The philosophy for a lot of lead-generation call centers can be summed up in three words: “Dial! Dial! Dial!” Business Development Representatives (BDRs) are brought on board and almost immediately put to work on the phones, with no time for anything but calling, calling, and more calling.
And, sure, you’ll rack up a lot of dials that way. But with a lack of sales coaching, how many calls will be truly worthwhile? How many will lead to scheduled appointments or meaningful conversations?
You’re much more likely to have a successful cold calling campaign if you take the time to provide your BDRs with continuous sales training and cold calling coaching, especially when you’re trying to reach senior-level decision makers. Otherwise, bad phone habits will be exacerbated, frustration will grow, and, ultimately, programs will fail.
VSA’s commitment to quality analysis and sales training sets us apart from other lead-generation and appointment-setting firms, many of whom prioritize quantity over quality when it comes to phone calls. Or maybe they understand the importance of cold calling training, but they don’t have the resources or bandwidth to properly administer it.
VSA employs a full-time Quality & Training Department that works directly with Program Managers and BDRs to ensure maximum productivity and quickly identify and rectify areas of concern. Here are five of the ways our emphasis on quality and training is making a difference for our callers …. and our clients:
1. Offering personalized pointers
By spending ample time listening to individual callers and familiarizing themselves with their strengths and weaknesses, our Quality & Training team can provide highly personalized suggestions that can have an immediate impact on the success of a program.
According to former Manager of Quality & Training Breanna Stadel (now our Director of Program Management), these suggestions often involve stressing three specific areas of improvement:
- Sounding more conversational and human: There’s a temptation for some BDRs to read from the script verbatim, but it’s important not to sound robotic. The right coaching can help callers inject their personalities into the conversation without sacrificing their professionalism. “The human aspect is so important. How would you sound if you were talking to your best friend about something exciting that just happened?” Breanna says. “There should be a lot of energy in the call, with a lot of movement in your voice.”
- Making the best use of the calling technology: With the industry-leading dialing platforms that VSA utilizes, there are nuances unique to each program. Properly understanding the technology helps BDRs perform more confidently during their calls.
- Handling objections: BDRs are trained on exactly how to respond to commonly heard objections for each program. These responses are usually already in the script, but knowing the right way to deliver them is key.
2. Identifying exactly where the problem lies
Even the most experienced BDRs can struggle to set appointments and generate leads, but the right quality and training can often pinpoint the reason for the lack of success.
We recently implemented a new piece of proven technology designed to help BDRs feel more comfortable on the phone. But while this technique was effective overall, it wasn’t ideal for everybody; after listening to calls, the Quality & Training team determined that one seasoned BDR was actually being hindered by the technology.
At their suggestion, he went back to his previous method, and he set four meetings on the program the very next day!
This is just one example of a lead generation practice that makes sense overall but can be tweaked to accommodate individual skill sets. What works great for one BDR might not work great for another. VSA’s commitment to quality and training allows us to identify these instances.
3. Providing positive feedback
It’s not just struggling BDRs who benefit from sales coaching. Hearing what you’re doing right can also boost future performance. Just as bad habits need to be recognized and corrected, good habits should be identified, encouraged, and shared with other team members and in sales meetings.
When constructive criticism is necessary, we present it with a positive spin. Our mission is to build up our BDRs’ confidence, not tear it down.
“Everything is done in a very positive manner,” Breanna says. “It’s never, ‘You’re doing things wrong.’ Instead, we phrase it as, ‘Maybe if you try it this way, it will be a better outcome.’ People in any profession can get very nervous when they get coaching or any sort of negative feedback, so you want to make sure it’s a positive and warm environment for them.”
4. Improving BDR retention
Check out any list of the biggest reasons people leave their jobs, and you’ll inevitably see things such as “poor workplace culture,” “feeling unappreciated,” and “lack of communication from management,” among others. The presence of a Quality & Training team ensures that BDRs do not feel ignored and helps keep them connected to the company’s day-to-day operations. VSA’s cold calling training and calling coaching for our BDRs and sales teams is second to none in the industry.
By continuously working to help our BDRs get better at their jobs, we’re also providing them with opportunities for advancement within the company. Many of our Program Managers and Junior Program Managers started at VSA as BDRs.
The average tenure of VSA BDRs is five years, far longer than is typical for call center employees. When people know they’re in a supportive environment, they’re much more likely to want to stay.
5. Keeping remote workers engaged
Like most employees prior to the pandemic, VSA’s BDRs worked side-by-side in the same office. There was always somebody nearby to help celebrate a successful call or offer encouragement when calls did not go so well.
Now, with so many BDRs working from home, it’s easier to feel isolated and get lost in negative thoughts. It’s also possible to develop unproductive habits that wouldn’t occur while working in the office.
The Quality & Training team helps overcome both these challenges. Maintaining an open line of communication ensures that BDRs working remotely still feel like part of a team. And drops in productivity can be identified quickly before bad habits take hold.
Conclusion
Working in a call center environment can be challenging, and definitely isn’t for everybody. But the right coaching and training can make a huge difference in confidence, job satisfaction, and overall performance.
From in-depth training for newly hired BDRs to ongoing feedback throughout their tenure, VSA is committed to helping our cold callers get stronger to better serve our clients in their lead-generation campaigns with cutting-edge calling strategies and the latest effective tips and techniques.
If you’re looking to generate more high-quality leads, give us a call. We never stop looking for ways to be more productive on your behalf.