"This call may be monitored for training purposes." We've all heard that message, or something similar, when calling for tech support or customer service. Generally, we accept it. But what if your company prefaced its outbound B2B sales calls with that kind of disclaimer? "This call may be recorded for the purpose of quality assurance and quota attainment." Ouch. Talk about a deal-breaker.

But in a recent post at the Acquiring Minds blog, Robert Lesser warns that this type of message may actually be necessary for B2B companies marketing to companies in states like California. "[I]t is illegal under California law to call-record and call-monitor without the consent of all parties on the call," he says. More bad news: "There are 11 other states that require this consent from all parties on a call."

To help B2B cold callers avoid such legal pitfalls, Lesser recommends alternatives to call-recording for training and marketing purposes. Among them:

Role-play. "If the goal is to train and coach inside sales, role playing is preferable to recording calls," Lesser says. Best solution of all? Ask a loyal client to play a role. "We have found this to be invaluable, given the rich feedback provided instantaneously by the customer," he adds.

Measure results, not call activity. "Rather than measuring the activity (i.e., conversations), focus on measuring the results (qualified, sales-ready leads; pipeline impact; closed sales)," he advises. Consider interviewing some of the prospects who "leaked from the [sales] funnel" to see if their needs were properly addressed, he suggests.

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