The Demand Solutions Blog

5 Steps for a Coaching Culture & Why it’s a Must for Sales Teams

by Donald Davidoff | May 11, 2017 12:00:00 AM

5 Steps to Creating a Coaching Culture & Why it’s a Must for Sales TeamsThe following is taken from our viewpoint document, The Keys to Effective Multifamily Sales Performance. You may download it here.

Too many multifamily operators have a culture of supervision and compliance rather than one of coaching. There is certainly a time and a place for compliance; however developing adults’ skills requires a supportive environment, where leasing associates are allowed to experience failure and be coached towards success. Here are five easy tips to start creating a coaching culture:

1. Explain ‘the Why.’ 

Take time to pause and explain the big picture to team members. Sometimes we assume that our associates understand why we’re doing something; but remember that we are usually aware of information (via email, conference calls, etc.) that they may not be aware of. Take time to talk with the team and explain the big picture and how their role fits in. They will learn more about the company and gain a greater appreciation for the task at hand.

2. Create Achievable Goals. 

Leasing teams enjoy goals. They are, after all, salespeople and are motivated to meet their target. However, all too often we set goals that are unachievable and thus do nothing more than de-motivate the entire team. It is important to set goals that are achievable, and don’t forget to revisit the goals regularly to review progress.

3. Ask About Performance. 

Taking the time to ask a leasing associate about their last phone call(s) or tour(s) seems like an obvious thing to do for leaders; but in reality, we often find it much easier to jump in with suggestions such as “I heard you say X to Mr. Jones but in the future why don’t you say Y instead.” We do this with the best of intentions and are trying to help. However, instead of jumping in to ‘fix’ the problem, ask the leasing associate about what they think went well (or didn’t go well), and then pause to listen to their response. You will learn valuable information about how they believe they performed, and they will learn more by reflecting on their own successes and failures rather than being “lectured.” As a bonus, often they will surprise you with ideas and opportunities for the future that you may not have thought of on your own.

4. Develop Skills. 

Sales coaching often focuses on immediate sales effectiveness, but remember that change does not happen overnight. Make time in your schedule for role plays, practice (especially through ‘what if’ discussions) and scenario analysis with team members to improve their skills. Success takes effort and development over the long term.

5. Provide Frequent Reinforcement. 

There’s an old saying, “People often say that motivation doesn’t last. Well, neither does bathing. That’s why we recommend it daily”. Coaches provide frequent feedback to motivate teams by reinforcing those things they are doing well and provide that extra bit of attention and support to push people to achieve more than they might have thought possible.

Coaching is a Must

Coaching is the best way to raise the level of performance of each team member. Spend some time developing coaching skills in your leadership team. It will be a win-win for everyone.

Subscribe Now