So you want to grow your business, and you think call recording can help.
Call recording requires an active approach to be profitable. Meaning, you need to use the software proactively, collect data, make changes and measure results.
When you take this approach, call recording technology can grow your business like nothing else can, because it provides you with crucial insight of your customers and your company’s sales process.
In today’s article, I’m going to outline five specific steps that will allow you to multiply your sales with call recording technology.
Step #1: Collect Data
The first step is to collect data. Although your business serves a particular market, not all customers in that market are the same. Therefore, it’s vitally important to collect a significant amount of data on your customers before moving forward.
Depending on the number of calls your organization makes and receives, you’ll need to wait longer to collect the adequate amount of data.
Step #2: Create Customer Profiles
Once you’ve collected a significant amount of data, it’s time to start segmenting your customers. This is an extremely important part of the process, and it’s a part that many businesses skip.
Although all human beings are individuals, many people share similar characteristics and communication styles. By recording a significant amount of data upfront, you can then replay that data, and create customer personas for every type of individual who contacts you.
Although these customer personas won’t be 100% accurate for the individuals calling in, it gives you a clear insight on approaches you can take on the call to get the best possible result.
When your service and sales reps know the types of people who are likely to call them, and understand how to deal with them, it helps them separate themselves from the process as well.
It’s no secret that handling calls all day—especially sales calls—can be a stressful process.
By having accurate customer personas, your sales or service rep has the power to deal with anyone who they come in contact with, which greatly increases their confidence and, ultimately, their results.
Step #3: Test
Once you know who’s calling into your business, the next step is to test different approaches to dealing with each customer persona.
This is a process of trial and error. You need to listen to recorded calls, and determine whether or not a situation could’ve been handled differently, to get a better result.
For example, if a sales call is going great, but then the sales rep says something that sets off an alarm for the customer, you’ll likely hear that in the recording. You can then instruct your sales rep on a different approach they could take, and then test how that approach works.
Although, initially this can seem like taking shots in the dark, as soon as you find something that works (increases sales or customer satisfaction), you can then optimize quickly in that area.
The key is to simply try new approaches until you get something that sticks. Once something sticks, continue to optimize in that direction.
Step #4: Revise Approach Based on Results
After your testing process has yielded good results, it’s time to implement that new approach company wide. This is the point where you will see significant increases in sales. Because at this point, you know where your old approach went wrong, and you know how the new approach fixes it.
When you implement the new approach company wide, suddenly all your sales and support reps will see improved performance. As every individual’s performance improves, the company’s performance improves on an exponential level.
Step #5: Train New Hires With New Data
Call recording is such an effective way to grow your business, because its benefits last the lifetime of your company.
It’s not just that you’re improving your current sales and support team’s performance. You’re improving sales and support across the board, for the life of the company.
Because now that you have new approaches that work, you can then train new hires with these new approaches. And you can use recorded calls to show them exactly how to handle the customer personas you’ve set up.
This means that every new hire you make will likely have improved performance over what your old approach was delivering.
Never Stop Optimizing
When you follow these five steps I’ve just outlined, you will see sales and customer satisfaction skyrocket in your business.
But I want to make one thing very clear here: optimization is not a process that should ever stop.
Just because you start seeing improved results thanks to call recording, doesn’t mean you should stop the five steps I’ve outlined above.
In fact, you should be constantly repeating these five steps, as they will continue to deliver
Through continually applying these five steps, you’ll have opened the door to constant growth in revenue and customer satisfaction.