It’s important to consistently analyze the conversations your sales team is having with buyers. At the highest level you should look at what meetings and pipeline result from quality chats. The goal of analyzing conversations is to help each SDR get really good at helping people buy.
So what are some good conversational cues to look out for and bad ones to avoid?
- Responded in under 5 minutes.
- Had a back and forth cadence. If you listened to a rep’s call and they were talking the whole time you’d be worried right? Same goes for chat conversations. It should be a back and forth.
- They personalize the experience for the visitor. If the SDR knows who the visitor is, or at the least, what company they’re with, the SDR can make them feel more comfortable. This also applies to referencing recent chat history. For example, if the SDR can see on their record that they had a few chats recently and the says, “Hey welcome back. Did you still have questions about that feature you were asking about before?” That’s an amazing experience.
- How far and how quickly the SDR is able to move the buyer forward in the qualification process. If they are a good fit, but not ready for a call that’s okay, but the SDR should have content to direct the visitor to so they can learn more. Bonus here, make sure there’s a sequence established for follow up later on.
- The SDR took forever to respond or asked to get on the phone before the visitor even responded. They should be engaging the visitor and understanding where they are in the buyer journey before they recommend what to do next.
- The SDR is treating sales chat like support. If SDRs just answer questions and don’t ask for qualifying information nor ask to take the next step, they won’t hit their numbers. Managers can spot this when SDRs respond to a question and don’t ask any kind of follow up questions about pain points or use case.
- Not being real. This happens when someone asks a technical question or a pricing question and the rep just tries to force the person to get on the phone. It’s absolutely okay if the SDR doesn’t know an answer. But they should admit that up front and then say, “Hey the best person to answer that for you is X. Can I connect you with them?”
Bad behavior frequently pops up around the end of the month when reps are either already at their quota and coasting or are so far away from their goal they just don’t care. Remember it’s all about building around your buyer’s experience. If the SDR delivers a great experience, sales results will follow. Don’t let your reps’ own incentives get in the way.
- Share great conversations in Slack to praise your team, especially when one of your top reps really handles a tough objection or helps win a meeting / deal against a competitor. It will fire up your team and show everyone what good looks like. Have a regular check in with your reps and marketing to keep feedback flowing. Almost all of the issues you might hear from reps about notifications or quality of chats are often easily solved with a quick update of your chatbot logic and targeting. Keeping that feedback flowing makes everyone’s lives easier and little quick wins compound over time.