4 Tips for Giving Constructive Feedback as a Sales Coach
Effective feedback is the cornerstone of successful sales coaching, yet many struggle to deliver it constructively. This article delves into expert-backed strategies for transforming feedback sessions into collaborative, growth-oriented conversations. From fostering curiosity to encouraging self-reflection, these insights will equip sales coaches with powerful tools to drive meaningful improvement in their teams.
- Transform Feedback into Collaborative Conversations
- Guide Reps Toward Improvement Through Curiosity
- Empower Self-Reflection with Thoughtful Questions
- Use Specific Behaviors to Deliver Actionable Feedback
Transform Feedback into Collaborative Conversations
My top recommendation: treat feedback like a conversation, not a correction. In sales, every deal has context, and the same applies to performance. At Tecknotrove, I've seen better results when I approach feedback with curiosity first, not judgment.
One technique that's worked well for me is using the "Ask-Acknowledge-Advise" framework. I start by asking the rep how they felt the meeting or pitch went. Then I acknowledge what they did well, which creates openness. Only after that do I offer suggestions for improvement, always with specific examples.
For instance, if a team member missed an opportunity to dig deeper into a client's pain point, I don't say, "You should've asked better questions." Instead, I say, "When they mentioned training delays, that was a great moment to explore how our mining simulator could reduce downtime. How do you think we could've steered the conversation there?"
This approach builds trust, encourages self-reflection, and keeps morale high, which is critical in a high-stakes, relationship-driven sales environment.
Guide Reps Toward Improvement Through Curiosity
The best sales coaches I've worked with—whether internally or on the client side—understand that feedback isn't about pointing out what's wrong, but guiding someone toward what's right. I always tell our team at Spectup: lead with curiosity, not criticism. One approach I find especially effective is what I call "narrative feedback." Instead of saying, "You missed the close," say something like, "When you described the offer, the buyer leaned back—what do you think was going through their head?" This invites reflection rather than defensiveness. I remember a moment during a growth-stage sales coaching session where one of our team members asked a founder to replay a failed pitch as if it were a scene in a film—we paused, rewound, and dissected each line. It worked wonders because it took the emotion out and made it tactical.
Another key tactic is using ratios—three parts observation, one part suggestion. It balances the tone and avoids overwhelming the person. And timing matters. Don't overload someone right after a tough call. Give space, then return to the moment when they're ready to learn. In essence, be the person they want to bring their mistakes to—not the one they hide them from.
Empower Self-Reflection with Thoughtful Questions
My top recommendation for sales coaches is to focus on asking questions that encourage self-reflection rather than just pointing out what's wrong. Instead of saying "You missed the follow-up," try asking "What do you think could have changed the outcome in that call?" This approach helps reps take ownership of their growth and opens up a more honest dialogue.
I've found that balancing positive reinforcement with specific, actionable advice keeps motivation high and makes feedback feel less like criticism. Using real examples from calls and role-playing scenarios also helps reps practice new techniques in a safe space. Constructive feedback works best when it empowers the person to find solutions, not just highlights problems.
Use Specific Behaviors to Deliver Actionable Feedback
When giving feedback, focus on specific behaviors rather than personality traits—similar to healthcare, where we address actions that can be changed, not attack someone's character. My top recommendation is the "SBI" approach: describe the Situation, explain the Behavior you observed, and discuss the Impact it had on results. This creates objective, actionable feedback instead of vague criticism.
I learned this technique while working with medical teams where clear, constructive communication can literally save lives. The key is timing—deliver feedback as close to the event as possible while emotions are still manageable. Create psychological safety first by acknowledging what they did well before addressing areas for improvement.
In Direct Primary Care, we build trust through honest, supportive conversations that help patients grow and improve their health outcomes. Sales coaching works the same way: people perform better when they feel supported rather than judged. This is how care is brought back to patients.
