Understanding the Difference Between Sales Coaching and Sales Training
The terminology in the sales industry evolves over time, just as the relationship between sales coaching and sales training has. Both terms are used to enhance the performance of sales representatives but each serves a distinct purpose. In this article, we will explore the differences between sales coaching and sales training and why the distinction is crucial for any sales development professional.
What is Sales Training?
Sales training involves imparting knowledge, techniques, and best practices to a group of sales professionals in a structured program. This can occur in a classroom or workshop setting where participants are provided with theoretical knowledge and practical tools to improve their sales skills. Sales training typically covers various topics such as product knowledge, sales methodologies, and communication skills. It is seen as the foundational step for sales representatives to develop the basic skills necessary for their roles.
What is Sales Coaching?
Sales coaching, on the other hand, provides personalized guidance and support to individual sales representatives. It focuses on continuous improvement through one-on-one interactions, feedback, and tailored development plans. Sales coaching is designed to address specific challenges and help sales professionals refine their skills in real-world scenarios. The goal is to ensure that the skills learned during training are effectively applied and improved upon in daily sales activities.
The Evolution of the Sales Language
The language we use to describe these processes also evolves. Historically, we would hear phrases like "I’ll call you" or "Let’s connect." Nowadays, these phrases have been replaced with "I’ll reach out to you," reflecting a shift in both technology and sales approaches. Similarly, sales training and sales coaching have evolved. Many perceive sales training as the initial phase in becoming a sales representative, starting in a live class or virtual environment and ending there. Conversely, sales coaching is seen as continuing that development in the real world.
The Common Misconception
There is a common belief among some that sales training is static and theoretical, consisting of lessons written by academics without field experience. While there are instances where this may be true, many companies, including our own, have developed neuro-based training programs that continuously support sales professionals throughout their careers. Our team members are experienced, successful former reps and sales managers, and we have noted that this integrated approach is becoming increasingly common.
Training vs. Coaching: Essential Distinctions
Training and coaching are not interchangeable terms. Training is about imparting knowledge and understanding, while coaching is about applying and enhancing that knowledge. Training is like learning in a vacuum, where ideas and theories are introduced. However, it is in the real world that these concepts truly come to life, and coaching helps sales professionals exercise and refine the new skills they have acquired.
For instance, when a sales professional completes a training program, they learn about product features and customer communication strategies. However, it is in the coaching phase that they practice these skills in real-world scenarios, receive feedback, and continually improve. Coaching is the bridge that connects theoretical knowledge to practical application, making it an essential component of ongoing professional development.
Conclusion
In summary, sales training and sales coaching play complementary yet distinct roles in the development of sales professionals. Sales training lays the foundational knowledge and skills, while sales coaching provides the personalized, ongoing support needed for continuous improvement. Understanding the difference between these two concepts is crucial for effective sales management and development.