The Sales Tools at HubSpot have got much sharper

The Sales Tools at HubSpot have got much sharper


It’s one thing to have a great sales person who closes sales quicky and consistently meets targets. Increasing the ability of teams is what sales leaders aim for. One of the ways is personal mentoring by observation and helping team members improve. But that is not scalable beyond a point. And figuring out if the quality of sales calls has improved over time is also a hard task.

If the sales team is working remotely, finding out how effective calls to customers have been is even harder. That’s where Inbound Calling from HubSpot helps to make a difference (presently available in the US, UK and Canada and is being rolled out to other countries in phases). 

Sales & Service Hub users can: 

  • Acquire a new phone number within HubSpot
  • Place outbound calls from within the CRM and Inbox with HubSpot numbers
  • Receive inbound calls forwarded to their mobile phone (or any calling tool)
  • Use all inbound/outbound call records, recordings and transcriptions in the CRM

Using the power of Conversation Intelligence

Depending on how sales reps reach out to customers, via calls or Zoom, it is possible to integrate them into HubSpot. Since conversations are captured and transcribed in the CRM, sales teams can go over the calls later and pick out the nuances in the call – where it went right and what changes need to be made.

Conversation Intelligence provides the insights and concerns voiced by customers. It is a powerful addition to the sales arsenal.

Automatically gets data into the CRM: Get all the relevant data into the CRM without having to think about it. Rather than requiring reps to enter properties after every call, customers can turn on call recording and all the relevant data will be linked on the records.

Coach on real data: Once all of these calls are in the CRM teams can look directly at what happened instead of having to rely on notes or memory. This enables a whole new world of coaching behaviours. Reps can review their top hits with their managers. Teams can create weekly meetings to review specific sales/service tactics and how effective they are.

Analytics & Insights: Once all this data is accessible in the CRM, it can be used to gain insight into the whole business process. These insights can come at every level of the organization.

It also becomes possible to aggregate this across an org to get a high-level view of what is being discussed between prospects and reps.


Layering Playbooks on Conversation intelligence

It’s one thing to know what the problem is. But solutions have to be devised as well. That’s where playbooks come in.

You can create playbooks to address several aspects of a sales interaction and provide references for reps to act on. They won't be at a loss for words or answers. It may include a callout line or links to helpful pieces of content.

Playbooks help sales teams to keep relevant information easily available to make important points during customer calls.

They can be broad or specific, depending on the situation and what the sales rep needs to access. Imagine that a customer asks about the competitive benefits your product offers. It may not be possible for the rep to remember all the ways in which your product scores. But creating a playbook that lists and counters what the competition has to offer reassures customers. And ensures nothing is missed out.

Playbooks are flexible and can incorporate queries that a customer has asked over a call that could apply to others as well. More importantly, it preserves first hand concerns and issues a customer brings up and helps prepare the ground for a wider set of options to answer specific customer needs.

By keeping this within the HubSpot environment, access is easily available and in a context that makes sense to sales reps. Conversation Intelligence is a good input to work and create playbooks built on actual customer feedback and interactions. It is quite possible that some aspects of a customer journey will be common across the board and it helps to have a handle on what is top of mind for customers.

Coaching sales reps to use the power of Conversation Intelligence and Playbooks

Sales Managers looking to get their teams to perform at a higher level now have the ability to diagnose what’s happening by reviewing customer sales calls. They can pick out the portions where an objection was well-handled, where a cost issue was raised and how it was countered, so that reps can use the best part of their own teams’ experience and build on their own as well.

This has implications for how the sales teams rely on each other and bring their collective experience to bear. Right now, each of them functions in an individual capacity. By bringing in strategies that can benefit the whole team, it results in raised standards and goals that others can aspire to.

There could be reluctance initially. Transparency in sales calls could bring sharp distinctions between the articulation and knowledge of some team members. It is up to the Sales Head to navigate through them and help those looking for support to catch up.

Digital Marketing Powered by HubSpot- Part 2

When they understand that this can transform their own skills, the resistance will reduce. It would also help to involve the whole team on creating playbooks and walk them through situations they have faced. By putting several experiences together, the ability to figure out customer intent collectively also rises – which means the whole team is on board.

Talk to us at Blueoshan on how you can benefit from implementing this across Sales Teams and what integrations are possible right now. Our consultants will be glad to help.

Blueoshan is a HubSpot Diamond -Tier Solutions Partner. Delivering worldwide from India.

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About The Author

Venu Gopal Nair
Venu Gopal Nair

Advertising and Branding Specialist, CEO - Ideascape Communications, A professional journey through the tumultuous years of advertising and communication, starting in 1984. Started out in the age of print, saw the changes with the entry of satellite TV and the momentous transition to digital. Advertising and branding today is vastly different from its practices in the 20th century and the last two decades have seen dramatic changes with smartphone domination. As a Creative Director turned CEO, making the transition personally and professionally has been a tremendous experience.

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