Sales Strategy & Enablement by Revenue.io

743: Sales Conversation Analytics, with Howard Brown

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Howard Brown, Founder and CEO of RingDNA, joins me again on this episode.


KEY TAKEAWAYS
  • Howard describes the tools RingDNA provides to help sales teams perform better to achieve better results.
  • Howard started RingDNA in 2012, providing reps with contextual information in telephony, email, and SMS. In 2014, RingDNA started analyzing customers’ recorded phone calls for them.
  • RingDNA helps reps to be better conversationalists and ask better questions, get to the point, and add value.
  • Howard applies his background as a psychologist to the analysis of sales conversations at scale. A change in communication can lead to a better outcome.
  • Science is often hard to find. Variables need to be accounted for in testing. The most important part of AI is knowing the questions to ask.
  • There is no super cadence that works over everything. Reps require effective coaching.
  • Is there a case for combining SDR and AE roles? Why is SDR attrition high? Why are sales closing rates so low? A single contact for the customer minimizes friction.
  • Andy and Howard discuss learning. People learn at different rates. Be patient with onboarding. Onboarding is more than product knowledge. Howard looks for improvements in several areas.
  • Reps should ask at the end of each call, “Did this call meet your expectations?” That will reveal the value — if there was value. Take it as an opportunity to grow. Coaches should seek single coachable moments to help their reps.
  • To manage change, adopt one change and work at it until it is successful. Then adopt another change. Make changes in sequence, not in parallel.
  • Productivity is more important than activity. If you arbitrarily raise your quota by 15%, have your reps been coached to become 15% better? How will they make quota if they are not better at closing?
  • What are we measuring reps on for improvement? What are we measuring around conversations? How should they be scored? Howard explains how RingDNA telephony scores rep calls with AI.


    • Powered by ringDNA: the revenue acceleration platform that helps businesses scale growth through AI.


    Visit ringdna.com/andy for exclusive Sales Enablement content.


    _

    Formerly the Accelerate! Your Sales podcast with Andy Paul

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