If you're in the sales world, you’ve probably heard the terms “sales coaching” and “sales training” tossed around a lot. While many people use them interchangeably, they actually mean two very different things. And understanding the distinction could make a big difference in how you approach improving your sales team. Let’s break it down.
Sales Training: Building the Basics
Sales training is usually a one-time or occasional event where sales professionals learn the fundamental skills and knowledge they need to be successful. Think of it as your “toolbox” for sales, it’s all about giving your team the tools they need to do the job.
In a typical sales training session, you’ll cover things like:
- Sales Techniques: This includes the strategies you use to engage with prospects and close deals.
- Product Knowledge: It’s crucial for salespeople to know the ins and outs of what they’re selling so they can confidently answer questions and handle objections.
- Sales Processes: Training also covers how to manage a sale from start to finish, such as how to prospect, qualify leads, and close deals effectively.
Sales training is usually structured in a group setting, often led by an instructor or coach. It’s great for building a strong foundation, but it doesn’t necessarily focus on personal development or long-term improvement.
Sales Coaching: Personal Growth Over Time
Now, let’s talk about sales coaching. Unlike training, sales coaching is an ongoing, one-on-one process. This is where things get personal. A coach works directly with the salesperson to help them identify challenges, refine their skills, and make continuous improvements.
With sales coaching, the focus is on:
- Personalized Development: The coach tailors their guidance to the individual, helping them improve based on their unique strengths and weaknesses.
- Real-Time Feedback: Coaching involves real-time feedback, usually after a sales call or meeting. This immediate insight helps the salesperson make adjustments and improve quickly.
- Setting and Achieving Goals: Coaches work with salespeople to set specific, measurable goals and provide support as they work toward achieving them.
Coaching is less about teaching a generic process and more about helping each person get better in their specific role, with constant feedback and support. It’s about growth over time.
So, What’s the Difference Between Sales Training and Coaching?
Here’s a simple way to look at it:
- Sales Training is structured and focused on teaching basic skills and knowledge. It’s a one-time or occasional event that provides your team with the tools they need to succeed.
- Sales Coaching is personalized, ongoing, and focuses on helping individuals grow. It’s about giving real-time feedback and making adjustments to improve performance in the long term.
Why Both Matter
You might be thinking, “Okay, but which one do I need more?” The truth is, you need both. Sales training lays the foundation, but sales coaching is what helps people truly excel. A great training program can teach your team the basics of selling, but coaching is what helps them apply those basics to real situations and improve over time.
Sales coaching and sales training aren’t mutually exclusive, they should work together. After all, training without coaching might leave gaps, and coaching without training can result in a lack of solid foundational skills. Ideally, you want both in place to ensure your team has the right tools and the support they need to perform at their best.
Which One Should You Focus On First?
If your team is new to sales or lacking in basic skills, start with sales training. Make sure they understand the fundamentals and have a strong grasp on the processes, tools, and product knowledge they need. Once that’s in place, bring in sales coaching to refine their skills, set goals, and help them improve on a more personal level.
It’s not about choosing one or the other, it’s about using both at the right time to maximize growth and success.
Wrapping It Up
Sales coaching and sales training are both essential pieces of the puzzle when it comes to building a high-performing sales team. Training helps your team build the basic skills they need to succeed, while coaching provides the ongoing support and feedback necessary for continuous improvement. Together, they can help your sales team reach their full potential and drive long-term results.
So, next time you’re thinking about how to improve your team, remember: a great balance of both training and coaching is the key to success!
