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Kate Lewis



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G.R.O.W Your Coaching With A Competency Framework


GROW is a simple but effective framework that helps your coachee understand where their development needs are and the actions, and path, they need to take to reach the their goal.

Firstly, what does GROW stand for?

G stands for GOAL

R is for Reality

O is for Options

W is for the Will to do it

Using a Sales Competency Framework at the heart of GROW can be a fantastic guide for both coach and coachee. The framework can prove invaluable in understanding the individual’s REALITY, OPTIONS and WILL and aligning it to their Goal.

To structure a coaching session using the GROW Model alongside a sales competency framework, take the following steps:

To structure a coaching session using the GROW Model alongside a sales competency framework, take the following steps:

1. Establish the Goal

This needs to be your sales rep’s goal, not yours.  We are not talking about achieving their quote here.  This needs to be something personal to them, something they believe in and buy in to.

Take Annie here… She wants to move into Enterprise Sales to go forward in her career, so her goal is to win a £500k deal and to earn double her OTE.

Cross check this by asking probing questions?  Why is this goal important to them?  What would it mean should they reach the goal?  How would it impact them? 

This helps validate that this is something well thought out and meaningful.


2. Examine the Current Reality

Next, explore their current reality against that goal.

What are the gaps?  Are there any blockers?  Are their any areas that your sales rep is struggling with.

In Annie’s case, she wants to win that £500k deal but the reality is that her average opportunity value is £60k.  The reality is that there is work to do to bridge that gap. 

Don’t forget to explore what’s held Annie at the current place.  Are their skills gaps or underlying reasons why Annie is not closer to her goal?

This is where you can review Annie’s leading indicators and where she is benchmarked / scored against her sales competency framework to act as a guide to the coaching conversation.

In every case, this is something you need to guide Annie towards through the realisation, not tell.

Useful coaching questions in this step include the following:

What is happening now (what, who, when, and how often)? What is the effect or result of this?

Have you already taken any steps towards your goal?


3. Explore the Options


Once you and your sales rep have explored the current reality, it's time to determine what is possible – meaning all of the possible options for reaching her objective.

In Annie’s case, we can focus on the skills and behaviours that will support Annie towards reaching her goal.

Again, this is where using a sales competency framework can act as a guide rather than relying on guesswork.

We can explore areas of deficit or challenge and how we can overcome them.  In Annie’s case, she has been struggling with Objection Mitigation which is a key component of her journey.

Ask open questions that help Annie see a path forwards.

Typical questions that you can use to explore options are as follows:

What else could you do?

What if this or that constraint were removed? Would that change things?

What are the advantages and disadvantages of each option?

What factors or considerations will you use to weigh the options?

What do you need to stop doing in order to achieve this goal?

What obstacles stand in your way?


4. Establish the Will

By examining the current reality and exploring the options, you’ll both now have a good idea of how she can achieve her goal.

That's great – but in itself, this may not be enough. The final step is to get your sales rep to commit to specific actions in order to move forward towards the goal. In doing this, you will help her establish her will and boost her motivation.

Useful questions to ask here include:

So, what will you do now, and when? What else will you do?

How can you keep yourself motivated?

When do you need to review progress? Daily, weekly, monthly?

In doing this, make sure these objective or actions follow the SMART methodology:

Specific, Measureable, Achievable, Relevant, Timebound.

With Annie, using the sales competency framework, we can even record them against the specific skills or behaviours and track them accordingly for review.

Finally, make sure you book in time to review and reflect on progress and set any further objectives and milestones to maintain momentum.

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