How can I get new sales associates selling faster?

This seems to be a frequent topic of discussion. Training and technology seem obvious. And the HR department will tell you hiring the right associates is essential.

I’ll not argue that hiring right, training associates and arming them with the right tools are very important. What I will say is that there is a very important lever the VP of Sales can pull that will optimize the investment you make in all three of those areas.

What’s the magic lever? Mentoring.

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The Benefits of Mentoring New Sales Associates

Why isn’t mentoring used? It’s a little more complicated. It’s not something you can set up and hand off to someone else, or buy from a third party.

Why should you develop a program? It worked wonders for Steve Jobs.

A mentoring program builds benefits beyond just a fast start. Relationships are developed among team members and retention is improved.

Often executives who launch a mentoring program are pleasantly surprised by how much the mentors benefited. They enjoy “giving back," and they benefit from working with their protégé.

There are in fact reverse mentoring programs based on that concept. In reverse mentoring a senior experienced associate is mentored by someone with less experience. The habits and practices that made someone successful in the past sometimes begin to be less effective.

Pairing a seasoned sales executive with a novice in sales who also happens to be a digital native can help both parties in the mentoring program learn new ways to succeed.

My Mentoring Story

While I have a great deal of experience with mentoring in sales teams for business, one of the most rewarding programs I participate in is for college students interested in sales careers. I have mentored five students in the last six years.

I started doing it to give back, but after a couple of years I realized I was getting more from the protégés I worked with than I was giving.

One particular student always had a bright and positive outlook. When we talked about an internship he was working in, he described a day making over 100 cold calls - resulting in the opportunity to write three proposals - as “a blast!”

He always put a smile on my face and made me realize my job was pretty cushy by comparison.

Working with students on the campus of Ohio University, I see undergrads with very impressive presentation skills. I have to say it makes me up my game a bit. Chances are it will do the same for the senior sales associates on your team, too. It can help them climb the career ladder as well.

If you want to get a program started, Janet Spirer has 4 best practices here.

The key to success is going to be you, the mentors. I’ll share some of the practices I’ve learned over time to help you get started on the right foot.

Tips for Mentor Success

How do you jump start the relationship and set expectations with your mentee?

• Understand that new hires can be intimidated by our titles; try to put them at ease.
• Assure them you care about their success.
• Good transition from there is to ask "What do you want from the relationship?" "What goals might we work on together?"

What is the typical communication pattern you use (How often do you check in)?

• This varies of course. What is most important is to establish a schedule for meetings.
• Pick a time that doesn’t take away from prime time for sales efforts. Coffee first thing in the morning or a chat just before the end of the day can work well.

What is your advice to first time mentors?

• Listen, listen, listen then respond. Answer questions with questions.
• Treat the candidate the way you would want a mentor to treat your son or daughter.
• When you talk with your candidate give them your total focus.
• Celebrate their success! Just saying "that is great!" is enough most times.

Have you had an experience with the benefits of mentoring? Do you have tips of your own? Share them in the comments below!