Several years ago, at an industry seminar, a sales trainer opened his presentation by telling the story of a business executive who went to a lodge to hunt. The owner let him use a hunting dog named Salesman. Salesman was good...so good, in fact, the executive never bagged so many grouse. The following year, the executive returned and asked to use Salesman again.

"That dang dog is no good anymore," the lodge owner said. "Some darn fool renamed him Sales Manager, and now all he wants to do is sit in a corner and bark at the other dogs."

Now, some people might know these types of sales managers. They sit and bark when sales are down, but really don't offer the right support when it's needed.

Jim Pancero, a well-known sales trainer and consultant, says that sales managers often neglect to coach or lead a group of experienced salespeople because "they also believe experienced equals trained." He adds that nothing could be further from the truth.

Pancero, a keynote speaker at the February convention of the Northamerican Industrial Representatives Assn., says that even the best salespeople in a company can benefit from coaching and guidance.

"Just because your top-selling salesperson is outselling everyone else in the company doesn't mean that he or she couldn't do better with coaching and strategy help," he points out.

"Every major professional athlete has a coach," he says, adding that salespeople are no different.

Probably the best advice Pancero gave to attendees at the meeting was for sales managers to say "three little words" to their sales team, to keep them ahead in the planning process. The three little words are, "and then what?"

He gave the following example: "A salesperson tells you about a new prospect. You ask them what they plan to accomplish on their next visit to that account. After they answer you, you then ask 'and then what?' This forces the salesperson to take on a multiple-moves-ahead flavor." He says sales managers should use those three little words whenever they're briefed on an account.

Pancero might have a point. Salespeople are often so focused on meeting today's sales goals that they don't focus on the bigger picture. A sales manager can help direct the salesperson and become the "coach of the year" by providing the right coaching strategies.

jkeough@reedbusiness.com