The Positive Coach Approach

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The L-A-M-A (SM) Technique,
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Call Center Training Program

The Positive Coach Approach

Welcome to the
Positive Coach Approach

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The L-A-M-A (SM) Technique,
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Call Center Training Program

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2

The Positive Coach Approach

Coach your team to

Victory!

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The Positive Coach Approach

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The L-A-M-A (SM) Technique,
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The Positive Coach Approach

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Intention
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Relationship Negative Perspective
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Relationship Positive Perspective
___________________________________________________________
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Three Party Promise
___________________________________________________________
_______________________________________________________
Self Discipline
_________________________________________________________
Skills
Listen_________________________________________________
Acknowledge______________________________________________
Job Knowledge_________________________________________
Ask Questions___________________________________________

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The L-A-M-A (SM) Technique,
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The Positive Coach Approach

Call Center Training Program

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The Positive Coach Approach

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Communication is a
function of
Intention

The basis for effective communication between people lies in a

special skill called the L-A-M-A Technique. You will find this
communication technique extremely useful when interacting with
management, peers, trainees, and of course in your personal
relationships.
This technique will enable you to initiate, guide and sustain a
conversational dialogue with anyone..
The technique will enable you to gather intelligence without
seeming to be intrusive, or manipulative.
People engaged in a pleasant, two-way conversation tend to establish
a relationship or bonding. This is the rapport that is so important to
develop with persons that you will be coaching. The point to
remember is that it is much easier to interact effectively with
someone if you establish a pleasant, mutual relationship at the outset.
The L-A-M-A Technique will help you do that!
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The Positive Coach Approach

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Simple
But
Not Easy!
THE L-A-M-A Technique
So what is the L-A-M-A Technique
and how does it work?
It's a simple four-step process. It's
kind of like learning to ride a
bicycle. It takes some practice, but
once you learn, you'll never forget
how to do it.
It requires the development of some
skills in doing things that we
sometimes take for granted or feel
that we already know.
The four steps are shown on this
chart...
Listen
Acknowledge
Make a Statement
Ask a question
(L- A - M - A)

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The Positive Coach Approach

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Hear
Without
Judgment

Here are some keys to good listening:

Hear without judging, and avoid distractions.

Do not jump to conclusions.

Notice underlying feelings.
Find the Emotional Driver.
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The Positive Coach Approach

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Let the
Agent Know
You Heard
and
Understood
ACKNOWLEDGE :
This is a very important step in the communication process.
True communication is a two-way street. It is hearing and
understanding and letting the other person know that you heard
and understood.
Acknowledgment is a vital part of any conversation. This can be
done in several ways.

Paraphrase Running Acknowledgments - Repeat

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The Positive Coach Approach

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You Already
Know How
To Do This!

EXERCISE
Write some examples of ways to use the Statement part of the L-A-M-A
technique.
Paraphrase:
____________________________________________________
Answer a Question:
____________________________________________________
Make a Sales statement:
____________________________________________________
Explain a Situation:
____________________________________________________

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The Positive Coach Approach

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EVERY
STATEMENT
MUST BE
FOLLOWED
BY A
QUESTION!

EXERCISE
Write some examples of the different types of questions.
Open-Ended:
____________________________________________________
Closed-Ended:
____________________________________________________
Alternate Choice:
____________________________________________________
Multiple Choice:
____________________________________________________
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The Positive Coach Approach

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You have now learned the foundation for the Positive Coach
Approach.
Intention and the need to be determined in advance to be a
Positive Coach
Relationship as it applies here. Make the agents feel that you are
here to help in their success. Never make the agent feel wrong or
stupid.
The Three Party Promise All solutions that work, must work
for all three parties.
Discipline, meaning self discipline. Be dedicated to Positive
Coaching
Skills needed include listening, speaking and persuasiveness.
The LAMA technique. Be willing to use this in conjunction with
all your Positive Coaching conversations.
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The Positive Coach Approach

