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How Quality Assurance Can Impact Sales

February 20, 2024 | | Customer Service, Contact Center

In the dynamic world of sales, where every lead, call, and customer interaction holds the potential for revenue generation, quality assurance (QA) plays a pivotal role. QA isn't just about ensuring compliance and adherence to company standards; it's also a powerful tool for driving sales success.

In this blog, we will discuss how quality assurance can significantly impact sales outcomes, why QA should be an integral part of any sales strategy, and how to improve your process.


QA Drives Sales Success

Enhancing Customer Experience 

Quality assurance in sales begins with delivering exceptional customer experiences by following proven, effective practices. Ensuring that your customers have positive interactions with your sales representatives significantly influences their buying decisions. When customers feel valued, listened to, and well-informed, they are more likely to make a purchase and become loyal patrons of your brand.  And when your sales representatives are supported, enabled, and coached effectively and individually, they feel just as valued, listened to, and well-informed. Those are often keys to confidence and high performance.

A robust quality assurance program helps in measuring and improving customer interactions. It identifies areas where sales representatives can enhance their communication, better address customer pain points, effectively respond to customer objections, and comfortably create a seamless buying experience. By consistently delivering top-notch sales interactions, you foster trust and brand loyalty, driving sales growth.

Boosting Sales Team Performance

Sales representatives are the driving force behind revenue generation. Regular evaluations and feedback sessions are essential for identifying strengths and areas for improvement among your sales team.

Quality assurance metrics can highlight the top-performing sales representatives and the techniques they employ for success. They can also be used to measure the things that sales leaders have established as the key factors in making a sale, often known as the “sales track.” These insights can then be shared with the entire team, promoting best practices and allowing others to learn from the best.

When working with one client, we found that top performers were able to quickly and ably compare and contrast their offerings with those of a few key competitors. We found this through monitoring of the top performers and a speech analytics study comparing top performers’ language and topics of discussion with those of low performers. With this knowledge, we were able to recommend and build a competitive analysis quick reference tool for all sales representatives to utilize.

Uncovering Data-Driven Insights for Strategy

Quality assurance is not just about the qualitative aspects of sales; it also provides valuable quantitative data. This data can be harnessed to make informed, data-driven decisions that optimize sales strategies. By analyzing call recordings, customer interactions, and sales processes, organizations can gain valuable insights into customer preferences, market trends, and sales team performance.

Quality assurance data can reveal patterns and trends, allowing sales teams to adapt their strategies in real time. They can identify which products or services are performing well, the most effective sales scripts, and areas in the sales funnel that need attention. Armed with this information, sales teams can pivot and fine-tune their approach to align with market demands and customer needs.

In another example, we helped a client identify the key challenges that sales representatives had in describing certain products. This led to additional sales training that our client designed that included informational sessions, role-play scenarios, and needs analysis tools for sales representatives.

Ensuring Compliance and Mitigating Risk

In many industries, compliance is a significant factor that affects sales. Quality assurance ensures that sales representatives adhere to regulatory requirements and company policies. This not only safeguards your business from legal and financial risks but also builds trust with customers who expect a consistent and compliant sales process.

Quality assurance can track and report on adherence to compliance standards, ensuring that every sale is conducted ethically and within the bounds of the law. This commitment to compliance enhances the reputation of your business and ultimately drives more sales.

A compliance example recently arose with a securities brokerage and their sales representatives.  Using the quality assurance and interaction analysis tools we’ve described, we were able to locate and quantify the interactions that some brokers were having on non-compliant channels, such as via texting or messaging (e.g., WhatsApp). Most cases required refresher training and additional monitoring, but some cases were clear, purposeful compliance infractions that our client handled appropriately.

Measuring ROI and Identifying Opportunities

Lastly, quality assurance contributes to measuring the return on investment (ROI) in sales efforts. By analyzing the effectiveness of sales strategies and lead generation processes, organizations can determine which activities are yielding the best results. This information allows businesses to allocate resources more efficiently, invest in high-yield strategies, and identify opportunities for growth.

After working with us, another company was better able to analyze sales success thanks to a clear understanding of where its leads came from. A robust quality assurance program gave the company visibility into which tactics led to success.


Improving Your QA Process for Enhanced Sales 

Quality assurance in the world of sales is like having a guiding light to navigate the complexity of customer interactions. It not only ensures that your sales team adheres to standards but can also significantly impact sales outcomes. Here’s how to enhance your quality assurance process and uncover hidden opportunities for sales success.

  1. Speech Analytics: Beyond Random Monitoring

In traditional quality assurance, calls are often monitored randomly—but this approach has limitations. Quality analysts typically choose calls that fall within a specific time range, usually between 3 and 15 minutes. This approach may leave out a substantial portion of valuable data hidden within longer calls.

Today, speech analytics solutions have emerged as a game-changer that effectively and accurately transcribes customer interactions into searchable text. These solutions also offer an analytics layer, allowing contact center leaders and marketing professionals to access macro trends in call types, caller and agent behaviors, sentiment, and more.

  1. Text Analytics: Driving Stronger Chat Interactions

Similarly, text analytics can move you beyond random sampling to provide a much deeper view of chat interactions that might occur with online buyers.

Text analytics is very similar to speech analytics, with the key difference being that text analytics needs to effectively translate misspellings, shorthand, and other written challenges, while speech analytics is more about effective transcription. Neither is a small task, but AI technology has helped both of these immensely in the last few years.

  1. Post-call Surveys: Uncovering Unspoken Sentiments

Post-call surveys are an effective way to eliminate blind spots related to unspoken sentiments. Not all customers will openly express their feelings during a call, whether positive or negative. Post-call surveys offer a direct and impersonal means of gathering feedback.

These surveys provide a valuable source of information on customer experiences, and the data collected can be used to enhance agent training and improve customer interactions. They eliminate the guesswork about customer satisfaction and provide a direct channel for customers to express their sentiments.  Their timeliness is key as well—customers are being asked for their feedback immediately after the transaction, not via a survey hours or days later.

  1. Desktop Analytics

With the rise of remote work, particularly in call centers, leaders face a significant blind spot when it comes to understanding agent behaviors and ensuring adherence to processes. In a traditional office setting, leaders can easily "walk the floor" to observe agents' activities, provide guidance, and maintain engagement.

Desktop analytics tools have become essential in bridging this gap in the work-from-home (WFH) era. These tools can monitor a wide range of agent behaviors and activities, including access to specific applications, knowledge bases, and even non-work-related websites or activities. They can also be used to correlate sales representative behaviors (like utilizing the knowledge base or searching for special offers) to their interaction analysis data, whether from transcribed voice or chat interactions.


Your Sales Superpower

Quality assurance offers more than just compliance checks. It profoundly impacts sales by championing exceptional customer experiences, empowering sales teams, and providing data-driven insights for smarter strategies. What’s more, QA ensures compliance, mitigates risks, measures ROI, and uncovers growth opportunities.

Beyond traditional quality monitoring, advanced tools such as speech analytics, post-call surveys, and desktop analytics eliminate blind spots, enabling a comprehensive understanding of customer-agent interactions and remote work scenarios. This multifaceted approach ensures that sales teams can operate at their full potential, leading to improved customer interactions and increased revenue. 

Ready to implement a quality program for improved sales? Reach out to one of our consultants today.