Every sales manager wants to make their sellers more productive and effective, and coaching sales calls is one of the most impactful ways to do that.
This article is all about sales call recordings—why sales managers like yourself should listen to them on a regular basis, and seven specific things you should listen for so you can provide actionable feedback.
By the end, you'll know exactly how to coach your reps to greater success by listening to their conversations with prospects.
Do sales managers really have to listen to sales call recordings?
Nobody is going to force you to listen to sales call recordings. But if you want to coach your reps to greater success, drive more revenue for your company, and become the best sales manager you can possibly be, you'll treat each call as a valuable resource.
Think about it: by listening to your team's sales calls, you'll be able to pinpoint the strengths and weaknesses of each rep. You can then develop customized coaching programs based on this information that helps them close more deals.
In addition, sales call recordings keep reps accountable. Your team will be much less likely to “phone it in” on sales calls (pardon the pun) if they know their manager is evaluating their performance.
Sales call recordings: What to listen for
Listening to the conversations between your reps and their prospects can lead to huge wins for your department, but only if you know what to listen for. Here are seven things you'll want to assess every time you play back a sales call recording:
1. Your qualification process
First things first, are your reps talking to the right people? It doesn't matter how talented your sellers are, if they aren't building relationships with people who need the products and/or services your company offers, their sales numbers will be disappointing.
So do yourself a favor and assess your qualification process while listening in on sales call recordings. Make sure your reps are actually targeting your ideal customers.
This begs the question: how do you know who is a viable prospect and who is wasting your reps' time? First, you dig into your company's data to discover similarities between your top customers. You then look for these traits in every new lead that comes your way.
Finally, you instruct your reps to ask specific qualifying questions to all prospects. These questions should reveal whether a prospect is a good fit for your brand or not.
2. The prospect's problem
If a prospect agrees to talk to one of your reps on the phone, it's because they have a specific challenge they need to overcome. When listening to sales call recordings, try to identify the most common challenges. Then brainstorm all of the ways your products/services solve them.
Many reps use outdated sales scripts because they're familiar with them. But customers change—what they care about today could be vastly different from what they cared about last year. Your sales processes need to change with your target market.
Listen to sales call recordings to learn what your target market is concerned with right now. Then adjust your team's approach to accommodate.
3. Proper phone etiquette
Your reps won't close very many deals if they don't display proper phone etiquette.
If you notice that your team regularly cuts prospects off in the middle of sentences, only half-heartedly listens to prospect concerns, or overuses filler words like "uh" and "um", it's time for an etiquette refresher. Like, immediately.
Fortunately, this is one of the easiest problems to fix. A simple reminder to "let the prospect talk" and "listen to what the prospect says" will probably get your reps back on track. And greater familiarity with your company's products and/or services, as well as its sales scripts will probably help eliminate unnecessary and annoying filler words.