As I watched the latest episode of Deadliest Catch, the storyline that grabbed my attention the most was the interaction between veteran captain Sig Hansen of the Northwestern, and Jake Anderson, young skipper of the Saga.

Longtime viewers of the show know Sig and Jake have a past. Sig hired Jake as a greenhorn several years ago and gave him the opportunity to learn and grow. In subsequent seasons, Jake would make his way to the wheelhouse from time to time to learn the finer points of fishing first-hand from Sig.

Jake now runs his own boat, and he often turns to Sig for advice or help. And even though the two butt heads now and then, Sig is usually there to lend a helping hand (or ear).

We all have someone to turn to when times get tough. I’m fortunate to have been guided by a series of mentors and coaches throughout my career who have helped me navigate stormy weather and offered me a pat on the back during the good times.

Even today, when I’m facing a difficult task or need some advice, I have a mentor I can turn to for coaching. One mentor in particular stands out. When I made a career change several years ago, jumping from the world of advertising to running a global sales team, he was there to guide my thinking, offer words of encouragement and just plain teach me how to lead a team. This mentor had experienced it all first-hand and I was happy to learn from his successes (and mistakes).

And he’s still coaching me. Not a week goes by when I don’t pick up the phone and reach out to him.

Sales is similar to crab fishing in one aspect. You need a coach.

A characteristic of a robust sales enablement initiative is the element of coaching. When you develop a culture of coaching in your sales team, learning never stops. Coaching ensures the skills you teach sales professionals are always top of mind and reinforced so there’s a better chance they’ll be used when they’re selling to customers.

If you’re not coaching your sellers on a regular basis, you’re leaving money on the table. According to CSO Insights, the research division of Miller Heiman Group, win rates for organizations that have a dynamic coaching element are nearly 30 percent higher than those that leave coaching up to their managers. What kind of impact could that have on your business?

To learn more about how to implement a dynamic coaching element into your sales enablement, Miller Heiman Group has the coaching tools and methodologies you can use to help you get there.

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