Beyond Victory: Learning from Success and Failure in BtoB Sales Debriefs
"The gold is in the dark" *
Picture this: a triumphant deal celebrated with accolades, captured in a 'success memo' or a 'victory report'. It's the norm in the sales world, a moment to toast a team's win and fuel the culture of success. But herein lies a critical oversight, one that even had a statistical genius, Abraham Wald, raising an eyebrow.
The Tale of Wald's Wisdom
During World War II, Wald, from the US Statistical Research Group, faced a similar challenge. Asked to analyze returning aircraft for damage and suggest reinforcements, he made a paradigm-shifting recommendation. It wasn't about praising the untouched planes but reinforcing the scarless areas. His rationale? The planes that never returned were hit in critical spots, while those surviving despite damage were struck in non-vital areas. The absence of damage in certain zones pointed to their vital significance.
Sales Debriefs: Unveiling the Untold Story
In our sales 'success debriefs,' a familiar narrative unfolds. Often, it's a tale of greatness, exclaiming "We're the best!" Yet, like the surviving pilots, we miss the chance to learn from what could have gone wrong. The expectation to trumpet success overshadows the goldmine of learning that lies in dissecting our failures.
The Key Shift in Focus
As a salesperson, you're the pilot who landed the victorious deal. But growth springs from analyzing what veered off course. Sharing the gritty details of external battles and internal hurdles offers invaluable insights. It might seem counterintuitive to spotlight difficulties in a celebration, but this transparency fuels exponential growth.
Bringing History into the Boardroom
Remember, “to conquer without danger, we triumph without glory.” Sharing the highs and lows isn't just about magnifying your triumph; it's about arming your team with invaluable skills for their next conquest.
The shadows are as important as the light” - Charlotte Brontë
Practical Steps for Success Debriefs:
Unveil the Real Story: Encourage teams to discuss not just what went right, but what could have gone wrong. Use structured questions to prompt discussions.
Learn from Mistakes: Provide real-world examples where learning from failures led to substantial improvements, encouraging teams to adopt this approach.
Reinforce Transparent Culture: Emphasize that success is not just about victory but also about learning, fostering a culture where debriefs are seen as opportunities for growth.
Finally, in a world where success shines brightly, it's the shadows of failure that illuminate the path to unparalleled growth. By shedding light on what could have gone wrong, your team can chart a course to even greater triumphs.
* Carl Jung