You've mastered the SBI model, but knowing what to say is only half the battle. The other half? Actually having the conversation without your sales rep shutting down or becoming defensive.
Even perfect SBI feedback can fail if the delivery destroys trust or damages the rep's confidence - critical assets in sales performance.
Engagement Message
Ever had the right coaching message but watched your rep's numbers drop afterward?
Let's start with setting the stage. Choose a private space away from the sales floor - never give difficult feedback where other reps can overhear.
Schedule it in advance: "Can we review your Q3 pipeline tomorrow at 2pm?" This prevents the dreaded "manager ambush" feeling.
Engagement Message
Why do you think surprising a sales rep with performance feedback typically backfires?
Your tone and body language send signals before you even speak. Sit at the same level (both standing or both sitting). Keep your voice calm and steady.
Avoid crossed arms, pointing, or leaning back. These signal judgment or authority, triggering that threat response that kills sales confidence.
Engagement Message
How does your body language change when you're delivering tough performance news?
Start with context and intent: "I wanted to talk because I'm invested in your success and I've noticed something that might be impacting your close rate."
This frames the conversation as coaching, not criticism. Then transition into your SBI feedback naturally.
Engagement Message
See how this creates psychological safety before discussing performance issues?
When they react defensively (and they might), don't argue or justify. Instead, acknowledge their feeling: "I can see this is frustrating to hear."
Then gently redirect: "Help me understand your perspective on what happened with that client." This moves from defending to problem-solving.
