Recording Sales Calls: 3 Ways Marketers Can Use This Data to Help Win Deals by Sales Hacker [Sales]

Editor's Note: This article first appeared on Sales Hacker and was curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.

Recording Sales Calls: 3 Ways Marketers Can Use This Data to Help Sell More
Recording sales calls gives both salespeople and marketers a goldmine of information to help influence the sale! For example, how to close more deals with words that sell or the talk-to-listen ratio.

Marketers are known for their gift of gab. After all, a marketer’s job is to persuade, to influence.
If you’re familiar with DISC assessments and have ever reviewed team profiles, you know your marketers will likely exhibit a high “I” (influence) on their reports. Enthusiastic, warm, and persuasive, a “high I” thrives on engaging with others. We (yes, we, as I’m a proud, “high-I” marketer) thoroughly enjoy convincing others to see it our way. However, sometimes the best thing we can do for ourselves and our teammates is to stop and listen.

If you’re on the go or you’d rather listen to this blog instead of reading it, here’s an audio version.
Hear me out (I get the irony of this).

We’re doing a fantastic job of gathering data, synthesizing, and then executing a strategy based on empirical evidence, particularly as technology has evolved to support our efforts. Gold stars for everyone. Where our efforts fall short is when we need to be listening — listening to the people who are the stories behind the data we’ve come to hold so dear. Yes, I’m talking about our customers, but also our sales reps.

The Value of Recording Sales Calls

A strong sales organization is already using call recording as part of their ongoing training practice. Sales leaders use call recording to ensure messaging is accurate, process is followed, and individuals are improving.

Sales executives themselves review their own calls to identify gaps in their process and to catch any important subtleties they might have missed while they were on the live call. While the call recording and review process has been largely embraced by sales, it’s time for marketing to listen-in as well.
Here are three ways marketers can use recorded calls to be a better partner to their sales teams:

1) Validate buyer personas
2) Improve company messaging
3) Identify sales enablement opportunities

1) Validate Buyer Personas

Buyer persona research typically occurs during an organization’s marketing infancy, but it needs to be revisited on an ongoing basis. For early-stage startups, buyer personas should be assessed and validated every six months because your business is continually in a state of experimentation. More established organizations can go one year (sometimes more) between persona validation, especially if there have been no significant changes to your product or service.

One of the simplest ways to validate your buyer personas is to listen to calls that your sales team is having with your buyers. Read through your documented buyer personas first, then listen in on three to five conversations for each persona.

Were they successful calls? Was there a persona match? Does the person on the other end of the phone sound like the person you’ve represented on paper?

If the answer is no, this isn’t something to be ashamed of. Buyer personas evolve. It’s your job as a marketer to now respond and ensure your persona-based marketing strategy is aligned with your target customer. The worst thing you can do is ignore this gap. This will only dilute your marketing efforts and contribute to the growing silos of sales and marketing teams. READ THE FULL ARTICLE...