Larry Cipolla
October 22, 2012

In order for sales teams within a business to improve, they must be presented with an opportunity, but more importantly, they have to want to seize that opportunity. With 360 degree feedback, employees will be shown areas where they thrive but will also be shown how they can take a chance and become even better.

Eric Sinoway, CEO of Axcess Worldwide, recently wrote a book on the thinking of Harvard Business School professor Howard Stevenson, titled "Howard's Gift: Uncommon Wisdom to Inspire Your Life's Work."

Stevenson would often provide Sinoway with wisdom and insight into the competitive entrepreneurial world. For example, Stevenson said that it was important for employees to feel more comfortable when it came to taking risks and seizing opportunities – especially when those moments could reap significant benefits. 

"Very few people see inflection points as the opportunities they often are – catalysts for changing their lives, moments when a person can modify the trajectory he or she is on and redirect it in a more desirable direction," Stevenson told Sinoway.

Sales teams can use 360 feedback as a catalyst to not only change their sales approach – if necessary – but to empower each individual to become an even stronger contributor and help push the business forward. With this type of well-rounded appraisal, team members can collaborate with their immediate manager to pair them with a particular customer.

From there, feedback is taken from the consumer to identify his or her personal buying preferences. Sales development occurs with the collaboration between customers and companies using 360 feedback. When sales teams review the feedback, they can adjust their style or approach as necessary in order to better cater to the client's needs.

It's crucial, though, for those in sales to take advantage of opportunities for growth that are presented with a sales force assessment. When that happens, individual contributors will grow stronger and the business will be able to move forward as a whole.