ADVERTISEMENT FEATURE THE CRUCIAL ROLE OF COACHING Tony Shepherd, founder and managing partner at Christian Doppler Consulting, talks about how coaching and training play a crucial role in making sure sales teams soar I n the ever-evolving landscape of technology sales, success is not merely about offering innovative solutions, it's about understanding the nuances of the buying cycle. Effective coaching and training programmes tailored to technology sales teams are pivotal to instil a deep comprehension of the buying cycle elements. 1 Strategic prospecting and qualification: The buying cycle begins with strategic prospecting and qualification. Sales coaching equips technology sales teams with the skills to identify and target prospects who align with the solutions offered. Training programmes delve into the intricacies of effective prospecting, emphasising the importance of thorough qualification to ensure that the sales efforts are directed toward potential clients with genuine needs. By mastering this phase, sales professionals can streamline their efforts, focusing on leads more likely to convert, thereby maximising efficiency and impact. 2 Building relationships and trust: Relationship-building is a cornerstone of successful sales in the Tony Shepherd An experienced coach, trainer and mentor with more than 25 years in the corporate world before he set up Christian Doppler Consulting.