How Getting Feedback and Making Adjustments are the Keys to Sales Improvement

Posted by Dave Kurlan on Tue, Dec 04, 2018 @ 22:12 PM

feedback

Becoming great at selling - or anything else for that matter - is about making adjustments. In order to make an adjustment you need feedback - something you see, hear or feel that informs your ability to adjust.  Take Baseball for example.  When I watch my son hit he receives instant feedback from every swing of the bat.  He usually crushes the ball and that suggests that no adjustment is needed.  If he tops the ball or pops it up it is probably an issue with timing.  If he peels the ball to the right, he probably opened his front shoulder too early. If he squares the ball up but doesn't drive it he probably failed to use his legs. He also has 5 private coaches who coach him or, in other words, provide feedback. 

That brings us back to selling.  Salespeople need feedback too.

Suppose a salesperson completes a sales call and the prospect says, "Thank you for your time" or "It was nice meeting you" or "We'll let you know."  Those are examples of lack of feedback.

What would it sound like if they did get feedback?  A prospect who is not responding or reacting might be providing tremendous feedback.  While it is surely negative feedback, it is very useful feedback.  It suggests that the salesperson failed to get the prospect engaged and the required adjustment would be to ask more effective questions. 

An engaged prospect is also a form of feedback, suggesting that the questions were effective and the prospect is interested.  A prospect who says, "We're not interested" is providing feedback too.  Again, it's negative feedback but a salesperson can work with that.  The adjustment requires changing the questions that are being asked.  A prospect who is very interested is also providing feedback - that the salesperson got close but isn't quite there yet.  Perhaps some additional questions are required.  A prospect who asks, "What are the next steps?" is providing feedback that they are ready to do business and the salesperson was effective in their call or meeting.

The feedback above is positive.  Compare that with a meeting that you think went well because you had a nice conversation.  If you didn't get specific positive feedback, then there aren't any positives to take away from that meeting.  For example, in the last 3 months my son has been showcasing his baseball talent at colleges.In the first 4 showcases he didn't get any specific feedback.  No feedback is negative feedback. In the 4 most recent events, coaches have taken time to tell him how much they liked his skills and how well he performed.  Positive feedback.  

Another powerful form of feedback happens when salespeople record their phone calls and listen to the recordings.  They'll hear several coaching moments as they identify openings where they could have asked great questions, where they failed to listen, where they jumped ahead with their own agenda,  or where they simply said stuff that sounded stupid.  Salespeople tend to respond more effectively to self-identified coaching moments because they own those moments.

This is an example of a salesperson getting coached (feedback) by me.  It's 26 minutes but it will be 26 minutes of coaching that you will definitely learn from and will be well worth your time.

Only 10% of all sales managers are both consistent and effective with their coaching.  For salespeople who wish to improve and become great, most of them will need to accomplish some or all of that work on their own, either by recording calls, signing up for training or getting a sales coach.

Salespeople will go through several transitions if they pay attention to feedback: 

  • They aren't very good.
  • They are just like everyone else
  • They are a vendor
  • They are adding value
  • They are a resource
  • They are a trusted advisor

What is your feedback on article?  Join the discussion and leave your comment here on LinkedIn.

Image Copyright iStock Photos

Topics: Baseball, Baseline Selling, Sales Coaching, debriefing sales calls

Subscribe via Email

View All 1,700 Articles

About Dave

Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog earned a medal for the Top Sales & Marketing Blog award for six consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016 and this one for 2017. Read more about Dave.

Email Dave

View Dave Kurlan's LinkedIn profile View Dave Kurlan's profile

Subscribe 

Receive new articles via email
Subscribe
 to the Blog on your Kindle 

 

 

Most Recent Articles

Awards

Sales & Marketing Hall of Fame Inductee

Leaading Sales Consultants 2018

Top Sales & Marketing Awards 2017 - Article/Post - Gold
 Top Sales & Marketing Awards 2017 - Assessment Tool - Gold

 2016 Top Sales & Marketing Individual Blog - Bronze

Top Sales & Marketing Awards 2015 -  Bronze - Thought Leader

2016 Top Sales & Marketing Podcast - Gold

2016 Top Sales & Marketing Webinar - Gold

Top Sales & Marketing Awards 2015 - Bronze - eBook/White Paper

2018 Top 50 Sales & Marketing Blogs Widget

Dave Kurlan Top 50 Sales Influencer 2015

Sales Pro Insider Blog

Top 50 most innovative sales bloggers

Top100Strategic

Top100SalesInfluencersOnTwitter



Hubspot Top 25 Blogs

 

Free Tools

Sales Process Grader

Sales Candidate Assessment Free Trial

Sales Ghost Calculator

Sales Force Grader

Sales Hiring Mistake Calculator

FREE Recruiting Process Grader