Sales Leaders: Are You Filling the Right Skill Gap?

By Cal Thomas, Sandler Morristown

​To optimize team performance, it’s essential that sales leaders understand the difference between cohort skill gaps and individual skill gaps.
 
By understanding and addressing these gaps strategically, sales leaders can drive better results. 

COHORT SKILL GAPS
 
Cohort skill gaps are deficiencies in skills or knowledge that are common across the entire sales team. These gaps often arise from shared experiences, such as similar training backgrounds or exposure to the same market challenges.
 
For example, many sales teams may struggle with a newly implemented CRM system. Despite its powerful features, the team might not fully utilize the system's capabilities, leading to inefficiencies.
 
Another common cohort gap might be an inadequate understanding of a new product line.
 
Discomfort with virtual selling techniques is another significant pain point that has emerged for many sales teams.
 
To address cohort skill gaps, sales leaders may want to consider the following strategies:
 
Group Training Sessions: Workshops and training sessions can help your team focus on closing the identified skill gap. Internal experts and external trainers can provide comprehensive peer-based learning experiences in each skill area. Encouraging interactive participation among team members will help to ensure engagement and retention.
 
Standardized Processes: Sales leaders can develop standardized processes and guidelines to address common skill deficiencies across the team. They can also ensure consistency in the application of these processes in real-time roleplays and live sales situations.
 
Peer Learning: Sales leaders can also close team skill gaps by fostering a culture of peer learning where team members share insights and best practices. Creating opportunities for mentorship and collaboration within the team can also significantly enhance skill development.
 
Imagine your sales team is struggling with virtual selling techniques. To address this cohort skill gap, you can conduct a virtual selling workshop, highlighting best practices and effective strategies. Developing a virtual selling playbook with input from top performers and encouraging role-playing sessions can also help build confidence and refine skills in this area.
 
INDIVIDUAL SKILL GAPS
 
Individual skill gaps are specific to the unique team member. These gaps can vary widely because they are the result of the individual's personal experience. For instance, a salesperson might struggle with retaining the full list price on the final sales agreement. Another team member may need improvement in interacting with multiple influencers, which is crucial for closing most business-to-business deals. Or, a new hire might lack industry-specific knowledge, putting them at a competitive disadvantage.
 
To address individual skill gaps, sales leaders may want to consider the following strategies:
 
Personalized Coaching: Provide one-on-one coaching tailored to the individual’s specific needs. Setting clear, measurable goals and tracking progress regularly can help in addressing specific individual skill gaps.
 
Targeted Training Programs: Offer access to targeted training programs or online courses that address the specific skill gap. Encouraging self-paced learning can accommodate individual schedules and learning preferences.
 
Personalized Learning and Development Plans: Using feedback to create personalized learning development plans for each team member can significantly enhance individual performance -- and make it more likely that a productive salesperson will choose to stick around. Let's consider the case of a salesperson who struggles with prospecting via LinkedIn. To address this individual skill gap, you can pair them with a mentor who is proficient in this kind of prospecting. Providing access to LinkedIn-focused training modules and collaborating on specific short-term prospecting goals during coaching sessions can also help. Regularly reviewing the salesperson's progress during coaching sessions ensures continuous improvement.
 
THE BOTTOM LINE
 
Understanding and addressing both cohort and individual skill gaps is crucial for building a high-performing sales team. By implementing targeted strategies that cater to both the collective needs of your team and the specific development areas of individual contributors, you can ensure that your entire team is set up to thrive in a competitive market, Focusing on both sets of skill gaps not only enhances overall performance but also fosters a culture of continuous improvement and professional growth.
 
Curious to learn more about how to address skill gaps in your sales team? Check this article from the latest Sandler Advisor, This One-on-One Coaching Tactic Will Transform Your Entire Sales Team.