Sales coaching can have a dramatic impact on win rates and quota attainment. Yet many reps still aren’t getting the coaching they need to improve sales readiness and close more business.
Unless you happen to be a seasoned news anchor, actor or YouTube personality, chances are you don’t love the idea of someone grading your work on camera. Most sales reps are no different when it comes to video coaching assessments.
Sales organizations should be ensuring that reps possess the knowledge and skills to capitalize on every buyer interaction – also known as sales readiness – and video coaching is a proven way to certify a sales rep’s product knowledge, messaging mastery and preparedness in a practical setting. An effective sales coaching strategy incorporates a mix of informal video activities, such as peer learning and buyer meeting prep, with formal tasks like assessments.
Your reps might shudder at the thought of a sales coach critiquing their sales pitch recording. That’s only natural. People fear failure, and nobody wants to risk disappointment in a professional evaluation setting.
This natural aversion to assessments might lead to pushback against your sales training strategy. But Brainshark Chief Readiness Officer Jim Ninivaggi stresses how much the benefits of video coaching outweigh any growing pains experienced along the way.
“It’s not something that most people look forward to – like going to the dentist,” Ninivaggi said. “But once they get through the [assessment] process, your reps are going to be glad they did it. They’re going to feel more competent and confident.”
Forrester Research underscores the value of video training in a study that found 75% of employees were more likely to watch video lessons than read a document, email or web article.
Getting Sales Reps Comfortable with Video Coaching
So how do you encourage sales reps to embrace video coaching technology and use it regularly? Ninivaggi recommends assigning informal activities before requiring reps to participate in formal assessments and skills certifications.
For example, sales enablement leaders could create an unscored video coaching activity that prompts reps to practice handling a challenging type of objection. There would be no formal feedback provided, but sales managers could turn the activity into an informal learning moment by highlighting what the rep did well or offering personal tips and techniques for dealing with the objection.
Sales enablement leaders could also use video coaching to enable better peer-to-peer learning. At Brainshark, we recently asked members of our sales team to share their best piece of sales advice through the Brainshark video coaching platform and then upload it to our content library. Doing this gives our reps on-demand access to a catalogue of diverse and valuable sales tips.
Ninivaggi said both cases allow sales reps to become familiar with video in a low-pressure setting and, ultimately, view it as a valuable learning tool.
“You still want to use [video coaching] for certification. But once they’ve gotten used to the platform and look at is as a practice platform, not just a certification or assessment platform, they get more comfortable using the technology,” he said. “Introduce it using a non-assessment approach.”
By creating an environment where reps are more receptive to video assessments, your organization will be well on its way to better sales readiness, which will in turn fuel revenue pipeline and company growth.
Wondering what else should factor into your sales readiness equation? Ninivaggi takes a multi-pronged approach, which he outlined during a recent Brainshark webinar on the 4 pillars of sales readiness.
READ MORE: How can you prepare your sales reps for any situation? Download a free copy of our eBook on the 4 Pillars of Sales Readiness and find out today!