Technology

June 26, 2021

How Sales Call Recording Increases Win Rate

"All these sales recordings will sit on a server"

Stop pretending that second-hand nonsense is "the best data."

Forget surveys.

Forget measuring demographics of ad clicks.

Sales recording is a door that, once opened, can change the trajectory of a company and the life of a sales rep.

Hear directly from the people who matter most (customers) and you’ll find that it becomes easier to connect with them in every other part of the buyer journey.

Rapport becomes easy when you know what customers actually care about...not what you'd like them to care about.

Objections are no longer anecdotal when you can measure them. And closing turns into the natural next step if you understand the value-add.

Recording sales calls allows you to do this.

The best part? Anyone can do it. And everyone should. Companies of all sizes can benefit from sales recording.

Let’s look at the reasons that companies of different sizes need to be recording sales conversations.

Startups (1-5 reps):

A startup's desire for massive growth involves constant flirting with catastrophe, or worse…a slow withering away into nothingness.

The outcome of a conversation with a prospect/customer could mean the difference in whether you pay rent this month.

In this stage, you need to gather as much data as possible in order to make smart pivots and define personas.

It is imperative to hit a home run on your first sales hires. One wrong step can set you back months in terms of onboarding/recruiting your team.

Startups don’t have time for that.

When you record sales calls, you become equipped to provide live, customized feedback to sales reps, giving them the best chance to succeed.

With sales recording as your guide, you’ll experience what management is supposed to look like: helping people become the best version of themselves.

Your growth rate will increase.

Small Companies (5-10 reps):

If you’re an average small business, you’ve found a solid customer base and have a good idea of your top personas.

However, you’re probably struggling to build a repeatable sales process.

Were the sales reps you first brought in running full cycle? It's safe to say that your newer hires are overwhelmed with how much (or how little) information is thrown at them.

Failing to create a sense of security and guidance into these new hires could shift your company’s mindset for the worse. It's crazy how fast “on the grind” can turn into “experiencing growing pains.” 

To avoid this, you’ll need to build out playbooks from prior sales conversations, which is easy to do if you have the data. Sales recording will give you this power.

You’re also starting to attempt to cross the chasm from selling to early adopters to early majority in the product life cycle.

You need to move from being a “nice-to-have” to a “need-to-have.”

How do you know what the customers in the early majority are looking for? Try listening to your conversations with them - you’ll be surprised at how easy it is.

Medium (10-50 reps):

If you’re a medium-sized business, you’ve got a decent, repeatable sales model. Hopefully you have an okay onboarding/training process.

Now it’s about solidifying your foothold within your industry.

Turning those fickle late majority buyers in the product life cycle into loyal supporters isn't easy, though.

You need a seamless customer experience machine, from cold call to customer success.

You also need to ensure your customer’s reality is included in every step of the process.

The best way to do that is to have direct access to their evolving needs. If you record your calls, you don't have to spend time tracking what each customer needs...

Check the sales recording!

Large (50+ reps):

Large companies are plagued by competitors nipping at their heels.

New competitors are emerging in the market all the time and customers' needs are constantly evolving. At the same time, you have to continue growing if you want to overtake your larger competitors.

You have access to a ton of data, but the voice of the customer remains a black box.

Many large companies still rely on insights from surveys that they type to their email lists, but that data is murky at best.

It’s time to downgrade surveys and feedback loops. Direct insights are stealing their market share, and the companies who use them are taking customers from those who don’t.

Having access to the customer's voice in every conversation provides rapid insights into key decisions that need to be made to adjust the ship.

The Titanic can’t turn as fast as the smaller competitors (smaller competitors tend to favor kayaks). So you'll need a head start through listening to the evolving needs of your customers.

How to Record Sales Calls

Do you already have access to a platform like Zoom or CRM like HubSpot? Call recording features are typically available at little to no increased cost to you.

Zoom

Sign in to the Zoom web portal.

  • Click Settings.
  • In the Recording tab, navigate to the Cloud Recording option and verify that the setting is enabled.
  • Scroll down to Automatic Recording and enable that. Select "Record in the cloud". This will start recording at the beginning of every call on this account.

Note: If any of these options are grayed out, it's locked at either the group or account level. You will need to contact your Zoom administrator.

If you are the Zoom Admin at your company and would like to create a group of reps to start recording automatically for, check out this guide.

HubSpot

The ability to record sales calls is an account-wide setting, affecting all users who are making calls in the account. It can be turned on or off by a user with Account access permissions:

  • In your HubSpot account, click the settings icon settings in the main navigation bar.
  • In the left sidebar menu, navigate to Objects > Activities.
  • On the Call tab, select the "Allow call recording" checkbox.

Ring Central

Ring Central users have two options for sales recording.

On-Demand Call Recording gives you the option to record sales calls by pressing *9 (star 9) on a phone's dial pad. You can also press the Record button on the Ring Central Phone app.

The Automatic Call Recording feature integrates automatic recording with all incoming or outgoing calls. Enabling this is no more than a case of selecting a software setting.

Taking Sales Recording to the Next Level

We've all heard the phrase, “This call may be monitored or recorded for quality assurance.”

However, sales call recording isn't used properly.

Companies keep thousands of hours of data stored up in case they need to listen back, but they rarely do. Takes way too much time for them.

What if there was a way to pull the insights out of every recording without having to listen back to them?

Conversation intelligence tools give you this power. They integrate with your call platforms to pull in recorded meetings and hand you insights instantly.

It provides game-changing analysis. As a result, you can collect valuable insights and measure performance without having to listen to yourself talk for countless hours.

Try one of the best conversation intelligence tools for companies today and see what you can accomplish!

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