Why is Sales Coaching important? Working in sales is a simple job at a high level: connecting with the right customers at the right moments in anticipation of new business. Ideally, sales engagement should be a humanizing experience where buyers and sellers show mutual respect for one another and reach agreements.
But in the real world of unanswered emails and missed follow-up calls, maintaining a positive mindset is harder than it looks. Junior sales representatives may feel this way more often, but no sales professional is immune to frustrating setbacks.
Sales team members need a humanizing perspective, one that helps them identify consumers in need of empowering solutions. Whether your customers are considering a different laundry detergent or choosing their next car, sales is all about authentic, genuine connections between people and solutions.
No one wants to be treated like a statistic. Instead, customers want to know that their needs are heard, to feel valued during every stage of the buying cycle.
Let’s examine the benefits that a human touch can have on your organization’s sales coaching approach.
Why is humanity at stake in modern sales?
No matter how you look at it, all of us are awash in marketing, advertisements and limited-time offers from the moment we’re old enough to absorb those types of messages. Mass marketing is a cold and emotionally detached way to appeal to people en masse; yet, some believe it’s still the most effective strategy.
The best marketers understand that you can’t keep going back to the same playbook and expect the same results. You may be able to integrate some form of automation to quicken the pace of lead generation, but that completely ignores the human element for the sake of speed. Humanity is at stake when sales professionals distill consumers down to statistics and treat them as such, nothing more than a potential commission.
If you’re struggling to connect with consumers, deploying new tech for the sake of deploying new tech isn’t the answer. Instead, connecting with one customer at a time is how you begin to understand their needs and empathize with what they experience in the real world. Otherwise, you’re taking a cold, calculated approach that neglects each consumer’s humanity in exchange for massive outreach.
Generating leads at scale doesn’t automatically mean you’ll close them at the same pace, so dehumanizing sales is a major pitfall to avoid. Mass marketing has the potential to influence millions of consumers, so if the effect isn’t positive, it’s a serious missed opportunity to make a genuine difference in people’s lives.
Hello, modern sales. Goodbye, humanity.
Without reliable sales coaching tools, companies will have a harder time focusing on the human element in the sales field.
Why does the human element matter?
Honestly, dehumanizing a prospect or a lead in any way is the fastest way to fail – and do the consumer a great disservice. Some consumers tune out sales pitches much faster than others, making it even more important to connect with those people if that’s your target market.
Details count in modern sales. People instinctively understand when they’re being treated like a sale, not as a real person. Consumers respond readily when sales professionals empathize with their struggles and how particular products or services can solve their problems. Still, if performed incorrectly, modern sales can remove the human element and make sales feel like an uphill climb.
Modern sales can also
restore
humanity to the sales process
When sales teams restore humanity to the sale process correctly, consumers will know your company cares about helping them, not just selling items for profit. Customers are then more likely to reveal their internal motivations for reaching out to a service provider. For some potential customers, it’s not always about fair prices and bargains; developing the relationship at each touchpoint counts as well. And you can’t develop these relationships without incredible attention to detail, with a resounding focus on solving consumers’ pain points.
The smallest things matter to consumers, and that’s a truth the sales field has leveraged for a long time. Humanizing consumers correctly is how you help them see beyond your company’s brand and value propositions, appreciating the simple fact that you take time to know them on a deeper level.
Embrace each customer through sales enablement training
Sales enablement training can help organizations restore humanity in their sales process, teaching sales leaders and their team members how to connect with customers, nurture authentic relationships, diagnose needs and demonstrate why a company’s products or services genuinely satisfy expectations.
Improving organizational performance is vital when measuring expertise in the workplace. The only way to make strides is to measure the skills of an excellent employee to pinpoint how to use them in ways that unlock their potential, personally and professionally. Likewise, measuring expertise also highlights the gaps you need to bridge to improve employee satisfaction, increase revenue and enhance business performance.
Connect with our Enablement team
to understand how EnableU can assist in helping you meet sales goals, and embrace the real needs of each consumer you engage with.