How To Assess My Sales Team
Sales Training
min read

How To Assess My Sales Team

Not quite sure how to objectively assess your sales team’s performance? Read up on the different metrics you can track, as well as the process of monitoring your team to eliminate inefficiencies and boost productivity.

Kayvon Kay
Kayvon Kay

March 19, 2022

A question we often help our clients answer is: how to assess my sales team…

It’s something that goes under the radar.

Yet it shouldn’t because it can have a truly negative impact if you don’t give it the attention it deserves.

Not just on your sales team, but business and performance as a whole!

Let’s dive deeper into this. Not just how to assess your sales team but WHY you should!

Table of Contents — How To Assess My Sales Team

1. Sales Team Performance Metrics

2. How To Monitor Sales Team

2.1: Establish Clear Expectations

2.2: Don’t Only Focus on Outcomes (and results)

2.3: Consistently Shadow Calls

2.4: Optimize How You Evaluate Individuals

2.5: Highlight Individual Weaknesses & Improvements

2.6: Follow Up With Your Team

3. How To Assess My Sales Team—The Conclusions

Hiring Engine CTA

How To Assess My Sales Team

At The Sales Connection, we appreciate success looks different for every sales team. No two are the same. Each team’s formed of various personalities. You may find some “so-called” experts preaching about how this solution works or that… but there is no out-of-the-box answer.

You have to find what works for you and your team.

This takes getting to know them over time.

And a big part of this involves assessing what works, what doesn’t, and everything in-between.

You have to find what works for you and your team

Sales Team Performance Metrics

When it comes to measuring your sales team’s performance and tracking certain metrics… well, it can be a minefield. There’s so much you *could* measure, including:

  • Revenue
  • Closing rates (as a team, and also for each individual)
  • The average revenue per customer
  • Market penetration
  • Lead generation
  • The lifetime value of a customer
  • Customer retention rate
  • Net promotor score
  • to name just a few…

In this article, we won’t dive too deep into these individual metrics.

Instead, we guide you on how to choose the “right” ones.

This is where real success lies.

Why? Because each team differs; your team IS unique.

You need to embrace this, finding the metrics that work for you.

Set your team up for true success

How To Monitor Sales Team

Unless you assess your sales team (often), you’ll never get a clear idea of where you are or where you’re heading. After all, building a world-class sales team is one thing. Keeping it motivated and on the right track is another. As a sales manager, your job is to both build and maintain. Never forget this!

Here’s how…

1: Establish Clear Expectations

Before you can properly assess your sales team, you first have to set clear expectations.

What do you want to see from them?

What does success look like?

How can you track and measure this?

It’s important for you as a manager to know this. But equally, everyone on your team does, too—both the team-wide expectations and any specific to them as an individual.

2: Don’t Only Focus on Outcomes (and results)

It’s easy to get caught up in metrics that showcase the end result (such as revenue), but never let this cloud everything else.

Remember, there’s a process to get to the end result.

Although your salespeople can control a lot, they can’t control everything.

You need to appreciate this if you’re to get a clear insight: the good, bad, and everything else….

3: Consistently Shadow Calls

The problem with the last point is finding that information isn’t always easy. 

Many metrics give you a view of the result. Not what happens before the result.

A way to navigate this is to shadow calls and monitor your salespeople.

Not micromanage them (that is never good), but to better understand them.

What are they good at?

What struggles do they face?

Is it a “them” problem or a “system” problem?

It’s amazing what you find when you take the time to shadow calls.

4: Optimize How You Evaluate Individuals

Part of the assessment process involves how you evaluate and communicate.

One of the best ways to properly assess your team is to speak with them.

Don’t just deliver your assessment… gather their feedback.

If all you do is talk and relay your findings, you’ll only get one side of the story. The best managers are those that listen to better understand. If someone fails, explore why they did. Maybe it’s something you can help with. Maybe it’s an issue that could harm other members of your team.

Always look for the reasons behind the results.

5: Highlight Individual Weaknesses & Improvements

It’s never easy to lead a sales team—this rings especially true as it grows in size.

Yet don’t allow this to cloud your judgment. Each member on your team differs. They have different styles, personalities, and situations. Appreciate this. As part of your assessment, focus on who they are as an individual—highlight the good, the bad, and everything else.

Doing so not only helps you get to know them (and them to know you), but you can tailor training around their specific needs. This is huge when turning failure into success.

6: Follow Up With Your Team

Finally, it’s important you understand assessing your team NEVER ends.

After you assess them, follow up.

Did they do what you asked them to?

Have they found progress easier since your feedback?

Are they still facing issues? If so, why… where’s that coming from?

As a leader, you continue to learn. Your team is what gives you most of these lessons.

It’s not a bad thing. It’s a huge opportunity—so long as you embrace it!

With this in mind, study these additional resources to help you set your team up for true success:

How To Assess My Sales Team—The Conclusions

When you ask the question: how to assess my sales team — know that you’re asking the right question.

Building a sales team is only half the battle. You need to then keep it motivated and going from strength to strength. This is always our focus at The Sales Connection when we work with our clients.

If you’re ready to take action, now is the time to explore this page and Apply To Partner with US — we’ll discover exactly what you need and develop a tailored strategy to set you up for lasting success.

Quit Losing Money On Bad Sales Reps
Tired of cycling through B players and Sales reps that don't cut it? We've turned sourcing and placing great sales tallent into a science so you don't have to.
Learn More

Kayvon Kay

Kayvon Kay

Kayvon has over two decades of experience working with high-level closers and perfecting his sales methodologies. He has earned the title of Canada’s #1 pharmaceutical sales representative and continues to share his expertise as a keynote speaker and through his multi-million-dollar coaching program.

See more posts from this author

More Articles

Share through Facebook link
Share through Twitter link
Share through LinkedIn link
Link Successfully Copied to Clipboard!