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  • Writer's pictureClaire Davids

Transform Your Reps into Sales Assassins: The Power of Engagement


In the high-stakes world of sales, building a team of exceptional performers—true sales assassins—is the holy grail for any manager. But how do you transform average reps into unstoppable forces of nature? The answer lies in a powerful, often overlooked tool: engagement.


The Engagement Revolution


Engagement isn't just a buzzword; it's a fundamental shift in how we approach sales coaching. When you actively involve reps in the coaching process, you unlock a world of potential that traditional, top-down coaching methods simply can't match. Let's dive into why engagement is so transformative and how you can harness its power.


The Magic of Engagement: What Happens When Reps Get Involved


1. Reps Take Ownership of Their Development


When reps are engaged in their own coaching process, a remarkable transformation occurs:


  • Self-Motivation Skyrockets: Instead of waiting for direction, engaged reps proactively seek out learning opportunities.

  • Personal Investment Deepens: Reps see their development as a personal journey, not just a job requirement.

  • Learning Becomes Continuous: The coaching session never really ends; reps constantly apply and refine their skills.


Real-World Example: Sarah, a mid-level rep, was initially resistant to coaching. After her manager involved her in setting her own development goals, she began researching sales techniques in her spare time and asking for extra role-playing sessions.


2. Coaches Gain Deeper Insights


Engagement isn't just beneficial for the reps; it's a goldmine for coaches too:


  • Hidden Challenges Surface: Open, collaborative conversations reveal obstacles that might never come up in traditional coaching.

  • Strengths Become Clearer: Engaged reps are more likely to share their successes, helping coaches identify and leverage their unique strengths.

  • Team Dynamics Improve: Understanding each rep's perspective leads to better team cohesion and targeted group training.


Real-World Example: Through an engaged coaching session, a manager discovered that his top performer's recent slump was due to a misunderstanding of a new product feature, not a lack of effort. This insight led to a quick resolution and a team-wide product refresher.


3. Skills Improve Faster


Engagement accelerates the learning process in several ways:


  • Increased Receptivity to Feedback: When reps feel heard and valued, they're more open to constructive criticism.

  • Tailored Learning Experiences: Engaged reps provide input on their learning style, allowing for more effective coaching methods.

  • Immediate Application: Reps are more likely to apply new skills quickly when they've been part of the learning process.


Real-World Example: After involving his reps in designing role-play scenarios, a sales manager saw objection handling skills improve across his team in just two weeks, leading to a 15% increase in close rates.


Mastering the Art of Engagement: Practical Steps


The best part about engagement? It's a skill you can develop and master. Here are some practical steps to increase engagement in your coaching:


1. Ask More Questions


  • Open-Ended Queries: Use questions that require more than a yes/no answer. "How do you think that call went?" instead of "Did the call go well?"

  • Socratic Method: Guide reps to insights through a series of questions, rather than providing direct answers.

  • Reflection Prompts: Ask reps to analyze their own performance. "What would you do differently next time?"


2. Listen Actively


  • Full Attention: Put away distractions and focus entirely on what your rep is saying.

  • Body Language: Use nonverbal cues to show you're engaged (eye contact, nodding, leaning in).

  • Paraphrasing: Repeat back what you've heard to ensure understanding and show you're listening.


3. Involve Reps in Goal-Setting


  • Collaborative Planning: Work together to set both short-term and long-term development goals.

  • SMART Objectives: Ensure goals are Specific, Measurable, Achievable, Relevant, and Time-bound.

  • Regular Check-Ins: Review and adjust goals together on an ongoing basis.


4. Encourage Self-Assessment


  • Pre-Coaching Questionnaires: Have reps evaluate their own performance before coaching sessions.

  • Strength-Spotting: Ask reps to identify what they believe they're doing well.

  • Improvement Ideas: Encourage reps to come up with their own ideas for skill development.


5. Create a Safe Environment


  • Psychological Safety: Foster an atmosphere where reps feel comfortable sharing failures and asking questions.

  • Celebrate Effort: Recognize not just results, but the effort put into improvement.

  • Model Vulnerability: Share your own learning experiences and challenges.


The Compounding Effect of Engagement


As you implement these engagement strategies, you'll notice a compounding effect:


  1. Reps become more engaged in their coaching sessions.

  2. This leads to faster skill development and better performance.

  3. Improved performance boosts confidence and motivation.

  4. Motivated reps seek out more learning opportunities and engage even more deeply.

  5. The cycle continues, creating a self-reinforcing loop of continuous improvement.


Before you know it, your team of average performers will have transformed into a squad of sales assassins, each one a formidable force in their own right.


The Engagement Challenge


Ready to revolutionize your coaching approach? Here's your challenge:


  1. Choose one engagement technique from this guide.

  2. Implement it in your next coaching session with each of your reps.

  3. Observe and note the differences in rep participation and outcomes.

  4. Gradually incorporate more engagement techniques over time.


Remember, the more you engage, the more your team will excel. It's time to unlock the full potential of your sales force through the power of engagement. Are you ready to create your team of sales assassins?

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