Telemarketing Software Featured Article

Use Kid Gloves on Your Most Critical Sales Leads: Inbound Calls

August 10, 2015
By Tracey E. Schelmetic - Telemarketing Software Contributor

What type of leads does your company seek out the most when it comes to the selling process? Leads gathered from online content-based marketing? Business cards thrown into a fish bowl at trade events? Recommendations from existing customers? Former customers who might be ready for an upgrade?

While these are all valuable, there is evidence that some of the best leads are produced by the humble telephone in the form of inbound calls. In fact, some studies have found that inbound calls convert to revenue 10 to 15 times more than Web leads. For this reason, companies should never skimp on how they manage inbound phone calls, and the inside sales agents or customer support representatives who answer these calls. After all, the calls are from people highly invested in making a purchase, and they have chosen your organization to reach out to.

Whether inbound calls are being handled properly to maximize the possibility of making a sale is another story. Are you putting these inbound telephone leads on hold? Sending them to voice mail? Hurrying them off the phone because the support agent has quotas to meet and is graded on his or her average handle time? More importantly, do you record these calls so you can extract maximum value from them?

According to Zoe-Lee Skelton blogging for Search Engine Journal, call tracking simply isn’t enough: more organizations need to harness the power of recording and scoring their inbound phone calls.

“Although call recording might seem like an old-school technique, there’s more to it than just training and legal purposes,” wrote Skelton. “It’s helping many businesses generate more qualified leads and is increasing the chances of enquiries converting to revenue and helping marketers to grade and pinpoint their most profitable leads almost instantaneously.”

With today’s call recording solutions designed for telemarketing, companies can automatically track keywords to search for the calls they require, and they can apply analytics to those calls to help extract valuable intelligence. Which reps are doing the best job, and what are the characteristics of their calls? What do they do that less successful inside sales or contact center agents aren’t?

Chances are pretty good that successful sales organizations today are actually linking specific calls back to sales performance, which allows them to analyze the effectiveness of the call at a specific point in the sales cycle.

“Proactively listening to calls, grading their quality and attributing them to the right medium can seem quite tedious, but employing someone to do this can help you to improve performance across the board which will pay off in the long-term,” wrote Skelton.

Essentially, you’re taking the guesswork out of the inbound call handling process, and identifying which characteristics lead to a sale, and which behavior leads to a “Thanks anyway.” Response. Recording calls, and then scoring them based on a set of best practices can ensure that all of your inside sales representatives are working toward the right goal. 

Edited by Rory J. Thompson