Analysing Sales Calls: Tips On What To Look For

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In today’s digital world, most companies do their selling process via phone calls and make sure the company capitalizes on many opportunities as possible. As you don’t want to waste your prospect’s time in a phone call, you analyze your sales calls to lead you to insights about ways to improve the sales process and close a deal. To do that, here are the tips on what to look for when analysing sales calls.

1. Identify customer pain points in phone calls

There are customer pain points that can influence your chance of closing a deal via phone calls. It’s essential to conduct a sales call analysis by identifying these paints to improve the sales process and increase win rates. Below are the customer pain points in phone calls and how to fix them in your company:

  • Providing wrong information – Whether you have a small or large business, clients who are interested in your products or services will look for accurate information. However, if your sales department provides terrible information, you’re more likely to make them abandon your business. To avoid harming your brand further, establish an acceptable business culture where people can find the right answers to their questions. You can do it by letting supervisors and other employees provide more details.
  • Being impolite – Being rude to customers during phone calls has nothing beneficial to contribute to your company. Instead, you’re making the situation worse by giving the impression that you don’t know how to handle sales calls and follow customer service practices. To solve this problem, designate a specific team of employees to accommodate the requests. Make sure the unit is well-equipped with training about how to deal with angry customer situations.
  • Not listening – Another pain point that can affect your sales calls process is asking the customers to repeat what they’re saying. It may cause some tension between them and the company. Fortunately, the whole idea of automation can fix the problem. Look for a variety of ways to gather information such as filling up an online form. With the information right in front of you, you don’t have to ask them to explain everything by the time you call.
  • Putting clients on hold – This is another way of losing a potential client during phone calls. Nowadays, people expect an immediate response to all their queries. This means you only have a few minutes to respond to their questions before you proceed to the next. To remedy this situation, make sure not to waste your clients’ time. Add a callback feature to ensure their questions will be entertained immediately

2. Examine customer feedback on a product

Your sales call analysis process will lead to more positive results when you make the best possible customer experience. To do that, you should analyze customer feedback on a particular product to determine the effectiveness of a sales call. Although analysing customer feedback can be so challenging for a variety of reasons, here are the steps to make the process much more straightforward:

  • Categorize the feedback – Read through all the comments and start placing them into categories. These may include location, hours, product choice, price, and speed. By making categories, you’ll know what to look for in customer feedback that can help improve your company’s sales process.
  • Split the categories into subcategories – This can help you pay attention to the little parts of your business operation and how to boost your selling efforts. By having subcategories, you can identify factors in the feedback that deserve more attention and help you identify ways to become a better seller later.
  • Consolidate the results – Feedback from customers should also be consolidated. Get all the results together and create a plan as to how you should improve your sales process by giving your customers the utmost satisfaction and services they need.

3. Track customer feedback

Collecting feedback from your customers can help boost your sales process and increase your sales. Through this, you can track the input via call tracking where you can gather information about phone calls and monitor conversations. Through call tracking, you can trace some metrics necessary to get information about customer feedback. These include:

  • The number of calls you receive over a specified period of time can help you identify whether the sales call has worked on your customer.
  • The visual call transcriptions can help you analyse the feedback properly by giving detailed information about it.
  • Tracking phone numbers can give you specific information about the customer.

4. Know what time of the day your customers call

Analysing sales calls means knowing which time of the day your customers usually call. If you want to benefit from your sales call efforts, you should have an idea about when is the best time to call your prospects and customers. As a general rule, people observe different schedules for work and personal activities. However, if you want to make your calls worthwhile, do them during the time where people are winding down for the day. This is usually from 4:00 to 5:00 PM. Remember, choosing the right time to make sales calls is crucial to your company’s sales success as you may more likely have higher chances to convert prospects to customers.


If you’re looking for better sales conversions in the shortest time possible, analysing a sales call may be the first step. With these things considered, you can be able to find opportunities to develop not just the sales process but the business operation as a whole. Also, you can identify specific variables that contribute to the probability of winning a deal from your prospects.

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