In certain areas, coaching can be conceived with a certain stigma from the eyes of those who do not know the subject in depth. Those mentioned share the popular belief that it is something ethereal and far removed from business, a process based on emotions that helps people in their personal growth. In short, a process that has no practical relevance to the business world. Allen Woo, an expert in labor relations, goes so far as to put that thinking to rest, clarifying how emotions can be important in business management.

The discipline of coaching can bring a great deal of help to the business world that would be very difficult to achieve through other channels. Woo wanted to address the issue of how coaching can help you improve your sales and therefore generate more revenue.

Marketing is universally known as the “Set of techniques and studies that aim to improve the marketing of a product.” Simply put, marketing is about selling more effectively.

Woo claims that a product that has an emotional component gets up to 23% more sales than a completely rational one. “Another interesting fact is based on the fact that 90% of our activities are considered reflex actions, while only 10% are conscious reflections,” he adds.

“Making decisions, something simple in essence and which may seem easy to solve turns out to be one of the most complicated tasks in our day-to-day lives, at all levels, sizes and colors,” Woo points out. “Many of the quick choices are for simple survival, like what I’ll have for breakfast or which socks I choose today. These are ones where we can’t afford to invest more than x seconds.”

Here comes into play what in coaching is called the hidden benefit, that benefit that you don’t seriously consider but that brings you enough that it doesn’t pay, or you don’t think it pays, to change. As entrepreneurs, it is clear that everyone is trying to deliver products to the public as effectively as possible.

Gone are the days when the entrepreneur with the greatest advertising investment capacity was the best. The days of the monopoly in which large dinosaurs made competition impossible by a landslide. Today, you try to maximize every sale, every conversion, every lead.

Every campaign and every sales process is extremely well thought out. And that’s where coaching comes in and helps, just at the right time. “A salesperson, let’s take, for example, the classic carpet salesman, the one who is able to sell ice to an Eskimo, what does he do? Apart from being verbose, what differentiates a good salesperson from a bad salesperson is knowing how to spot market opportunities, and knowing how to bring the customer to his area of interest,” explains Woo.

By asking questions, he really understands what the customer’s need is and is able to show the benefits of his product focused on that particular area. In many cases, what this salesperson is applying, even without realizing it, is part of a coaching process.

Time management is of utmost importance. Of course, it is not a concept exclusive to coaching, but it is one of the most worked concepts in this discipline of change management. Everyone has the same 1880 minutes each day, and it is up to you to manage them effectively.

Then there is active listening. It is about listening completely, that is to say, with full awareness of what the sender is transmitting and paying maximum attention to the message being received. This is a key skill for sales, as it makes it possible to discover crucial information about our client, and is one of the pillars of the coaching discipline.

Effective communication is another of the foundations of coaching, and refers to the ability to send complete messages, without interference, through all communication channels (including non-verbal language, of course). This skill is crucial in the business world, and its correct use will largely define success in selling a product.