The Benefits of Evaluating Your Sales Team Calls
The Benefits of Evaluating Your Sales Team Calls

Why Is Evaluating Calls So Important?

When evaluating sales calls there are two aspects to consider. The first is your team’s call activity, their productivity, the other is their effectiveness, how good they are on their calls.

To measure productivity you need access to data which provides these insights. We use the following within our own business.

For outbound calls:

  • How many call attempts are being made – this indicates effort

  • How many are answered – this provides an insight into the quality of the leads
  • What the average talk-time was – this gives an insight into the quality of the conversations being conducted
  • What the call outcome was – the gives an insight into performance and lead quality
  • What was the total talk-time per day – this is another effort indicator

For inbound calls, you can measure

  • The average ring time – the longer this is the more hang-ups you’ll experience
  • The average transfer time (before speaking to a representative) – the longer it is, the more hang-ups you’ll experience and the more negatively minded the caller will be when you answer
  • The duration of the call – this gives an insight into the quality of the conversations being conducted
  • What the call outcome was – the gives an insight into your teams performance

All of the above data should inform your sales plan and activity targets.

To measure effectiveness you need your calls to be recorded and you need to analyse some or all of your team’s calls to determine where they need to improve. But do you have the time? Do you know what to evaluate? Can you do this effectively? 

There may be an answer to this challenge. There are companies out there offering ‘call evaluations’ as a service, which is a nifty way of measuring effectiveness.They generally have access to industry-specific best practices and can help you to implement them within  your business. They can also provide the results in easy to consume dashboards and reports.

Whatever your use case, be it sales, service or support, these businesses can evaluate your calls and help you to improve your call outcomes. 

What’s an Effective Call Evaluation?

When it comes to sales, properly evaluating calls is essential to success. By understanding what makes a call effective, you can improve your performance and provide feedback to your team to help them improve..

An effective call evaluation should take into account several factors, including the following:

  • Objectives of the call
  • Whether the objectives were met
  • The quality of the conversation
  • The level of interest generated
  • Any new information learned
  • The agreed outcomes at the end of a call

Considering all of these factors can give you a well-rounded view of how each call goes and identify areas for improvement.

How to effectively evaluate calls with your sales team

The way calls are handled sets good salespeople apart from mediocre salespeople. Logimeter conducted a study using a sample of 170,000 sales calls which resulted in a sale over an eight-month period. We wanted to identify what behaviours increased the chances of a sale and what behaviours decreased it. The biggest nugget from our findings was that a salesperson is 250% more likely to make a sale when they book an appointment during the first conversation. That’s an incredible statistic.

So we then looked at what behaviours helped the salesperson achieve an appointment and what hindered them.

Our data showed that 11% more calls resulted in an appointment when a salesperson introduced themselves properly and stated where they were calling from. 

When a salesperson  asked if it was a good time to talk when making an outbound call, they were 76% more likely to book an appointment.

When they invited the customer to a meeting, they were 122% more likely to book an appointment.

When they asked what time suited the prospect they increased their chances of making an appointment by 94%.

When they created a sense of urgency, they were 46% more likely to book an appointment.

At the same time, the salesperson should avoid having the person hold while they attend to something else; this reduces the chances of booking an appointment by 23%. 

Telling a client who had called them that they are busy or will call back later reduces their chances of booking an appointment by a whopping 46%.

It’s therefore imperative you have more say over what your sales people say. A call framework, rather than a script may be the perfect solution. A call framework is a pre-planned set of questions and responses that guides your sales people through a call. Call frameworks are designed to help them to handle calls more effectively and can be customised to fit the needs of any business.

Final Words

Effective call evaluation for sales teams is essential, it can help identify training opportunities, track progress, and measure success. Making changes can be difficult, as it can be hard to know what needs to be changed and how to change it. By taking the time to properly evaluate your call performance and make changes accordingly, you can ensure that your business is always moving in the right direction. 

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