What are the best practices for asking for feedback after a successful sale?

- Time it well: Ask when the experience is fresh but not too soon. - Keep it simple: Use short surveys or quick questions. - Personalize the request: Mention specific details about their purchase. - Offer multiple formats: Let them choose between text, video, or ratings. - Use automation: Send follow-ups via email or chat. - Show appreciation: Thank them for their time and insights. - Highlight impact: Explain how their feedback helps improve future experiences. - Make it easy to respond: Provide one-click options or simple forms. - Leverage social proof: Encourage reviews on platforms where others can see them. - Follow up on feedback: Address concerns and show responsiveness.

O momento certo para pedir feedback é crucial para garantir respostas significativas e engajadas. Ao solicitar feedback logo após a venda, quando o cliente ainda está satisfeito, você aumenta as chances de obter insights valiosos. No entanto, é fundamental considerar o contexto e a disposição do cliente. Se ele estiver ocupado ou precisar de mais tempo para experimentar o produto, pode ser melhor adiar a solicitação. Pedir permissão e respeitar as preferências do cliente demonstra cuidado e respeito, criando um ambiente propício para um retorno mais honesto e construtivo.

Escolha o momento certo Peça feedback 24 a 72h após a entrega do serviço ou fechamento, enquanto a experiência ainda está “fresca”. Seja pessoal e objetivo Use o nome do cliente e vá direto ao ponto. Exemplo: “Olá, sua opinião é essencial para seguirmos melhorando. Pode me contar em uma frase como foi sua experiência conosco?” Use perguntas fechadas + abertas Comece com uma escala (ex: NPS) e siga com uma pergunta qualitativa: “De 0 a 10, quanto você indicaria a .... para um amigo? Por quê?” Ofereça múltiplos canais Dê opção: WhatsApp, e-mail ou formulário simples (tipo Google Forms). Agradeça e reforce o vínculo Mostre que o feedback será usado. Exemplo: “Obrigado! Seu retorno nos ajuda a entregar um serviço ainda mais assertivo.”

In my experience, asking for feedback—whether a sale is made or not—should feel as natural as saying hello. The key to receiving honest feedback is providing excellent customer service. Get to know your prospective customer and understand their goals. When you understand their “why,” you become part of their solution. Even if you don’t close the deal, you can still support them through referrals or networking. If the deal is closed, I guarantee you’ll be able to ask for honest feedback that will truly help in future endeavors. Either way, they’ll remember your effort and likely return in the future.

If you are running a POC on a new product it's important to be transparent about the expectations. Inform the client that being a pioneer of the product means helping others understand how to use it, as part of the beta testers we will ask for a series of testimonial/experience interviews to help others understand best uses, and challenges. Transparency is key, people are more inclined to complain when something isn't working, so if you want positive feedback remember to be explicit about it up front :)

Direct, person-to-person communication is consistently more effective. Establishing a strong and positive rapport early in the sales cycle increases the likelihood that the customer will be receptive to ongoing engagement, such as discussing the success of the project or meeting in a professional setting.

Adopt the philosophy that positive feedback is great, negative feedback is better (and actually use it). Set that expectation ahead of time, emphasize that its not only "safe" but crucial to your professional development to get honest client perspectives. Keep it open ended with genuine curiosity, frame opening questions around giving them permission to offer honest critiques, and give nonverbal encouragement when a pause comes up instead of pivoting to the next question right away. Consider the following: "Were there any places you felt like we got bogged down or derailed?" "Say you were coaching myself or a colleague for a similar sale, what advice would you offer?" "Was there any information you wish you'd had earlier in the process?"

Combining quantitative ratings (like the 1-10 satisfaction scale or likelihood to recommend) with qualitative, open-ended questions about likes, dislikes, and improvement suggestions is a powerful hybrid approach. The numbers give you a benchmark and allow for trends, while the open-ended responses provide the "why" behind those numbers, offering actionable insights you simply can't get from a score alone.

A valuable starting point when seeking feedback is to ask the customer whether their expectations were met and how they would describe their experience working with you. Inquiring about areas for improvement or suggestions they may have appreciated can provide meaningful insights. Most individuals are willing to offer feedback when approached respectfully, especially when it is framed as a means to enhance future service. Presenting these questions as part of a genuine effort to better serve them moving forward is often well received.

Customers often recognize and appreciate when a sales professional takes the time to reflect, inquire, and follow up meaningfully. It signals that their business is valued and that their experience matters. This simple yet often overlooked step can significantly influence whether a customer returns, refers others, or provides testimonials or reviews—all of which are invaluable to sustaining and growing a business. Incorporating this approach into your post-sale routine doesn’t have to be time-consuming. A brief phone call, a thoughtfully crafted email, or an in-person conversation can go a long way. The key is to make the interaction personal, purposeful, and sincere.

Listening without judgment is the bridge between transactional sales and long-term trust. When customers take the time to give feedback—positive or critical—acknowledging it with sincerity and responsiveness shows that their voice truly matters. I’ve seen this transform a one-time buyer into a loyal advocate. A simple “Thank you, we’re working on it” can go a long way, but acting on it and showing results? That’s what builds enduring partnerships.

One of the things I once picked up on when in the same room as a client was how happy there were when they received a physical welcome/onboarding pack. It had all the information they needed from contact details, escalation, account number, a personal thank you and some useful merchandise. It just made them feel welcome and appreciated. So follow up and show you are grateful for the business and the trust.

Leveraging metrics like NPS, CSAT, CES, FRR, and FAR, organizations can transform their feedback process from a qualitative exercise into a strategic, data-driven engine for continuous improvement. It's the difference between guessing where you stand and knowing exactly what levers to pull to get where you want to go.

For someone overwhelmed or feeling like they’re spinning their wheels, using tools like NPS or CES can pinpoint where the real issues lie—whether it’s a process that’s too complex or an experience that’s not meeting expectations. It’s empowering because you’re no longer relying on vague impressions; you’re making decisions grounded in evidence. And there’s something energizing about being able to measure progress. Even small upticks in feedback response rates or satisfaction scores can boost morale and reinforce that your efforts are having an impact. It’s not about being perfect—it’s about learning out loud, adjusting in real time, and showing others (and yourself) that improvement is not only possible but measurable.