#21: The Difficult Feedback Formula

If you manage a sales team, you've likely struggled with one of the hardest parts of leadership: giving difficult feedback. Whether it's repeated lateness, missed steps in the sales process, or team conflict, these conversations are critical but they don’t have to be uncomfortable.

In this episode, we walk through a simple, effective formula that helps you deliver tough feedback clearly and confidently.

You’ll hear tactical advice, real-world examples, and best practices for turning hard conversations into productive coaching moments.

What You’ll Learn

• A simple framework for giving constructive feedback: the When–Then–Ask model
• Why confrontation is difficult and why avoiding it hurts your team
• How to stay objective by focusing on observable behavior, not personality
• Examples of feedback conversations that actually work
• How to tailor your communication using DISC profiles for sales teams

This easy-to-remember structure makes it simple to deliver feedback on the spot:

1. When – Describe the specific behavior
2. Then – Explain the consequence or impact
3. Ask – Make a clear request for change

Example: "When you arrive late to client meetings, it weakens our ability to built trust with the client. Can you make sure to arrive on time moving forward?"

Key Takeaways for Sales Managers

• Wait for patterns: Address repeated behaviors (typically by the third occurrence)
• Focus on behavior you’ve personally observed
• Reinforce positive changes by acknowledging improvement
• Stay consistent by coaching all team members equally
• Use DISC communication styles to deliver feedback more effectively

With the right formula and a few mindset shifts, you can make difficult conversations faster, clearer, and more impactful. The When–Then–Ask model is a practical tool that helps your reps grow while strengthening your credibility as a manager.