The Critical Differences Between Sales Training and Sales Coaching

Whether you are a business owner or in a management position, you must think about your team to ensure that everything runs smoothly. A business is a well-oiled machine, and sales is a crucial part of that machine. If you feel as if your sales team needs more training and knowledge, consider sales training or sales coaching to educate your team. However, before you let your sales team that there is training next month, understand the difference between sales training and sales coaching.
 
First, what is sales coaching or individual sales coaching? Unfortunately, it has gotten a negative connotation in recent years because it is said to be used to “deal with” less productive employees. However, sales coaching is a professional service that seeks to help your sales team perform at their peak. Sales coaching is personalized and focused on continual skill development. Sales coaching is less formal than sales training, but is designed to have the most impact on salespeople to increase and improve skills in order to better the company as a whole.
 
Sales training, on the other hand, is more formal than sales coaching. It is structured, focused on learning new and specific skills and concepts. There is little room for one-on-one attention, and it is best done when new employees are brought in. However, even for current employees, sales training can be effective for honing skills that employees may be weaker in. The most successful sales training strategies include the development of sales knowledge, product knowledge, and internal systems.
 
Sales coaching is more than talking at an employee. A sales coach is able to discuss your current issues or perceived shortcomings, the goals that you currently have for your team, and potential strategies to help you achieve success in business. Sales coaching also helps you and your team make these new and improved skills a habit, thus you are able to proactively solve problems and scenarios rather than allow them to pop up. It is equally important, then, to choose an experienced sales coach for your team, and for your company.
 
As you compare sales coaching versus sales training, there are a range of factors to consider. Both sales training and sales coaching can provide your sales team with critical skills and set them up, and your business, for success. Sales coaching, however, often has a more long-term impact.