Sales managers often find it challenging to improve their team’s performance thanks to endless responsibilities like meeting quotas and monitoring countless sales conversations. This leaves little to no room for meaningful coaching sessions. Of course, without a decent system, managers and coaches will miss chances to coach their team on handling customer concerns or making better sales pitches. Thankfully, sales call transcripts provided by accurate and reliable business transcription companies can fill in the gap and help improve any sales team’s performance. Today, I’ll cover what’s needed for a transcription partner.
In this article, you’ll learn how:
- Sales call transcripts help managers spot coaching opportunities by reading instead of listening to entire call recordings.
- Develop a “win library” to train new salespeople with actual examples.
- AI can transcribe faster but makes more mistakes than humans, who get almost every word right. AI can only reach up to 61.92% accuracy at BEST, while humans can reach over 99%.
What is a Sales Call Transcript?
Transcriptions are written documents that turn verbal back-and-forths between sales representatives and prospects into text. While it depends on the requirement, sales call transcriptions are typically verbatim documentation and contain every “um,” “ah,” or even those awkward moments when Baxter decides to argue with your neighbor’s dog.
Skilled professionals do all the heavy lifting—they convert recorded dialogues into text, often with speaker labels, timestamps, and, if required, those subtle non-verbal cues that untrained ears, or rookie transcribers, will likely miss.
However, sales call transcripts aren’t simply word-for-word documentation. If requested, we can also include annotations, speaker identification, and time stamps.
The final product is documents that you can easily search within your database. You can instantly locate that one brilliant pitch the sales rep made about your product without listening to the entire recording like you’ve got nothing better to do.
Benefits of Having Transcripts For Sales Calls and Conversations
Here are the most significant benefits of sales call transcripts:
| Core Benefits | |
| Precise Performance Analysis | Allows you to pinpoint where your sales reps shine or stumble. |
| Time-Efficient Training | Coaches can skip hours of call recordings and jump straight to the most important moments. |
| Pattern Recognition | Find common patterns in what customers worry about or, sometimes, how competitors keep coming up in sales talks. |
| Quality Assurance | Helps ensure your sales reps don’t go out of bounds. |
| Enhanced Collaboration | Share exactly what your sellers use to close deals with the whole team. |
| Lead Intelligence | Record important details about prospects – their needs, concerns, hints about buying, etc. All things you might miss while talking. |
| Improved Follow-ups | You’ll have the past conversations at your fingertips, ready for when you need to follow up. |
Best Practices for Utilizing Transcriptions in Sales Coaching
Transcripts of your past sales calls, including those from follow-ups, can be utilized in many ways. Below are some of the best practices you can use in coaching sessions.
Create Bite-sized Learning Segments
Sales calls can be like a Super Bowl party, with everyone talking over each other – well, maybe without the beverages. Unfortunately, nobody can digest all those pieces of information all at once.
So what should you do? Rather than drowning the team with hours of recordings or sending useless summaries that provide no added value, coaches can instead cherry-pick moments that deserve the spotlight.
For instance, if one of your sales reps masterfully turned a pricing objection into a meaningful discussion, that specific segment can be used as coaching material. Impactful clips like these focus on a particular skill – discovery questions, negotiations, or even the grand finale of closing techniques. That’s what you need to zoom into.
Coaches or sales managers highlight these learning opportunities by extracting these moments, and it’s so much easier to absorb. However, sitting through several one-hour sales calls to generate a list of excellent marketing lines will be time-consuming. Thankfully, transcripts—which are digitally searchable text files—can make the extraction more effortless and efficient.
Integrate With Structured Review Sessions
Those random “How’s it going?” coaching sessions and meetings are as outdated as fax machines. Sales coaching sessions should have a methodical approach to transcript analysis. It’s like focus review sessions: it creates a rhythm that both managers and reps can groove to.
Each session must focus on and analyze a specific aspect of the sales calls. If the representative consistently struggles with transitioning from small talk to business discussion (this happens a lot), the sales call transcripts can be used as a roadmap for improvement.
However, the review shouldn’t just be about pointing out flaws. Instead, it should be a collaborative analysis where both parties break down the conversation’s DNA—it’ll be much easier to work together and craft personalized action plans.
Establish Clear Scoring Criteria
Scoring previous calls without clear criteria is like judging a dance contest blindfolded—trust me, it doesn’t work. A scoring system can turn subjective feedback into actionable insights. The secret is to break down conversations into measurable components that actually matter.
If your business sells software solutions, the scorecard might focus heavily on technical explanation clarity or accuracy of needs assessment. However, the framework should go beyond the basic checklist items. It should also cover the nuances – from the opening hook to the final handshake – with clear benchmarks for what good, better, great, and the best look like.
