Metrics—Which One is Most Important?

Feeling a little overwhelmed by all the new sales tracking technology that seems to come out every month (almost every week)?

If you’re like most companies, then you’ve probably got enough technology in place to measure just about everything: talk time, conversion rates, number of demos being given, lead flow and lead placement in the funnel—top end, middle, and end stage of leads.

And now with A.I., you can automate just about everything else—including phone calls, voice mails, email campaigns, etc.

While working with a new client last week, his management team was asking me which metrics they should focus on as they begin adopting the new best practice approaches we introduced.

Should they look at the increase in leads (or decrease because the leads will now be more qualified) or the number of opportunities?

Should they drill down on length of presentations?

How about numbers of calls? Contacts? Length of the first call?

While all things are important, my suggestion was to focus on the one metric that drives all the others: How the rep is performing while on the call.

What I stressed is using recordings to measure how well a rep handles each part of the phone call. For example, what does your team say when they are told to “Just email me something”?

How about: “We wouldn’t be interested right now?”

How well does your sales team respond to the objection given at the end of the demo: “Can you send me those slides and let me share this with a colleague?”

Measuring your team’s response to these crucial selling situations is what drives everything else, especially your bottom line: Sales.

So here are some questions for you (whether you are a sales manager or V.P. or business owner):

**Are you consistently listening to your team’s calls, grading them, and using the lessons learned to help them perform better each and every day?

If not, then don’t think that if they just make more calls or get more leads or schedule more demos, then you’ll improve your team’s closing percentage and make more sales.

They won’t.

What they will do is waste more time and resources and generate more frustration.

What you need to do is improve your team’s skills sets and improve the way they deal with the common selling situations they get over and over again.

And once you do that, you’ll finally move the needle on all the other metrics of your sales team.

So, begin paying attention to and measuring the most important metric of all: How your team responds to the recurring selling situations they get day in and day out.

If you’d like to know how to improve those skills, then get your team into my new on-demand inside sales training! See it here.

Need More Proven Responses to the Selling Situations You Face Every Day?


If your team is struggling with call reluctance and is tired of the endless rejection they face, then get instant access to our On Demand training today. We provide the exact talk tracks, templates, and proven tools your team will be motivated to apply, all structured around an award winning comprehensive inside sales approach that gives your team the confidence to succeed in every selling situation they face today.

Unlimited License: One to 100 reps can attend for one low price!

Perfect for reps dealing with the following issues:

  • Reps struggling with call reluctance
  • Getting screened out by the gatekeeper
  • Overcoming blow off objections like, “Just email me something”
  • Identifying decision makers
  • Qualifying prospects
  • Setting call back appointments that stick
  • Giving successful presentations and dealing with objections
  • Staying motivated