Lesson 7: Buyers want to give feedback.


PeopleMetrics research shows that buyers want to be asked about their sales experience. Because they are investing significant resources to make a decision, they welcome the opportunity to tell providers what they think about the sales experience.


In fact,8 in 10 prospects say they would


willingly give feedback if a potential partner asked for it during the buyer’s journey.


Many say that a request for feedback would make them feel that the provider is open to improvement and would be committed to delivering value beyond the sale.


Among the minority of buyers who have been asked for feedback, the prevailing reaction was that the company asking for feedback really cared about their business.


WHAT IS LEADMETRICS, AND HOW CAN IT HELP IMPROVE THE PROSPECT EXPERIENCE? (01:13)


The very act of asking for feedback helps the potential partner stand out, giving them an advantage over the competition. As such, it’s time to pay attention to the Prospect Experience (PX)—and deliberately design, deliver, and manage value in the human interactions of the sales process.


Many B2B companies actively manage their client experience by listening and responding to client feedback after the sale. PeopleMetrics sought to understand how many companies were requesting and responding to feedback during the sales cycle—before clients sign the contract. Perhaps unsurprisingly, the data showed very few companies seek formal feedback from prospects during the sales process.


That reveals a significant opportunity for all B2B companies to learn from their potential clients, especially given these findings:


• 7 in 10 prospective clients have never been asked for feedback on the sales experience. • 90% of those who were asked said they took the time to respond. • 81% of those who have never been asked said they would definitely or likely respond.


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