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4 Important Metrics to Include in Your Salesperson Call Report

Image of Pam Georgiana
Pam Georgiana

Your business relies on the success of your sales team. They're out there hustling every day to win those sales. But most sales require multiple calls and messages before the close.

Your team is probably already tracking those outbound follow-up calls. But what about those unexpected incoming sales calls? Who handles those? How are they converting? Today’s top-performing sales teams need a process for tracking key metrics related to both outbound and inbound calls.

That is why your salesperson call report can be an effective tool. This report focuses on the outcomes that matter, to help your salespeople to make more effective phone calls. 

Here are 4 metrics to include in your next salesperson call report to provide your team a little extra horsepower to get the job done.

The biggest benefit of a salesperson call report is to provide visibility into your sales team’s performance, and close more deals, faster. But that’s not the only benefit. Incoming sales calls also provide great insight. These calls can tell you how leads are reacting to your team and your product, what their most common questions and concerns are, and any important trends that may be happening in your sector. 

Now that the benefits are clear, here are 4 important metrics to include in your salesperson call report:

1.  Call Count: The Number of Inbound and Outbound Calls

The number of incoming calls received by a salesperson is an obvious metric in terms of projected sales volume for the business. However, the metric might also tell you something about individual salespeople. 

For example, if one salesperson is taking twice as many calls as others on the team, what could that tell you? Are they just quick to pick up, or do they need more to do? Conversely, if an agent is taking fewer calls than others on the team, why is that? Are they uncomfortable with the inbound sales strategy? 

Use this metric to identify and coach certain salespeople about the reasons for outliers in call count, as well as the typical calls per salesperson goals.  

Outbound call count also offers visibility into other aspects of performance, such as salesperson activity.

By making a distinction between inbound and outbound calls at this early stage, you provide your team visibility into overall lead conversion rates by call type at the individual and team level. 

2.  Connect Rate: How Often a Salesperson Speaks to a Human Lead

Typically, sales deals aren’t closed by playing phone tag. Another important metric for your salesperson call report is your connect rate; that is, how often a call actually connects. 

During the sales process, almost 80% of American consumers say that the most important aspects of positive customer experience are speed, convenience, knowledgeable help and friendly service. 

Your leads need a human to answer their questions and tell them more about your product or service. The business connect rate is also an informative measurement of your pipeline. If your connect rate is not very high, you are probably losing interested leads. This is a good opportunity to provide coaching on the importance of connecting with leads and responding quickly - more on that next.

3.  Lead Response Time

Companies that respond to incoming leads within 5 minutes are 100x more likely to win the sale than those that respond within 30 minutes. A salesperson call report should track the average response time per salesperson. If you can, it’s also really helpful to track this at the company level.

This is an excellent metric to use in training new salespeople in both budgeting their time and acquiring new clients. 

4.  Ask Rate: How Often a Salesperson asks for the Demo/Appointment

Once you’ve connected to a lead and you’ve answered their initial questions, the appropriate thing to do is ask if the lead would like a demo or appointment. Sounds simple, right? If the lead says yes, absolutely! But if the lead says “no” or “I don’t know”, what do you do?  Even seasoned salespeople get tripped up on this part of the sales process. You want to keep the lines of communication open, but you don’t want to push them so much that you lose the sale. This is when sales coaching is so critical to the success of your sales team.

Always suggest a next step at the end of every conversation. If you’ve listened to your lead’s questions and comments during the conversation, you will have clues to help you suggest the best next step. You could ask to check in with the lead in a week or a month. Offer to meet with their team or superior to answer their questions. Promise to send more information and follow up once it was received. 

The bottom line is that your lead will set the pace of their buyer’s journey. It’s up to you to make sure the journey involves the human touch points they need to make the purchase decision. 

Calldrip’s Salesperson Call Report: The Call Scorecard

Calldrip’s leading Conversational Sales platform makes it easy for high-performing sales teams to connect with prospects at the peak moment of interest, on exactly the right channel. We support your sales conversations via phone, web chat, text, and yes, even voicemail! 

One of our most popular features is our version of the Call Scorecard. This is our version of the Salesperson Call Report. It includes a qualitative rating of each call, as well as many of the metrics we covered above. Calldrip's Salesperson Call Report, the Call Scorecard, does the work of compiling the important data so your salespeople can focus on leads. These ratings will review the salesperson's performance in relation to their sales goals, such as how often they convert a call to a scheduled appointment or demo.  

This scorecard can be instrumental in assessing individual salesperson's performance and identifying areas of coaching needed. 

Another way we support high-performing sales teams is by offering an integrated Google Review functionality, which we call Review Boost. Leads have the opportunity to leave a review on Google after speaking with a salesperson through direct integration with Calldrip's platform. Reviews not only improve your company’s digital visibility, but also provide insights into your team’s  performance and identify coaching opportunities. 

All of the metrics we've discussed in this article are included in the Calldrip software. But that's just the tip of the iceberg. The advanced reporting and analytics in our system will assist you in tracking sales call performance by individual and team at a quick glance. Unlike some call systems, Calldrip takes the tracking process a step further and offers coaching so managers can provide constructive feedback and guidance based on real call data to the sales team.

Want to learn more or see Calldrip's automation in person? Click here to schedule a demo. 

Book a quick demo to see for yourself

No matter what tools you choose, your company’s Salesperson Call Reports should be thorough, timely, and most importantly, useful.


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