door

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
COMMUNICATION
1
4 keys to coaching fundamentals
Can you deliver
a message?

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
OBSERVATION
2
4 keys to coaching fundamentals
Can you get on
the field?

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
LISTENING
3
4 keys to coaching fundamentals
We don’t learn
when we talk
(just like Sales)

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
TECHNICAL SKILL
4
4 keys to coaching fundamentals
Can you role-
model behavior?

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
The Coaching
Tools
Utilisingthe
ValueSelling
Framework®
• The ValuePrompter
• The Mutual Plan Letter
• The Opportunity Assessment Tool

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Using the ValuePrompter® as a coaching tool

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Key Question Types
Probing
Questions
Raises issues that didn’t
surface on their own.
Used to differentiate and
create need for your
products and services.
Open-Ended
Questions
Designed to surface
the sales rep’s view of
current conditions.
Confirming
Questions
Verifies shared understanding
and confirms what we heard
the sales rep say.

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM OPEN PROBE CONFIRM
© 1993-2018 ValueSelling Associates, Inc. All rights reserved.
BUSINESS ISSUE:
ANXIETY QUESTION:
CONTACT:
Sales rep’s #1 priority or objective; measurable and is time-bound (meet or exceed
quote/ target)
PROBLEM SOLUTION
VALUE POWER
PLAN
…use Open questions to determine how would
resolving these issues impact the rep on both a business
performance and personal levels
Any additional value(s)
Who else needs to be involved?
What’s your plan to take action on the above items.
Document key activities
…use Open questions to get rep’s view of situation
…ask Probing questions to help the rep to self discover
...use Confirming questions to ensure that you’ve gotten all
the issues surfaced and you understand them
…begin with Open questions to get the rep’s views on what they
think it will take to resolve their issues
…use Probing questions to introduce new thoughts and continue
the self discover process
…use Confirming questions to verify your understanding and
achieve a VisionMatch with your rep

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
OPEN PROBE CONFIRM
• What might be the impact if we can get you these best practices/tools?
• I could create better demand for what we do, and grow my revenue.
• Anything else? I would be much more motivated to succeed if you
coached me more positively.
• Would best practices for getting to power be helpful? Could we agree on X
more prospect mtgs. per week if you had some sample cold calling scripts?
• Your average sales cycles is X months; could we shoot for Y months by
always preparing a mutual plan?
What’s our plan to improve your performance? Let’s agree on certain steps;
which do you think you should own?
• Do you need assistance from anyone else in our Org.?
• Who might that be?
OPEN PROBE CONFIRM
OPEN PROBE CONFIRM
• So what stands in the way of your success?
• My prospects think all the solutions are pretty much the same, so it
appears our value proposition is weak.
• What else? You don’t know how to manage me and I find your attempts
very un-motivating.
• Anything else? I’m struggling to get to power.
• I’ve noticed you’re making fewer cold calls than… Is it fair to say cold calling
is tough in general? Why?
• Is it fair to say you’re not creating mutual plans with your buyers so sales
cycles are perhaps longer than need be?
• What do you need to be more successful?
• Defining our differentiators against each competitor would help.
• What else? You should take a workshop in coaching.
• Anything else? I guess best practice strategies for accessing power
would be helpful.
• Would best practice strategies for cold calling also be helpful? Would scripts
from other RMs be useful?
• Might we look at ways to work together to create a few sample mutual plans
as well?
OPEN PROBE CONFIRM OPEN PROBE CONFIRM
© 1993-2018 ValueSelling Associates, Inc. All rights reserved.
BUSINESS ISSUE:
ANXIETY QUESTION:
CONTACT:
PROBLEM SOLUTION
VALUE POWER
PLAN
Meet & Exceed Assigned Quota
Will E. Makit

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Give a man a fish
and you feed him for a day.
Teach a man to fish
and you feed him for a lifetime.

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Questions?

© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®
Thank you!
PJ Nisbet
+44 7718 489 422
pjnisbet@valueselling.com
/pjnisbet
Candice October
+44 7399 339 958
Candice.october@valueselling.com
/candice-october-6a77b925