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Nearly every sales department uses performance reviews to help track how well sales staff are meeting their goals. However, many departments aren’t using these performance reviews to their full potential. As a result, they’re missing out on key data that can help both the individual and the team improve their performance.

Here’s where to focus when it’s time for sales team performance reviews:

Set your personal judgment aside.

Study after study reveals that a manager’s personal evaluation of a team member’s contributions, ability or potential is often far different from the team member’s actual contributions, ability or potential. Unconscious biases can greatly affect how managers view each team member, and they can lead to giving feedback that is unhelpful or even damaging.

Instead:

Track metrics – but track the meaningful metrics.

Many sales software platforms and other tools can help you more easily gather and track data about each member of the team. From calls placed to deals closed, you can have access to the numbers and share them with each individual.

Doing so offers two benefits. First, it provides concrete data about actual performance, allowing you to suspend personal judgment. Second, it makes feedback more readily available for sales staff, allowing them to try new things and adjust over the course of the year as the results come back from their efforts.

Start with revenue.

Begin each performance review by talking about the metrics, starting with revenue – the number-one measure of a sales professional’s performance.

Then, discuss why you’re tracking other metrics. Communicating the reasons behind certain measurements helps sales staff understand how their numbers support the team’s goals, which can boost motivation.

Set goals.

Finally, work with team members to set goals for each person based on their current metrics and the team’s overall goals. Discuss concrete strategies for improving specific numbers. And schedule a time for you to touch base with each person before their next performance review to answer questions and review progress.

At SMR Group Ltd, our recruiters help clients in the biotech, pharmaceutical and medical device industries find the sales and marketing talent they need. To learn more, contact us today.


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