We’ve already talked about the importance of following up after feedback at number 9. Now, let’s move to number 8 on my list of favorite Carefrontation moments. This one has to do with something that often goes overlooked, but it can make or break whether your feedback actually lands.
#8: Creating a Safe Environment for Feedback
One of the strongest takeaways from this series was the idea that feedback thrives in an environment where people feel safe. It’s easy to forget this when we’re in fast-paced sales organizations where time is short and pressure is high. But if your team doesn’t feel like they can speak up—or worse, if they think feedback will be used against them—you’ll never get the honesty you need to actually improve.
Creating safety isn’t about coddling. It’s about setting the tone that feedback is part of the job, not a punishment. I’ve seen leaders do this well by asking for feedback themselves first: “What’s one thing I could have done differently in that deal review?” or “How could I better support you in your territory planning?” When you model openness, it lowers the guardrails for others to respond with honesty.
The flipside is equally important: how you react when you receive feedback. If you get defensive, dismissive, or argumentative, people won’t bring things up again. But if you thank them—even for something that stings—you reinforce the safety of the environment. Over time, this creates a culture where feedback flows more naturally in all directions.
For me, this stood out because it highlights the foundation of Carefrontation: you can’t challenge directly unless you’ve shown that you care personally. That foundation is what makes every other step possible.
What about you? Have you ever been in a team environment where it felt safe (or unsafe) to give feedback? How did it affect your growth and collaboration? Drop your thoughts below—I’d love to hear your take.
Next up: #7 in the countdown. This one digs into a very specific pitfall that every salesperson should avoid.
