sales call feedback inside sales coach

Cr*p sales calls golden feedback

As I outlined in my recent post there is so much learning for your inside sales team at their finger tips.  The problem is that, your sales people won’t like looking for this learning and they’re even less likely to listen to it when they find it.

Can you guess what this learning is? It’s their recent sales calls. The good ones. The bad ones. The ones they have forgotten and the ones they wish they never heard again.

Even cr*p sales calls are information rich, right? Any top sports star watches hours of their plays, their swings, their, strokes, their goals and their misses. That’s where the real learning is.


Coaching ignites, when people are self-aware and realise that change is necessary and that they have to be the agent of that change.  This is why listening to your own sales calls is non-negotiable.

I mentioned this specifically when Bob Perkins CEO of the AA-ISP (American Association of Inside Sales Professionals) invited me as a guest on his MondayMorning Sales Minute video podcast.

So to make this essential self-reflection happen, I’m going to give you 7 questions which you can ask your sales team to reflect on when listening to their sales calls

7 sales coaching questions

1. How well did I prepare for the call?
Did I really put myself in the shoes of the prospect so I figured out what to share and where to begin?

2. How well did I clarify the objective of this call?
Had I a crystal-clear objective in my mind to measure a successful outcome of this conversation?

3. How well did I open the call?
Did I really nail the ‘who I am’, ‘why I’m talking to you’ and the ‘why you should care’ in approx. 11-15 seconds?

4. How well did I relate on the call?
Did I make a confident human connection without coming across as needy and one-sided?

5. How well did I engage ?
Did I manage to get the person to open up and share info so I did not do all of the talking?

6. How well did I follow ?
Did I follow the agreed call-process and qualification framework where appropriate and possible?

7. How well did I control ?
Did I seek agreement for the next logical step in that process in order to move forward or be forwarded?

Conversation not Interrogation

You can of course  tweak these – and I encourage my clients to do so – so that they are ‘natural’ and suit your style of sales coaching with your sales team.

Please note that this is *not* meant to be the basis for a sales-interrogation, but a sales-conversation.

The last thing I want to do or see you do is to use this as the basis for a by-the-numbers ‘checklist’ or score-card. The consequence of this is that your SDR will think of it like a rod for their own back. Yikes!

This is a coaching tool to achieve a single objective: to get your salesperson to really listen, to really reflect and to really change what needs to be changed. They must want to use it for their benefit.

Nike is wrong

When you take time to reflect on how you have engaged with a prospect and make the changes required to do it better, the propensity of your sales hitting an inflection point is exponentially greater.

Communication Reflection + Behaviour Correction  = Performance Inflection (RCI).

Nike is wrong. ‘Just do it’ is misguided advice and it’s not the motto of the thoughtful, reflective performer. Your sales team need to reflect on past performance to increase the likelihood of better performance. Warts and all.

And the way to do that is to be aware of what they are already doing by discovering the ‘holes’ for themselves. Self-discovery is the greatest discovery of all when trying to move the performance needle in your sales team!


Get your sales team to reflect and introspect on what they have missed and can do better next time by FIRST being aware of what they did last time.

7 questions are a great place to start. Let me know how this works for you!

Check out the podcast episode now: