Key Steps to Lead, Coach and Develop salespeople in your small business

Friday Funnel Focus by EPOCH Sales Management Solutions

Leading, coaching, and developing salespeople in a small business is crucial for achieving consistent and sustainable sales growth. 

Some best practices that can help you effectively manage your sales team


Individual Sales Plans

Ensure each salesperson builds their own individualized sales plan that aligns with the company's overall sales goals.  These plans should outline the following:

  • Sales Objectives and Goals
  • Target Customer Profiles
  • Sales Strategies
  • Competitor Analysis
  • Time Management/ Time Blocking
  • Sales Tool and Resources
  • Personal Development Goals
  • Timeline

Regular One-on-One Meetings

Conduct monthly one-on-one meetings with each salesperson to review their progress, address any challenges they're facing, and provide constructive feedback. 

Set Clear Objectives

Define the purpose and objectives of the meeting. Stick to a consistent schedule. Create a structured agenda to guide the discussion (Sales Results, Health of Sales Pipeline, Sales Activities). Compile relevant data  and metrics before the meeting. Have the salesperson do a self-assessment prior

Review Goals and Targets

Discuss progress toward sales goals and targets (If Sales results are good and the sales pipeline is healthy, you can skip sales activities and focus on how they might need support from you at this time.) Offer feedback in a constructive and specific manner. Ask about any challenges or obstacles 

Collaboratively establish action plans to address identified issues and improve performance. Identify areas where additional training or coaching may be necessary. Keep records of action plans and track progress between meetings. Recognize and celebrate both small and significant achievements. Maintain a positive and supportive tone throughout the meeting. Document the meeting's key points, decisions, and action items. 

Follow Up

Follow up on action items and commitments made during the meeting. Hold individuals accountable for their responsibilities. Be flexible and adaptable. If the salesperson has new insights or concerns during the meeting, be willing to address them and adjust plans accordingly. These meetings are an opportunity to hold salespeople accountable for their performance and help them set and achieve their goals.

Sales Coaching


In addition to accountability meetings, schedule regular sales coaching sessions. These meetings should focus on skill development, sales techniques, and overcoming specific sales challenges. The sessions should provide continuous improvement, feedback and guidance, motivation and knowledge sharing. Use role-playing exercises and real-life scenarios to enhance learning. Here are some tips for effective weekly sales coaching:

  • Schedule Regularly
  • Prepare and agenda
  • Co-create the possibilities
  • Track Progress
  • Celebrate Successes

Field and Inside Sales Support

For field salespeople, conduct regular ride-alongs to observe their interactions with customers and provide on-the-job coaching. For inside salespeople, consider monthly "sit-besides" sessions to offer guidance and support.

Coaching Collaboration

Co-create solutions with your salespeople during coaching sessions. Encourage them to contribute to problem-solving and goal-setting processes, which can foster a sense of ownership and motivation.

Incentive Programs

Develop incentive programs that reward desired behaviors and achievements. Set clear goals and objectives. Incentive programs can include performance-based commissions, recognition and rewards, team-based incentives, professional development opportunities, gamification, bonuses, regular performance feedback and celebrate successes to motivate your salespeople.

Weekly Sales Team Meetings

Hold regular sales team meetings to keep everyone informed, aligned, and motivated. Meetings should Illustrate, Educate and Motivate. Use Visual data presentations, success stories and customer testimonials to illustrate. Educate with market insights, sales techniques, and product/service training. Motivate with recognition and rewards, team building activities and motivational stories or speakers.

Use these meetings to share success stories, provide training updates, and address any common challenges or questions.

Protect from Distractions

Shield your salespeople from unnecessary distractions and administrative tasks. Provide them with the tools, resources, and support they need to focus on selling effectively.

Continuous Learning

Encourage ongoing learning and skill development. Invest in training programs, workshops, and resources that help your sales team stay up-to-date with industry trends and best practices.

Feedback Loop

Create an open and constructive feedback culture. Encourage salespeople to share their insights, experiences, and suggestions for improving sales strategies and processes.

Performance Metrics

Establish clear performance metrics and key performance indicators (KPIs) to track sales team performance. Regularly review these metrics and use them to identify areas for improvement.

Mentoring and Peer Support

Encourage mentoring relationships within your sales team. Experienced salespeople can mentor newer team members, sharing their knowledge and best practices.


Be flexible and adaptable in your approach. Sales strategies and markets can change, so your coaching and leadership style should evolve accordingly.



Remember that effective leadership and coaching require a balance between accountability and support. By implementing these best practices, you can create a motivated and high-performing sales team in your small business. Additionally, tailor these practices to fit the unique needs and culture of your organization.


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October 13th, 2023|Categories: | |

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