Using Call Recording to Analyze, Improve Sales Techniques

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Using Call Recording to Analyze, Improve Sales Techniques

November 20, 2012

If you’re a salesperson or a sales manager, chances are you’d like to improve your pipeline. Who wouldn’t?

While you may take the typical steps to do so – ensure your marketing materials are top-notch, make sure your leads are warm and take extra effort to know your prospect before you set a foot in the door – you may still be missing something.

Unless you’re selling a product that literally sells itself (and there aren’t very many of those around anymore with budgets being what they are), a lot of your success depends on the way you make your sales pitch. Not just the content of the pitch, but the way you present it.

A recent article by Kim Reisman on Business2Community says the best way to make sure your sales pitch is as perfect as it could be is by using a qualitative measurement approach: literally recording and listening to sales demos and telephone conversations to determine the quality of your approach.

There is an entire spectrum of call recording equipment and solutions in the business marketplace, from a simple device that can record a single user’s calls, to recording apps embedded in VoIP solutions, to large-scale enterprise call recording technologies used, for example, by call centers. 

It doesn’t really matter which one you use…just use one.

When you have an important call or demo recorded, sit down with a manager (or with a sales rep, if you are a manager) and comb through the call for quality issues. Reisman suggests these might include:

Verbal tics. These might include too many “umms” and “ahhs,” trite phrases repeated too often (“win-win situation,” a phrase so overused that it has become a punch line today) or nervous laughter.

Tone. While you may think your tone is perfectly appropriate to the situation, listening to calls after the event may reveal to you that your tone is overly aggressive, plaintive or weak.

Interaction with the prospect. If the sales rep is the one doing all the talking, the prospect isn’t engaged enough to be interested. If the prospect is forced to ask too many basic questions, it’s possible that the sales presentation itself isn’t as informative as it needs to be.

Closing. Is your closing appropriate to the meeting, or is it cringe-worthy, abrupt and obsequious? Chances are good that until you really listen to yourself make your closing after the fact, you won’t know. This is good way to ensure that you build a strong closing argument going forward.

Nobody likes to listen to themselves speaking on a call recording. A painful exercise it might be, but it just might yield enough improvement in your sales pitches to change your performance for the better. 

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Edited by Braden Becker

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