Are You Bridging the Right Skill Gap?

Are You Bridging the Right Skill Gap?

To maximize team performance, sales leaders need to distinguish between cohort skill gaps and individual gaps. By identifying and addressing these gaps, sales leaders can significantly improve outcomes.

COHORT SKILL GAPS

Cohort skill gaps are deficiencies in skills or knowledge that are common across the sales team. These gaps often stem from shared experiences, such as similar training backgrounds or exposure to the same market challenges.

For example, a sales team may face difficulties with a new CRM system, so they don’t use its capabilities, leading to inefficiencies.

Not fully understanding a new product line or struggling with virtual selling techniques are cohort gaps that can interfere with performance.

To tackle cohort skill gaps, sales leaders might consider the following approaches:

• Group Training Sessions: Conduct training sessions aimed at closing the identified skill gap. Internal or external experts can deliver comprehensive, peer-based learning experiences in each area of need. Promoting active participation among team members will help ensure engagement and retention.

• Standardized Processes: Develop standardized processes and guidelines to address skill deficiencies within the team. Consistent application of these processes in real-time roleplays and live sales situations strengthens confidence in applying.

• Peer Learning: Foster a culture of learning where team members exchange insights and best practices. Creating opportunities for mentorship and collaboration within the team can greatly enhance skill development.

For example, if your team is struggling with virtual selling techniques, organize a workshop to highlight best practices and strategies. Develop a virtual selling playbook with input from top performers. Hold role-playing sessions to build confidence and refine skills in this area.

INDIVIDUAL SKILL GAPS

Individual skill gaps are unique to each team member. These gaps can vary greatly, as they stem from the individual's personal experience. For example, one salesperson might have difficulty retaining the full list price during the final sales agreement. Another team member may need to improve their ability to engage with multiple influencers, a critical skill for closing most B2B deals. Alternatively, a new hire might lack industry-specific knowledge, placing them at a disadvantage.

To address individual skill gaps, sales leaders might consider the following strategies:

• Personalized Coaching: Offer one-on-one coaching tailored to the individual's specific needs. Setting clear, measurable goals and regularly tracking progress can help address specific skill gaps.

• Targeted Training Programs: Provide access to specialized training programs or online courses that address the specific skill gap. Encouraging self-paced learning can accommodate individual schedules and preferences.

• Learning and Development Plans: Use feedback to create personalized learning plans for each team member. This approach can significantly enhance individual performance and increase the likelihood that a productive salesperson will remain with the team.

For instance, if a salesperson struggles with prospecting via LinkedIn, pair them with a mentor who is proficient in social prospecting. Provide access to LinkedIn-focused training and resources. During coaching sessions review their progress and next steps.

THE TAKEAWAY

Recognizing and addressing both cohort and individual skill gaps is essential for building a high-performing sales team. By implementing targeted strategies that address both the collective needs of your team and the specific development areas of individual contributors, you can ensure that your entire team is well-equipped to excel in a competitive market. Focusing on both types of skill gaps not only boosts overall performance but also promotes a culture of continuous improvement and professional growth.