Why do professional athletes have coaches?
In critical moments before and during a game, when emotions run high, it's easy to lose focus.
Coaches work closely with the players, to motivate them, identify their strengths and weaknesses and make sure they are playing at their best.
They will develop strategies and analyze opponents in order to help the player win as many matches — and tournaments — as possible.
Coaches possess insights that players may overlook; they assist in preparing players for the opposition by providing a game plan and emphasizing what truly matters in the moment.
The same principle applies to selling.
Before a meeting, we need a pregame warmup to get our mindset right and be ready for any objection.
We should already be aware of which products are most suitable to present for that prospect or client, what questions to ask, and anticipate potential objections.
When you ask a prospect or client for their time, you're asking them to take that time from their life with the prospect you'll bring value to that time.
Coaching can make you the most prepared sales professional you can be, in any room.
What Do They Do?
In the National Football League, before each play, a coach has only a few seconds to relay the call to the quarterback.
Within that brief window, the coach must communicate the play to all 11 players on the field.
They must identify defensive weaknesses and align their team's strengths accordingly.
What if you had a coach for that moment?
A sales coach might tell you that the first step is to focus on the person you're about to meet.
Get in the right frame of mind because each prospect has a unique situation.
What if your coach advised you to start the appointment by establishing an emotional connection with the client?
Consider what you already know about them and their interests.
If you're meeting in their home, office, or a public setting, observe visual cues. W. Clement Stone taught "selling off the wall" — discussing photographs, plaques, trophies, art, awards, or sports memorabilia.
Initiate a casual conversation while emphasizing emotional connections, because that can encourage someone to open up and express their needs.
Your coach might instruct you to ask about what matters to them, the prospect.
Additionally, be prepared to discuss how you can help solve prospects' problems, ensuring that you don't waste their time and progress toward closing faster.
Prospect Analysis
Your coach might ask two simple questions to help you grasp the basics about your prospects.
#1. Are they single or married?
#2. How old are they?
These small pieces of information can help provide you with the necessary details to create your game plan.
Why? Because most life experiences are predictable.
Lloyd Lofton is the founder of Power Behind the Sales and the author of 
