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PERFORMANCE REVIEW EXAMPLES BY ROLE

Sales performance review examples

What good looks like: Hits target the right way: a healthy pipeline, honest forecasts and customers who come back.

It is tempting to write a sales review that just repeats the number. The number matters, but the review is where you talk about how it was earned and what will make next year’s easier.

Replace [Name] and [example] with the person and a real piece of work.

Strengths: exceeds expectations

  • [Name] finished the year at [number]% of target and did it with a healthy pipeline: three months of coverage at every quarter end.
  • [Name]’s forecasts were within [number]% every month, which made planning for the whole business easier.
  • [Name] wins by understanding the customer’s problem first. [example] became our largest account because of that discovery work.
  • [Name] shares what works. Their objection-handling notes are now part of onboarding for every new rep.
  • Customers [Name] closed renew and expand at a higher rate than average, a sign the deals were the right fit.

Solid: meets expectations

  • [Name] met target this year and keeps CRM records up to date.
  • [Name] builds good relationships with customers; asking for referrals more often would grow the pipeline further.
  • [Name] follows the sales process well. The next step is running bigger, multi-stakeholder deals on their own.
  • [Name] is reliable at following up and rarely lets a lead go cold.

Needs improvement

  • Pipeline dipped below one month of coverage in [quarter]. I need to see at least [number] new qualified opportunities a month, and I will review it with you weekly.
  • Forecasts were often optimistic: [example] was called for [month] and closed three months later. Only commit deals with a confirmed next step and decision date.
  • [Name] discounts early to close. Hold price until the customer has agreed the value, and bring discount requests to me first.
  • CRM notes are often missing, which makes handovers hard. Log every customer conversation within a day.

Self-review examples for a sales

  • I reached [number]% of target. My biggest win was [example], which I won by [what you did].
  • I want to improve my forecasting; I missed my commit in [quarter] because I was too optimistic about [example].
  • Next year I want to build more pipeline myself rather than rely on inbound leads.

How to make these phrases land

  • Write about behaviours that will repeat next year (pipeline habits, forecasting, discovery), not just the result.
  • Use one phrase per point and follow it with what happened. A phrase without an example reads like a template.
  • For areas to improve, say what good looks like and what support you will give.
  • Nothing in a review should be a surprise. Raise problems in one-on-ones during the year.

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Turn these phrases into a finished review

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Review examples for other roles

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