The art of selling is commonly taught as a process involving 6 stages:

1. Before the sale begins  2. Understanding needs  3. Proposition of solution  4. Dealing with resistance  5. Gaining commitment/closing the sale  6. Follow-up and follow-through.

This is useful from the point of view of understanding where you are in the sale process and what you need to do next, but following the process will not necessarily get you the sale.

The fact is that 'people buy from people the decision to buy is made not because of the existing relationship with the company or even because of the features and benefits of the product it is made because of the relationship with the salesperson as an individual. Successful salespeople know this and concentrate on building relationships as well as selling the benefits of their product.

Sales coaching begins where sales training leaves off and focuses on building relationships through understanding other peoples behavioural styles and dealing with them in the way they prefer, not necessarily in the way you prefer!

Sales coaching helps the salesperson to understand where their strengths lie and how to play on them, both in the sales process and building relationships. It also helps them to identify where they are not so good and how to develop these areas. It helps them to change strategy when things are not working, giving them more flexibility of behaviour. Sales coaching helps your sales force to build the relationships that lead to more sales and is becoming an important way to deliver increased revenues.