How to Measure Sales Coaching Effectiveness?

Mihai-Alexandru Cristea 02/12/2022 | 21:28

One of the ways to know if your sales coaching strategy is producing fruit is to have a performance metrics strategy in place. The metrics help measure the performance of the entire sales team and at an individual level. Use them to know if your team is benefiting from performance coaching. It reveals the weak areas of your team so that you can redesign your coaching strategy. You will know by the way they communicate, the total deals they close, how fast they meet their quotas, and the new customers they win into the company. 


Performance/productivity effectiveness

One of the most effective ways to help you measure the effectiveness of your sales coaching is to measure how well your team performs their tasks. There are several key performance indicators that you can use.

  • The average conversion rate of leads
  • Total sales opportunities created
  • How soon do they meet their sales quotas?
  • Sales growth per month or quarter
  • Average sales bookings achieved
  • Rate of sales quotes to close 

Customer satisfaction rate

The rate at which customers record satisfaction can tell you if your coaching strategy is effective or not. If you offer coaching focused on effective communication with customers, expect a higher customer satisfaction rate because your team understands how to initiate winning conversations. Prepare an assessment sheet that you can measure customer satisfaction rate for one year or more. 

Feedback given by the sales reps

Coaching should not be a one-way approach but two ways. When you offer coaching, expect to receive feedback from the team you are coaching. They cannot give you feedback unless they have built strong trust with you. The team will share with you their successes, failures, challenges, and solutions. During meetings, have a feedback session and create a sense of freedom for the sales reps to freely share their opinions. Adjust where adjustments are required and acknowledge successes.

Current schedules

When your coaching is effective, there will be a change in the schedules and calendars of your sales team. They will have more meetings to attend and receive more emails. You will notice the number of emails that they have to reply to is increasing. They will be making more telephone calls to confirm appointments or answer inquiries. The number of leads they are handling on the CRM will increase, and their diary will be full of lists of clients to meet. 

Taking the initiative and leadership

Sales representatives who have received proper coaching don’t wait to be told what to do. They understand their role and what must be done at the proper time. They see opportunities coming and take bold steps to grab them, initiate a deal, and close it. They don’t wait to be led but take leadership roles to promote team collaboration to win deals. 

Tangible individual competencies

Another way to measure the effectiveness of coaching is to measure how competent your sales team has become. Competency is measured in terms of how effectively your sales team communicates. Other metrics to help you measure competencies include:

  • Measure their level of team collaboration skills
  • Measure how they understand company products
  • How effectively they create a successful sales story
  • The level of confidence when representing the company in a sales campaign
  • Effectiveness of their email communication
  • How quickly they respond to communication, whether it is a telephone call, an email, chat, or video call. 
  • How consistent they are in sticking to sales protocols, procedures, and processes. 
  • Total skills that they have properly harnessed and the number of new skills they have learned. 

Sales performance coaching that is effective requires time. From the time it starts to the time it closes, the coach should plan to offer consistent training for at least ten months to one year. After the season expires be ready with your measuring metrics. Plan next season based on the success of the previous section. 


Sales coaching is an effective strategy that prepares sales representatives to become productive. It is a deliberate process that requires patience and commitment. After each coaching season expires, the manager should be ready to measure success. The metrics help them know where to start for the next coaching season. 

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Mihai-Alexandru Cristea | 06/06/2024 | 16:28
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