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Navigating the world of sales is like being part of a high-stakes poker game. Every hand dealt and every move made plays a crucial role in determining the outcome. Sales calls are your cards, and knowing how to play them is the game-changer. Just like an ace up your sleeve, a sales call’s success can dramatically swing things in your favour. But are you confident your team knows how to play their hand?
If you’re a sales manager or director, you’re no stranger to the paramount importance of sales call feedback.
The whispers of questions like, “Why is reviewing sales calls crucial?” and “How can I ensure my feedback leads to better results?” might be echoing in your mind.
In this article, you will learn the art of mastering feedback on sales calls and appointments. Using tried and tested methods, you’ll discover how to set clear expectations, review calls effectively, and deliver feedback that’s constructive, not destructive.
Let’s dive into the intricate dance of critiquing with care, improving performance, and boosting morale.
Why Should We Review Calls?
In the world of sports, the line between victory and defeat is often razor-thin.
What separates a top-tier athlete from the rest? It’s not just talent; it’s a commitment to refinement.
Athletes, especially those at the elite level, dedicate hours watching playback of their performances, studying each move, analysing every decision.
Why?
Because they recognise the importance of understanding their strengths and areas for improvement. In doing so, they refine their strategy, perfect their technique, and consistently evolve to stay ahead of the competition.
Similarly, for your sales team, each call is an opportunity to clinch a deal, to connect, and to help them make the decision that’s best for them.
But how do you know if your team is truly optimising each interaction? That’s where the power of reviewing calls comes into play.
Just as athletes identify their strengths and work on their weaknesses, sales call reviews allow you to pinpoint areas of excellence and aspects that need improvement.
Reviewing sales calls isn’t an optional exercise but an essential one. Just as athletes wouldn’t skip their playback sessions, you shouldn’t bypass the invaluable insights gained from sales call reviews.
But how do you go about this?
How to Set Expectations with Your Sales Team
Your sales team isn’t just working to close deals; they’re acting as ambassadors for your brand and values. So, how do you ensure everyone is on the same page and performing to their highest potential?
You need to first set expectations. You need to be clear about what metrics your team’s individual performance will be measured against, the technology they need to use, a system for call prepping, and a culture of roleplaying in the team.
You need to set expectations for all of these in order to have success when providing feedback for sales calls and appointments.
Metrics
You can’t manage what you can’t measure. That’s why you need to establish clear metrics that you can use to gauge success and communicate this with your team.
Some of the metrics you should look at recording:
- Number of calls made
- Sales closing rate
- Length of the sales cycle
- Customer feedback scores
- Embracing and using video in each call (this will help encourage a video first sales approach)
On top of this, you should set routine team meetings to discuss these metrics. This ensures everyone is aware of where they stand and what’s expected of them.
Technology
Make sure your team is on the same page when it comes to sales tech. There’s no use if half the team is using Zoom and the other half use Skype. Ensure everyone is using the same or similar equipment, and at the least, the same call software.
Call Preparation
You should ensure that there are standards for call prep in your team. A well-prepared salesperson is more likely to succeed, so systemising this to a degree is important.
While every call is unique, having a basic script or structure helps guide the conversation and ensure key points are covered. Make sure you meet with your sales team to set expectations with them on how they should be preparing for sales calls. For example, you might expect a certain level of research to be conducted and noted down in your CRM prior to the call.
Roleplaying
The saying “practice makes perfect” is cliché for a reason. If you want your team to succeed, feedback isn’t going to be enough. Start having those hard conversations within your own team before your team even jumps on a call with a sales rep – this is the power of roleplaying.
You can do this by creating situations based on past calls, allowing team members to play both salesperson and buyer. This offers invaluable practice in handling different buyer personas and objections.
Roleplaying sessions are perfect platforms for immediate feedback, enabling salespeople to adjust and improve in real-time. Make sure to set clear expectations with your team that roleplays are an essential part of their training.
Remember: there’s no use providing feedback if your team isn’t using everything at their disposal to grow already – and sales roleplays are one of these tools.
Now that you’ve set clear expectations, how do you actually go about reviewing your sales team calls?
