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How Coaching Transformed One Leader’s Approach to Sales

Tuesday, August 28, 2018 11:10 AM | Anonymous

Contributed by: Executive Coach Margo Myers

Is Your Communication Style Holding You Back? How Coaching Transformed One Leader’s Approach to Sales

As a Vice President of Technology Services, my client was often brought in as a 'fixer' to solve the complicated needs of his company's clients. Joe* loved being in this position and got an adrenaline rush from being 'the guy' with the answers. Plus, he loved to talk. I mean REALLY. LOVED. TO. TALK.

And then, this method no longer worked as successfully as it used to. Joe's solutions weren’t always on point. He found himself going down rabbit holes on other topics, and instead of helping build rapport, he was losing his audience. That's when his boss brought me in as an executive coach to help.

Over the course of our coaching engagement, Joe realized he needed to shift from talking mode to listening mode. It's made a huge difference in how he approached client meetings. He shifted from 'talking to explain' to 'asking questions and listening to understand.' Plus, he noticed his shift in energy during the meetings, and how to stay ‘on topic.’

What we accomplished through coaching

1. Active listening means observing what's being said, as well as what's NOT being said.

A successful salesperson who actively listens is someone who listens not just to the words, but to the tone, the inflection, the body language and to what's not being said. We can listen with our entire bodies, not just our ears. My client learned to watch what was happening with the other people in the room by reading the ‘whole person’ and their body language; not just the words being spoken.

2. Listening means allowing others to take center stage.

Joe likes to be the center of attention. He feeds on it. And it has been hard to let this go. When you are actively listening, you are taking a step back to really listen. That means giving up your ego to hear the other person. It's okay. Joe learned his words carry more weight when he uses them more judiciously, and not just talk to be talking.

3. Listening means engaging with others.

Ask questions. And then listen to the answers. Don't go into the conversation just to be the expert. Go into the conversation to hear the other person's concerns, perspective or opinion. Be curious. Joe found that by asking questions first, instead of coming in to 'fix' the clients' problems, his solutions are better received. He's understanding their true needs, not just what he thinks they need.

Coaching helped Joe become aware of the emotions and physical feelings he experienced as a ‘fixer.’ Through coaching, he developed strategies for controlling the adrenaline rush, and he's now a better listener. He asks more questions to truly understand customer needs – which in turn, is improving client relationships. Joe can offer more effective solutions to client issues.

* The name of this client has been changed to keep his identity confidential.

Margo Myers is a certified executive coach who is also credentialed by the ICF. As a former TV news anchor, she coaches leaders on confident communication, executive presence and presentation skills. Learn more at