For many people, sales does not come naturally. Some personalities are more suited to doing the activities required to sell than others. However, all companies need to sell their products and services in order to stay in business.
Many companies employ dedicated sales personnel whose role it is to find new business. For other companies, certain members of staff will conduct sales activity as part of their role. However the activities are assigned, ensuring that the staff who do the work are appropriately skilled and motivated, is a requirement for every business.
All professional athletes have coaches to help them to improve their performance. However, few business people use coaches to help them to improve their performance. A coach can provide a neutral, objective perspective and can challenge people to try new approaches, behaviours and strategies. They are able to offer different tools, techniques and resources to support the individual. They provide people with the opportunity to practise these techniques in a safe environment before deploying them in real situations.
Investing in a sales coach is a much more effective way of developing your staff than providing a one off training course. One training course will change some behaviours for a short time. However, coaching, over a much longer period, will deliver sustained change and ultimately deliver higher revenues for companies.