How to Review Calls for Valuable Feedback
Sales calls are gold mines for insights, brimming with lessons waiting to be discovered. However, gleaning valuable feedback requires more than just a simple playback.
To extract the most from each call, it’s essential to know exactly what to look for. Not every successful call results in a sale, but there are telltale signs that a salesperson is on the right track.
Watch out for what worked and what didn’t work in the call. Here’s some markers to look out for:
What Worked:
- Interactions: Analyse how they engaged with the prospect. Were they attuned and connected?
- Setting Call Terms: Did they clearly outline the call’s agenda and allow room for off-agenda topics?
- Active Listening: Were they fully present, absorbing the details shared by the prospect?
- Using Names: This adds a personal touch. Did they use the prospect’s name or the names of others in the call?
- Identifying Participants: Did they take a moment to identify everyone present during the call?
What Didn’t Work:
- Talking Ratio: A good rule of thumb is a 70/30% split. Ideally, the customer should do most of the talking.
- Distractions: Were they constantly checking their phone, looking away, or seeming disengaged?
- Note-Taking Disclaimer: If they took notes, did they inform the prospect, so it wasn’t perceived as a lack of attention?
- Direct Responses: Did they directly answer questions? Or did they dodge them with generic or pre-prepared answers?
- Authenticity: Were they genuine in their responses, or did they come off as scripted or insincere?
- Concluding Steps: It’s essential to end with clarity. Did they set and agree on the next steps? Did they clarify the subsequent stages of the sales process?
Creating a Feedback Checklist
For consistency in reviews, establish a feedback checklist. A Feedback Checklist is essentially a list of things you’re going to look out for in sales call reviews.
This not only helps you review your sales calls but also helps your sales team know what you’re looking for, meaning they’re more likely to be focused on these feedback items while they’re in calls.
Your feedback checklist might include some of the above points we covered, but you should also add your own.
How to Deliver Your Feedback
Your feedback should inspire growth, not deter enthusiasm.
Here’s how to ensure your feedback hits the mark every time:
Embracing Radical Candor:
Radical candour is about challenging directly while caring personally. It provides a clear framework for leaders to give honest feedback without compromising on the human element.
Feedback without care doesn’t land. Lack of feedback with care doesn’t promote growth. You need to walk the line between high directness and care – this is Radical Candour. This will build trust in your team and promote growth, as a result causing your closing rates to climb.
Here’s some general steps you can follow:
- Allow the Salesperson to Identify Their Level of Success First: Before providing feedback, ask your sales team members what they think they could improve on, and what they think they’re doing great already. It’s much easier to learn a lesson when the feedback comes from yourself. Also, if they are able to personally recognise where they’re going well, they’re more likely to repeat these behaviours during calls. On top of this, the approach gives you an opportunity to see how they assess a situation and perceive their own abilities.
- Be Clear, Not Brutal: Your feedback should be straightforward. Avoid muddling the message with ambiguity. If there’s an area for improvement, be specific about it
- Show You Care: Always reiterate that your feedback comes from a place of growth and improvement. Let your sales team know that their success is your priority
- Seek Feedback on Your Feedback: This might seem meta, but it’s essential. Ask your team how they feel about the feedback given and if they found it constructive
Feedback, when delivered correctly, can transform your sales team from good to exceptional.
Remember, it’s not about perfection but progression. As you guide your team with constructive feedback, you’re not just helping them become better salespeople but fostering a culture of excellence and continuous growth.
So, what’s next?
Navigating the world of sales calls and appointments requires a delicate balance. Sales managers and directors are tasked with the dual responsibility of driving results while nurturing the growth and confidence of their team.
Your feedback should not only address what’s lacking but should also shine a light on potential, paving the way for continuous improvement. As you take this journey, remember: it’s about ensuring every team member feels seen, valued, and empowered to be their best self in every sales encounter.
If you’re already providing feedback but you’re finding that your sales team isn’t hitting their targets, there could be another solution for you. Check out our article on how to help your sales rep hit their targets when they just can’t seem to reach them.