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Eight
Guiding
Principles
of Positive
Coaching
To Create and Maintain a Safe Environment. Meaning a comfortable pleasant
working relationship with the agent/CSR.
It is Consultative in Nature. Consultative means: The coach observes, listens, asks
questions, and reviews the situation to get a clear picture of strengths and weaknesses.
This way the trainee and coach can collectively come up with recommendations and
plans for perfecting techniques.
It is a Positive Experience & Builds Self Confidence in the Agents and, by the way also
in the Coaches. Its no secret that without on-going coaching and management support
trainees will soon fall back into old, comfortable ways and the benefits of the training
program will soon be lost!
The Positive Coach Approach employs Adult Education PrinciplesHave high
expectations of your agents to act as adults and be willing to perform their jobs well.
The Responsibility Rests with the Agent. Your responsibility is to train, to teach, and to
coach agents and it is the agents responsibility to learn and grow; and take that learning
experience and use it on their job.
Time Lines are EssentialDuring each coaching session you and the agent will learn
to set specific, realistic and timely goals.
Bi-lateral Action AgreementsBi-Lateral meaning that both the coach and the agent
agree on the action to be taken.
And last Questions are the KeyThis is the most important step in the LAMA
technique. You will find that it is the key to coaching as well.

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The Positive Coach Approach

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What we will talk about is the agent who simply

Doesnt Know How.
In other words they are motivated and want to do the job but lack
confidence and experience. It is up to us, as managers, trainers and
coaches to make sure that they have every tool to do the job.

Those tools are found in:

TRAINING and
POSITIVE COACHING.
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The Positive Coach Approach

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Positive Coaching always acknowledges the agent, and commends

them for their willingness to do the work well. Agents will feel
acknowledged by your willingness to share your time and experience
with them.
It shows the corporate commitment that we want agents to be
successful, and are willing to spend the time and effort to make it
happen.
It causes direct communication. You actually have to talk to the agent
as you coach them, and of course they have to talk with you. (This may
be a big and important breakthrough for some.) The condition to strive
for is a comfortable free flowing dialogue between the agent and the
coach.
It improves the skill of every agent, as we have learned through our
experience. Properly done, coaching can be inspiring and motivational.
It improves the skill of the coach as well; every time you coach you get
better at it.
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The Positive Coach Approach

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Give Only
Positive
Feedback

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The Positive Coach Approach

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Maintain a Safe Environment

Use side-by-side coaching when an agent is new,
or there is something that is new for all agents and
it is safe to learn in front of others.

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The Positive Coach Approach

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The
Cornerstone
of the
Positive
Coach
Approach
Consultative Coaching embodies the
Guiding Principles of the
Positive Coach Approach
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The Positive Coach Approach

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The Positive Coach Approach

Call Center Training Program

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Listen to the Customer First

What caused the customer to act differently?
During a coaching situation if you hear these things, active
listening will enable you to praise the agent for the Good
Stuff and to notice the Stops. We as coaches need to be
able to listen not only to the agents but the customers as well.

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The Positive Coach Approach

Call Center Training Program

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Listen to the Agents Performance

What do You Look For?
Focus on what the agents may have done to create
a good experience for the customer, and things
the agent may have done or not done to cause the
"Stops

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The Positive Coach Approach

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Name _________ Date: ______Coach:_____________

1.
2.
3.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

The Call Path Control Using the LAMA.

Ability to find the need of the customer
Apply the proper product or service
Overall Product Knowledge
Demonstrates high energy or enthusiasm.
High and Happy Tone of voice
Recognizes a buying sign
Correctly acts on it buying signs
Ability to handle objections or upsets
Willing at invitational or pro-active marketing
Effective at pro-active marketing
Makes a second effort to sell
Creates certainty at the end of the call
Generates an opportunity to call again.
Completes a voice-mail message correctly

Areas for Acknowledgment

Areas for Improvement
Steps for Improvement
Date for improvement
Date for next meeting
Comments: ________________________________
___________________________________________

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The Positive Coach Approach

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Establish
Performance
Expectations

Before listening to the calls

Before you begin coaching
Talk with the agent
Set expectations for todays session
Show the agent the form.
Give the agent a list of definitions
Pick 3 points to work on each session.
Listen to 3 calls or 15 minutes
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The Positive Coach Approach

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Be Specific
Dont Patronize
Let them take
credit for the
Good Stuff

Pick 3 good things to

acknowledge the agent for

Tell the agent about 2 of them

Ask the first question

What did you think was the
best part of the call?
What did you like most
about how you handled the
call?
What else?

