This has always been the awkward elephant in the room in the call tracking industry.
Picture a bunch of a call tracking CEOs at a dinner party. (Wouldn’t it be cool if CEOs from a certain industry had to get together for an obligatory dinner party once each year? I think it would be awesome). Anyway, they’re together at a dinner party and they’re talking about how awesome call tracking is.
And then one of them says, ‘I sure hope no one asks us what happens after the phone rings!’ And they all awkwardly laugh, because none of them can track what happens on the actual phone call. Their data stops when the phone is picked up. They’re not analyzing ANYTHING once the conversation begins.
They all nervously laugh and then go on eating their crabcakes (or whatever it is fancy people eat at fancy parties).
The beautiful thing is that because we actually do analyze the content of phone calls–the actual conversations between businesses and customers/prospects–we can tell precisely what happened on the call. We know how well sales people are selling products/services, we know how high quality the lead is, we know if they booked an appointment, if they bought something and even if their was a missed opportunity to upsell or generate revenue from the call.
There’s a lot that goes on after the phone rings. And, funnily enough, it’s actually more important than the stuff that happens BEFORE it rings…the stuff that call tracking has been analyzing forever.
In any case, what does happen after a prospect calls?
Conversation Analytics extracts data that shows sales professionals (or any employee answering the phone) generally do a poor job at asking for the business in a direct way. Over 70% of the time the employee/agent/sales professional on the phone will simply let the caller ask about price and then get off the phone. They rarely ask if they want to book an appointment or buy something.
This person is calling to buy something from you. They’re not pricing your product or service for fun. They’re calling because they NEED the thing you sell, if they didn’t, they wouldn’t be calling. So, here’s an idea, sell something to them.
One of the coolest things that Conversation Analytics tracks is Missed Opportunities. It can tell, based on the words and phrases said on the call, if the caller was a good lead that ended up not buying anything. That’s a Missed Opportunity. Our system tracks them all the time.
We work with a lot of industries that set up appointments. It is one of the easiest things for Conversation Analytics to track. It can very simply pull out phrases and words that indicate an appointment is being set up. It will then deliver data to you that shows, with precision, what calls resulted in an appointment being set up. These calls can be traced back to ads, campaigns, and even keywords. Pretty soon you’ll know which ad channels are generating the most appointments for your business.
Wow. That’s cool.
The average business phone call contains 500 spoken words. Gartner says that over 420 billion words each day are spoken on business phone calls. That’s a lot of words. There are some important things said in those words. Callers indicate their interest in your product or service. Maybe they set up an appointment or buy something. Maybe your employee yells at them and behaves rudely. Maybe the caller got upset. Maybe there was a massive missed opportunity for an upsell. Maybe the caller repeatedly mentioned your competitor. Long story short: those 500 words contain a vast amount of data.
With Conversation Analytics, you can extract that data from phone calls and use it to make more money.
Now, at the annual call tracking CEO dinner party, our CEO can laugh heartily rather than awkwardly when someone mentions analyzing what happens on the call itself.