How to Respond To Unfiltered Feedback
Unfiltered feedback… Wouldn’t you think it would be the easiest thing to ask for and receive? Nope. One of the toughest things is to get a straight answer that is honest, direct, constructively critical and rational.
But getting this kind of feedback helps us to understand the WHY behind what people are thinking and doing but it’s not always easy to get. In fact, I had to ask three people about a recording I recently did in order to get a response more than, “Great job.” And heaven-forbid a prospective client will give you constructive feedback after you lose a pitch! Yet, even though it is tough to hear, it is so helpful to hear these insights.
So, why is it difficult to get this unfiltered feedback and what can you do to help get more of it?!
Bottom line: It’s the same uncomfortable, nervous feeling as when you want to break up with someone. No one likes to be the bearer of bad news – it’s simply uncomfortable and not many people have learned the proper way to deliver bad news or constructive criticism. We just sort of blurt it out and cringe. Wrong tactic. But this tip isn’t about how to deliver constructive criticism or bad news; it’s about how to get unfiltered feedback.
I’m going to focus specifically on the pitch process and when an agency loses a pitch. We all want to know WHY” when we lose and we should know why. After all, the only way to grow is from our missteps. But often, an agency doesn’t misstep when they lose a final pitch. They just didn’t win against the competition… And that in itself makes for a more difficult delivery of the news and there isn’t much feedback. Hence…It’s the reason why that prospective client decides to go ghost on sharing some rationale.
Here are a few thoughts to keep in mind to help increase your chances of getting feedback after a review:
1. Set it up BEFORE you go through the final pitch
Before you present the final pitch to the prospective client, let him or her know that you would like to schedule a 20-minute feedback session after the review wraps and the final decision is made… Win, lose or draw! Explain that you’re agency is constantly growing and developing in order to help brands and you would be appreciative and completely receptive to all unfiltered feedback.
Share a 3-question evaluation card with the prospect – Most people have an easier time sharing feedback in writing than speaking with you live. Ask them if they would kindly complete a quick (and I do mean quick) 3-question evaluation card after the review. And yes, you might even want to send a $10 Starbucks gift card saying, “the Joe is on us while you complete the quick questionnaire.”
Typical questions can include:
- What value did we provide you throughout the pitch process?
- What was our greatest miss as an agency for your brand?
- What one suggestion would you encourage our team to embrace for our next pitch with another client?
2. Ask an unrelated third party to get the feedback
It is so much easier to give constructive criticism or unfiltered feedback to an unrelated, unbiased third party. Hire an outside consultant to interview the prospect on your behalf for 30 minutes after the pitch process. Let them get the good, bad and ugly. And they will since clients will feel more comfortable sharing the details. Of course, you need to get the client’s approval first and remember to set this up before you present your final pitch. You still have something the prospect wants so it will be harder for them to say, “No.”
3. And finally, if and when the prospective client does give you the courtesy of feedback, do not:
- Debate them or be defensive.
- Be so disappointed that you miss the chance to learn something valuable.
- Pass on the opportunity!… I mean really?!?
Be gracious, receptive, and open to the feedback. Remember, quite often you didn’t lose. You just didn’t win. And you never know if and when that marketer may move to another company or decide that their decision wasn’t the right one and default to the number two agency. It won’t be the first time that I’ve seen that happen…
There you have it. That’s my counsel on this topic and I hope it helps. Look out for more of my new biz quick tips shared exclusively with AAR Agency Growth Program Partners…
