What's a Coach?

I like talking about advancing the deal, in the face of the word "wait", especially during this time of year when football champions are advancing the ball over the goal-line. In previous posts you've seen mention of the word "coach" several times. You need an offensive coach in football and you need a sales coach in professional selling since you are “quarterbacking” the deal. Here's where sales and football disagree however (though you may disagree): in football good defense wins the championship. In sales, it's a good offense - every time!

I've studied and practiced all of the different philosophies and methodologies about who you should be targeting as a sales pro: start high, work your way down, start anywhere you can and find the signing authority, etc. etc. Target IT, target HR. I suggest you find a potential coach and then develop them, wherever they may be. Tough work. But it's your key to success.

Who is a coach? Their title and job function do not matter. Miller Heiman teaches that it is one who not only guides you through the decision-making process, but also one who has influence with those who sign and endorse your contract. I completely agree. Politics are a reality in every company - title and function may very well not matter.

So in those pipeline reviews where it appears we are at the point where we have a coach, and that word "wait" comes up again, there are some tough questions asked. How is that coach guiding us? What has he/she revealed about internal process? How do you know he/she has influence with the right people?

A long time ago, I took a large prospect to lunch every week for six weeks while the deal unfolded. I thought I had it. I was counting on it to buy Christmas presents! He even told me during one lunch that he disliked the competitor's selling style. It's in the bag! He was my coach - after all, he accepted my lunch invitation every time - he likes me! In the eighth week, he told me the competitor had won. In the end, he had no influence with the CEO making the decision. And my prospect was the CEO's son!! Forget about title and function, sometimes even blood relationships don't count!

You'll play it differently than I did on that deal, I know you will!