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Sales performance evaluation form template
Separates the result from the skills that produced it, so a strong rep in a thin territory is not judged the same as a weak rep in a rich one. The target question decides the follow-up: a miss is asked what got in the way, a beat is asked what worked, and every review ends with one skill to build and the support that would help most.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Let's review this period. Plan on five minutes, and have their numbers to hand.
Which salesperson are you reviewing?
Which period does this review cover?
What's their role?
What percentage of their target did they reach?
How did that compare with what was expected?
What did they do that others on the team could copy?
What got in the way?
Give one example that shows what happened.
How would you rate their selling skills this period?
How reliable were their forecasts?
Describe one deal or moment that showed them at their best.
Which one skill should they work on next, and what would good look like?
Rank the support that would help them most next period.
Overall, how would you rate their performance this period?
Have you talked this review through with them yet?
Ends with
Review saved
The flow
Where each answer leads. Every route here is editable once the form is yours.
Short text
Short text
Dropdown
Number
Single select
Long text
Multi select
Long text
Matrix
Opinion scale
Long text
Long text
Ranking
Rating
Yes / No
What this template uses
- Short text
- Dropdown
- Number
- Single select
- Long text
- Multi select
- Matrix
- Opinion scale
- Ranking
- Rating
- Yes / No
- 4 branches
Questions to consider
- Which selling skills matter most for this role, and do they differ between new business and account management?
- Is the target a fair measure this period, or did territory or pricing changes move it?
- Should the rep fill in the same form as a self-review so you can compare the two?
- Who else sees the finished review, and does the rep know that?
How to use the responses
Read the skills grid next to the target result. A rep who fell short but rates solid on discovery and closing probably needs more pipeline, not coaching, while one who hit target on a single large deal may need help with prospecting. Put two or three agreed actions from the focus skill and support ranking in writing, and compare the grid at the next review to see what moved.
How to customize and share it
- 1Edit the rows in the skills grid to match your sales process, and remove any that don't apply to the role.
- 2Change the shortfall reasons to the obstacles your team actually runs into, so the answers can be counted across reviews.
- 3Send the link to each manager before review week, and export the responses to CSV to compare reps side by side.
Frequently asked questions
What should a sales performance evaluation include?
The result against target, the skills behind it such as prospecting, discovery and closing, the reasons for any shortfall, one area to develop and the support that would help.
Should sales reps be judged only on quota?
No. Quota shows the outcome, but pipeline quality, forecasting and deal skills explain it and tell you what to coach. This form asks for both.
How often should sales performance be reviewed?
Most teams do a short review each quarter and a fuller one once a year. Quarterly reviews catch a slipping pipeline while there is still time to fix it.
Can a salesperson use this form for a self-review?
Yes. Copy the template, reword the questions in the first person, and compare their answers with their manager's before the meeting.