How can you handle conflicts between sales reps and managers during a performance review?

2 Acknowledge and validate emotions

The second step to handle conflicts between sales reps and managers during a performance review is to acknowledge and validate emotions. Performance reviews can trigger strong emotions such as anger, frustration, disappointment, or anxiety, especially if there is a gap between expectations and reality. As a sales coach, you need to show empathy and compassion for both the sales rep and the manager, and acknowledge their feelings without judging or dismissing them. By doing so, you can create a safe and respectful space for dialogue and feedback.

4 Provide constructive and balanced feedback

The fourth step to handle conflicts between sales reps and managers during a performance review is to provide constructive and balanced feedback. Feedback is essential for sales coaching, as it helps the sales rep and the manager to identify their strengths, weaknesses, and areas for improvement. However, feedback can also be a source of conflict if it is not delivered or received well. As a sales coach, you need to provide feedback that is specific, actionable, and relevant, and that highlights both the positive and the negative aspects of performance. You also need to help the sales rep and the manager to receive feedback with openness, curiosity, and gratitude, and to avoid defensiveness, denial, or blame.

5 Agree on goals and action plans

The fifth step to handle conflicts between sales reps and managers during a performance review is to agree on goals and action plans. Goals are important for sales coaching, as they help the sales rep and the manager to align on the desired outcomes, standards, and measures of success. Action plans are important for sales coaching, as they help the sales rep and the manager to define the steps, resources, and support needed to achieve the goals. As a sales coach, you need to help the sales rep and the manager to set SMART (specific, measurable, achievable, relevant, and time-bound) goals and action plans, and to commit to them and follow up on them.

6 Celebrate and support progress

The sixth and final step to handle conflicts between sales reps and managers during a performance review is to celebrate and support progress. Progress is important for sales coaching, as it helps the sales rep and the manager to track their performance, recognize their achievements, and overcome their challenges. As a sales coach, you need to celebrate and support progress by providing recognition, appreciation, and encouragement, and by offering ongoing feedback, guidance, and resources. By celebrating and supporting progress, you can foster a positive and productive relationship between the sales rep and the manager, and help them to grow and improve as a team.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?