How to Build Coaching Culture in 5 Steps

Sales coaching helps increase revenue by 16.7%.

If you bake coaching culture into your day-to-day work, then it will steadily improve performance and profits.

You can build your coaching culture, and you should…

The coaching culture can have a big impact on the company, including boosting revenue and reducing employee turnover.

The question is what are the steps for developing a coaching culture. The answer:

  • Coaching is a big part of work culture, and includes these five components: -A coaching mindset -Positive feedback -Feedback that helps people learn from mistakes or errors in judgment (and not just about performance) -Assessing the coach’s own behavior to make sure they are modeling what they want others to do. And finally, an environment where coaches can be themselves.
  • I found that when I listened to my team, it made them more motivated.

But First… Why do you need to know how to build coaching culture?

Coaching culture includes coaching in every task and process.

From a management perspective, it’s an ongoing program that helps your salespeople to learn new skills and become top performers for the company.

Coaching culture emphasizes 

  • Continuous training
  • Self-improvement
  • Analysis
  • I try to give feedback for my employees as often as I can, especially when they are doing something right.

Here are steps for developing a coaching culture and how you can do it.

5 Core Components of a Coaching Culture

how to build coaching culture? A coaching culture is one where there are no punishments, but rather a focus on rewarding employees for their hard work.

“When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation.” states that when the writer was new to managing other people in his company he made an assumption of what motivates them without doing research or speaking to anyone about it. He later found out this wasn’t true after testing different methods which led him back towards paying more base salary plus commission as well as bonus incentives because these were the things they wanted most from him during interviews while also being motivated by money at all times. The paraphrase says something similar except for using slightly less detail than the original meaning while still conveying its message properly

There is no one right answer for what a coaching culture should look like. But there are some core elements that make up successful coaching.

For example, we analyzed how the best sales managers coach their teams. We found that they spend 12 hours a month on call reviews- 30% more than an average manager!

We also found that the best reps were constantly coaching themselves on their recordings. They listened to about 24 calls during onboarding and 8 per month when fully ramped.

Some people learn better with self-driven learning and others need management to teach them.

When you take all these steps for developing a coaching culture into account, there are five core components of a coaching culture that can be implemented right away:

  • Team coaching is when you get your entire team together to review recorded calls. This gives the whole group an idea of what people are doing well or struggling with, and they can all help each other out.
  • Self-coaching is a tool that salespeople can use to review their own calls or study peers’ calls.
  • Manager-Rep 1:1s – Skill or account-based feedback is delivered, and reps can also review clips from calls during the meeting.
  • Onboarding is when new employees are given the chance to learn about how the company works, and managers work with them.
  • I created pairs or small groups of salespeople where one person can give and receive feedback from another.

Many companies are focused on diversity, and there is a lot of talk about how to properly coach employees during the process.

Here are some more steps and ways on how to build coaching culture.

3 Steps for Developing a Coaching Culture

Once you’ve established the core components of a coaching culture, it is time to get your team involved. Let’s discuss three ways that will motivate them.

Tip #1. Make it accesible

In the past, when it came to coaching sales leaders faced two challenges. The first was difficulty in knowing what would work for their teams and the second being able to provide enough feedback.

  • There weren’t enough coaches or training available to go around.
  • Reps were not given proper resources to coach themselves or their peers.

The problem with coaching in the past was that it required a lot of time and resources. Now, tech-enabled coaching is making this much easier.

Chorus has a system in place where reps can submit their calls for peer-to-peer feedback, and they have the option of asking for help with reviewing recordings by submitting them to Slack.

Here are some of the playlists that our team likes best.

To get the most out of their first three minutes, companies are encouraging an internal contest to see who can do it best.

It is important for salespeople to set the agenda and control their calls. Here are some best practices on how to do this at various stages of the process.

A “Best of” playlist is a series of the best sales calls. One type of call that can be difficult for reps to do well on are budget qualification, so learn from top sellers firsthand.

One Call Close is a podcast that talks about deals where everything happened quickly.

Hear from top salespeople as they explain pricing to customers.

The article talks about how to tell if a buyer is going to buy something or not.

It is important to understand how top salespeople handle objections about kick-off and implementation.

When customer service calls with live clients, they can identify an upsell opportunity and bring new ideas to the client.

Customer Story Time is a playlist that helps salespeople bring customer stories to life.

If you’re ever on the phone with a customer and they mention one of your competitors, here are some ways to handle it.

Tip #2. Promote Transparency

Reps want to improve and climb the ranks, but they don’t know how. They need more than just hitting their number.

Another way on how to build coaching culture is by using tools like call scoring and rubrics. When reps know exactly what’s expected, it helps alleviate the frustration of sales.

There are a few things you can do to enhance coaching.

One way to evaluate a discovery call is by judging the different aspects of it, such as how prepared they were for the call and whether or not there was a clear agenda.

Creating scorecards for every task is a good way to communicate with reps what constitutes “good performance.” They’re especially valuable when doing individual coaching.

For group coaching sessions, you can use a hands-on film review exercise to help people learn from each other.

how to build coaching culture

To do this exercise, first organize a team meeting for reviewing sales skills. Make sure to focus on one specific skill.

Then after each film, have someone in the room provide feedback on what they liked and didn’t like about it.

For this type of exercise, I suggest coaching employees on how to be better communicators and leaders. Work with them on the core skills that will help them a successful business.

Tip #3. Have1-to-1s that are intentional

When a 1-to-1 is terrible, the salesperson shows up with very little idea of what to expect and how they can participate. The person running it will be busy getting ready for something else and revert back to asking them about their current pipeline or deals they are working on –all information that you have access too in your CRM.

If you’re a manager, there are 5 mistakes that any leader can make.

When working with your team, think about how you would like to see meetings and 1:1s happen. One way is by using them intentionally for coaching.

  • The manager and salesperson should take (1) call to review.
  • Pricing is a common theme in pricing mentions.
  • Try to listen at least once a day for 10 minutes.
  • One skill-based topic is the need for a candidate to have strong communication skills. This includes both verbal and written communications, as well as a customer service experience.
  • Agree on a plan of action
  • Check-in with the new hire weekly to see how they are doing.

The Key on How to Build a Coaching Culture

In the end, coaching shouldn’t be treated as a line item on your to-do list. It will only have an effect if it is integrated into other tasks.

Integrating coaching into your management style means that you coach everyone in the office, not just those who seem to need it. That way every interaction becomes an opportunity for coaching.

There are many ways to diversify the workforce and it’s not hard at all.

The first step on how to build coaching culture is to create a coaching library, which includes the 5 components of formal coaching.

You can help by making the coaching materials easy to find, being transparent about goals and expectations, and demonstrating your commitment in all interactions.

Do it well, and everyone wins: Your reps will be motivated to grow their skillset which in turn makes them more successful with your company.

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Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.