Have a sales performance review coming up? Now is the time to prepare for it to not only get the most out of the experience but also to leave a strong impression with your manager. 

As sales recruitment professionals for close to 20 years, we’ve learned quite a bit about the implications of good sales performance reviews and bad ones.  We know that sales performance review is something that reps may look forward to or have concerns about, depending on how they think they’ve performed. A strong sales performance review can lead to a pay raise, an increase in commissions, more lucrative accounts, and even a promotion. But a poor review could hurt your career prospects, or in some instances, lead to getting fired. 

Just like in a sales job interview, we’ve learned that there are certain things you should say, and things you should NOT say in sales performance reviews. As an experienced sales recruitment leader, I’ll share my experience about the importance of performance reviews and things you should not say to get the best results. 

In this article:

• Why sales performance reviews are important (and not something you should overlook)
• What Not to say in sales performance reviews
• 4 Areas For Sales Reps To Focus On During Performance Reviews

Why Are Sales Performance Reviews Important?

A sales performance review is a formal evaluation of a salesperson’s work and results over a specific period—usually monthly, quarterly, or annually. It’s typically conducted by a manager or team lead and focuses on assessing how well a salesperson has met their goals and contributed to the company’s revenue and growth.

Sales performance reviews are important because they help both salespeople and managers understand what’s working, what’s not, and how to improve. Here are the main reasons why they matter:

1. They Track Progress and Performance: They show whether sales goals and targets are being met.
2. They Help Identify Performance Strengths and Weaknesses: They can pinpoint what you do well. They also highlight areas for improvement in skills, strategy, or productivity.
3. They Provide Constructive Feedback And Hold You Accountable: Reviews are a great opportunity to have an honest conversation about performance. It is time to take ownership of your results and discuss areas for improvement in the future. 
4. They Support Career Development: Reviews help identify training needs and growth opportunities. If you do well, it can lead to promotions, bonuses, or other career advancements.

Sales reps need to take all performance reviews seriously. If you don’t, it could lead to negative repercussions, especially if you had poor performance. For example, it could lead to 

probation, loss of trust, getting moved to another team, missing out on new opportunities or even removal, especially if you say the wrong thing during the process. What you say during your review is vital. If you had a bad quarter, you can often redeem yourself if you say the right things. 

What NOT to Say in a Sales Performance Review

What a sales rep says during a performance review can shape how it goes, and even impact how their manager views them afterward. Here’s a list of things a sales rep should avoid saying, along with what to say instead:

1. Excuses: Making excuses for your performance will not be well-received by your sales manager. In a previous blog, we talked about 13 Reasons Salespeople Give For Not Hitting Sales Targets. Make sure you don’t use these excuses to justify your performance, or you could receive a poor review. The best approach is to always take ownership and have a plan for how you will fix things. 

2. “It’s not my fault.” Don’t play the blame game. It can sound defensive and like you’re avoiding responsibility. If there is a situation you need to discuss, make sure you have support for your claims. A better approach is to discuss what you learn and what you are doing to overcome the issue. 

3. “I didn’t know.” You should have a full understanding of your role and what is expected of you. When you claim to not know something about your job, it can show you are not paying attention to details. If you are unclear about something, always get clarification from your manager. 

4. “I’m the hardest worker on the team.” A performance review is not the time for you to compare yourself to others. If you do, it may come off as arrogant or dismissive of the team. You need to take a softer approach and ask for feedback about ways you can improve, even if you are performing well. 

5. “I didn’t hit my numbers, but that’s not a big deal.” Hitting your sales targets is one of your main objectives. If you miss your quota, downplaying poor performance can show a lack of accountability or make it seem like you don’t care. A better approach is to come in with ideas for how you can improve your performance and hit your numbers in the next quarter. 

4 Areas For Sales Reps To Focus On During Performance Reviews

During a sales performance review,  you need to take a positive approach. You should focus on a combination of quantifiable achievements, personal growth, and future potential. Be honest, have data to support performance, have a plan to improve and be prepared to have a detailed conversation with your sales manager. Here’s a breakdown of key areas to highlight:

1. Performance Metrics: The main thing to focus on during a performance review is performance. Highlight how you met or exceeded quotas, quantify your impact on overall sales or team performance and showcase your success in bringing in and retaining clients.
2. Sales Process & Strategy: Discuss how the sales process and strategies work for you. Discuss with your manager any ideas you have to improve the process, show how you managed your pipeline and forecasted accurately, highlight improvements in shortening the sales cycle or increasing deal size, and share examples of complex deals you’ve closed or objections you’ve overcome.
3. Growth & Development: It’s always important to think about your performance in terms of growth. You can do this by highlighting new tools, methodologies, or certifications you’ve picked up and showing how you’ve used past feedback to improve.
4. New Goals: A performance review is a time to look at the past while also focusing on the future. Be ready to set new goals that are realistic and ambitious for the next review period. Acknowledge any weaknesses and outline a plan to improve and share where you see yourself adding more value in the future.

A Final Word On Sales Performance Reviews

A sales performance review is more than just a routine check-in—it’s a pivotal moment that can influence your career path, earnings, and professional growth. What you say can have a big impact on performance scores. Avoid making excursions and not taking accountability. Preparing thoroughly and approaching the conversation with honesty, accountability, and a clear plan can help you make the most of the opportunity. 

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