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How To Effectively Evaluate Your B2B Sales Calls (Call Evaluation Form included)

Margarita Yepes

What makes a great call great and a bad call, well...bad?

Sales managers are increasingly seeing the value in evaluating the quality of their team’s sales calls. Not only  to better track their reps’ performance, but also to make sure that B2B sales calls aren’t just happening, they’re effective.

Whether it’s a qualifying call, demo or follow-up sales call, it’s your job to know what to look for in a sales call to evaluate it the right way.

Calling all sales leaders who leverage calls to develop pipeline, or those who’ve recently discovered they have to get calling - this blog is for you. Even if you think you’ve got it all figured out in terms of actually evaluating sales calls, I guarantee there is something in this post you haven’t considered.

Below are 7 key call factors to help you successfully evaluate your B2B sales calls and discover the value of your sales conversations.

1. Goal: Every sales call should have a clear goal. The very first step to figuring out whether this is a good call or not  is to understand why you were calling in the first place. Was this call to qualify a lead, (i.e. gather information about the prospect’s pain points, budget, buying intent, etc.), schedule a demo, or follow-up after a meeting? Did the rep succeed?

Review the whole interaction between the rep and prospect:

  • Was the prospect actually interested in the conversation?
  • Did the prospect try to get off the call quickly with a lame excuse?
  • Was the rep able to get through the whole script?

2. Script:  A sales call script is usually broken into 4 key stages: the opening, probing/engaging questions, closing and next steps. 

Analyze how well the rep navigates through each stage of the call:

  • Did the rep follow the structure of the script? How well did the rep deliver the sales pitch?
  • Does the rep stick to the script and provide all the key info?
  • Did the rep say things that are incorrect?
  • Did the rep promise things that aren’t 100% true?

Each rep should adapt the script to make it their own, but not go wildly off base and start overpromising or forgetting key information.

3. Question Handling: Here are a few questions to ask yourself:

  • Did the rep provide solid answers to the prospect’s questions/objections given the campaign guide (i.e. client brand materials, FAQs & rebuttals) provided?
  • How confident does the rep sound answering each question?
  • Did the rep check with the prospect to make sure the information is clear?
4. Call Disposition: Call dispositions are like call labels that help describe the outcome of a call -  i.e. “Demo Scheduled”, “Not Interested”, “Wrong number”, “Call back time”, etc.

What to look out for:

  • Did the rep correctly disposition the call, considering the call outcome and/or the prospect’s responses?

Tracking call outcomes allows everyone on your team to be able to pick up the conversation where the rep left off, and provide a personalized follow-up.

The following call factors are quality traits. Harder to score, yes, but they  are what makes a salesperson great, and must not be overlooked when evaluating a call.

5. Pronunciation: Does the rep articulate and speak in a clear, easy-to-understand tone?

6. Helpfulness: Is the rep genuinely trying to help the contact by answering as many questions as they are able to? Does the rep offer up references, follow-up calls, and offer to research items they don’t have the immediate answer to?

7. Enthusiasm: Was the rep’s tone of voice friendly, positive and personable?

One of the best ways to improve the effectiveness of your B2B sales calls and enhance your reps’ performance is to regularly monitor rep-prospect conversations.

With VOIQ, besides getting dedicated sales reps to run your sales calls, you can outsource Quality Assurance (QA) to our in-house QA experts. They leverage our software to listen to all call recordings, review the rep’s call notes, share the call URL to provide concrete examples of how to improve the approach when interacting with prospects.

What’s more, every call is ran, transcribed and analyzed through the software in order to gain critical insights into your sales opportunities. These insights are then used to optimize messaging, cadence, rebuttals, target segmentation, etc. in real-time, enabling your in-house sales team to increase close rates, and maintain performance at scale.

You can also track your sales calls and access to your recordings anytime directly from your CRM (that’s the beauty of being integrated with the CRM!).  

Download your sales call monitoring form below!

Sales Call Monitoring Form


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