Sales Case Study:
Online Retail Sales Director

The Problem: Time-Consuming Call Reviews left Unanswered Questions

A sales director for an online appliance retailer spent hours every day manually reviewing sales calls. He wanted to:

• Understand what top performers did differently,
• Identify why some agents struggled, and
• Uncover hidden factors affecting sales.

Despite this arduous review, the director still suspected he was missing key insights. Even with detailed agent performance metrics, manual review was slow and incomplete, leaving valuable opportunities undiscovered. He needed a more efficient system to review his calls.

How Sturdy Statistics Delivered Actionable Insights

We ingested three months of sales calls and structured each conversation into key topics. Our analysis allowed the director to compare:

Top vs. underperforming agents

revealing which conversation styles increased conversions,

Successful vs. failed sales calls

identifying which topics correlated with purchases, and

Short vs. long converted calls

understanding efficiency in high-performing agents.

Using these insights, we built a custom dashboard that enabled real-time monitoring and data-driven coaching.

Key Findings That Transformed Sales Strategy

Technical topics increased conversions — but only for some agents. One agent excelled in technical discussions, which boosted his sales. For most agents, however, the same topic lowered the likelihood of conversion. The director had the technical agent teach the other agents to handle technical questions more effectively.

Callers asking about product specs rarely converted. Many calls focused on basic product details (dimensions, features) — but almost never led to a purchase. These customers weren’t ready to buy; they were still researching. A recent website change had buried product specs, leading to these unnecessary calls. The director quantified lost revenue from these calls and successfully pushed for a website fix.

The Impact: Smarter Coaching & Data-Driven Sales Strategy

Armed with Sturdy Statistics, the sales director transformed his workflow. He:

• Stopped wasting hours on random call reviews — focusing only on key insights,
• Coached agents with real data, improving training efficacy, and
• Quantified lost revenue, securing company buy-in for website improvements.

With continuous monitoring, he now tracks real-time sales trends, enabling rapid adjustments to agent training, sales scripts, and website strategy.

What will Sturdy Statistics help you discover in your data?