Boost Call Center Sales Success with Quality Form Evaluations
Digital Satellite Media Broadcaster
We undertook a Sales focused study with an emphasis on the effectiveness of quality form measurements in providing accurate and actionable feedback.
Enhancing Sales Performance with Quality Form Optimization
Our client aimed to launch an updated quality form and sought to assess whether key metrics accurately reflected agents’ sales approaches while driving positive outcomes.
To support this initiative, we conducted a comprehensive form effectiveness study, analyzing the correlation between sales-focused quality measurements and real-world results, including sales success rates. Our data-driven insights helped refine the evaluation process, ensuring the quality form effectively captured performance indicators that contribute to higher sales conversions.
Solution: Optimizing Sales-Focused Quality Forms for Performance Alignment
Our client’s sales-focused quality form evaluates each stage of the sales funnel, measuring key behaviors such as sales techniques, adherence to campaign strategy, resistance management, and overall success rate (true outcomes).
To ensure the form accurately reflects sales effectiveness, BPA conducted a comprehensive analysis, comparing measured sales behaviors against actual outcomes. This assessment aimed to determine how well the quality form aligned with real sales performance.
Key Questions Addressed in the Analysis:
- Does stronger sales technique lead to higher close rates?
- How does adherence to the campaign strategy (e.g., offering the right products in the right order to the right customers) impact conversions?
- Does effectively managing customer resistance improve sales success rates?
Using a psychometric approach, BPA identified correlations between specific behaviors and successful outcomes, highlighting areas of the form that required refinement. This data-driven methodology ensured the quality form effectively measured the factors that drive sales performance, leading to more accurate agent assessments and improved sales results.
Key Insights from Psychometric Correlation Analysis
Our psychometric correlation analysis revealed that most measured sales behaviors had a positive impact on true outcomes, leading to increased sales performance. However, some aspects of the campaign strategy showed unexpected results, highlighting areas for refinement.
Key Findings:
- Adherence to sales techniques resulted in a 13% higher sales close rate, demonstrating a moderate positive correlation between structured selling behaviors and successful outcomes.
- Effective resistance management led to a 30% increase in sales close rates, indicating a strong correlation between handling objections and improved sales performance. However, many agents failed to address objections, often conceding at the first sign of resistance.
- Adherence to the campaign strategy—selling the right products in the recommended order—was associated with a 50% lower sales close rate, showing a strong inverse relationship between following the structured approach and achieving successful outcomes.
Deeper Analysis: Misalignment Between Strategy and Sales Behavior
Further investigation into sales trends revealed a disconnect between campaign recommendations, agent behavior, and customer preferences:
- Customers primarily requested the cheapest options.
- Agents commonly pitched the most popular plans because they perceived them as easier to sell.
- Campaign recommendations were often ignored because agents found them more challenging to execute.
These findings suggested that sales strategies needed to be recalibrated to align with customer demands while ensuring agents had the tools and confidence to follow structured selling techniques effectively.
Recommendations: Optimizing Sales Quality Measurements for Better Outcomes
Following the psychometric correlation analysis, we provided the following recommendations to enhance the quality form and improve sales performance:
- Non-sales-related behaviors are well-aligned to KPIs—no changes needed in these areas.
- Sales technique measurements require greater specificity—current definitions are too broad. We recommend adding detailed measurement criteria to categorize points of failure, such as discovery, objection handling, and closing the sale. This will enable more precise coaching and targeted feedback for agents.
- Reinforce best-in-class selling strategies by showcasing real examples of successful agents who effectively followed the campaign strategy. This will help re-educate agents on the most effective techniques, including:
- Presenting relevant features and benefits aligned with the campaign strategy.
- Selling the right products to the right customers in the right way to maximize conversions.
- Positioning easier-to-sell items as fallback offers rather than defaulting to them too early in the sales process.
By refining these elements, agents will be better equipped to follow structured selling techniques while maintaining flexibility, leading to improved close rates and overall sales effectiveness.