What is a sales dialer?

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A contact center agent using a sales dialer to make outbound calls

A sales dialer is a dialing system for any business phone system. Why? Because they save your sales team time by reducing those repetitive tasks like manually dialing numbers and dealing with dreaded call queues. With a dialer, contact centers can streamline their sales pipelines and agents can channel all of their energy into what really matters. The customers at the other end of the line. Because after all, every minute spent dialing adds up. 

RingCentral Engage Voice allows users to support, engage, and build better relationships with customers. Here, we’ll be walking you through each of the different types of sales dialers to help you choose the best contact center setup for your business and get the most out of your contact center and sales tools.

Sales dialer definition

Team dialers can be found inside sales rooms far and wide. A sales dialer is a call center technology that assists with the call dialing process in real-time. In other words, it takes over manual dialing so that reps no longer need to go through the motions of typing out phone numbers, listening to calls being placed, and dealing with answering machines and busy signals.

Instead, when using a dialer, salespeople have a pre-loaded list of caller IDs and dialers automatically call them on the agent’s behalf. Once a call ends and you hang up, the dialer will be automatically dialing the next number on the list.

How does a dialer work?

There are many different types of sales dialers.

  • Preview dialer
  • Progressive dialer
  • Predictive dialer
  • Click-to-call dialer (click dialer)
  • List-based dialer
  • Agent-assisted dialer

As you can see, there’s a wide range of choices when it comes to dialers. Today we’ll be focusing on the main three dialer categories: Preview, Progressive, and Predictive. We’ll introduce you to each and explain exactly what each has to offer a contact center so that you can find the best sales dialer tools for you. 

In their most basic form, sales dialers work by integrating with your customer relationship management system - Salesforce for example. With Salesforce, you’ll be able to access outbound sales dialing with additional functionalities for inbound calls. Streamlining your CRM with your outbound calling is a great way to optimize call flows and connect viable support teams and reps with suitable callers more efficiently.

Video - Blended Outbound Cloud Contact Center - RingCentral Engage Voice

Types of sales dialer

There’s no one-size-fits-all sales dialer software solution. There are many different types of sales dialers available to contact centers of all shapes and sizes. Each with its own particular core function. It’s important to pick a dialer type based on your call center's individual workflow. If you’re already using the services of a call center software service provider like RingCentral, you’ll be able to access dialer functionality with ease. Dialer technologies are available as part of RingCentral Engage.

Contact center agent using RingCentral Engage Voice for outbound dialing

So, without further ado, let’s take a look at the main types of sales dialer out there.

  1. Preview dialers
    These dialers are designed to make calls one by one. They are called ‘preview dialers’ principally because sales reps are able to preview each lead before deciding whether or not they wish to take that particular call. With RingCentral’s preview dialer, researching contact information is made simple, leaving agents to focus on developing those all-important personal connections with their callers. 

  2. Progressive dialers (power dialing)
    Progressive dialers - otherwise known as power dialers - are similar to a preview dialer in that calls are made one by one. The main difference is that service reps are not able to preview each caller. Nobody reviews the calls ahead of time.  In other words, they cannot decide whether or not they wish to pick up on a caller-by-caller basis. As the name suggests, power dialers power through.

    This kind of dialer uses automation to call through an entire list of sales calls, making them ideal if you have a call script for your outbound calls or cold calling. With RingCentral’s progressive dialer, contact centers get sales dialing efficiency in the knowledge that callers will always be connected with a live answer.

  3. Predictive dialers (auto-dialer)
    The third main type of dialer is a predictive dialer (or auto-dialer). These dialers boast serious efficiency and increase productivity. Unlike preview and progressive dialers, where dialer calls are made one after the other, predictive dialers allow agents to call multiple numbers simultaneously, meaning that less time is wasted waiting to get connected with a caller and agents connect with more prospects overall.

    With RingCentral’s predictive dialer, for example, reps can dial more often with fewer dialing errors. The dialer will intelligently predict which agent is ready to answer the next call the soonest. Predictive dialers are all about automated efficiency and improved sales performance.

