Almost every sales manager hates doing performance reviews. And why wouldn’t they? Most of the time, they’ve been handed a form from their human resources department that isn’t specific to sales and that forces them to write long paragraphs of feedback about areas that may not be relevant to achieving success in their role. Moreover, after so much writing, each review starts to feel and sound the same, so the managers question how much value they are even adding through the review process. This is why EcSell Institute recommends a new kind of performance review for a sales team – the sales skills audit (see form here: Sales Rep Annual Skills Audit (Performance Review).