The following collection of words will NOT enlighten you to the ten steps of becoming a super sales individual, and it will not miraculously increase your sales. This article is the pondering of a salesman who is passionate about salesmanship and who, throughout his journey from the peaks of wealth management to the shores of Real Estate, had searched for it, encouraged and nourished it in others, whenever that was possible. So here are my two cents on the subject.

Throughout the years and many moons to come, I have encountered, interviewed, and had the pleasure of working with a collage of sales professionals. Some choose the path of sales while others have stumbled across it—lured by promises of fortune and fame.

Many have done well, while others struggled to keep up, maintaining an unfortunate trajectory through the revolving doors of many companies. As I have tried to coach, mentor, as well as provide a shoulder to cry on, it became clear to me that a significant number of motivated sales professionals were in dire need of coaching.

We all had our induction when we joined this splendid profession followed by some model of training.

However, what did not follow the colorful training manuals and the motivational Kumbaya singing instructor was the coaching part.

I am sure that there are excellent examples of organizations who are enforcing both disciplines and everything in between. Nevertheless, it is not a common practice. Without going into a lengthy clarification of what is the difference between coaching and training. We only need to look at what each discipline aims to achieve and the outcome.

Training will provide the subject with the knowledge of the project or even the company policies, it will outline the process and which steps to apply to close the deal.

The result is a Transactional Relationship,” where by definition they are relationships that are economical and functional. They’re based on an exchange of money, goods, or services. They serve an obvious point. And when that point no longer makes sense or has been fulfilled, the relationship ends”. Benjamin P. Hardy

Coaching, on the other hand, will help the sales professional excel at what she or he is doing. It will turn them from an amateur into a professional.

It will refine the process while highlighting the individuality of the sales professional. Coaching is the art of sales that the Sensei use to boost the sales professional strengths and talents.

The result is a meaningful and lucrative Transformational Relationship, which is forged between the seller and the purchaser, “where by definition they are relations that start as a transaction, but they go far beyond the exchange of money, goods, or services. They’re about advancing other people’s goals in a synergistic and win-win way — because clearly, you could do far more together than alone”- Per Helen Kelle.

The outcome is the art of salesmanship, “The practice of investigating and satisfying customer needs through a process that is efficient, fair, sincere, mutually beneficial, and aimed at the long-term productive relationship.

So how does this apply to our world?

In the competitive realm of the Real Estate Market where colorful offers wet the appetites of both investors and end-users, propelled by bombastic marketing campaigns with ecstatic tag lines, the majority of the highly motivated caffeine-fueled sales professionals engage in some form of a Transactional Relationship.

In such industry where anyone and his dog can become a realtor the need for salesmanship becomes a crucial and sobering reality.

Therefore, it is our duty as team leaders, managers, and department heads to transform our teams from amateurs to professionals to bring a sense of pride and salesmanship into the industry, and this can only be achieved through constant training and coaching.

Tip From the Executive Sales Coach: Sales training is what you need to become a salesperson. Sales coaching is what you need to become a sales champion.