How to identify setter coaching opportunities from call recordings

Why reviewing calls for coaching, not just results, matters

Focusing solely on immediate outcomes like booked appointments misses a lot of opportunities for setter growth. A setter might handle objections poorly but still get lucky with an easy lead, or he or she might deliver an excellent call but the seller just isn't ready.

Coaching should address the process, not just the outcome. By identifying specific areas for improvement, you build a stronger team capable of handling a wider range of seller interactions consistently. This approach fosters a learning environment, which pays off in the long run.

Key moments in a call to analyze for coaching

Listen closely to the first 30 seconds of a call. How does the setter introduce himself or herself and the reason for the call? Is he or she confident and clear, or hesitant?

Pay attention to how the setter transitions from small talk to asking qualifying questions. Does he or she sound natural, or does it feel abrupt to the seller? These early moments set the tone and often determine if a seller will engage.

The way objections are handled is also critical. Does the setter acknowledge the seller's point before pivoting, or does he or she immediately counter? Look for empathy and active listening. A good setter makes the seller feel heard, even when the answer is 'no'.

Evaluating question quality and active listening

A setter's ability to ask open-ended questions is a strong indicator of his or her potential. Does he or she ask questions that encourage detailed responses, or only 'yes' or 'no' questions? Deep questions uncover true motivation and pain points.

Listen for how the setter responds to the seller's answers. Does he or she parrot back what was said, or genuinely acknowledge and follow up on key details? Active listening builds rapport and makes the seller feel understood.

Sometimes, a setter might interrupt or talk over a seller. These moments are clear coaching opportunities to reinforce the importance of letting the seller speak. Silence can be a powerful tool to encourage a seller to share more.

Identifying opportunities to improve tone and pacing

A setter's tone of voice impacts how a seller perceives him or her. Does the setter sound rushed, bored, or genuinely interested? Coaching can help a setter modulate his or her voice to convey confidence and empathy.

The pacing of a conversation also matters. Is the setter speaking too quickly, or leaving awkward, excessively long pauses? A steady, conversational pace keeps the seller engaged without making him or her feel overwhelmed.

Sometimes a setter might sound too aggressive or too passive. These extremes can alienate sellers. Coaching should help him or her find a balanced, professional, yet personable tone.

Using call recordings for targeted feedback and role-playing

When you identify a coaching opportunity, pinpoint the exact timestamp in the recording. Playing back specific snippets for the setter makes the feedback concrete and actionable. General advice is less effective.

After reviewing a section, discuss what the setter could have done differently. Then, immediately role-play that specific scenario. This allows the setter to practice new techniques in a safe environment.

Follow up on these coaching points in subsequent call reviews. Look for improvement in the targeted areas and acknowledge progress. Consistent, specific feedback is how you build a high-performing team. You can find more about improving your initial calls here: /learn/first-call-with-a-motivated-seller.