Cassandra Anderson works as a sales training manager in Liberal Software Solutions, a renowned provider of accounting softwares. Amber Smith, a new sales representative, is taking support from Cassandra during on-the- job training phase. An important client meeting is scheduled with Judy Investment Company, one of Liberal’s key customers. On stake is a poten- 1Name of the company and employees are disguised tial order worth $10,000. During the meeting with Judy’s purchase manager, Amber makes a poor sales presentation, throwing the entire business worth $10,000 in jeopardy. Cassandra now needs to coach Amber for this call.
Which sales-coaching principles could Cassandra use to give a feedback to Amber? How should she initiate such a conversation? Suggest a stepwise plan for this.
Source: Richard R. Still, Edward W. Cundliff, Normal A. P Govoni, Sandeep Puri (2017), Sales and Distribution Management: Decisions, Strategies, and Cases, Pearson; Sixth edition.