Feedback is essential for any sales strategy, but how do you make the most of it? How do you prioritize and act on the insights and suggestions you receive from your prospects and customers? In this article, we will share some tips and best practices to help you leverage feedback to improve your sales performance, build trust, and grow your accounts.
Not all feedback is created equal. You need to consider who is giving you the feedback, what is their role and influence in the buying process, and what is their intention and motivation. You also need to distinguish between different types of feedback, such as positive, negative, constructive, or solicited. Depending on the source and type of feedback, you may need to respond differently, or prioritize it differently.
Once you have identified the source and type of feedback, you need to categorize and prioritize it according to its relevance, urgency, and impact. For example, you can use a simple matrix to rank feedback on two axes: importance and effort. Importance refers to how much the feedback aligns with your sales goals, customer needs, and value proposition. Effort refers to how much time, resources, and changes are required to implement the feedback. Based on this matrix, you can decide which feedback to act on first, which to defer, which to delegate, and which to discard.
Regardless of the source and type of feedback, you should always acknowledge and thank the person who gave it to you. This shows that you appreciate their input, respect their opinion, and value their relationship. It also opens the door for further communication and collaboration. You can acknowledge and thank feedback in various ways, such as sending an email, making a phone call, or sending a personalized gift.
Acknowledging and thanking feedback is not enough. You also need to act on it in a timely and effective manner. This means that you need to follow up with the person who gave you the feedback, update them on your progress, and show them the results of your actions. You also need to measure and track the outcomes of your actions, such as customer satisfaction, retention, referrals, or revenue. Acting on feedback demonstrates that you are responsive, accountable, and committed to delivering value.
Feedback is not a one-time event. It is an ongoing process that requires continuous solicitation, evaluation, and action. You should always seek more feedback from your prospects and customers, especially after you have acted on their previous feedback. This helps you to maintain a feedback loop, identify new opportunities and challenges, and enhance your sales strategy. You can solicit more feedback in various ways, such as asking open-ended questions, conducting surveys, or hosting webinars.
Feedback is a valuable source of learning and improvement for any sales professional. You should always reflect on the feedback you receive, analyze its strengths and weaknesses, and incorporate its lessons into your sales strategy. You should also share the feedback with your team, manager, or mentor, and seek their feedback as well. Learning and improving from feedback helps you to develop your skills, optimize your performance, and grow your career.