Coaching To Win: A Systematic Approach To Achieving Productivity Through Coaching
Authors: Mosca Joseph B. , Fazzari Alan , Buzza John 
Published: February 2016

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: Times New Roman;"><span style="color: black; font-size: 10pt; font-weight: normal; mso-themecolor: text1;">The strategic business plan for any organization is very specific regarding sales force objectives and activities.<span style="mso-spacerun: yes;">&nbsp; </span>Therefore, those responsible for the human capital of the sales function<span style="mso-spacerun: yes;">&nbsp; </span>must be prepared to work directly with their sales employees, in an effort to meet management agreed upon goals, to gain market share, and to continuously improve overall performance.<span style="mso-spacerun: yes;">&nbsp; </span>Over the years, the task of managing sales employees has been varied and undefined.<span style="mso-spacerun: yes;">&nbsp; </span>Managing has been referred to as &ldquo;the art of getting things done through people.&rdquo;<span style="mso-spacerun: yes;">&nbsp; </span>For decades, experts have included planning, organizing, staffing, influencing or commanding, and controlling as the systematic way of making things happen.<span style="mso-spacerun: yes;">&nbsp; </span>Recently, this commanding function has been dropped in preference to leading.<span style="mso-spacerun: yes;">&nbsp; </span>It has been proven that coaching is more effective than the old approach of using fear and intimidation to achieve sales management objectives. <span style="mso-spacerun: yes;">&nbsp;</span>This paper focuses on the need for these sales supervisors/managers to change their previously used tactics and embrace a new, proactive approach of &ldquo;Coaching&rdquo; their sales employees.<span style="mso-spacerun: yes;">&nbsp; </span>This new approach is described in detail below and will help unlock the mysteries of becoming a viable and proactive sales supervisor.<span style="mso-spacerun: yes;">&nbsp; </span>It will also give supervisors the tools needed to meet the needs of management and create a more productive, independent sales force. &ldquo;Coaching&rdquo; is becoming the leading preference for supervisors and managers, because it is proving to be more effective than previous used conventional methods.<span style="mso-spacerun: yes;">&nbsp; </span>Coaching is the art of continually assessing and developing sales people, so </span><span style="color: black; font-size: 10pt; mso-themecolor: text1;"><strong>they can be empowered</strong></span><span style="color: black; font-size: 10pt; font-weight: normal; mso-themecolor: text1;"> to do their jobs well!<span style="mso-spacerun: yes;">&nbsp; </span>Often, the conventional methods included command functioning tactics of fear and intimidation to motivate sales personnel.<span style="mso-spacerun: yes;">&nbsp; </span>By using the &ldquo;Coaching&rdquo; approach, supervisors and managers have more control of their sales staff and of achieving their management goals.<span style="mso-spacerun: yes;">&nbsp; </span>By developing a coaching relationship, which includes encouragement, listening, counseling, providing positive feedback, being supportive, resourcefulness, thinking with the future in mind, and modeling, these supervisors can give rise to a foundation where sales employees will be energized, aligned, and collectively mobilized to achieve and sustain customer satisfaction and trust.<span style="mso-spacerun: yes;">&nbsp; </span>In so doing, sales employees will also be empowered to meet management&rsquo;s strategic goals.</span></span></p>