What are the Qualities of a Good Sales Coach?

Love, a Good Conversation and Hope. These three qualities remind me of my late friend, Selvin Dallas, who passed away on October 12, 2008. Selvin loved people. He enjoyed being in a crowd. It was obvious to everyone around him how much he truly cared about their well being, especially when it came to helping people grow their business, sell more effectively and maximize time spent with customers. Selvin genuinely and generously invested his time in others. He was never in a hurry when it came to sharing an encouraging word with someone in need. Selvin understood the importance of investing in others when it came to delivering effective and comprehensive sales training.

Selvin loved to talk. He valued a good conversation. Selvin understood the importance of connecting with new customers and finding customers through participating in a variety of social events. Selvin often filled the air with his hearty laughter. He was a master encourager. Selvin loved to develop new sales professionals and encourage them to push harder and stay the course. He demanded they close more sales and reached deep within the heart of their customer’s business to better understand their unique needs. He was relentless in his pursuit of strengthening and motivating others. I truly miss my dear friend. Selvin’s legacy reminds us to be relentless in our pursuit of strengthening and motivating others, even when it’s neither convenient nor popular to do so.

Selvin was not only a good friend, but highly skilled in finding customers and securing new business. He looked for customers in places where most of us would not even bother to spend our time or effort. Selvin was great at maximizing his contacts. When we worked side-by-side for a season, I remember watching my good friend in action. Often times we visited accounts together to leverage one another’s strengths. When it comes to improving your sales, there’s nothing like watching a more experienced professional in action.

Never underestimate the power of a good mentor. Moreover, never underestimate the power of personally getting involved in developing those around you. What good is it to be the best at what you do and never invest what you’ve learned into the life of a younger, less experienced professional? You were created to invest in others. Intentionally infuse in others what they need to succeed. When you don’t, others notice and it hurts your business. When you do, others notice and it strengthens your business.

Selvin was not afraid to ask his customers for new referrals nor was he timid in his demands for their business. He explored multiple opportunities to engage with new customers and genuinely cared about the success of their business. He was constantly involved in networking events, trade shows, community projects and sporting events to help increase his database of new contacts and potential business opportunities. He reminds us of a very important exhortation, “You have to want to sell, plan to sell and integrate your sales approach within the heart and mind of your customer’s business.”

Selvin spent considerable time with his customers and learned great insights as to where they were headed and why they were headed in a particular direction? He was able to give his customers an opportunity to dream about their potential as an organization while integrating his business solution within the core of their strategy. Remember the qualities of my good friend Selvin Dallas. You will need to practice these very same qualities to connect with new customers, stand out from your competitors and close more sales. As a sales leader, your ability to capture and integrate these same qualities into your existing sales methodology will help build your team and take them to the next level in their professional development.