When you are running a call center that revolves around sales, and most of them do, monitoring your call center agents is usually done based on call quality metrics. However, the fact is that the information that is provided by scorecards is not always what you want. Of course, you want to know if your agents are closing their calls effectively, but you also want to know about sales performances. Sales performance monitoring is on outbound calls where an agent is contacting someone trying to make a specific sale. Although many QA companies providing services may only give you a “yes” or “no” to the sale status of a call, that does not provide you with the most relevant information to you. That is where, here at Call Criteria, we believe we have the answer to your problems with our Sales Performance Analysis Dashboard:

Sales Performance Dashboard

As with all of the software that we produce and provide, there is a lot of customization scope. However, for this article, we will be looking at outbound calls and an in-depth analysis of those calls to measure rebuttals. Now, I presume that most people who are reading this article are aware of what a rebuttal is. But, I will explain to those who do not further on in the post.

Sales Performance Analysis

Now that you understand what a rebuttal is, let’s take a look at the first section of the sales performance analysis dashboard: Sales Performance Analysis In this screenshot of our panel, you can see that we have monitored 369 outbound calls. These calls are all from agents, on all scorecards, groups, campaigns, and in a thirty-day range of the dates shown. All of the information is filterable via these sections, so if you have more than one scorecard that you want to check, it is that dropdown box where you change it. Let’s have a quick look at a breakdown of what you can see here:
  • Total Calls. – Total calls are the total amount of calls that have failed a sale for whatever reason. We have a separate scorecard for completed transactions. That scorecard is not mandatory; however, certainly recommended.
  • Rebuttal Opportunities. – The opportunities are the number of calls where there was an opportunity for the agent to rebut. I will go into this next.
  • Avg. Rebuttals Per Call. – A total average of rebuttal attempts made by selected agents. We can break this down, and I will go into how in a short while.
  • Non-Relevant Rebuttals. – Several rebuttals may be irrelevant. This section is where we record them.
  • DNC Violation. – Some people may have already said that they wish to be on a Do Not Call (DNC) list. The number of DNC violations is how many calls were against the DNC request.
  • Unprofessional Calls. – An unprofessional call can be anything from swearing to a complete lack of interest.
  • MLS Number. – The MLS setting is custom that you, as the client, will be able to set, based on scorecard items that you decide. For example, if you want to see if your agents are showing appreciation by saying; thank you, have a beautiful day. You can set that, and it will show up if the agent scores those points. In this instance, MLS is customer-specific to their mark, and it is to show if the call complies.
  • Call Recording Statement. – This box is also a simple yes or no answer on the scorecards to confirm if they state they are on a recorded phone line.

Rebuttal Opportunities

A rebuttal is an act of offering clear evidence or an argument for a statement made by someone else. Therefore, for example, a customer is on the phone and claims that they do not have time. A rebuttal would be a statement by the agent telling that customer that they will only take two minutes. Although there are 369 total calls on this screenshot, remember that this is only the number of calls that have not made a sale. Therefore, another 200 calls resulted in sales, but they would not show in this section. However, of these 369 calls, there were only 155 rebuttal opportunities. That is because there are times where the agent didn’t even get to attempt a rebut. For example, the agent calls a number, the person answers the phone, the agents say who they are and where they are calling from, and the person on the other end hangs up. Of course, there can not be any chance of a rebut. The numbers in all of the following sections only concentrate on the opportunities presented. There is no data for the calls where the receiver hangs up. Now let’s take a look at the section that allows you to increase your ROI via coaching.

Agent Ranking

In this next image, you will see the agent ranking. The screenshot above is of the same dashboard; however, this section focuses on the agents’ rankings. Here it is filtered by name in reverse alphabetical order. There is no reason for this other than to have a selection of data to show you. You can sort by any of the subheadings in this section, which will give you the ability to see the top performers based on rebuttal averages. Also, in this data collection, you can already see that none of the agents acted in an unprofessional way, and none of them violated the DNC requests. The ability to sort by all of these factors will allow for pin-point coaching on any issues. For example, we will sort by DNC violations: Now that we have sorted the data by DNC violations, you can see that there is only one call by one agent that has infringed on this requirement. Knowing that fact, you can talk to Geoffrey directly. However, as it has only happened once out of eleven calls, you can see that it is certainly not a common occurrence. While checking up on the negative sides of people’s calls is undoubtedly a helpful tool to increase your ROI, we have already been through the benefits of seeing the positives too. That is where the ability to sort by average rebuttal attempts comes in useful: Now you are in a position to see who your top performing agents are in attempting rebuttals. You can see that Eric has had two failed sales calls in the time selected. Of those two calls, only one had an opportunity for rebuttal, and in that one call, he made four attempts. When you start looking at the higher numbers of calls with the chance to rebut, you will see the better-performing agents. Stephanie and Robert are both doing equally with this statistic, as they both have an average of 3.8 attempts over six calls. However, you can immediately see that Robert is performing better in general because he has scored two points on the MLS mark, and advised that they are on a recorded call once. I will not go through all of the columns, as you can see how this will help you already. Therefore, let’s get onto the next section of the dashboard.