With established scoring criteria, vague feedback like “good job” can be turned into actionable guidance that reps can actually use to improve their game.
Build a Win Library For Better Insight
A win library is something like a greatest hits album for your sales team – except instead of award-winning songs, you’re collecting those carefully curated collections of successful sales calls. Sales managers can organize these wins by categories like deal size, industry, product line, or even specific objection types.
Suppose a new rep needs to learn how to sell to enterprise clients in the healthcare sector. He can look into relevant examples rather than going through the entire folder of calls.
Also, each transcript within the win library should be annotated with insights about what made it successful—it’ll help turn theoretical best practices into replicable techniques.
Enable Peer Learning
I strongly agree that sales wisdom shouldn’t be trapped in silos like mom’s recipes. If you want your sales team to be effective and your customers to come back for more, you must create an ecosystem where knowledge flows freely between peers.
Your star performers will be considered subject-matter experts within your organization (which feels gratifying for many), and your sales managers can easily break down their successful approaches through transcript reviews.
If you have one on your team, look for that salesperson who consistently turns cold calls into warm leads. Their annotated sales call transcripts can be used as a masterclass in building rapport. This peer-to-peer learning setup creates an effect where one person’s expertise benefits the entire team—it’s a great way to keep everyone up to speed, and it’s certainly better than endless meetings with pointless “to-do” lists.
Can Automatic or Speech-to-Text Transcription Software Be Trusted With Calls?
Heavens, NO. Automated transcription services are an efficient option as they can process larger volumes of content in a short period.
However, recent studies prove AI transcripts are only 61.92% accurate with the most common recordings we handle. I don’t think you need me to tell you that barely 62% is vastly inferior to what human transcriptionists can deliver.
So, it goes without saying that automated services are not recommended for business communications, medical records, customer support, financial reports, legal proceedings, or any professional endeavor where accuracy is non-negotiable.
The consequences are simply not worth the supposed convenience.
Additionally, several institutions, like the University of Massachusetts, have banned third-party automatic transcription solutions due to various security and accuracy concerns.
Human transcriptionists are trained to handle poor audio, multiple speakers, accents, and technical terminology that AI can’t, ensuring accurate capture of even the finest details of the content.
Why Choose Ditto Transcripts For Your Corporate Transcription Needs?
Choosing Ditto over cheap AI transcription tools comes with many benefits, including:
Accuracy
We guarantee 99% accuracy in every transcription project. All you have to do is focus on creating valuable recordings, and we’ll transcribe them flawlessly – the first time.
Human Expertise
Our team isn’t filled with robots—though they’ve become pretty good at keeping us entertained. We have professional transcriptionists who understand the subtlety of multiple speakers or the technical jargon. They’ll create transcripts using manual means that will reflect the natural flow of your conversation without depending on automated tools.
Turnaround Time
We understand time is money, so ensure you deliver your transcripts within the agreed-upon timeframe. You can also choose the turnaround time. You can opt for a rush project or a standard one. The choice is yours.
Security
Audio or video recordings aren’t created equal; we understand that some may contain sensitive information. For that reason, Ditto Transcripts is HIPAA, CJIS, and FINRA compliant. You can sleep well at night knowing that your content is secured with us.
Affordability
We acknowledge that official audio recordings can be highly valuable for organizations, and transcribing them can be costly. So, we offer high-quality transcription services that won’t break the bank. We have options to fit any budget without sacrificing a single bit of quality.
24/7 Customer Service
Humans know humans better—just ask anyone who’s contacted customer support in the last few years, and they’ll say without hesitation that they’d rather speak with a person than a robot. That’s why here at Ditto, we take the time to understand your requirements and will gladly assist you with technicalities or answer any questions.
Customizability
Our transcription services aren’t just about accuracy and meeting the client’s requirements. Do you need a verbatim transcript that captures every “um” and “uh”? Do you have a specified template for in-house app integration? Or do you need a polished version for a blog post? We can modify the transcript to satisfy your needs and ensure you get exactly what you need to reach your goals.
Sales Calls, Meetings, or Any Corporate Audio Recording—Ditto Can Transcribe Them All
Get the full potential of your audio and video content with professional business transcription services from Ditto Transcripts. Gain the benefits of improved efficiency, cost-effectiveness, accessibility, and legal compliance with the highest level of accuracy.
Work with us, and we’ll help you transform your business and streamline your work process—just as we’ve done thousands of our happy customers.
Not convinced? Contact us today for a free trial and experience the Ditto difference.
Ditto Transcripts is a Denver, Colorado-based transcription company that provides fast, accurate, and affordable transcription services for businesses of all sizes. Call (720) 287-3710 today for a free quote, and ask about our free five-day trial.