One of the foundational principals of CSS is searching for and implementing leading software that accelerates our ability to compete and service the needs of our customers. These have included:
Now added to this list is an exciting new software named Gong to increase the effectiveness of our sales team. One of the biggest challenges for every sales team is determining what are the most effective communications to attract the attention of prospective customers. Which selling points about how CSS provides appraisals, property reports or refinances, are most likely to persuade a lender prospect to choose CSS? And, once those communications have been identified, how do we prepare every sales team member to “stay on message” during each customer communication?
As a sales training tool, Gong records the audio and video of both our sales team member and the prospect client during every Zoom meeting and the audio of every phone conversation. It then uses Artificial Intelligence and machine learning to analyze and identify those communications that produce the best sales results. For instance, the software tells us that in a sales meeting, our salesperson should be talking 49% percent of the time to produce the best results; any more or less reduces the likelihood of sales success.
Much like an athlete reviewing game tape to improve performance, our sales team members may now review their recorded calls to see what they did well and to identify those aspects of the call that need practice and improvement. The end result is improved sales performance increasing the number of new accounts and shortening the amount of time required to close those new accounts. This software also provides Jake great insight from a marketing perspective. By watching recorded sales calls, Jake can hear directly from prospective customers what they deem most important. We look forward to Gong being another example of new software better preparing CSS to compete by meeting the needs of more regional lenders.