What the future of sales coaching looks like (SaaS specific)

What the future of sales coaching looks like (SaaS specific)

In today’s SaaS landscape, salespeople have a hard path in front of them. Prospects are now in control of their buying process, as they have the resources to make decisions right at their fingers.

Technology is changing the lives of individuals, and even that of SaaS businesses. It is up to you to take advantage of it and one great way to improve is by adding technology to your sales coaching playbook.

That’s right… The future of sales coaching is being shaped by two forces: data and technology.

Data can provide you with information by which to identify improvement areas. And technology can help personalize training to an individual’s learning needs and present the information in a way they can understand.

Studies show that no other investment improves sales performance better than sales coaching. Sales coaching can dramatically win rates by as much as 25%. Huge, right?!

In this post, I’ll share with you why technology and data are at the forefront of sales coaching and what the future of sales coaching looks like.

The future of sales coaching is data-driven

Data has made it easier for sales leaders to understand what their sales teams are doing. A sales leader can use data to look at performance and identify if there is a problem.

For example, if a sales leader sees a pattern of deals not closing, they’ll know that this is an area that needs work. The sales leader can offer training on outreach and closing deals. With Close’s leaderboard, you can monitor sales activity for your team.


Using data allows you to be objective when addressing areas to improve. A salesperson might take feedback personally, but data speaks truth. Data provides insight about how behavior is impacting performance and how one rep is doing in comparison to the next. It’s easier to make a point when facts can support it. Numbers don't lie.


The future of sales coaching uses AI

Sales software does everything from scheduling meetings to identifying sales behaviors that close more deals. That’s how artificial intelligence (AI) is changing sales coaching.

But beware that most tools which claim to use AI have very little AI under the hood.

In fact, in the SaaS world, it's well-known that using the term AI in your product marketing will increase the willingness to pay a premium for your product. Because of this, there are all kinds of software companies now marketing themselves as AI, even though they don't actually use any AI whatsoever.

Sales coaching tools enable training with features such as conversation intelligence, feedback and signaling of closing opportunities. They can also provide a place to review past conversations, so sales leaders can analyze and review sales calls.

Gartner predicts that by 2020, 30% of all B2B companies will use AI to augment at least one of their sales processes.

With these tools, teams can save time by identifying areas for growth and aligning the messaging with prospects.

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The future of sales coaching is supplemented with real-time data

As everybody knows, the best time to teach and to keep things on the ball is at the present moment. The advantages are obvious.


Real-time data tools can allow sales leaders to track and manage a sales professional’s performance, using key data. By using real-time data on a sales person’s activity and results, sales leaders can offer helpful sales coaching.

The future of sales coaching is multichannel

Technology is always evolving, and sales teams are becoming more dependent on technology.

Whether you are using SMS, making a phone call, or LinkedIn, sales coaching can be involved. Although the way you coach will be different for all channels, it’s important to understand how to use them.

One of the weapons I’ve always used with my sales teams is the chance to listen to calls. This method allows you to provide feedback after each call, to improve your sales professional’s performance. This coaching can be used on future calls and leave your rep’s feeling confident.


With Linkedin, sales leaders can coach a representative through their conversations with a prospect throughout different points in the buyer’s journey. A sales leader can help the representative on kickstarting the conversation and increasing their close rate.

And in a time where 95 percent of people own cellphones, using SMS for sales is a no-brainer. With SMS, sales coaching can allow for a unique way to follow up. That’s where coaching can guide you through the process of following up via SMS.

Sales coaches have an advantage in using multi-channels and should use it to shape a strong sales team.

The future of sales coaching is sustainable

What I mean by this, is that it will be a sustainable endeavor in something that you embrace moving forward, if you want to be successful.


Organizations that invest and embrace in sales coaching and are data-driven, will be the ones that have a sustainable, long-term business because their team and their sales representatives are going to continuously level-up in terms of their skill-set. And because of that, they are going to be great salespeople.

Wrapping up

Don’t make the mistake of sleeping on sales coaching.

Do it well, and your team's results will show. Start incorporating the various sales coaching tactics to help your team close deals, boost revenue and grow stronger.

Take your first step in improving your sales coaching approach by downloading our free sales call review checklist – a free document structured for conducting effective sales call reviews with your reps!