Checking sales calls 'can improve lead generation'

Analysing the performance of direct sales calls is one method companies can use to improve the efficiency of their lead generation, it has been suggested.

A new study by Marketing Sherpa concluded that by recording and analysing a sample of telephone calls made by a marketing team, it is possible to identify areas in which improvements can be made.

In order to do this, firms must select a proportionate sample of conversations, the news source advised, before separating these into categories - such as closed and unclosed sales - for easier analysis.

Miscommunication and the sales process itself are two areas that businesses must pay extra attention to, the report suggested, something that firms using lead generation to improve their client numbers may wish to consider.

Once potential problems - such as excessive call length of incorrect sales techniques - have been identified, techniques such as retraining sales representatives can help improve the efficiency of a campaign, it was suggested.

Businesses that feel they do not have the capability to make such changes may wish to consider sales outsourcing.

This, according to industry expert Ross Taylor, offers increased flexibility over in-house operations, especially for new companies that are not yet sure of their marketing requirements.

Written by Julian Poulter and Copyright "Selling People 2009"