The document outlines areas for a sales coach to evaluate a sales rep's skills and knowledge. It lists key topics like product and customer knowledge, relationship building, territory management, and understanding competition. The coach can use this tool to identify training needs by assessing how well the rep understands each area, such as their familiarity with a customer's industry or ability to establish trust with clients. Evaluating these various sales skills and knowledge will help the coach provide targeted coaching to improve the rep's sales performance.

1. COACHINGCOACHING
DIAGRAMDIAGRAM
SELLING SKILLS AND
SALES PROCESS
SALES SKILLS
PRODUCT KNOWLEDGE CUSTOMER KNOWLEDGE
How well does the sales rep:FEATURES AND BENEFITS BUSINESS/INDUSTRY
 Open?
How well does the sales rep understand How well does the sales rep understand the Probe?
the features and benefits of his or her customer’s business/industry (e.g., long
 Support?
products and organization? term goals, customers, suppliers, products,
 Close? competitors, market trends, external
How well does the sales rep explain  Overcome customer indifference? influences)?
benefits in terms that are meaningful to a  Resolve skepticism?
variety of customers? How well does the sales rep understand
 Resolve misunderstandings?
related problems or challenges — their
 Resolve drawbacks? importance or impact?
APPLICATIONS RELATIONSHIP BUILDING ORGANIZATION
How familiar is the sales rep with a broad
How well does the sales rep understand theHow well is the sales rep able torange of applications
customer’s organization (e.g., mission,establish and maintain a relationship
strategies, structure, buying process, otherof trust with the customer?
processes and procedures)?How familiar is the sales rep with relevant
How committed is the sales rep to the
proof sources and stories that illustrate
How well does the sales rep understand
customer’s success ?particularlysuccessful applications of his related problems or challenges — their
or her products? importance or impact?
RESOURCES TERRITORY MANAGEMENT FUNCTION/DEPARTMENT
How familiar is the sales rep with How well does the sales rep understand theHow well does the sales rep:
technical or service resources available customer’s function/department
 Prospects for SMB's opportunity?
from his or her organization to support (e.g., goals, structures, processes and
the customer? procedures)?
 Qualify for potential, authority,
resources, time? How well does the sales rep understand
 Prioritize and organize territories? related problems or challenges — their
 Utilize the sales funnel and importance or impact?
forecast?
 Develop account profiles?
 Implement account plans?
COMPETITION SALES ORCHESTRATION JOB
How well does the sales rep understand How well does the sales rep How well does the sales rep understand the
competitive products and organizations? orchestrate events and organizational customer’s job (e.g., position,
resources to support the selling responsibilities)?
How well does the sales rep understand process?
the exclusive benefits of his or her How well does the sales rep understand
products and organization? How well does he/she understand the related problems or challenges — their
process and the sales rep’s importance or impact?
role in facilitating operational
closure?
Account Manager’s : Agent /Sales Rep’s
Date Coach Sandy Clare
USE THIS TOOL TO ACCESS AND UNCOVER SKILL SET TRAINING NEED
COACHING BEST PRACTICE TOOL