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How to Use HubSpot’s New Conversation Intelligence to Improve Sales Calls

April 23, 2021 6 min read

5 Ways to Use HubSpot’s New Conversation Intelligence to Improve Sales Calls

Sales training used to be as simple as hopping in the car with your rep and spending the afternoon coaching them through sales calls. Now, as B2B buyers and sellers admit that they actually prefer digital and remote sales interactions, sales leaders are faced with a new challenge. How do you coach the remote rep? 

HubSpot’s recent launch of conversation intelligence within Sales Hub will give sales leaders a new and more efficient way to capture, record, and analyze their team’s sales calls. With AI-powered insights, conversation intelligence will automatically take notes during your team’s sales calls and highlight specific trends or common objections. This knowledge can then be easily used to coach reps to better success, train new employees, and strengthen the handoff across departments. 

There’s a lot to HubSpot’s new conversation intelligence features. Before you start experimenting on your own, let’s define exactly what conversation intelligence is and why it’s so important to sales enablement

What is Conversation Intelligence? 

Conversation intelligence provides a way to quickly capture, record, and analyze sales call data, enabling sales leaders to coach their sales teams more effectively. 

You might start mixing it up with “conversational intelligence,” and it’s important to note these are not the same thing. Conversational intelligence focuses on using online tools to mimic human-to-human conversations, while conversation intelligence focuses on the recording, transcription, and analysis of sales call data. 

Why is Conversation Intelligence Important? 

Sales leaders aren’t spending enough time coaching their reps. It’s a widespread problem. 

According to CSO Insights, 47 percent of all sales managers spend less than 30 minutes per week coaching their reps on skills and behavior. Yet, we know that it takes just seven seconds for customers to form a first impression of a business. This means, if not properly trained, sales reps can quickly turn off potential prospects just a few seconds into a cold call. 

With more and more reps working remotely and time a rare commodity, it’s easy to understand why training gets pushed aside. Listening to a 45-minute sales call for every single one of your reps is a big commitment - and it’s not feasible with today’s demands on sales leaders. That’s where conversation intelligence becomes so valuable. 

Quickly comb through sales call data with keyword and trend analysis. This will help you quickly pinpoint areas reps might need to improve upon and areas in the sales process working well. When fueled with this knowledge, you’ll be able to provide consistent and comprehensive feedback to your team. 

5 Ways to Use HubSpot’s New Conversation Intelligence to Improve Sales Calls

Now that we know what HubSpot’s new conversation intelligence is, and why it’s so valuable, let’s take a look at some actionable ways to implement this tool into your management processes.  

1. Use Call Snippets to Quickly Coach Sales Reps

Say goodbye to having to listen to a 45-minute sales call to effectively coach your reps. Snippet-based sales coaching is one of the biggest benefits of conversation intelligence. The tool breaks calls down into bite-sized data, which means you can easily focus on the “highlights” of a specific call. 

Say a rep comes to you asking for help pitching a particular product line. With conversation intelligence, you can easily find all areas of your rep’s conversations where they mention this product and compare these snippets for consistency. This can help guide reps on their introductions, lead-ins, closes, or specific product pitches. 

Start by setting up call reviewing in HubSpot. Here’s how: 

  1. First, make sure you’ve set up the calling too in HubSpot.
  2. To review a call, go to Contacts -> Calls.
  3. Click on the call title of the call you’d like to review.
  4. On the left side of the screen, you’ll see the recording track. Pause, fast forward, or remind by moving the handle across the speaker bar. 
    how to use hubspot's conversation intelligence
  5. On the left side of the screen, you’ll see the recording track. Pause, fast forward, or remind by moving the handle across the speaker bar.
  6. On the right of the call review screen, you’ll notice the call transcript. Here you can search for specific keywords, analyze the beginning of the call, or skip to the end.

2. Monitor Trends to Help Reps Determine Patterns 

Even if you had the time to sit through all your reps sales calls, it would still be hard to analyze trends automatically. Sifting through notes is just plain inefficient. But with HubSpot’s new conversation intelligence, trend analysis is automatic and always at your fingertips. 

