Thoughts & Ideas

The real feedback can only come from the buyers

The best to improve and strive for excellence is to ask someone else for honest feedback. It’s the only way to learn...

Written by Hrvoje Gabelica · 1 min read >

The best to improve and strive for excellence is to ask someone else for honest feedback. It’s the only way to learn more about ourselves, where are our blind spots and make the plan how to overcome them in the future.

The closest business example of receiving and giving feedback is the customer service where we score agents after on how much value they provided to us by solving our problems and the usual way to measure it is by NPS.

What if we can use exact the same logic in sales engagments with the customers?

Currently, the only way to get feedback about performance is to ask your manager to give you one based on the roleplay or recording from the conversation intelligence tools (like Chorus, Gong, Mindtickle).

What is the downside of this approach? The manager is usually biased about the feedback and usually, feedback is oriented on skills part like how to do better discovery, pitch, ask more questions, give next steps etc… instead what matters to buyers, since they are paying us based on their perception.

The only ones who can give real feedback based on real experience and dig in totally another perspective are the actual buyers.

What if some examples of customer’s feedback looked like:

  • “John was concentrated too much on the product features and don’t understand our industry or roles. He really needs to find a business case for us.”
  • “I didn’t see the reason for the change since this is not our priority right”
  • “Peter provided really guided us over the buying journey and together with him we really learned how to buy the best solution for us our company!”
  • “We expected that call will be about how your Company X can help us reaching our goals, all we got is the presentation that lasts for 45 minutes :(“
  • “When Paul was selling to us, we really didn’t felt like he was selling to us!”
  • “George couldn’t explain pricing well and don’t have basic knowledge about what he was selling”

With this approach, we would see from first hand what qualities we need to embrace as part of our sales culture and where we need to improve as an organization and individuals.

Imagine that salesperson after the conversation sends (potential) buyer a link to a quick survey about how much she/he helped you in the last conversations and it’s automatically added to the CRM so we can discuss these ones with our managers and other colleagues from sales. Wouldn’t it be beneficial to see how really are seen in the customer’s eyes?

Who knows, maybe some sales tech vendor will see this idea and implement it in their solution so we can really see how does it work in the reality.