In order to have a sales or property management team that achieves great results, a great coach and effective coaching methods is an absolute necessity.
Think of a sales or rental department as an elite sporting team. Each member has their specialty position and skills, and as such, the coaching methods used to ensure their success should be tailored to their individual functions.
Too many principals implement training based on general sales or property management needs, where they should be focusing on individuals’ strengths and weaknesses, and the skills that these people require to excel in their specialty area.
For example, would it be beneficial for Jarryd Hayne to spend all his time training to make the big tackles and hard hit ups? Of course not, because he doesn’t play in the forward line. It would, however, be ideal to use those training methods for a front rower such as Petero Civoniceva.
Is it really a good idea to implement a standard training regime across the whole sales team? Or would it pay to take the time to identify each member’s role, and their strengths and weaknesses, and then tailor training to suit their individual needs.
The reason that players in a sporting team are chosen to represent their country is because they are the best player for that position. The winger is quick, the forwards are tough and the fullback is agile.
In a sales team, the best lister is confident and empathetic, the best seller is great at negotiating and the support staff have an eye for detail. Therefore, tailor training to enhance these skills. Make them market leaders in your area.
Consider joining strong members of your team with other strong members. Cameron Smith & Cooper Cronk are good players in their own right, but as a duo they form a force to be reckoned with. Likewise, band together a star performer with a weaker player in your team. Just as Darren Lockyer can make anyone look fantastic and inspire his team mates to perform, the weaker player will be driven to lift his game.
Another mistake some principals make is not ensuring the sales team sticks to their core market area. In a slow market, it is easy for sales staff to take on listings as business outside of their local or specialty area.
Roger Federer is the greatest tennis player of the 21st century, but he would probably get slaughtered if he ‘laced up the boots’ and ran onto the rugby field. As the old adage says ‘Stick with what you know and what you do best’.
But how do you put this training into practice? By conducting a simple training needs analysis. Sit down with each member of the team and discuss with them what they think their strengths and weaknesses are and what they can do to improve. Then implement training to suit their needs.
It can be something low scale like role playing scenarios they have trouble dealing with, or specific skills based training to broaden their knowledge of their core area. With the introduction of compulsory CPD, the popularity of skills based training has decreased dramatically. But as any proactive coach will tell you, training is the key to producing great staff that get results and remain a cut above the competition.
Just as all elite athletes aspire to be the best and represent their country, does your sales staff aspire to be the best and represent you?
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