Think about the last time one of your salespeople came to you with a problem.
Perhaps they were frustrated with a prospect who wasn’t responding, struggling to move an opportunity forward, or explaining why they hadn’t met a commitment.
While they were talking, what was happening in your head?
Were you listening to understand what was going on, or were you already figuring out what advice to give them?
I ask because inside sales leaders are problem solvers. It’s part of what makes us good at our jobs. We hear a problem, recognize something we’ve encountered before, and start thinking about how to fix it.
The trouble is that recognizing a familiar situation doesn’t necessarily mean we understand THIS situation.
What Are You Actually Hearing?
In my Communication Trilogy for salespeople, I talk about listening to more than the words someone says. There is also inflection, tone, and sometimes what isn’t being said.
The same thing applies when you’re coaching.
A salesperson tells you they’ve made all their prospecting calls but aren’t getting anywhere. You hear frustration and immediately start thinking about improving their opening statement.
Except perhaps their opening statement isn’t the problem.
Maybe they’re calling the wrong people. Perhaps they’re uncomfortable asking for the appointment. They might be doing exactly what you’ve asked and getting discouraged because they don’t understand what success should look like at this stage.
Until you listen long enough to understand, you’re working with assumptions.
That’s one reason Diagnose Before You React is such an important part of inside sales leadership.
When performance isn’t where you expect it to be, you need to understand whether the salesperson can’t do something, won’t do it, or doesn’t know how to do it.
And sometimes you need to keep listening because the first explanation isn’t the whole explanation.
Listening Is Part of the Diagnosis
Pay attention to what your salesperson is saying, how they’re saying it, and what questions they’re avoiding.
Ask a follow-up question when something doesn’t quite make sense. Give them room to explain rather than rushing to fill in the blanks yourself.
You may discover that the problem is completely different from the one you thought you were solving.
This week’s Leadership LYNNSIGHT: In your next one-to-one conversation, notice when you start preparing your answer before your salesperson has finished explaining.
Then listen a little longer. Listen to them until they’re finished speaking.
You might learn something that changes the coaching conversation entirely.