Coaching - Efficiency enhancement and motivation: Effects of coaching on sales staff

Silvio Wilde

Agu 2009 · GRIN Verlag

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Seminar paper from the year 2009 in the subject Leadership and Human Resources - Miscellaneous, grade: 1,3, University of applied sciences, Neuss, language: English, abstract: 1. Introduction 1.1 Focus of this scientific abstract Today’s extremely competitive global market place requires a greater level of competences and skills of sales staff. Especially in times of financial crisis and a high degree of uncertainty, customers demand mutual trust and sales professionals. They expect to receive individualized solutions to their problems and not as 30 years ago a nice smile and a warm welcome. As this relies on all service industries, we defined the financial sector as the focus of our scientific abstract, in order to narrow the mass down and to create a comparable basis. The over 200 identified competencies in over 30 categories that are required for an efficient selling, explain the complexity of the selling process . Therefore, the need of implementing a human resource development program is quite obvious. The question of the right approach to this problem will be specified by the following hypothesis: Coaching - Efficiency enhancement and motivation? - Effects of coaching on sales staff In the course of this scientific abstract we are going to examine this hypothesis by referring both to the theory and the practice, represented by Atradius AG and Commerzbank AG. Atradius is the second largest credit insurance company in the world, therefore mostly a global player. Commerzbank is the leading German universal bank with the focus on small and medium sized enterprises (SMEs) and private customers. Both are eminent organizations of the financial sector and highly dependent on the quality and profitability of their sales staff. 1.2 General definition of coaching Although there is no single agreed upon the definition of the term ‘coaching’, numerous [...]