Who Don’t Want To Be Coached

HOW TO DEAL WITH SALES REPS

Sometimes, despite all best efforts, sales people will resist coaching

Matching resistance with resistance will only create conflict and won't modify behavior

The C.O.D.E Framework for managing coaching resistance

Consider Alternate Solutions1

2 Overcome Resistance

Directing3

4 Employ Other Management Actions

Consider Alternate Solutions1

One fundamental mistake sales managers make when giving coaching feedback…

…is not adequately considering the salesperson’s perspective

It may be that the salesperson’s

resistance to your coaching is based on an underlying issue

Consider alternative solutions to avoid unnecessary struggles

Overcome Resistance2

Address the salesperson’s resistance to coaching without creating more hostility

Effective Tactics to Address Resistance

State what you observe to address the core issue without making assumptions

Refocus the conversation to avoid feedback deflection

Turn the issue back on the salesperson for their input to make coaching collaborative

Defer issues if they’ll sidetrackthe coaching process

Directing3

Effective directing consists of following key steps to deal with persistent resistance to coaching

Key Steps for Effective Directing

Describe the specific behavior observed

Reinforce the desired behaviour

Identify pitfalls and impacts of this behavior

Explain the reasons for your directive

Check for understanding

Talk about next steps

Directing should be used sparingly, especially when coaching high performers

Employ Other Management Actions

4

Consider Performance Counselling to:

Determine the root cause of the issue

Discuss career alternative

Re-set performance expectations

Sales Coaching should never be a struggle..

…but when dealing with sales coaching resistance, utilizing

the CODE framework is an effective management tool

Sales Coaching can drive revenues up by 20% or more. Help your Managers become great coaches.

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By David Jacoby

@DiJacoby