We’ve all seen polygraph tests on TV and in the movies.
The polygraph—according to the omniscient source of all knowledge, Wikipedia—measures blood pressure, pulse, and skin conductivity to determine if someone is telling the truth about a certain question.
The polygraph was invented in 1921 by a medical student at Cal Berkeley. Police departments use the polygraph to determine if someone is telling the truth.
Also, talk shows like The Maury Povich Show have used polygraph tests to determine if people are, in fact, cheating on their boyfriends, girlfriends and spouses. This is, as you can imagine, valuable information.
Now, this isn’t a treatise on the polygraph.
Here’s the point: the polygraph test is a very useful tool that law enforcement and government agencies use to reveal the truth. It helps them do their job more effectively and efficiently. It helps them save resources and get results quicker.
Call Scoring is a sales polygraph.
We’ve written entire articles on Call Analytics and Call Scoring. So I won’t go into great depth here, except to say this: call scoring is a way to measure specifically what your reps do and say during sales calls.
Sales reports and weekly summaries may show sales managers and executives very broad numbers (i.e. how many closed sales, who’s closing sales, size of accounts, etc.), but they do not show you why a rep closed a sale and why another rep didn’t. Nor do those reports show you which reps are selling effectively.
They don’t show you how often reps are asking directly for the business. They don’t show you how your rep communicated with a prospect. Nor do they show you (and statistically this is the most important thing your rep could do) how effectively your rep sought to overcome objections.
Your current reports don’t show you these things. They show you the end results, but don’t show you the whys.
Call Scoring shows you the whys.
With Convirza’s Conversation Analytics tool, you can customize scorecards to measure any criteria you choose.
– Did your rep ask for the business?
– Did they use the caller’s name?
– Did they communicate effectively, mention a special promotion, or attempt to overcome objections?
These individual criteria (again you can decide what to measure) will show you the why a sale is being made, or isn’t being made. You can see what reps are doing well and what they’re not doing well.
Based on the grade, or ‘score,’ you give each criteria (Pass/Fail, 0-3 scale, 0-5 scale or 0-10 scale), Convirza tabulates a cumulative score for each call. It also allows you to generate reports so you can compare reps to each other, departments to each other or locations to each other. You can view trends for specific criteria (asking for the business, for example), for agents, for locations for departments or for cumulative calls.
Call scoring reveals the truth.
Just as people can’t hide from polygraph tests, sales reps simply can’t hide from call scoring. They can’t make up excuses for why they aren’t closing sales. You see the scores. You know what they’re doing well and where they’re falling short. You know if they’re asking for the business and attempting to overcome objections.
Call scoring doesn’t measure sweating, heart rate or pupil dilation. But it does measure what your rep says to a prospect and how they say it.
It measures things your sales reports cannot. It measures the why. It gives you the tools you need to improve.
Call scoring reveals the truth within the sales interaction.