Business Coaching for People Who Hate Sales: Sales Training Coaching Simplified

One of the most common needs in business coaching is how to improve sales. And many people would rather go to the dentist than to initiate a sales conversation. But sales training coaching can actually be more fun than most people realize. And when business coaching can transform clients into sales gurus, everyone benefits. Here are five sales training coaching steps that will change the way you look at sales.

Five Sales Training Coaching Steps for Improving Business Coaching Sales

Sales Training Coaching Step #1: Build rapport and trust. This step sounds easy, but you might be surprised how few of my new business coaching clients actually begin with this step. They get so nervous and eager; they forget that their client needs time to warm up to the idea of engaging in a sales conversation. Imagine that most clients start out talking to you with their arms crossed. They are resisting being sold anything. Until their arms relax, you do not have permission to proceed.

Sales Training Coaching Step #2: Identify your customer’s needs. Ok, you have a product or service but is it a fit for your client? This is not only a weakness for many business coaching clients, but also a weakness for many beginning coaches. Have a list of ready made questions if you need help getting started, but once you open the floodgates most people are quite happy to tell you their problems and what they need. And here’s the key. If you can explain your customers’ problems in a more clear and concise manner than they can, they will automatically look to you for the solution.

Sales Training Coaching Step #3: Share the benefits of what you have to offer. If you have done this process correctly, you have done 75% of the work. You have a customer who is ready to listen to you and, in business coaching, we call this the “sweet spot.” A term I learned from one of my mentors, Eric Lofholm. See

Sales Training Coaching Step #4: Ask for the order and wait for a response. Most business coaching clients dread this part more than anything else until they understand the psychology behind it. Whoever talks first, looses their spot as the leader of the conversation. It may take 30 or more seconds before your customer thinks about your request, and has time to respond. The silence is uncomfortable for both of you, so it’s O.K. to wait it out and be patient.

Sales Training Coaching Step #5: The finish line. At this point, you’re ready for anything they come up with; which will be either a yes, a no, or an objection. I train my business coaching clients to get excited about the objections because this is where their skills can really make a difference. Most people get discouraged at objections, when most of the time the customer just needs more information. Even a “no” is great, because at least you know where you stand and you have successfully completed the process.

Colette Seymann

JTS Advisors Designated Accountability Coach

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