Another method to collect win-loss feedback from sales reps other than interviews is through surveys. Sales Rep Surveys allow you to capture critical win-loss feedback from across your entire sales pipeline that will complement your win-loss data from buyer interviews.
This article contains the following sections:
- Introduction to Sales Rep Surveys
- Benefits & Drawbacks
- Interviews vs Surveys
- Survey Content
- Frequently Asked Questions
Related Article:
Introduction to Sales Rep Surveys
Once you have a deal imported into the Clozd Platform that you want to receive sales rep feedback on, you can either reach out to the participant for an interview or to fill out a survey.
While interviews are the richer source of win-loss feedback compared to surveys, there is still helpful information that can be obtained via survey. Clozd’s new Sales Rep Survey functionality lets your sales reps tell you why you won or lost business in a format that aligns with your Buyer Interview data. This means that you can analyze sales rep and buyer data side-by-side within the Clozd Platform to gain valuable business insights.
Benefits & Drawbacks
To figure out why you win and lose sales opportunities, it's helpful to capture feedback from both of the parties that were involved in the sales process: the sales team and the buyers. These surveys are an opportunity for your sales reps to provide essential feedback needed for your organization to improve.
Sales Rep Surveys are more affordable than interviews and can be applied across your entire sales pipeline. They are useful for tracking high-level trends that can help determine areas of focus for buyer interviews.
Survey feedback isn’t as rich as interview feedback because the surveys are shorter in duration, the questions are currently predefined (question customization will be released soon), and the participation rates are much lower (3-5% for surveys vs. 20-30% for interviews). However, as outlined above, surveys can be used to complement your buyer interview strategy.
One additional value-add for this type of survey is the chance for sales reps to contemplate their deals and think about what they did well or what they could have done better. This opportunity to reflect alone leads to personal improvement for your sales reps.
Interviews vs Surveys
When reviewing your win-loss data, it can be helpful to compare sales rep and buyer feedback side-by-side. If there are discrepancies between sales rep feedback and buyer feedback, prioritize buyer feedback. During the sales process, buyer perception is reality. If your solution excels in a certain area, but buyers don’t perceive it, then you will know there is still improvement to be made.
Feedback from salespeople who possess strong empathy and communication skills will align
closely to the buyer feedback. Comparing the two data channels is an invaluable tool for improving
sales coaching and training. Sales leaders should focus special attention on salespeople whose
feedback consistently differs when compared to the feedback from their buyers.
To determine the right mix of interviews and surveys for your business, consider the makeup of your sales pipeline. Companies with large deal sizes, low deal volume, and/or complex transactions should rely more heavily on interviews. In contrast, companies with small deal sizes, high deal volume, and/or simpler transactions can rely more heavily on surveys. In these latter cases, surveys are more cost-effective, provide sufficient depth of insight, and enable broader pipeline coverage.
The following chart illustrates this general concept:
Survey Content
Survey participants will receive an email from Clozd inviting them to complete a short survey. The survey includes the following four questions:
- What was the outcome of your evaluation?
- Who was the primary competitor for this opportunity?
- Why did we win/lose?
- What did we do well/poorly?
The questions are dynamic and will adjust depending on the participant’s answer to the first question. Decision drivers and competitors included in the survey form match the decision drivers and competitors you have configured within the Clozd Platform to create uniform data points.
Won Deal Example:
Lost Deal Example:
Frequently Asked Questions
How do I get Sales Rep Surveys set up?
See Configuration: Sales Rep Surveys.
Do we incentivize Sales Rep Surveys to ensure participation?
Unless given different instructions, we generally don't incentivize survey responses for Sales Rep Surveys. If participation rates are low, we have the functionality to add incentives.
Can I survey multiple contacts for the same opportunity?
Yes. We can survey multiple sales reps for the same sales opportunity.
Questions?
For questions about the fit of Sales Rep Surveys for your Clozd Win-Loss Program, please contact your Clozd Consultant.
If you have any additional questions, please reach out to support@clozd.com
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