Good sales managers know that the key to sales success lies in the feedback you get from your sales team. These are the people who spend their days in the field, up close and personal with the customer. If you’re not getting feedback from your knowledgeable and experienced sales team, you’re missing out on a massive opportunity to appease your customers and ramp up sales and ROI.

Here are some takeaways to implement at your next sales meeting to keep the feedback between you and your team constant.

What’s Working (And What’s Not)

50% of B2B sales teams miss their quota. If your sales team isn’t constantly reporting what customers are responding to, and what they seem to be turned off by, you will be selling your organization short.

For example, if a sales member is having success with a particular sales pitch, spread the word so the rest of the team can try it out. The marketing team should also be told because the information could be used to make more targeted marketing materials for various stages of the buyer’s journey.

Take for example. They offer a sales call evaluation template that will allow you to evaluate your sales teams to determine if their pitches are effective or they need tweaking.

Encourage Negative Feedback

Salesmen and saleswomen as individuals can develop bad habits. These habits, more often than not, affect the way the person treats prospects and customers in the field. It could be something as simple as failing to smile while on the phone or forgetting to ask for an upsell. These habits can be corrected by negative feedback, as long as it’s administered the right way.

Good salespeople are resolute and are accustomed to facing extreme scrutiny, but even sales vets can get their egos bruised. Train your salespeople to provide two positive aspects to any negative aspect when giving negative feedback. Surely the salesperson must be doing a few things well. These constructive critiques encourage the individual to do more of what’s effective while simultaneously culling any behaviors that detract from the sales success.

Strive to Teach Something New

These feedback sessions can become part of your regular sales meetings. The key to making these engaging is to draw enough feedback out of your team to teach at least one person something new each time. This could be some aspect of the buyer persona, a killer sales pitch, a phrase that works at getting customers to renew, and anything else the sales team notices during their day-to-day.

Get Feedback in Other Ways

Reviews, questionnaires, and surveys are other ways to gain valuable feedback from customers that can be used to improve sales and marketing (and better align the two departments). Make these a regular part of the information gathering process and your buyer persona will come into sharper focus over time. And ready for the great news? QuestionPro goes so far to suggest that surveying customers can increase sales. Start those surveys using a service like SurveyMonkey or similar to get valuable answers to your pressing customer questions flowing in.

Ask For Personal Feedback

While you’re giving and receiving feedback, don’t forget to ask the team how you’re doing as a manager. Asking for feedback from your sales team is one of the benchmarks of a remarkable sales leader. It shows that you care, that you want to improve.

And when you use feedback, and your team uses feedback, the customer wins. All of this work provides for an improved customer experience, as each meeting will see your sales team improve (as long as the advice is heeded). And therein lies the lesson. Teach your sales team to adapt according to the feedback, and the best way to do that is to lead by example.


The alternative is to never ask for feedback. Then you could be like the half of all sales teams that keep doing the same old same old, hoping for different results. If you want to be world-class, you have to strive to be different. That means digging deep into the heart of the matter and finding that constructive criticism that streamlines processes for both marketing and sales.