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A/B Testing Sales Calls To Increase Prospect Engagement

Margarita Yepes

AB Test.jpg

A/B testing has become a great method to figure out the effectiveness of marketing strategies.

You can use it to test everything from subject lines, body copies, landing pages, search ads...  the list goes on and on. The goal is to take all the pieces of your messaging that elicits the best response(s) and combine them to supercharge your outreach strategy.

But A/B testing shouldn’t only be reserved for marketing efforts. Sales reps should also be testing and optimizing the channels they use throughout the buyer’s journey, including sales calls, to make sure their messaging is on point.

Thousands of top salespeople use the phone daily to qualify prospects, set appointments and open sales conversations. However, many campaigns suffer from low reach rates. Instead of avoiding the phone out of fear of wasting time on dial tones and voicemails, you should be A/B testing to increase prospect engagement.  

Sales calls optimization is about applying intelligence to each variable of your call campaigns that you can control, from call times and the script, to how best to segment your contact list. In this post, we’ll go over how you can A/B test your sales calls by measuring specific variables and the impact of those changes on your conversion goals.


Optimize Your Messaging

Most sales calls are driven by style or instinct. But if you don’t have consistent messaging, or a way to measure results, it’s impossible to find patterns or angles that work better than others. Though reading directly word by word is never a good idea, making an outline of the key points to cover on each call can make a huge difference when analyzing your rep’s calls, to keep messaging variables to a minimum.

Similar to how you’d test your marketing emails, you’ll want to build two call scripts with one general message, but apply some minor, trackable changes to it to measure which one performs best. You can also choose to test one isolated variable at a time, the best choice if you are willing to put in the time to test it.. You can try different greetings or introductions, one with a closed question and one with an open question:

  • Did I catch you at an OK time?
  • I’m sure you’re busy so I’ll be brief.

Product positioning is another variable that is easier to test than other, more abstract elements of your script. You can also test your one-line pitch to see which resonates most with prospects.

If you have several sales reps making calls, you can divide them into two groups and assign script A to the first group and script B to the second. Make sure to listen to the feedback from your sales reps: did the prospect ask questions? How often did the sales rep have to deviate from the script? Is the script clear for your reps? Even if it can be subjective, some of the best input comes from their own experience using the script with real prospects.


Capture And Analyze Call Data

Implementing an A/B test to your call script is the first step in optimizing your sales calls. In order to measure the effectiveness of it and provide results, you need to analyze the data.

While is important to listen to your sales reps’ feedback, you can now leverage a sales call platform or CRM to capture the call data and turn it into easy-to-manage, automated reports.

With VOIQ’s AI-powered call campaign analytics you can follow the success of your script test by tracking call conversion rates, i.e. The percentage of leads that converted using that script, based on the total number of leads of your campaign. How can you prove it? After a call ends, your sales reps select the corresponding call disposition, and automatically our software logs the outcome in your CRM under the contact’s profile. Call outcomes like “Interested”, “Email follow-up”, “Meeting scheduled” impact positively your conversion rate. By comparing the conversion rate generated with each call script, you’ll be able to see which one got a better response.

Besides testing specific variables, our platform identifies what selling points are working better, what’s best to say at each stage of the conversation, and will adjust your script automatically to fit your target audience. It also pulls common elements from the conversations had such as client goals, problems, objections, supplier mentions, etc. so you can leverage those insights to further shape and segment your messaging.


Test Your Voicemail Script

A/B testing sales calls doesn’t only apply to live calls. Sales voicemails can also be tested and adjusted to increase response rates. Just as you A/B test call scripts (as explained above), you can issue two different voicemail scripts at a time to measure which message generate the best response.

Furthermore, using voicemail drop for sales reps to select from a library of pre-recorded voicemail messages ensures higher quality, allows for personalization and minimizes delivery variability, making it much easier to test which message get the most positive response.

The trick however is to keep a low number of active messages so you can test one variable at a time. Here are some high-level variables you can look at when testing your scripts:

  • Test a longer message vs. a short and sweet message
  • Start with a question or introducing your name and company
  • Reach as a senior executive vs. an inside salesperson

To measure which message has the highest response rate, you’ll want to know if your prospect has taken action based on the voicemail. For that to happen, each voicemail must have a clear call-to-action: request for a call back or a reply to a specific email, or to schedule a meeting. A successful voicemail will drive more conversions.

Well-planned A/B testing can make a huge difference to your bottom line. By A/B testing your sales calls, you can figure out exactly which messages brings in the most conversions, allowing you to pinpoint the script your sales reps will need to keep pushing leads down the funnel. Just remember to keep testing regularly. What works this month may not work the next. Once your team has an A/B call test method defined, start planning the next round of testing to keep improving on the winning iteration.

Have you A/B tested your sales calls? What were the results?
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