Let’s begin this blog with a question. A sales executive has failed to achieve the desired target every month despite doing his best. The sales manager knows that a sales executive is putting in all his efforts but all in vain.
Who should be blamed here? sales executive or sales manager?
I would blame the sales manager because I doubt if he has given constructive feedback to the sales executive on his performance. Constructive feedback from the manager would have helped the sales executive focus his efforts at the right place, enhance necessary skills, and improve performance.
Many sales managers fail as managers since they are not equipped to offer constructive feedback therefore all sales managers must learn and master the art of giving constructive feedback.
I will start with the concept of constructive feedback
What is constructive feedback?
Constructive feedback is a type of feedback that is intended to help the recipient improve, learn, or develop their skills, performance, or behaviour. It typically focuses on specific actions or behaviours, is specific and clear, and provides suggestions for improvement rather than criticism. Constructive feedback is usually framed in a positive and supportive manner, fostering a growth-oriented and collaborative environment.
Why is it important?
Constructive feedback is important in sales for several reasons:
- Skill Development: Sales professionals can use constructive feedback to identify areas where they can improve their sales techniques, communication skills, and product knowledge which leads to better customer connections and an increase in sales.
- Performance Improvement: Providing feedback helps salespeople understand what they are doing well and what needs improvement, leading to better performance and increased sales.
- Motivation: Positive and constructive feedback can motivate sales executives by appreciating and recognizing their achievements and encouraging them to continue doing their best.
- Continuous Learning: Sales is a dynamic field, and feedback can help salespeople adapt to changing market conditions, customer preferences, and competitive landscapes.
- Relationship Building: Providing feedback in a constructive and supportive way can strengthen the relationship between sales managers and their teams, fostering trust and open communication.
- Customer Satisfaction: By addressing areas of improvement, sales teams can better meet customer needs and enhance customer satisfaction, which can lead to repeat business and referrals.
Hazards of lack of constructive feedback:
A sales manager who is unable to provide constructive feedback can create several hazards and challenges for their sales team and the organization as a whole:
- Stagnant Growth: Without constructive feedback, sales representatives may not know how to improve their skills and performance. This can lead to stagnant or declining sales figures, hindering the company’s growth.
- Demotivated Team: Sales professionals often thrive on recognition and guidance. Without constructive feedback, they may become demotivated, leading to decreased morale and productivity.
- Poor Performance: The absence of feedback means that sales reps may continue making the same mistakes without realizing it. This can result in consistently poor performance, leading to lost opportunities and revenue.
- Talent Attrition: Talented salespeople may seek other opportunities if they feel undervalued or unsupported. This can lead to talent attrition and increased recruitment costs.
- Missed Objectives: Sales targets and objectives may be consistently missed if the team is not provided with the necessary feedback and guidance to align their efforts effectively.
- Ineffective Training: Sales training and development programs may fail to yield results without feedback to guide their improvement and customization.
- Inefficiency and Ineffectiveness: A sales team that lacks guidance may resort to inefficient or ineffective sales techniques, wasting time and resources.
- Inconsistent Sales Approach: Without feedback, individual sales reps may develop their methods, resulting in an inconsistent brand image and customer experience.
Example of constructive feedback to sales executive
Let us look at the example of constructive feedback for a sales executive who is struggling to meet his targets due to poor show rate and conversion rate:
“Yash, I’ve noticed that your show rate and conversion rate have been below our expectations. I want to help you improve and achieve your targets. First, let’s work on your show rate. Consider reviewing your appointment-setting process to ensure that you’re effectively qualifying prospects and confirming appointments in a way that reduces no-shows. Additionally, let’s focus on your communication skills during appointments. Practice active listening and ask open-ended questions to better understand customer needs and objections, which should lead to improved conversion rates. I’m here to support your growth and provide any resources you might need, so please feel free to reach out for assistance or further training.”
Best practices to keep in mind while giving feedback:
Providing constructive feedback is essential for personal and professional growth. Here are some best practices to keep in mind when giving feedback:
- Be Specific: Clearly state what behaviour or action you are addressing. Vague feedback isn’t helpful.
- Timeliness: Offer feedback as soon as possible after the observed behaviour. Fresh feedback is more effective.
- Balance Positive and Negative: Highlight both strengths and areas for improvement. This balanced approach encourages motivation and maintains self-esteem.
- Private Setting: Deliver feedback in a private and confidential setting to avoid embarrassment or defensiveness.
- Focus on Behavior, Not Personality: Concentrate on actions and outcomes, not personal traits. Don’t make it personal.
- Use “I” Statements: Express your observations and feelings using “I” statements. For example, “I noticed that…” or “I felt that…”
- Non-Judgmental Language: Avoid judgmental or accusatory language. Instead, use neutral, descriptive language.
- Active Listening: Allow the individual to respond and ask questions. Listen actively to their perspective.
- Offer Solutions: If possible, suggest practical solutions or alternatives for improvement.
- Set SMART Goals: Encourage setting Specific, Measurable, Achievable, Relevant, and Time-bound goals for improvement.
- Follow-up: Check in at a later date to see if the feedback has been taken on board and whether progress has been made.
- Be Respectful: Always maintain respect and empathy for the person receiving feedback. Remember that the goal is growth and improvement.
- Consistency: Provide feedback regularly, not just in isolated instances. This helps foster a culture of continuous improvement.
- Encourage Self-Assessment: Encourage the person to self-assess and identify areas for improvement.
- Use Constructive Language: Frame feedback in a way that encourages growth and learning, rather than discouragement.
- Keep Emotions in Check: Avoid delivering feedback when you’re angry or upset. Emotions can cloud the message.
- Be Objective: Base your feedback on observable facts, not assumptions or hearsay.
- Training and Development: If necessary, offer training and development opportunities to support improvement.
Remember that providing constructive feedback is a skill that can be developed over time. It’s about creating a supportive and open environment where individuals can grow and learn from feedback.