It’s not just your imagination—closing a big sale is getting more difficult. Budgets are tight, competition is fierce, products are complicated and clients are savvy.
In this fast-paced an uncertain environment, you may be thinking about investing in sales training. But, most modern training programs are ineffective. In fact, recent reports reveal that nearly 90 percent of what new hires learn during sales training is forgotten within three months.
That’s because when it comes to coaching, some leaders offer little more than a pep talk and a motivational video. If you’re looking to address skill gaps, clarify communication, produce revenue leaders and impact the bottom line, you’ll need to offer your teams something more dynamic. Magnite’s Cassidy Diamond knows that effective sales coaching takes consistency. Built In asked her to reveal what she’s learned while leading a talented team that specializes in generating demand for its services among Fortune 500 brands.
Magnite is the world’s largest independent sell-side advertising platform that publishers use to monetize their content across all screens and formats.
Describe your role as a sales coach. How did your career journey lead you to that position?
My journey began as an individual contributor, and I was fortunate to experience a range of management styles along the way. My exposure to different leadership styles helped me identify the qualities that I wanted to embody as a leader. I was focused on delivering sales results, but I also made an effort to mentor my teammates. That opened the path to leading sales teams.
What separates a good sales coach from a great one? Are there certain skills all great sales coaches have?
Good coaches guide people toward achieving organizational goals. Great coaches do the work. They get to know each individual’s motivations, talents and potential. They have direct and honest conversations. They shadow others and actively listen on the front lines. The most important trait for excellence in coaching is to develop and grow emotional intelligence.
The most important trait for excellence in coaching is to develop and grow emotional intelligence.”
The best coaches hire for core competencies but also look for complementary differences and strengths that can establish a cohesive sales team. They recognize individuals for unique talents, know each team member’s motivations and have the ability to inspire company-aligned performance around personal goals.
Describe a time where sales coaching made all the difference on a rep's performance. What impact did this have on the business?
One of the most important priorities should be consistent communication with each seller, even when they are crushing their goals. Consistent coaching helps each individual find their stride and will also carry them during slow sales periods. Coaching teams through rough spots is an investment in their professional and personal growth. This positively impacts retention and job satisfaction. A rejuvenated seller who makes a comeback will increase both revenue and productivity while enjoying a sense of achievement for overcoming significant challenges.
