In my engagements with clients, particularly when coaching large-deal sales-pursuit teams, I’ve been fortunate to see many examples of the best sales talent in the world. I’ve been able to observe how they behave, respond under pressure, grow, and execute tasks with clarity and precision.

In my session at ATD 2016, we are going to have a conversation about finding the right sales talent. But let’s be realistic for a moment. Even though we’ll talk about the ideal balance of attributes and personality traits during the session, you won’t find a perfectly rounded salesperson out there, even if you could afford that person’s salary. I hate to disappoint you!

So the question is this: What are the biggest issues in developing salespeople, and how do you address them in a practical way to create an overall lift in performance?

The answer is all about risk.

It’s human nature to want to stay in your comfort zone. It just seems easier; you avoid the fear of failure and gain peace of mind. Yet taking risks is how you grow, both personally and professionally.

With salespeople, risk can have significant consequences: the loss of a client or deal, and then often the resulting political backlash inside their organization. Sales leaders, consequently, need to create an environment where their salespeople are equipped, guided, and motivated to do things they have never done before. Coaching is the most critical component of a sales leader’s role, but it’s so often overlooked.

Let’s review the three coaching elements for sales leaders in more detail.

Equip

Sales tools are a part of every progressive sales organization today. If you are not utilizing tools that provide competitive insights and a construct for coaching conversations, then start today. Over the years, most sales organizations have invested in tools and training. However, the manuals are now in the file cabinet and the tools are not being used. Take them out, focus on them, and use them diligently!

Guide

There is so much to be said about coaching. Invest in a coaching process that is accountable, replicable, and easy to use. Make sure your sales team knows that you are going to invest in creating a coaching culture. Then set in place a regular weekly coaching program. Use the sales tools and make it a routine. Find a coach who can help and mentor your own coaching!

Motivate

For human beings to change behavior—in this case, take more risk—they need to understand that the consequences are manageable and that they have support. Create a safe environment for failure and encourage the team members who execute differently. Help your salespeople manage risk and lead by example.

Developing your team and lifting performance can be achieved! All it takes is for sales leaders to take the risk and change their own behavior.