How to Drive Conversions Over the Phone

March 27, 2019

Guest post by Kim Jaso,

Although we now have apps and the internet to do just about anything—from ordering food and goods to be delivered to our homes or make appointments—savvy business owners know that the phone call is still the top way to actually convert a new customer.

Calls have 30 to 50 percent conversion rates while clicks top out at 1 to 2 percent.

Calls have 30 to 50 percent conversion rates while clicks top out at 1 to 2 percent

After all, voice to voice interaction can be incredibly powerful and persuasive, especially when your team is able to get to the bottom of what a customer needs and why.

At CallTrackingMetrics, our clients use the data we collect to determine which marketing efforts drove those crucial inbound calls and to provide a more personalized customer experience. And with a reported 92% of customer interactions happening over the phone, it’s more critical than ever to make sure you’re driving sales with your most frequent communication tool.

Read on for our tips to increase conversions with your sales interactions over the phone.

#1: Establish Trust

Your clients need to be able to trust you, so it’s important that you first connect with them, and be clear on why you’re there to help. Try to find the right value proposition, and communicate those benefits in a way that’s clear and easy to understand.

Every time you speak to your client, you need to show how your efforts can benefit them. This helps demonstrate that you truly do have a vested interest in their success, and contributes to a positive relationship.

#2: Ask (a lot of) Questions

The caller might have a particular objective in mind they’re trying to solve by contacting your business, but chances are there’s another area in which you can really bring value. Ask questions like, “How are you currently handling this problem today?” Or, “What other services have you tried, and what did you like or dislike about them?”

You may uncover an opportunity to solve a problem that they hadn’t considered seeking you out for and you get a deeper understanding of what they’re looking for, plus the opportunity to show how you can really help solve their problem on multiple fronts. 

#3: Research the Client and Organization

If you’re doing outbound sales, before you even pick up the phone, research your prospective customer and try to get an idea of who they are as a person, not just as a buyer. Seek to understand how their company operates and what they stand for, as well as the direction in which they’re evolving as an organization.

You need to show that you’re able to help their business grow and succeed, and you can’t do that if you’re not truly familiar with them.  

#4: Commit to Actionable Next Steps

If it’s a longer tail sales process for your business, it’s helpful to make a commitment to something actionable before hanging up the phone with your prospect. Get something on the books, whether it’s agreeing to a sign-up date and putting it on both of your calendars while on the phone, or setting up another call to discuss agreement details.

Relationships with clients are a joint venture, not just a one-way street, so ensuring both parties are prepared with constructive next steps is key. This way, you can keep the conversation productive and moving along, rather than stalling out.

#5: Align Around Objectives and Expectations

It’s important to not just hang up the phone once a sale has been made. Once you have a clear sense of what the customer is seeking out and how they want to act on it, align on expectations for next steps.

Customers will feel much more secure about the transaction if you lay out what to expect as soon as they complete the purchase, and know how they can get in touch should they need help.

With these tips, you’ll be able to connect with customers faster and more deeply over the phone to drive conversions for your organization.

About CallTrackingMetrics

CallTrackingMetrics is the only digital platform that uses call tracking intelligence to inform contact center automation—resulting in a more personalized customer experience. Discover which marketing campaigns are generating leads and conversions, and use that data to automate call flows and power your contact center.

More than 30,000 customers around the globe trust CallTrackingMetrics to manage communications for their marketing, sales, and service teams. CallTrackingMetrics has also been recognized in Inc. Magazine’s 5000™ list of fastest-growing private companies, and as a leader on G2 Crowd for inbound call tracking software. To learn more, visit