How to measure sales productivity through the success of sales calls

According to research and statistics, the average sales professional devotes less than 30% of their time to selling. Why? Simple: They are entirely preoccupied with non-selling activities. Fortunately, you can do a few things to improve the issue. First and foremost, you may learn how to track sales productivity through the success of sales calls. This will allow you to discover areas where your representatives are wasting the most time and replace those tasks with more successful ones.

The challenges and objectives of measuring sales productivity

There are various objectives to be achieved through sales calls that vary based on the stage of the cycle. The sales calls are aimed to push the prospects further into the funnel and finally get them as paying clients. The goals of sales calls are discussed for each stage in the following article.

Prospecting stage

Sales calling at this stage will be measured by the number of qualified leads generated, the conversion rate from lead to opportunity, and the average time required to qualify a lead.

Qualification stage

In the qualification stage, sales calls aim at finding out whether a prospect is suitable for buying products and services of that company. The sales rep should qualify questions to know what the prospect is looking for and find out whether their corporation’s product can solve such needs.

At this stage, the KPIs for determining successful sales calls are the number of opportunities produced, the conversion rate from opportunity to deal, and the average duration it takes to move a prospect to turn an opportunity into a deal.

Presentation stage

The aim of sales calls during the presentation stage is to persuasively present their solution for a prospect to meet his or her wants and pain points. The sales rep should work hard to show that their solution is capable of solving the prospect’s problems and will bring value.

At this point, the KPIs that measure sales call success are several presentations made, the conversion rate from presentation to deal, and the average time taken in closing a business.

Closing stage

In the termination phase, one purpose of sales calls is to close a deal and turn prospects into clients. A sales rep should address any reservations or objections the prospect may have and negotiate on price.

These KPIs could be the number of closed deals, average deal size, and time to closure. Apart from these goals, sales calls also serve other functions which include relationship building with prospective clients, collecting product and service feedback as well as instances of upselling or cross-shooting.

Ways to evaluate a sales representative’s efficiency through the call performance

Sales representatives conduct multiple sales calls throughout the day. But have you ever wondered how many of them truly work?

The axiom “more calls equals more leads” is no longer accurate. In reality, this is one of the most popular falsehoods that sales representatives are led to believe. Salespeople spend one-third of their time simply chatting to their prospects. This demonstrates how important sales calls are to the firm. Furthermore, tracking the performance of sales calls is becoming increasingly important.

Here is a list of strategies to monitor and track your sales call success, so you can boost your productivity and exceed your sales targets.

Define the goals of sales calls

To evaluate the efficacy of sales calls, it is first necessary to establish their aims. Objectives can change according to the stage of the sales process. For instance, the purpose of a prospecting call is to present the product or service on offer and arrange for an appointment at another time. Conversely, a closing call aims to convince the customer that he or she should buy.

It will be easier to define sales call objectives which, consequently leads to establishing clear-cut goals for the company’s teams and maximizes efforts towards achieving them. It will also assist in quantifying the effectiveness of sales calls based on whether they meet their goals or not.

Analyze call recordings

What your salespeople say during calls has a direct impact on how much money your company generates. If you are looking for ways to analyze sales productivity, you should consider monitoring calls!

Measuring the success of sales calls is an efficient way of analyzing call recordings. Call recordings can provide valuable insights into the performance of the sales team, such as:

• How well do they handle objections?
• How well do they convey the value proposition?
• Whether they follow the sales script and use open-ended questions?
• Whether they listen actively to the requirements of customers?

Call recordings can be analyzed using advanced tools like MightyCall to find problem areas and focus on specific training needs for the sales staff. It can also be used in determining how well the sales calls were achieved depending on whether they met their desired results.

Track key performance indicators (KPIs)

Several crucial performance indicators (KPIs) should be traced to estimate the effectiveness of sales calls. KPIs are objective measures of sales team performance. Some common KPIs for sales calls include:

• Average call duration. This may demonstrate your prospects’ level of involvement and interest, as well as your ability to manage the conversation. Ideally, you’re seeking a fair and constructive conversation that addresses the essential issues without losing focus. 
• Call outcome. Another key statistic is the success of your sales calls. This means the activity or outcomes after the call, such as scheduling a demo, submitting a proposal, or completing a sale. The outcome of your sales calls should be consistent with your sales objectives and the client experience. 
• Conversion rate. Measuring the performance of sales calls is best achieved using this indicator, which shows the quantity of your sales calls resulting in a completed contract or a new client. This rate measures the efficacy of your sales strategy, abilities, and execution, allowing you to determine your return on investment (ROI) and strengthen the profitability of your sales funnel. 
• Call count. Call count is an easy measure. Simply described, it is the total number of cold calls done over a specified period. Monitoring the call count allows organizations to evaluate their sales team’s outreach efforts and understand their capabilities. It also shows how many opportunities are created by cold calling.

By monitoring these KPIs, it would be possible to determine how effectively the sales team is doing and figure out what needs improvement. For instance, a low conversion rate may also mean that sales agents need further training on how to seal deals.

Evaluate customer feedback

Another method to evaluate the success of sales calls is by analyzing customer feedback. Responses from customers can give information on how effective the sales team is in addressing their needs and producing the results expected of them. Some common ways to collect customer feedback include:

• surveys;
• net promoter score (NPS);
• customer reviews and testimonials.

The assessment of customer feedback allows the identification of improvement areas and focused training for sales workers. It can also assist in evaluating the effectiveness of sales calls according to customer requirements and expectations.

Monitor sales pipeline

• prospecting;
• qualifying;
• needs analysis;
• proposal/quote;
• closing.

The sales pipeline monitoring can assist in determining key areas for improvement and offer effective training to the sales team. It can also be used to evaluate the effectiveness of sales calls by determining whether potential customers have been moved through the selling process.

Use sales analytics tools

The use of sales analytics tools simplifies measuring the success of sales calls. Sales analytics tools give an overview of the sales team’s performance and areas that need to be enhanced. Some common sales analytics tools include:

• CRM software;
• sales performance management software;
• sales forecasting software.

One way of tracking KPIs is through the use of sales analytics tools which help to analyze call recordings, evaluate customer feedback, and monitor sales pipeline. It can also offer real-time critical insights into the team’s sales performance and enable quick adjustments to boost efficiency in selling.

Why is it essential to monitor and measure your sales calls?

Performance evaluation

Improved customer insights

Sales calls provide an insight into clients’ thinking. Examining these encounters reveals essential information on client demands, pain areas, and preferences. This information is useful for adjusting pitches and implementing a more customer-centric strategy.

Enhanced training opportunities

Analyzing sales calls gives an opportunity for ongoing training. Sales specialists may utilize real-world examples to demonstrate best practices, offer effective strategies, and address frequent difficulties. This continuous learning strategy guarantees that the sales force can respond to changing market circumstances.

Better decision-making

Data-driven decisions are critical to success. Monitoring sales calls gives raw data for strategic decisions such as pricing adjustments, product launches, and market expansion. A thorough knowledge of customer interactions has a huge influence on the path of your organization.

Improved sales forecasting

Sales calls can improve your forecasts. You may notice, for example, that your sales calls are much more successful at one time of year but less so during the other. That would give you an idea of which months to expect increased sales.

Conclusion

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