Training that doesn’t change behavior is nothing more than education. As a new home sales trainer, my goal is to provide ongoing coaching that changes results. For sales leaders (managers), this means equipping salespeople to become the best version of themselves.

In a podcast for BuilderRadio.com, I talked about the vital behaviors of sales leaders. Here are some of the highlights:

The toughest challenge that leaders face is how to get their people to exceed their own expectations by expanding their comfort zones. This requires certain behaviors, including:

1. No fear of conflict

Without conflict, there is no change. I’m not talking about “make my day” kind of conflict, I’m just talking about holding salespeople accountable to doing what they’re uncomfortable doing, which helps them become the best version of themselves. As a leader, you’re not doing your new home salespeople any favors by being their buddy and enabling them to stay in their comfort zone.

Help them do the things they don’t want to do today so that they can have the results they want tomorrow.

2. Assertive Communication

Assertive communication means providing clear and specific direction for your salespeople. Instead of saying, “I need you to focus on improving your sales message,” tell them exactly what they need to do/say; and how, why and when they need to do it. Assertive communication sets clear expectations and attainable goals.
Beliefs drive emotions, emotions drive behaviors and behaviors drive results. An effective sales leader will give new home salespeople the right direction, equipment, and expectations to be successful alone. Show your salespeople how and practice with them so that they can confidently execute the principles on their own.

Next week, we’ll cover the next two vital behaviors. Stay tuned.