Easily determine patterns in your reps calls. Maybe one particular word or phrase has a positive first impression on customers consistently. CI tools will allow sales leaders to identify such a pattern and map them to trends. For instance, if a rep is consistently struggling to convert at a specific phase of the sales journey, CI tools can help managers find common patterns in their sales conversations that lead to these results. 

Here’s how to use CI tools to find patterns and trends: 

  1. Review a call under the Contacts -> Call tab. 
  2. Under the transcript on the right side of your screen, notice the search bar. Use it to look up specific keywords or phrases you’ve noticed popping up in your reps conversations. The results will return any part of the transcript where the keyword was used.
    train reps with hubspot conversation intelligence
  3. Use this knowledge to analyze additional calls from reps. Quickly search for these keywords in other call logs and note any trends or patterns you see.
  4. Easily document these patterns by adding a comment in the comment tab. Share with your team member by typing @ followed by that user’s name. 

3. Determine Sales Practices that Work Best

Sure, a big part of call reviewing and conversation intelligence is finding out what your team members can improve on. But through data and call analysis tools, conversation intelligence can also help you figure out what’s working well. This can help sales managers identify best practices moving forward. 

Focus on your top-performing reps and zero in on the following: 

  • Word choice
  • Lead-in
  • Talk time ratio 
  • Voice pitch 

Use this knowledge to create sales best practices that can be shared across departments. This will create a uniform customer experience, while creating a sales process founded in proven success. 

4. Train New Reps Faster

Onboarding in a remote world is a challenge to say the least. But HubSpot’s conversation intelligence tools offer an easier way to train new reps. New employees can easily listen to your top-performing reps call logs. CI allows new reps to easily listen in, press pause to take notes, and train at their own pace. 

You can also use CI to create your own training program for new reps. By using the segment feature, you can sort and filter calls based on custom properties. For example, if you have a series of top-performing sales calls based on a specific product, you can sort and file these all together so a new trainee can easily access them. 

Here’s how: 

  1. Under Contacts -> Calls, click “ad view”.
  2. Select “create new view” from the dropdown menu.
  3. Enter a name for your view and select which users can access the saved view.
  4. This new view will appear as another tab at the top of the table. You can then filter the view by specific call properties by clicking “more filters”.
  5. In the right panel, click AND to add more filter criteria. You can add things like call notes containing “keyword” or “call outcome” status.
    Train New Reps Faster with hubspot's conversation intelligence
  6. Use these filters to create your own group of successful calls that you want new reps to train with. They can then use real-time conversations to help craft their own pitches. 

5. Gain Better Insights with CRM Integration

Finally, perhaps the best part about using HubSpot’s new conversation intelligence tool is that it integrates with your HubSpot CRM. Having all this information in one place offers multiple benefits. 

Better prioritize prospective leads - Sales managers can search calls and call recordings based on data related to the current deal stage, potential purchase amount, and budget forecast. 

More streamlined approach - Having all this information in the HubSpot CRM platform allows sales teams to review processes and analyze data without jumping between programs. 

Better alignment between marketing and sales - Moments from calls can easily be shared with marketing teams to provide insight into lost opportunities and where new messaging might need to be created to support the sales process. 

Here’s a look at how you can associate calls with other records to make the most out of integration. 

  1. Under contacts -> calls, click the “call title.” 
  2. In the top left, click “associations.” 
  3. Under the “associations” panel, you can add an association like deal, company, or ticket. 

Coach Reps to Success with HubSpot’s New Conversation Intelligence

There’s a lot of new changes uprooting sales teams. Leaders that embrace these changes and continue to look forward will rise above their competitors. HubSpot’s new conversation intelligence allows leaders to do just that. 

Stay in the know, even while your team is remote. Use call recording and CI to easily identify the winning formula for your reps. We know you're busy, so don’t waste valuable time sitting through sales call after sales call. Use CI to be everywhere at once, enabling all your reps to sell smarter. 

Conversation Intelligence will provide valuable knowledge that gives you a competitive edge. Not only will your team be better equipped for challenges, but you’ll also be able to identify market changes and trends quickly and efficiently. This sets your business up to make the data-driven decisions that lead to your sales strategy’s consistency and success. 

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This post was originally published April 22, 2021