Sales Call Recording: Tools, Strategies, and Tips

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January 26, 2024

“Is it okay if we record this call?”

This is more than just a routine check — it’s a means of gaining insights and improving sales tactics. When you record sales calls, you can easily organize and analyze call information, surfacing key insights that allow you to address customer needs and move deals closer to the finish line. Even better, managers can use sales call recordings to train reps both on best practices and what to avoid.

But to get these benefits, you need to know what sales call recording software to use — and how to use it.

What you’ll learn:

Never miss another red flag in a sales call

See how Einstein Conversation Insights assists you in sales calls — with intel into what customers are saying.

What is sales call recording software?

Sales call recording software records and stores telephone conversations in a digital format. Basic software only captures the audio for record-keeping. More advanced software can summarize calls, surface key insights, and make recommendations for next steps based on call content.

How does a sales call recording system work?

A sales call recording system automatically records calls through Voice Over Internet Protocol (VoIP) or traditional phone lines. These recordings are then stored, logged on a computer or in the cloud, and can be used by sales teams for analysis. Advanced systems integrate with CRM software and provide detailed analysis and insights into customer interactions. This data gives sales teams information they can use to optimize their sales approach and improve their performance.

Benefits and uses of call recording in sales

Sales call recordings give reps insights to close deals quickly. They can also be used in training to help learn best practices or tactics to avoid. Let’s dive deeper into the benefits these recordings can provide:

Conversation insights: With call recordings and transcriptions integrated directly into your CRM, it’s like having a detailed journal for every customer. Reps can quickly review previous calls before a follow-up, ensuring they’re up to speed on the customer’s history, previous concerns, and preferences. This provides sales teams with insights about what works and what doesn’t so they can fine-tune their sales approach as deals progress.
Targeted coaching opportunities: Regular call recording review sessions can become coaching moments with the help of tools like Einstein Conversation Insights (ECI). ECI captures key data from call recordings that managers can then use to give specific and actionable feedback to reps. For example, ECI may flag a repeated speech pattern — like the dreaded “ummm” — that derails conversations for a specific rep. Managers can then work with reps to practice their articulation to avoid verbal fumbles.
Cost/time savings: With advanced call recording software integrated into your CRM, the time you’ll save on preparation, training, and data analysis is huge. You can keep accurate records of every conversation, along with summaries, without having to manually transcribe anything. This gives your team more time to focus on selling.

6 best practices for using sales call recording systems

When used correctly, sales call recording systems can help your team improve their skills, build stronger connections with customers, and enhance sales performance. By following some key steps, you can make sure that you benefit from all of its features. Here are some best practices to consider:

Integrate call recording into your CRM: Link your call recording software to your CRM so every sales call is automatically logged. This allows your team to sell and train seamlessly in one place, instead of having to toggle between tools.
Embrace AI for smarter call analysis: Transform raw call data into actionable insights by choosing a recording tool with built-in AI capabilities. Call recording software AI can flag important trends, topics, and customer behaviors in each call, giving reps what they need to address customer need.
Learn how to use call insights: Recorded calls can improve sales pitches, how reps handle objections, and which closing techniques reps use. The key is using the insights from call analysis correctly. Spend time reviewing the insights from your call recording system and mapping those insights to what you know about your customers. How can this information help you move the deal forward? Also, consult with your team to see how they’re using these insights.
Establish ethical recording practices: Make sure you train your team on how to get consent from customers and prospects before recording calls. This is not only a legal requirement in many jurisdictions, but also a practice that builds customer trust.
Use recordings to boost team confidence: Some team members might initially resist call recording, fearing it as a tool for micromanagement. You can address these concerns by noting the specific role of recordings in training. It’s meant for feedback and performance improvement, which is important in helping your team feel empowered.
Regularly review calls for continuous improvement: Reviewing recorded calls as part of a routine helps you continuously improve your team’s sales approach. Make it a point to look at summaries and listen to recordings at least quarterly so you can capture best practices and flag areas where reps can improve.

Best sales recording software: features to look for

When choosing a call recording system for your sales team, it’s important to find one that is easy to use and that integrates with your existing tools and processes.

Here are some features to look for:

CRM integration: To keep reps focused on one tool, look for call recording software that integrates with your CRM — and, as needed, the rest of your tech stack. This makes the selling and recording analysis motions more efficient.
Automated transcription and analysis: This removes the manual burden of transcribing key calls, and delivers the most important insights without reps having to dig.
Keyword search: It’s common for reps to think back on a call and wonder about a specific competitor mention or keyword. Make sure your software allows. reps to search by these terms so they can revisit the important parts of past conversations quickly.
Call tagging and note-taking: Keep calls organized and comprehensive with labeling and note-taking features so you can annotate with additional context.
Data management and security: Look for a tool that allows you to store call recordings and information in the cloud and locally (for greater business need flexibility). Just as important, make sure security is in place to encrypt sensitive data that might be in the recordings.
Analytics: A good call recording system will help identify the most important elements of a sales call: tone, KW mentions, frequency, and length. Be sure to look for platforms that allow you to track other metrics, too, if needed for your performance management.

Make every sales call a success

At its core, sales call recording software is a way to help your team get better at what they do. By recording calls, your team can learn from each conversation and tailor their approach to what customers really want. That’s the key to succeeding in sales, one conversation at a time.