Salespeople Are Like Olympic Athletes: The Power of Coaching for Excellence
When we think of Olympic athletes, we envision individuals who have reached the pinnacle of physical prowess, discipline, and mental fortitude. These are people who have dedicated years, sometimes decades, to perfecting their craft, pushing the boundaries of what the human body can achieve. Yet, no matter how naturally gifted or hardworking these athletes are, none of them reach the Olympic stage alone. Behind every gold medalist is a coach who meticulously guides them, refining their technique, strategy, and mindset. Even athletes that have already reached the gold medal podium don’t just arrive alone at the next Olympics. They have a coach that works with them even at the top.
The world of sales is remarkably similar. Even the most talented salespeople need coaching to achieve and maintain their peak performance. Many companies make the mistake of thinking they can hire a successful salesperson and put them in their new role and simply succeed.
The Myth of the "Natural" Talent
It’s a common misconception that top salespeople are simply "born" with the ability to close deals. Sure, just like with athletes, there are naturals but these are few and far between. Most salespeople may have natural charisma and communication skills but the truth is that consistent success in sales, like in sports, requires ongoing development and refinement. Just as you wouldn’t expect a sprinter with raw speed to automatically win Olympic gold without proper training, you shouldn’t expect a salesperson to consistently exceed targets without guidance.
Olympic athletes undergo rigorous training regimens that focus not just on their strengths but also on their weaknesses. Their coaches analyze every aspect of their performance, from their diet and sleep patterns to their mental approach to competition. They break down complex movements into micro-movements, identifying areas for improvement that might seem insignificant but can make all the difference in a high-stakes competition. You don’t tell a swimmer, just swim fast and win. You analyze their strokes, their turns, their starts, their breathing, every single detail. The details make up the whole. Sales coaching works the same way. A skilled coach doesn’t just tell a salesperson to "sell more." Instead, they dive deep into the details of their approach, examining things like their cadence, their ability to build rapport, their understanding of the product, and their follow-up techniques.
The Role of the Coach: More Than Just Winning and Losing
In both sales and sports, the role of the coach is far more nuanced than simply evaluating success based on wins and losses. A great coach understands that outcomes are influenced by a myriad of factors, many of which are within the control of the individual—if they know how to manage them. Coaches help athletes and salespeople alike break down their performances to identify what went right, what went wrong, and what could be improved next time.
For instance, if a salesperson loses a deal, it’s easy to chalk it up to bad luck or an uncooperative prospect. But a coach will help them dig deeper. Was the objection handling as strong as it could have been? Did they truly understand the customer’s pain points? Were they persistent enough in their follow-up? Maybe the breakdown was earlier in the process. Maybe the prospect wasn’t evaluated correctly and shouldn’t have been a target account. Regardless of the reason, a coach can help the salesperson make incremental improvements that lead to better outcomes over time.
The Big Picture: Small Details Leading to Big Success
The most successful Olympic athletes are those who never stop learning, never stop improving, and never stop striving for that extra edge. The same is true in sales. A coach’s job is to help salespeople see the bigger picture by focusing on the small details. They help salespeople set goals that are challenging yet attainable, and they provide the tools and strategies needed to achieve those goals.
Moreover, just as athletes experience slumps, so too do salespeople. A great coach is there to provide support during these times, helping their mentees stay motivated and focused, even when things aren’t going well. They remind them that setbacks are part of the journey and that with the right mindset and approach, they can overcome any obstacle.
Basically, if your corporate sales strategy is to hire salespeople and expect them to use their existing skill set to achieve success, then your sales results will be poor to average and almost never show fractional improvement. They may have the talent and the drive, but to truly excel, they need a coach who can guide them, push them, and help them refine their craft. Coaching isn’t about simply winning or losing; it’s about the pursuit of excellence through continuous improvement. Just as no athlete would step onto the Olympic stage without a coach, no salesperson should be expected to perform at their best without the guidance and support that only a great coach can provide.