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Do you coach sales reps who resist feedback?

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As a sales manager, you know how important it is to coach your reps and give them constructive feedback. But what do you do when some of them resist your input, get defensive, or ignore your advice? How can you overcome their barriers and help them improve their performance and skills? In this article, we'll share some tips and strategies to deal with sales reps who resist feedback and turn them into more coachable and responsive learners.

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Stephan Koning

Strategic Sales Consulting & Custom Software Solutions || China Sourcing with SinoImportSolutions

1 Understand the reasons

The first step to coach sales reps who resist feedback is to understand why they do so. There could be many reasons, such as fear of failure, lack of trust, low self-esteem, or different expectations. Try to empathize with their perspective and identify the root cause of their resistance. You can also ask them open-ended questions to explore their feelings and thoughts about feedback. For example, you can ask them how they prefer to receive feedback, what kind of feedback they find most helpful, or what challenges they face when implementing feedback.

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Ademola Joseph MBA, SAP, CIEN, SCM

SAP SD S/4HANA Consultant | Sales & Marketing Manager|Email Copywriter |Logistics Manager | Relationship Enthusiast | Supply Chain Manager
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The first thing is to identify or find out why they resist feedback, then help them overcome that and also make them know the importance of feedback. Information or getting information is very key and crucial to sales. Sometime ago when i was working in the bank, i got a little information from someone that ordinarily you will overlook. I worked with the information and it transformed into something very big for me and the bank, not only did i meet my target but surpassed it.

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Joseph Stodola

Business Consultant
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Well thank you for asking for my input. Jos Feedback starts with asking rather than just responding or demanding. It’s a very good catchall. Others then learn by the receiving communication (responses). Placing things in perspective, the training and coaching process is very productive if the team is ask to spend time working in a classroom activity learning role playing… part-taking in a 20 minute facilitation to the other members of the team. Formally, together each taking a turn of a chapter of the 7 Habits of Highly Effective People* Each salesperson has to present their own personal presentation, using their own skills set, in-front of the sales team. The group will experience a new appreciation of how.

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Ali Abbasi
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I believe to teach real estate to a sale rep... You have to rely on him or her being open to smart work... Realtors nowadays dont work hard they work smart... And this is what gets you work done without wasting time on clients who wont reach a decision... Yes decision makers are rare as Clients but its them you should pitch your work to...

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Simona Pisanu

Helping you with your dream holiday
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In my opinion the first step should always be to ask for feedback from colleagues, managers, team members etc. Truly listen to their feedback and create a safe environment, where they feel safe. Once this step has been implemented, it is a lot easier to give feedback and for it to be received without any barriers or resistance. Lead by example!

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2 Adjust your approach

The next step is to adjust your approach and style to suit the needs and preferences of your sales reps. Different people respond differently to feedback, so you need to tailor your communication and delivery accordingly. For example, some sales reps may need more praise and encouragement, while others may need more specific and actionable suggestions. Some may prefer feedback in private, while others may appreciate feedback in public. Some may want feedback more frequently, while others may need more time to process and apply feedback.

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Robert Lawrence

Logistics Account Executive
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A common, if not essential trait of strong people managers is the ability to tailor approaches to the personality of the managed. Think on your feet and make sure the approach fits the personality. Know that any failure of someone managed is not their fault but the failure of the manager to reach the managed. That empathy and understanding will position you to be able to reach the unreachable. Of course there is the more important approach of hiring coachable and teachable people in the first place.

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3 Focus on the positive

Another tip to coach sales reps who resist feedback is to focus on the positive aspects of their performance and behavior, rather than the negative ones. This can help them feel more confident, motivated, and open to improvement. Instead of pointing out their mistakes and weaknesses, highlight their strengths and achievements. Use positive language and tone, and avoid criticism and blame. For example, instead of saying "You missed your quota last month", say "You did a great job closing some big deals last month. How can we help you reach your quota this month?"

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Ali Abbasi
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Yes to focus on positive.... Real estate is top of the food chain when it comes to big money... And therefore its a bit too much for many who cant hold their nerves in times of wait...

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4 Make feedback a two-way conversation

One of the best ways to coach sales reps who resist feedback is to make feedback a two-way conversation, rather than a one-way lecture. Invite them to share their opinions, concerns, and questions, and listen actively and attentively. Show them that you value their input and respect their views. Ask them for feedback on your own performance and coaching, and show them that you are willing to learn and grow as well. This can help you build rapport, trust, and mutual understanding with your sales reps, and make them more receptive to your feedback.

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5 Follow up and reinforce

The final step to coach sales reps who resist feedback is to follow up and reinforce the feedback you give them. Don't just give feedback once and forget about it. Check in with them regularly and monitor their progress and results. Give them recognition and appreciation when they implement your feedback and improve their performance. Provide them with additional support and resources if they need them. Remind them of their goals and expectations, and help them overcome any obstacles or challenges they face. By following up and reinforcing, you can show them that you care about their success and growth, and that feedback is a tool to help them achieve it.

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6 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?

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Stephan Koning

Strategic Sales Consulting & Custom Software Solutions || China Sourcing with SinoImportSolutions
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Feedback is the breakfast of champions. Having sad that, always try to find the reason why your sales rep is refusing feedback. But at some point just shift your focus and build a team or champions. And let the odd one out.

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Do you coach sales reps who resist feedback?

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2

3

4

5

6

1 Understand the reasons

2 Adjust your approach

3 Focus on the positive

4 Make feedback a two-way conversation

5 Follow up and reinforce

6 Here’s what else to consider

Sales

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Do you coach sales reps who resist feedback?

1

2

3

4

5

6

1 Understand the reasons

2 Adjust your approach

3 Focus on the positive

4 Make feedback a two-way conversation

5 Follow up and reinforce

6 Here’s what else to consider

Sales

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