Coaching in Sales: The Rise of the Manager-Coach!
While sales managers are indeed disappearing, sales management is far from dying out. The automation of sales and management processes is not only here to stay; it is truly booming and constantly reinventing itself. The digitalization of professions, particularly within sales organizations, can be concerning—unless one looks beyond its superficial effects to its true advantages. Indeed, dig a little deeper and you’ll find that automation actually frees us from one-dimensional management.
And to fully leverage this digital revolution, we must fully grasp what it entails. The increasing number of digital tools forces us to change (and lead) change within our sales organizations. The energy and time previously spent calculating and analyzing data can now be dedicated to human interactions, the true foundation of management.
From Traditional Manager to Manager-Coach
Since new responsibilities imply a new title, it’s time to recognize and adopt the role of the manager-coach. Let’s first look at the definitions of these two terms, which do not quite have the same meaning:
Manager, verb : “To manage, organize, handle something, direct a business, a service, etc.”
Coach, verb : “To advise a person so that they make the best use of their skills.”
Whatever your official title, make no mistake: recent studies reveal that managers should dedicate 75% of their time to coaching their teams. You might just see the productivity and performance of your sales force skyrocket; why not try to earn your stripes as a manager-coach? Even if you’re not yet ready to print it on your business cards, this coaching role will allow you to smoothly manage the digital transformation of your sales organization. The digitalization of businesses is not just about the disappearance of certain professions. On the contrary, it will help you delegate certain tasks to refocus on what’s essential: the aspirations, needs, and expectations of your employees.
The Digital Tools That Free Up Human Time
Relieved? Current managers handle more employees than entire generations of managers before them. The digitalization of management tools allows them to track KPIs and sales objectives without being overwhelmed by data collection and analysis. Like any coach, you deserve a reliable and efficient assistant: that’s the role of the digital tools available to you.
Human coaches are effective; digital coaches can be too. But nothing beats the combination of the two; and making technology your main ally to manage your team will significantly improve its performance. Your digital assistant can notably help you organize original sales challenges to maintain employee engagement, or set up a micro-learning platform, essential for the continuous training of your employees and the sharing of best practices.
Building a Strong and Engaged Sales Culture
A digital platform tailored to your needs will finally allow you to build a true company culture, around which you will better unite and engage your sales force. Such is the power of automation and digitalization in sales organizations: but are you ready to take the leap? Done with the sales manager, and finally become a manager-coach!
Guide – Manager Coach: The Keys to Success for Sales Leadership