How AI-powered website audits are transforming cold calls

Whether you’re looking to improve your sales agent’s individual selling performance or you want to boost your sales team’s performance, selling complex digital marketing solutions via cold calling is easier with AI.

This traditional approach is evolving and AI-powered website audits are proving to be a game-changing tool when it comes to qualifying leads and driving conversions.

Cold calls were in, then out, but are they back in again? We think so, but specifically, it’s back in for large sales team selling digital marketing solutions who start using AI-powered audits.

Selling products like directory or radio advertisements isn’t as simple as it was 50 years ago. Small business owners aren’t so keen on being bombarded with phone calls nowadays or feeling sold to.

But what is the real challenge at hand? Cold calling or establishing value?

When you have a hungry sales team with high targets, cold calling is a great initiative. However, their biggest hurdle isn’t reaching potential clients – it’s effectively communicating value and maintaining consistency across your large sales operation.

Sales agents may be skilled at building relationships and closing deals, but a lack of technical knowledge can harm that trust-building process when cold calling.

This gap leads to:

• Inconsistent sales processes across the whole team. When one person knows more than another about digital marketing, they'll probably be more successful - but that's not great for team productivity or morale!
• Low conversation rates due to lack of sales team knowledge.
• Poor qualification of leads. Think of the time wasted qualifying those leads!
• Inefficient use of sales team time. How much time does your sales team spend understanding the pitch before presenting it to their prospect? Let us take a guess... too much time?

Is AI part of your current tech stack? If not, now is the time to add it. AI-powered audits do what they say on the tin; using AI, you can create a quick understanding of any website, where it needs your help, and explain it in a language your sales agent and their prospect understand.

Providers like Insites use AI as part of their website audits to serve a bridge between your non-technical sales team and complex digital marketing solutions that are, traditionally, hard to explain to your SMB prospects.

1. Instant prospect qualification

• Quickly assess a prospects digital presence
• Identify specific pain points and opportunities
• Generate data-driven insights in plain English

2.   Consistent sales processes

• Standardised evaluation criteria across all sales representatives
• Clear, repeatable methodology for assessing opportunities
• Automated reporting and recommendation generation

3. Better sales conversions

• Data-backed talking point for sales representatives
• Visual representations of opportunities
• Competitor comparison capabilities 

Instead of spending hours manually researching prospects, sales agents can run comprehensive audits in minutes. These audits provide insights into:

• Current digital marketing performance
• Technical issues affecting their online presence
• Competitive positioning in their local market
• Compliance with current regulations

Armed with audit data, sales agents can:

• Lead with specific, relevant insights
• Demonstrate expertise without needed deep technical knowledge
• create urgency based on competitive analysis
• Speak directly to the prospect's pain points

AI-powered audits continue to add value throughout the sales cycle by:

• Providing trackable improvement metrics
• Enabling data-driven proposals
• Supporting value demonstrations
• Faciliating upsell opportunties

Ready to implement AI-powered auditing tools into your tech stack and sales process? Here’s some of the things you need to consider when it comes to implementation:

• Define clear criteria for running audits
• Establish processes for audit review and follow-up
• Create templates for common scenarios

• Focus on the value of findings (now they don't nee to interpret them!)
• Develop scripts for common findings and solution offerings
• Regular training on new features and capabilities

• Track conversion rates pre and post-implementation to define what works
• Monitor team adoption and usage to understand the tools impact
• Gather feedback for continuous improvement

For enterprise organisations looking to implement AI-powered website audits, consider these steps:

1. Access your current processes

What’s going well? Where are the gaps? Is the team ready and do they know their KPIs? Adding a new tool into your tech stack works best when your internal processes are ready to support them.

2. Choose the right solution

What does the right solution look like for you? At the very least, it should be able to integrate with your existing systems so that you have a smooth transition. But we also recommend you check it for scalability and whether it can support your support your specific offering as, at Enterprise-level, you need to make sure your tech stack can scale with you.

3. Plan for successes

When integrating AI-powered website audits into your tech stack, planning for success is key. Here are the three most important things you need to consider:

• Develop a comprehensive training program
• Create clear processes and guidelines
• Set realistic implementation timelines

Though it’s not so similar to its original roots, cold calling these days can be just as powerful as it was in our directory days when we use AI-powered sales processes. But this isn’t just a technical upgrade, it’s a fundamental shift in how enterprise sales teams sell digital marketing services.

And if your sales team isn’t already utilising this within your tech stack, take this read as a sign to start doing so.

Ready to transform your sales process? Learn more about how Insites’ AI-powered website audits can help your enterprise sales team convert more leads and sell with confidence.

Happy auditing!

Stop letting valuable opportunities slip through the cracks. Our auditing and sales scaling experts can show you how to:

• Equip your sales team with data-driven proposals that close
• Scale your digital marketing sales operation efficiently
• Turn Insites' powerful metrics into compelling sales narratives

During this 30-minute session, we’ll:

• Analyse your current sales process
• Identify key opportunities for improvement
• Show you how leading digital marketing providers use Insites to close more deals

Book your free consultation and discover how Insites can help your 20+ person sales team convert more leads into lasting client relationships.

Join the ranks of industry leaders who trust Insites to power their digital marketing sales. Our platform is specifically designed for large-scale operations selling digital solutions to SMBs.