What is a sales dialer? How it works, and why you need one

What is a sales dialer? How it works, and why you need one

It’s a no-brainer: If your sales reps over-achieve their quotas, you’ll have more prospects.

That’s why the best sales managers spend time and money motivating their teams and sending them to training seminars to perfect the craft of cold calling. But even with their sales reps calling prospects and leads every day, many businesses still don’t see the revenue growth they aim for.


Because a whole lot of their sales reps’ time is wasted leaving voicemails or waiting for people to respond to their calls. The sales data is staggering: An average sales rep makes 52 calls each day, and 15 percent of their time is spent leaving voicemails.

That’s 36 hours of wasted time each month—per rep!

The end result?

Only 60 percent of sales reps meet their quotas.

You might be thinking: This is madness!

You’re right—it is. And there is a better way. But you have to embrace the right sales toolkit and arm your sales teams with the technology they need to be more efficient.

And that’s where sales dialers come in.

What are sales dialers?

In simple terms, a sales dialer is an electronic device that simplifies the manual dialing while calling prospects.

Sales dialers aren’t new. But now they’re a must-have tool in every sales professional’s toolkit.


Sales dialers have become smarter thanks to technology.

The cost of sales dialers has also decreased significantly over the years, making them an easy buy for companies. There’s a variety of options, and each type has some unique features.

These are the three main types of sales dialers that businesses can choose from:

Preview dialers: Preview dialers make calls one at a time. In simple terms, these dialers allow sales reps to preview a lead before deciding whether to call. Basically, you could say that Close's 1-click-calling that's been built into our CRM since day one is a preview dialer.


Progressive or power dialers: Like preview dialer, power dialers also call one by one, but in this case, sales reps can’t select which lead they want to dial, a power dialer basically automatically calls through a list of leads. As soon as one call is finished, it automatically dials the next lead from the list. For that reason, progressive dialers are better suited for teams with a set script for reaching out to leads.


Predictive and automated dialers: Predictive dialers are extremely efficient and therefore used primarily by structured teams, enterprises, and call centers. With these dialers, sales reps can call several numbers at one go and spend less time waiting to get connected with prospects. We’ll discuss all the benefits of predictive and automated dialers in depth in the next section.


Sales dialers aren't robo-dialers: It's important to recognize that when we're talking about sales dialers, we're not talking about the kind of automated calling technology that has made all our lives much worse: the so-called robo-dialers.

Robo-dialers are tools that are used by shady telemarketers to make thousands of calls a day, with pre-recorded messages, oftentimes for the purpose of generating leads for pushy sales teams. In September 2018, the FCC imposed a $82 million fine for one such telemarketer who used robo-dialers to make more than 200,000 calls daily. In this particular case, the telemarketer used caller ID spoofing (a technique to disguise the number of the person who's placing the call and instead display another caller ID).

FCC chairman Chairman Ajit Pai stated that he made combating illegal robo-calls the FCC’s top consumer protection priority. According to a Washington Post article from 2018, "Some types of prerecorded phone messages to households and individuals are permitted, such as informational calls from schools and pharmacies. But prerecorded sales calls are illegal unless a business has a consumer’s permission."

Again, when we're talking about sales dialers here, we're not talking about these kinds of robo-dialers that bulk dial number and then play prerecorded phone messages, but we're talking about dialers that minimize the amount of manual work required to make a call, so that a real human sales rep can then talk with a prospective customer.

How do modern sales dialers work?

The latest generation of sales dialers, also known as predictive dialers, integrate with your preferred CRM (or are already built-in, like it's the case with our inside sales CRM), provide deep insights and save your busy sales reps a ton of time. Not only that—predictive dialers automatically limit the number of abandoned calls and are designed to comply with local regulations regarding cold-calling.

By using Close’s predictive dialers, MakeSpace has been able to significantly improve their team’s efficiency and reach rate.


Obviously, sales dialers can make your sales reps more efficient and productive. But let’s see exactly how a sales dialer can help you improve your overall outbound sales strategy.

Why a sales dialer should be part of your sales strategy

  • Integrates with CRM

CRM software is a boon for sales teams because it provides a complete overview of all their sales activities. Most sales dialers either integrate with popular CRM platforms or come pre-packaged as a CRM feature. With the latter, as in the case of Close, sales reps can call directly from the CRM.

A natively built-in sales dialer has the advantage that it often creates a more streamlined sales workflow, and removes friction you'd typically encounter with a 3rd-party add-on to your CRM.

What's more, data is more accurately captured in your CRM, leading to better data, more meaningful insights, and faster organizational learning for your sales team.

Your sales reps will be able to make more calls. The bottom line: Used in tandem with your CRM, a sales dialer will accelerate your sales process.

  • Helps increase the conversion rate

Calls from unknown area codes are often rejected or ignored due to the growing fear of spam. Smart sales dialers usually match the outgoing call with a local number, thereby increasing the chances of a conversation. According to a test by Engine Ready, conversion rates more than doubled and the volume of phone leads increased by 112.5 percent when a local area code was used to make calls instead of an 800 number.



  • Minimize human error

It’s normal for human error to occur while you’re making a call—punching in the wrong number from a spreadsheet, calling the same person twice... Sales dialers automate the whole process to prevent those miscues.

  • Free up time for other tasks

Because sales dialers can call multiple numbers at once, your sales rep can make more calls in less time. Predictive dialers can cut the gap between calls to just 3 seconds, saving your sales reps an average of 45 minutes per day.

Imagine what they could do with all that time!

For starters, they could follow up with more warm leads, thereby boosting your conversion rate.


Everything in sales is driven by numbers.

The more leads you reach, the more prospects you’ll have in your pipeline. By sticking to a manual dialing process, you’re just adding to the misery of your already exhausted sales reps. Investing in a sales dialer will not only improve your broken sales process but also skyrocket your team’s productivity. Try out Close today if you’d like to learn more about how we can arm you with the sales technology your team needs to succeed.

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