Why are businesses scoring sales calls for performance?
Here are six of the most common reasons.
The first and most important reason to score sales calls for performance is to gather close rate data. The most important metrics in any Convirza scorecard is the ‘Call Outcome’ criteria. In other words, did the call end in a sale or not? That’s the vital question.
No other metric is as important. Period. All other metrics are merely ancillary to close rates.
Close rate data will tell sales managers, executives, and salespeople what percentage of their calls result in close deals/appointments/whatever the goal of the call is.
This data can and should be gathered on individuals, departments, and entire businesses. Imagine, for example, being able to instantly have a close rate percentage for your employees. You may find that Jim closes 73% of the calls he gets, but that Jack only closes 37% of the calls he receives.
You’ll know who you should get a raise.
Close rate data is the critical metric.
In addition to scoring close rates, you can actually score individual elements of the call flow. Measure tone of voice, measure greeting, or how well the agent asked open-ended questions.
Did they ask for the business? Did they seek to overcome objections?
These things can all be measured and quantified.
And guess what? As call scores rise, so do close rates.
How well does Sarah perform on the phone compared to Jim? In which elements of the call is Sarah better than Jim?
For example, maybe Jim gets a score of 54 on Asking for the Business and Sarah gets a score of 21. You’ll know precisely what Sarah needs to work on.
So, you’ve started to record calls and score calls. Is Jim getting better on the phone? Which areas of his phone performance are lacking?
And most critically, are his close rates going up or down?
A lot of businesses record calls. They spend a lot of money on very expensive call recording devices. However, few businesses gather much data from these call recordings. Occasionally they’ll listen to calls, or use calls to handle disputes. But they don’t actually gather data from call recordings.
This is a mistake.
Call scoring allows businesses to gather true analytics from call recordings. You can actually affix numbers to calls, people, performance, and sales. This is the missing link between the call and the CRM.
A big segment of our client base consists of sales training companies. These companies use Convirza as a way to hold trainees accountable to the principles they teach. Are they doing the things you, the trainer, taught them?
Sales training companies also use Convirza to prove to their clients (sales managers, sales executives) that their training is effective. As a sales training company, can you imagine being able to concretely show that close rates are improving as a result of your training? Can you imagine being able to show how call scores are increasing that individual scored elements of phone calls are getting better?
That’s powerful, powerful stuff.