Diagram shows how predictive dialing works Diagram shows how predictive dialing works
Predict the number of
free agents when the
dialer starts
Model probability of calls
connected to a real
person
The agent connects and
accomplishes the
business goal
Analyze and rebuild the
predictive model in
real-time
The agent connects
(Again) and accomplishes
the business goal with
virtually zero idle time

Why you need a dialer

Whatever you’re selling - whether it be real estate, software, or the latest holiday deals, implementing a dialer is the natural next step for both b2c and b2b sales facilities looking to increase their operational efficiency. Time is golden in the world of sales, so anything that can save call-center agents time is a godsend. 

If you’re still on the fence about whether or not a sales dialer is right for your organization, this list of benefits might just sway you.

  1. CRM integrations
    Most dialers will integrate with your existing CRM software solution so that you can manage a completely streamlined sales or remote sales operation. Check out the app marketplace for your sales dialers software to see if your dialer integrates with CRM systems. Your dialer tool and your CRM will work in tandem. Contact data and call data will be captured by your customer relationship management platform in order to generate targeted customer metrics. 

  2. Sales acceleration
    Having a sales dialer is going to help you improve call outcomes and increase those conversions. This is principally due to the fact that many outbound contact center calls end up being ignored or rejected whilst prospecting. Customers are savvy to spam and unknown numbers appearing on their mobile phones or business phones.

    By mobilizing a dialer, you’ll be able to reduce the impact of ignored calls by increasing call-out efficiency. Some dialers will even match reps with the most local area code via a neighborhood search to increase the odds that your prospect will pick-up 
  3. Minimizes error
    Typing out telephone numbers day-in, day-out is naturally going to come with a degree of human error. But with a dialer, human error is illuminated. Nobody will key the wrong number, accidentally skip a prospect on the call list, or call the same person twice. When the dial-out list is fully automated the whole sales process is error-free and call quality maintained. 

  4. Frees up time
    Needless to say, that frees up time. Dialers allow sales reps to make more calls each day and reduce the idle time spent between calls.  And when time means money, that’s a big bonus indeed.

Work-from-home contact center agent making outgoing calls using RingCentral Engage Voice outbound dialers

How to get the most out of your dialer

Looking for some more sales advice? Once you’ve chosen the right kind of sales dialer for your contact center, you’re good to go. Now it’s time to familiarize yourself with the new technology so that you can get the most out of your new dialer. But how? 

To get you started, here are some dialer best practices and sales tips to keep in mind after implementation.

  • Follow-up outbound sales calls with emails
    We recommend that you follow-up calls (especially cold calls) with a supporting email or SMS text message. This is a great way to increase conversion rates and support customer engagement. Any information that was discussed in your call can be clearly reiterated in the email. Utilizing a sales engagement tool can help automate the process.

  • Maintain high energy
    With an effective dialer in place, your reps might be completing more calls than ever before each day. It’s important that they are able to deliver sales conversations with the same high energy that they were able to before. Keeping customer interactions warm and personable is much better for consistent lead generation. 

  • Mobilize voicemail drop
    Voicemail drop is an automated technology that allows pre-recorded voicemails to be dropped off into a prospect’s answering machine. That means sales reps don’t have to waste valuable time leaving voicemails and can, instead, move swiftly on to the next prospect.
  • Record your calls
    Call recording is a common sales dialer feature. And don’t worry. The practice isn’t about recording all the juice customer stories. Call recordings are kept completely confidential. Sales managers can record and save the calls their reps make with customers as audio files. This can come in handy when it comes to assessing agent progress and identifying ways to improve your call handlers’ performance overall.

Dial away

The sales dialer is a modern call center’s dream and an essential kind of dialing technology for sales professionals who want to make their outbound calling more accurate and improve lead management efficiency. Plus, pricing is usually included as part of your monthly subscription to your VoIP provider, so dialer cost is relatively low. Some providers even offer to start your free trial of their product first, so you can test it out and see if it fits your business needs. 

Whether you want to screen callers before you pick up, power through at speed, or route calls to the first available agent, there’s a dialer to do it. With RingCentral’s Contact Center, you’ll be able to implement your dream dialer alongside your existing telephony solutions and take charge of your call center operations.

Want to learn more about sales dialers? Click the View Demo button below.