Drive Positive Change Through Candid Conversations
December is a great time to talk to sales reps and customers. Speaking genuinely and without a motive to “win them over” can give you a pulse on how things are really going.
I had a love/hate relationship with December.
Okay, maybe not a hate relationship, but every December felt jammed with to-do's and fires as the year was winding down.
But what I also noticed during this time was that when I took the time to have real conversations with sales reps or customers, I would get this uplifting feeling. Not only because I could learn how people were doing but also because I could uncover areas where I could potentially help them.
People also seemed to appreciate the time to connect.
There is calm among the madness
It goes without saying, as a sales leader the pressure is generally pretty high and timelines are short. Our energies are pulled in so many directions: addressing key issues, putting out fires, and trying to figure out any way to get deals in the door.
The fourth quarter (usually December) is no different, but in many cases you’re shoring up the remaining pipeline and getting key pieces in place for the following year (strategy, compensation plans, org changes, etc.). That’s all good and needed, but it’s also a good time to get a real pulse on things.
It’s hard to tell where the greatest opportunities for change are and what to do about them if you don’t know how people really feel about your products and company.
So, whether you’ve already hit your goal for the year (awesome), are close to hitting it (keep pushing), or it’s been one of those underwhelming years (we’ve all been been there, keep your head up)—make sure to talk to a few folks before the year is over. A few things to remember:
Make people feel important (it’s about them, not you)
Ask good questions and be genuine about feedback both good and bad
Listen closely for the biggest challenges
Be positive, your energy goes a long way
Be appreciative and thank them for their input
Be mindful of your time to reach as many people as possible (think: 20-30 minute phone call, coffee, etc).
Connecting with your team
Don’t shortchange talking to sales reps or managers within your own sales team as they can provide some of the best feedback.
Don’t overthink who to talk to. Pick reps of all levels and people you may not interact with very often. Also include sales support teams (ops, training, marketing, research). Know some details about their role and performance (don’t cover their performance in the call as that’s not the point, but it’s still good to have a little background).
Start your conversation with your appreciation and set the stage. Something like: “I really appreciate you taking the time to catch up. I’d love to hear how you're doing personally, and any feedback or ideas on how things are going and where we could improve. Your feedback is a valuable part of us getting better.”
Ask about what is working and what isn't across areas.
Marketplace and opportunity
Product(s) and pricing
Competitive landscape
Internal processes, team culture, and sales support
Talking with your customers is actually highly energizing
When you talk with a customer there is a ton of honest information you can use.
It’s important that they feel valued and appreciated even if they uncover your flaws. Feedback from customers is the most valuable whether it’s positive or negative.
Hearing (and then leveraging) critical feedback allows you to make sensible changes. But you can also use it to inspire your sales team with any feedback on how they're leveraging your products or services.
Reps love transparent, open feedback that justifies the value your company provides and will use those points for other calls.
This is how your conversation should go...
You’ll want to set the stage for the call by saying that you value their relationship and you’d love to hear any type of constructive feedback. Explain that the end goal is to learn how you can help them further. (These calls are not focused on product flaws, but rather how things are going in general)
Ask about them personally, then how their business is doing.
It’s best if you start with “I’d love your feedback, good or bad, on how we’re helping you achieve your goals. What can we work on? What do you think rocks?”
Don’t over promise, but do provide clarity on what you can address, what will be reviewed, or what has already been solved (sometimes your products are doing what they need, but they just don’t know about it).
Be energetic, uplifting, and focused on 1-2 main takeaways.
Picking which clients or partners to talk can be done systematically (e.g. by low/high utilization, low/high revenue, new/older customer) or by asking your team which folks would be ideal to get real feedback from. In many cases, your own team will point you in the right direction.
Deploying this kind of initiative takes commitment but the rewards are many, even if you only have a few conversations. Let your sales reps and customers energize you to finish the year strong.
With the holidays, people are generally slowing down and reflecting on their year, it can be the opportune time to get feedback you’re looking for.