5-MINUTE SALES COACHING

In the current marketplace dominated and driven by channel relationshi ps-networks of salespeople, distributors, reps, vendors, and others-ef fective, results-getting sales management requires that sales managers take on the role of sales coach. But many sales managers are reluctan t to do coaching because it can take up so much time and doesn't seem directly linked to the bottom line-more sales. In fact, it is. Sales t raining and management consultant Linda Richardson shows how streamlin ing the sales coaching process down to an ongoing series of five- to 1 0-minute sessions that focus on one or two issues only can make coachi ng relatively painless and very effective. She describes the specific steps, including how to open a coaching session, how to identify the c oaching recipient's and the manager's perceptions and needs, how to ag ree on the actions a salesperson should take to improve performance, h ow to overcome his or her resistance, and how to identify and remove o bstacles to implementing the action plans. There are also suggestions for follow-up to keep the coaching lessons alive. The article provides a sample dialogue of ''boiled-down, small-dose'' coaching and a synop sis on how to get started. A sidebar discusses channel relationships i n detail, and there is a list of 10 tips for sales leaders, from ''Sel ling Value,'' a presentation by Nancy Skinner of Nancy Skinner & Assoc iates.