Objection Analysis

Knowing how many attempts have been available throughout your failed calls is a great asset. But it does not change the fact that those calls were lost sales. When you look at why you didn’t make a sale, you could analyze an agent’s performance forever and never find the root cause. The best way to analyze sales performance is to find out why the customer didn’t want it. When you run a brick and mortar shop, you will have people walking in and out of the shop without buying anything. Not only do they not buy, but they also do not tell you why. Those customers are often the most difficult to deal with, as instead of telling you that your price is too high, or delivery time is too slow, or whatever it may be, they tell everyone else, and you can’t do anything about it. That is where our objection analysis comes in. As we monitor all of the calls you send to us, we can also track an objection reason for the missed sales. Of course, this is still on a sample dashboard, so the actual objection reasons will change for each client depending on what they are selling. This list of objections is populated depending on actual calls. It is not something that you have to decide to show. For example, you could have had these nine reasons for the 367 calls that are showing. Then get one call with another objection, and our analysts will automatically add it to the list. First of all, though, you can not stop the people who walk straight past your shop. That is 57.45% of calls that are not interested in general. You are probably just selling something that they do not want, or they hang up without reason. We spoke about that in the Sales Performance Analysis section above. When you look at the list, you will see HELOC, a company-specific reason for objection, and nothing that this company can do anything about. Again, I could go through each of these points, tell you what they are, etc. However, this section’s main reason is that you can see what your failed sales are for, then you can go back into the other data and see which of your agents are best at overcoming those issues and finding out how they have done it. Furthermore, you can analyze your customer demographic and hone your targeting to increase your sales rates.

Sales Performance Trends

Numbers are brilliant for hard facts. But another highly beneficial thing is being able to see your sales performance trends. No matter the period that you are looking at, our software will show you a graph with specific days. That graph shows you the rebuttal opportunities and the average rebuttal attempts. (Yellow line and the right-hand number, going up to twenty for opportunities, blue bars, and the left-hand number going up to 3.6 for attempts). This graph will allow you to see any sudden peaks or troughs in either of the figures and let you see that the average attempts follow the same trend as the opportunities.

Call Details For Sales Performance

Again, now we can look in more detail about which calls have performed well in rebuttal opportunities. So, further down the dashboard is a list of calls and all of the features that go with them: Here you can see all of the individual calls from the same selected timeframe. I will give you a quick run-through of all of the columns:
  • Type. – The type column is the type of contact. As you can see, all of these are phone calls.
  • Duration. – The length of the phone call.
  • Rebuttal Attempts. – How many attempts to rebuttal the agent made. If it shows N/O, it means there were no opportunities; if it was 0, then it means that there were opportunities, but the agent did not take them.
  • Reasons. – Reasons for objection are shown here by the individual calls.
  • Call Date. – The date of the call. That helps if you are looking at the calls with the most attempts.
  • Agent. – The agent who made the call.
  • Group. – Groups are for if you have different sections in your call center, for competition reasons, or any other reasons.
  • Review Status. – The review status shows if it has been reviewed or not, and who by. Green reviewed labels mean that one of our analysts reviewed it, or a black calibrated label says that one of our more senior calibrators checked the call.
  • Result. – This result is if it was a failure or a passed call, as I have explained in previous articles.
  • Phone. – This column will show the phone number of the customer. I have blanked that out for obvious reasons, the same as the surnames on all of the names.
If you click on an individual call, you will find the specifics outlined in the Missed Items on a Scorecard section of our Tracking an Agents Performance article. As you will see when you read that article, it will add another layer of depth to your analysis capabilities. You will be able to see where the points were missed, listen to your agent on the call, and jump straight to the specific sections of the call where our analysts have added markers.

Individual Agent Sales Performace

Up until now, I have shown you how you can view your team’s performance. However, I would now like to show you how you can filter it into individual agents’ sales performance. If you look back at the agent ranking section, I will use Robert as an example. When you hover over the names, there is a funnel icon. Click on that, and it will filter it so that you still see everything you have seen, but only by Robert’s calls. Now you can see that Robert has had ten total calls in the same timeframe, six of which had rebuttal opportunities. He has an average of 3.8 attempts in those six calls, two MLS (which is user-defined scoring), and he stated that it was a recorded line on one of the calls. Next, in the objection analysis, you can see what the objections were for his calls alone. You will then get the option to look through the same data as you have done for all of the calls, but only Roberts will be visible. The ability to hone in on individual agents and see where their strengths and weaknesses are. Helping them improve where they need to, and asking how they overcame tricky situations that others find hard.


Running a call center for sales and keeping track of it is possibly one of the hardest things to do. There are so many variables. As I have already said, though, when you run a brick and mortar shop, you can find it challenging to gather information about why you are not making the sales you thought you would get. In a call center, it is equally as tricky IF you don’t have the right software. That is why, here at Call Criteria, we have our specialist, dedicated team, and software to help you out. As you have seen throughout this article, it is not always about how you make the sales. You also need to know what is going wrong with the sales you don’t make. We give you visible, quantifiable, and actionable data that shows you exactly why your sales are not reaching your expected rates. Knowing that data will allow you to act upon it and increase your ROI with ease. Contact us to demonstrate the software and find out how we can help you and your call center with our Quality Analysis.