Do this until the agent is finished

communicating.

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Notes:
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25

The Positive Coach Approach

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Questions to Use
What would you like to
change to make that call
even better? (write it down)
What was your greatest
challenge on that call?
What do you think you
could have done differently
or better?
-Make a list of 3 things to
improve.
Do not let the agent beat
themselves up.
When the list has 3 things to
repair and improve.

STOP this part of the

coaching!
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What if anything made you

uncomfortable?
What would you like to
know how to do that would
make the call smoother?
What can I do to role-play
any difficulties in the call?
What did you not like
about the call?
Would there be any
Company or Technical things
that could make your job
easier?

26

The Positive Coach Approach

Begin the Learning Process

Clarify the 3 things the Agent

Has chosen

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DO NOT fix it

WAIT for a SUGGESTION

from the AGENT

Show, Tell and Guide,

Give suggestions only if
you are sure the agent
doesnt know what to
do.

Role Play the Situation for

the Agents Learning Benefit

Send Agent back to training

if necessary.

If the agent picks the things you

already expected. Add NO more.

Notes:

Ask the Agent How will you

improve on that?

What will you do to make this

change ?

How will you remember to

improve on that?

When will you have this learned

or fixed and managed?
Set a Time Line
Write all agreements on the
form.

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27

The Positive Coach Approach

Summarize all Agreements

Set Time Lines for Learning
Ask Agent to come to your
office when theyve got it
down
Set Appointment for next time
Acknowledge the Agent with
the third item you had saved for
the end of this coaching session
Feel Good That You Had a
Positive Coaching session
Give the form to the agent to
copy
Keep one copy
Give the Agent one copy

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The L-A-M-A (SM) Technique,
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Call Center Training Program

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The Positive Coach Approach

Call Center Training Program

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The L-A-M-A (SM) Technique,
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29

The Positive Coach Approach

Use the LAMA

technique and keep
your positive attitude
at all times!

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The L-A-M-A (SM) Technique,
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Call Center Training Program

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30

The Positive Coach Approach

Use the LAMA

technique! Ask the
agent to make the
offer next time!

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The L-A-M-A (SM) Technique,
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Call Center Training Program

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31

The Positive Coach Approach

Use the LAMA

technique! Make the
agent RIGHT, offer to
help the agent
improve!

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Call Center Training Program

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32

The Positive Coach Approach

Use the LAMA

technique!
Take responsibility.
Teach the agent.
Ask the agent for their
commitment from
today forward.

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Call Center Training Program

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33

The Positive Coach Approach

Use the LAMA

technique and keep
your positive attitude
at all times!

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The L-A-M-A (SM) Technique,
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Call Center Training Program

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34

The Positive Coach Approach

Call Center Training Program

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35

The Positive Coach Approach

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Make your commitment and make a plan

to become certified in the
Positive Coach Approach
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UNPUBLISHED COPYRIGHT JUDITH M. MCKEE AND SALLY M. CORDOVA

The L-A-M-A (SM) Technique,
The L-A-M-A (SM) Communications Training Series

36

The Positive Coach Approach

Call Center Training Program

Life Works
To the
Degree
You Keep
Agreements

Review this program Study the Ideas

Set Up forms that Work

Set Up time for Walk By Coaching
Set Up Time for Consultative Coaching
Set Up first meeting with agents (time line)
Who will council the wont do people
Commit to Coaching Positive Only
Learn to listen for the STOPS (customer)
Learn to listen for the Good Stuff
Remember to Acknowledge the agents
Read Your Pledge to be the Master Coach
Keep Records of Progress
Report progress to Higher Management
Be sure to Acknowledge Yourself
Contact Sally Cordova with questions
SallyC@McKeeConsultingLLC.com
UNPUBLISHED COPYRIGHT JUDITH M. MCKEE AND SALLY M. CORDOVA
The L-A-M-A (SM) Technique,
The L-A-M-A (SM) Communications Training Series

37

The Positive Coach Approach

Call Center Training Program

Simple

Simple

But

But

Not Easy!

Not Easy!

UNPUBLISHED COPYRIGHT JUDITH M. MCKEE AND SALLY M. CORDOVA

The L-A-M-A (SM) Technique,
The L-A-M-A (SM) Communications Training Series

38