Cold call recordings could be the secret to the best sales team you’ve ever had. Here are six tips for getting the most from them.
Phone sales is an art. It’s also a science. You can learn a lot from the data you collect around sales calls. There’s more than just data, though. When you listen back to your sales follow-up and cold call recordings, you may find sparkling gems of insight that don’t appear so clearly in your numbers.
That’s not to say you don’t need hard data. On the contrary, that’s the place to find information about your conversion rates, how many of your voicemail messages result in returned calls, and other helpful information. Good dialing software should give you that information along with cold call recordings so you can put the two in context.
The question is, what can you do with these recordings? How does listening back to them improve a salesperson or make your team stronger?
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Find out what to do with your cold call recordings
So why do we listen to cold call recordings? The short answer is that listening back to these recordings can help us hone in on things like how we sound to the customer and where it seems like we either won or lost the sale or meeting or whatever the goal of your call is.
Nor is it just about you. There may be customer details and information that didn’t get noted. With a recording, you get a second chance to capture that information.
That’s a bit vague, though. Here are six more detailed ways to use cold call recordings to build a stronger sales team.
1. Determine if your team is following the script. As a manager, when you listen back to call recordings, you can tell right away who is following the sales scripts and who isn’t. You can also cross-reference that with conversion rates and find out how well that script really works. Then, of course, you can present that agent with hard data, showing why you want them to follow a script.
2. Listen for the tone of voice. There’s a reason this comes up so frequently in phone sales tips. Your tone comes through on phone calls. And we all know an agent who seems happy and energetic will have higher conversions than an agent who sounds disinterested. While you’re at it, listen for how well you’re listening. Are you interrupting or talking over your prospect? Are you answering their questions?
3. Find out what questions aren’t getting answered. Here’s one of the points where cold call recordings can make a dramatic difference. If there are questions that come up regularly from customers, you need to have a satisfactory answer. If this is a question or concern your team hasn’t considered, your sales agents are left floundering, doing the best they can without the information they need.
4. You can resolve discrepancies and complaints. Indeed, listening back to cold call recordings won’t fix every complaint, but these recordings can be a great tool for getting to the bottom of things.
5. Improve your sales scripts. Again with the scripts? The thing here is that one of your sales agents may have some magic phrase or a particularly skillful way of handling common objections that get good results. Why not codify that and add it into your scripts?
6. Train new sales agents. You will need to do some hands-on training with new sales agents. However, some of your most successful cold call recordings can be great learning tools. New hires can listen to experienced agents and hear how they talk to customers, what the interaction sounds like, how they keep the conversation on track, and how they make the pitch or handle rejection. You can take the next step, too, and listen to some of the not-so-great calls for contrast and to point out some of the not-so-great phone sales tactics. Have them listen on their own and then listen with you, so you can point out important points.
Is it legal to record cold sales calls?
We’ve all heard the disclaimer when we call a service provider: “This call may be monitored or recorded for quality assurance and training purposes.” We expect to hear that when we call a business. But when someone calls us? Should your sales agents say that when they make a cold call?
The answer is a little complicated.
One thing to point out regarding cold call recordings and any call recording you do is that there are both federal and state laws in the U.S. around this. For example, some states require single-party consent, while others require every party involved in a call to consent to recording. Then, just to make things interesting, some states have exceptions for business calls. And if you make international calls, there are layers of regulations here, too.
The point? It’s always smart to consult with your business lawyer to get the details for your specific situation.
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