Coaching for Contractor's Sales Teams
Coaching sales professionals is not for the faint of heart! I used to ascribe to what Certified Executive Coaches call a consultant approach: “This is what you are doing wrong, this is how to do it right, now go do it—you’re welcome.” Dang it, why won’t you listen? The process is simple and always yields favorable results. Run the numbers, don’t stray from the script, don’t go in unprepared, and fire from the hip. We have a process; work it because it works…Sounds familiar?
What I did not realize earlier in my career, which is obvious only after someone helped me see it, was that NO ONE, and I mean no one, wants to be “told” what to do. Not only does it create a non-conducive culture for sustainable growth, but it’s also not the best pathway for deep learning that results in behavioral change. I’ve most recently had the privilege of attending a challenging and comprehensive certified executive coaching course. The following are a few Nuggets I’ve taken away that I’d like to pass on to you. We do have an obligation as sales leaders to give everything we have to our salespeople to put them in the best position to win, offer them the best resources to support their growth, and provide them with the encouragement that they need to reach their maximum potential. Hint: Hint the secret sauce is in the questions – you’re welcome.
Effective coaching in the roofing and siding industry starts with clearly defined goals, a supportive structure for overcoming obstacles, actionable strategies, and easy-to-follow steps. Let’s break down the first four steps in creating a high-performance sales team, with illustrations to help you visualize each phase.
1. Set Clear Outcomes: Define Success
Imagine building a house without blueprints. Setting outcomes is like creating those blueprints for your sales team’s success. When your team knows what success looks like, they can work toward that vision with purpose and clarity.
Illustration: Picture a blueprint marked with specific areas to complete. Each space represents a sales target: the number of calls made, leads followed up with, or deals closed. A section of the blueprint fills in for every completed target, showing visible progress.
- Example in Action: If you set a goal for each salesperson to close 10 sales per month, make sure they understand how these 10 deals impact their personal success, the company’s revenue goals, and their own career growth.
Key Questions to Ask:
- What are your primary sales targets?
- How does achieving this goal change things for you?
- What does success look like on a daily or weekly basis?
Creating clear, measurable goals gives your salespeople something tangible to work toward, transforming abstract ideas into real progress.
2. Identify and Address Obstacles: Recognize the Challenges
Every salesperson encounters hurdles. Effective coaching involves understanding what those are and working through them collaboratively. By identifying obstacles, you can help your salespeople stay focused and avoid getting discouraged.
Illustration: Picture each salesperson standing before a wall labeled with challenges: “fear of rejection,” “time management,” or “product knowledge gaps.” With coaching, you can help them build a ladder to climb over these walls.
- Example in Action: If a team member struggles with fear of rejection, address it head-on by practicing objection handling during training. Role-playing challenging conversations can help them grow comfortable in difficult interactions and become resilient over time.
Key Questions to Ask:
- What is the biggest challenge you face in reaching your goal?
- Have you encountered this before? If so, what helped you last time?
- If nothing changes, what impact will that have?
Help your team view obstacles as stepping stones. By guiding them to identify and tackle their barriers, you empower them to build confidence and maintain momentum.
3. Explore Options: Brainstorm Actionable Solutions
In this phase, creativity comes into play. Exploring options allows your team to think of innovative ways to overcome obstacles and achieve goals. It’s where you help them find new perspectives, enabling them to develop effective strategies.
Illustration: Imagine a tree with branches labeled “possible actions.” Each branch represents a different solution to the obstacles your salesperson faces. Encourage them to explore each branch until they find the best route.
- Example in Action: If a team member is struggling to close deals during in-home visits, brainstorm ideas to increase confidence, such as using the Ultra-Impact In-Home Selling System or practicing handling objections through role-play.
Key Questions to Ask:
- What is one step you can take right now to improve your chances?
- Which option gives you the most confidence in achieving your goal?
- How will you handle potential setbacks along the way?
Giving your team a structured approach to options fosters self-sufficiency as they learn to navigate their challenges independently.
4. Create Obvious, Actionable Next Steps: Chart the Course
After defining the goal, identifying challenges, and exploring options, it’s time to focus on immediate, actionable steps. This is where you bring the coaching full circle by giving your team a clear path forward.
Illustration: Picture a path marked with milestone signs: “make 10 calls daily,” “send weekly follow-up emails,” “schedule client meetings.” Each milestone is an achievable action that brings the salesperson closer to their ultimate goal.
- Example in Action: If a team member’s goal is to improve closing rates, create daily action items like setting up 15-minute prep sessions before each client meeting to boost confidence and tailor their pitch to each customer.
Key Questions to Ask:
- What specific actions can you commit to this week?
- How will you hold yourself accountable to these steps?
- When will you start taking action, and how will you track progress?
By breaking down larger goals into manageable tasks, you make success feel achievable for your team. These small steps build confidence and help them see the incremental progress toward their goals, setting the stage for sustained high performance.
Conclusion
Through these first four steps, you’re creating a robust roadmap for your roofing and siding sales team’s success. Starting with defined outcomes and working through each phase with support, creative problem-solving, and actionable steps, your team will feel motivated and equipped to achieve high performance. By investing in structured coaching, you’re setting up your salespeople—and your business—for lasting success.
Clint Klepp
Marketing Manager
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