Measuring the Success of Your Sales Coaching

High quality sales coaching takes a lot of time – time you want to spend with the confidence it will lead to increased revenue, better forecasting accuracy, and high employee satisfaction. Training is one thing; application is another. How do you find out if the hours you spend writing training materials, conducting one-on-one meetings, and listening to reps’ calls are paying off?

Measure sales performance metrics over time to find out if your sales team is hitting their goals and improving. The goal: higher efficiency of sales activities.

There are a lot of metrics you could measure your sales coaching with, but you need to narrow them down to save you time and save your reps confusion.

Choose the metrics that align with your company’s strategy

There is no magic package of metrics that are right for every company. You’re going to have to do some soul-searching to find the ones that make sense for your team. Identify the key metrics that reflect your sales goals, and the tasks and procedures of your sales process you built to achieve these goals.

Which performance metrics align best with your team’s and company’s strategy? If your company is trying to aggressively grow, focus more on pipeline metrics. If your company is investing heavily in a new product, focus on your product-related materials like conversion rates from your demo opportunity stage. If your team is transitioning to higher ticket sales, filter down your data to just that market segment.

The metrics you measure and the technology you use to track them enable you to coach effectively and optimize your sales team.

Measure results over time

Treat every change in coaching methodology like an experiment, the results of which you need to measure over time. Before you make a change, look at your reps’ activity ratios to calculate their current efficiency. After one month, and then two, and then three, watch their activity ratios and determine whether they have progressed. Did your training have a meaningful impact on the quality of opportunities in the pipeline? On number of closed-won deals? On revenue?

Implement Rep Scorecards

Scorecards are a great way to measure coaching in the short term. A scorecard is a list of what should happen on an outbound sales call from when a rep identifies himself to when the call is over, and everything in between – as specific as “Asked open-ended question.” Every time an outbound rep calls a prospect, they can go down the list and give themselves a score on each part of the call. We use the score ranges from 1 (not effective) to 3 (very effective). Once the call is over, they can look back at the scores and analyze exactly which parts of their calls need improvement.

You should use these scorecards to measure the success of your outbound sales training. Good sales managers actively plug in to calls and listen to call recordings so they can give real-time feedback to their reps. Your reps can fill out these scorecards whenever they want, but you should listen to their calls and fill out the scorecards yourself, too. They are great for measuring progress reps make on their specific call procedures rather than big call metrics like “Dials : Deals.”

It is important to consistently measure the results of your sales coaching to make sure your methods are making a difference. How do you measure the success of your sales coaching?

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