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5 Easy Steps to Track Sales Call Performance and Measure Success

Vy Dang
3/24/21 11:15 AM

As salespeople, we all know very clearly the benefits of sales activity tracking. (Well, just in case you're uncertain of what they are, read here)

In brief, the whole point of tracking sales calls is that you can use them to maximize calling efficiency, optimize your sales processes, monitor your sales reps, giving coaches and supports, and eventually - sell more.

But from understanding the sales metrics to successfully adopting them into your team is a challenging path - sometimes uncertain and requires a lot of team effort, too. 

That's why in this article, we want to walk you through how to track sales calls and measure your team successes with these five steps.

In this article: 

Step 1. Define your goals and what you want to track 
Step 2. Set up a system to automate call tracking for your sales reps
Step 3. Ensure your salespeople are actively using your call logging system
Step 4. Monitor closely & analyze data
Step 5. Coaching & Improving

Now let's begin! 

Step 1. Define your goals and what you want to track

When it comes to tracking sales performance, there are two categories that you should keep an eye on which are sales results and sales activities

Sales results or sales KPIs, for example, are the number of opportunities created, number of deals for each rep, total revenue for each team, etc. 

How to set sales KPIs for your team

A trick that Salestrail always suggests to our readers is to use reverse engineering. Start counting backward from the bottom of the funnel to the top of the funnel, drilling into what is needed at each stage to reach your highest-level goal: revenue.

sales kpis process

We had an article with clear instructions and specific examples on how to define your sales goals and KPIs for each stage. Check it out!

After that, make sure you download this excel sheet to calculate your sales KPI automatically.

Just type in your revenue goal, number of sales reps, and deal size. It will calculate how many meetings, proposals, and deals you need every month from each sales rep to reach your annual target.

sales kpis spreadsheet

How to track and measure sales metrics

Sales activities metrics, on the other hand, reflect the level of sales activities, the pulse of your sales performance. 

Keeping track of your sales activities allows you to monitor your team every step of the way, draw actionable insights and give timely support when needed.

Here are some sales activities metrics to track:

  • Volume of inbound and outbound calls
  • Call date and time
  • Call duration
  • Win rate/Hit rate/Conversion rate
  • Time reps spent for after-call work

Pro tip: No matter what you choose to track, keep the goals SMART (Specific, Measurable, Achievable, Realistic, and Timely), and remember to measure also the process, not just the final results


Step 2. Set up a system to automate call tracking for your sales reps

Please, don’t waste your time logging

Oh no! Don’t get us wrong.

We are NOT saying don’t have sales call logged

But do you know that manual, repetitive work can take up to 30% of your valuable time? And as humans, sometimes we make inevitable errors along the data logging process. Both of those are obviously something you don't want as a manager

The solution to this is pretty straightforward –– set up a system that automatically tracks your sales call log and analytics. 

Choose an automatic call logging software like Salestrail that automatically logs your sales calls, both inbound and outbound, into an intuitive call analytics dashboard to show call activities metrics. 

Salestrail-call-analytics-dashboard

Let the machine take over the clerical chores and let your team focus all their efforts on activities that require more human-touch and intelligence –– more conversations with clients.

Step 3. Ensure your salespeople are actively using your call tracking software

It’s one big plan to set up a whole calls tracking system for the entire team and for sure, it's even a bigger plan to make sure people adopt it into their daily activities.

So how do you convince your salespeople to willingly adopt another tool in their technology stack without coercive power?

The problem is, they don't need just another sales tool, they need the one with clear benefits. 

Something that can automate their process, cut off the burden of their workload, and super easy to use.

Something that just takes one minute to set up, onboard the entire team with just one email, and get immediate actionable insights like Salestrail

Another way is to clearly communicate your KPIs and sales goals to the team are through visual reports and turn adoption into a fun competition 

A feature of Salestrail's dashboard is to reveal the performance data and ranking of each team member on a dashboard, this enables your sales reps to self-monitor and track their own sales activities, without needing to wait until the performance next review.

Sales team management

Step 4. Monitor closely & analyze data

Once you have set your mind on the KPIs, keep your eyes closely on them.

Otherwise, what’s the point of all of this since the beginning, right?

Look into the data you have collected and see what stories they are trying to tell

Volume of inbound and outbound calls

92% of all customer interactions happen on the phone

Looking at the number of calls, you will see how active reps are with clients outreach. From this you can also see which reps are performing well and which ares struggling, to take immediate support.

Average call duration

Average call handling time

A very low average handle time indicates low-quality sales calls. Maybe your reps have a problem with attracting the client’s attention? It's a great sign to revise your sales pitch.
A high average call time may mean your sales reps do not know the product well or lack closing skills or… just talk too much and are not focusing on delivering specific information about the product.

This metric helps you find the sweetest spot of a perfect sales conversation.

Call date and time

We know for a fact that when to call definitely improves your win rate. Data has shown that you should stay away from Monday and Friday when making calls to clients.
And 4 p.m. to 5 p.m. - when your lead is winding down for the day - is the best hour to catch them. 

👉🏻 👉🏻 Want some more interesting facts? Check out these statistics on the best time to call

Time spent by reps on after-call work

This includes everything the sales representative does in the minutes following each sales call. Including logging summaries and notes, updating CRM information, and analyzing feedback from the customer.

This can be tricky for people managing sales teams, as this work has to be done, but can not take too much time. 

If done carelessly, it can lower sales calls efficiency. However, too much time spent on this duty affects productivity negatively.

Win rate/ Hit rate / Conversion rate

Through this, you can see who's performing best in converting clients and who's struggling
Most often your hit rate is influenced by how good you are at booking the ideal customers and skilled in converting.

So if you are trying to fix something, those are the first areas to look at. Sometimes answering such questions might help:

  • How qualified are your leads?
  • What are the most common reasons for deal lost?
  • What does your meeting metrics look like?

Number of proposals sent

Number of booked demos/trials

Number of deals won

If reps already having quite an amount of demos booked, you should encourage them on closing the deals with these customers.

If reps don't have so many opportunities down the pipeline, focus on cold calling to generate more leads

 

Step 5. Coaching & Improving 

Now that automated data entry is enabled, it’s easy to have accurate and fact-based coaching for you staff. This way, sales managers would be able to instruct and guide sales reps based on objective data

Take notes, observe what works best and deliver feedback to your salespeople.

Set up data-driven performance meeting reviews for your staff to clearly see who's performing well and who's struggling. 

Provide your staff with individual call report so that they can self-monitor their own performance 

One thing you can also measure as a manager is if your salespeople follow sales guidelines and use recommended selling techniques recommended?

This metric is hard to measure and present in numbers, but you could make good use of it by using calls recording. Listening to call recordings allow you to refine your pitch and make every call better than the last one.

Along with automatic call logging introduced above, Salestrail also has an automatic call recording feature for Android.
By listening to recordings, you'll know how to focus more on what works and fix what doesn't

Wrapping it up

So, you and I, we both agree that having an automatic call logging system is super important for tracking sales call performance and measure success. It's the rocket that takes your team to the moon. 

Join Salestrail now with just 2$/month ! 

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