Sales coaching programs have the greatest impact when they promote specific selling behaviors. In this Sales Management Association Case Study, we review a coaching initiative implemented at NCMIC Group, Inc., a leading US provider of insurance, equipment leasing, merchant services, and financing for dentists, medical doctors, veterinarians, attorneys, businesses and families.
Serving more than 40,000 policy holders, NCMIC’s telephone-based sales force implemented coaching along with a focus on sales-driven growth at the 60+ year-old firm. After evaluating successful salespeople, the company identified a set of four core elements, and 16 unique selling behaviors around which it built a sales coaching program. Behaviors focused on establishing a clear value proposition, pre-call planning, the identification of up-selling opportunities and other telephonic selling activities that are essential to productive customer relationships.
During the session, NCMIC Group’s Nick Colletti, AVP Sales Leadership, reviews several key elements of NCMIC’s coaching initiative, with an emphasis on reviewing a replicable approach that other firms can adapt to their own coaching issues and requirements. Sales Management Association Chairman Bob Kelly also presents results from the association’s recent coaching research that highlight additional best practices in developing, managing, and optimizing sales coaching initiatives.
