# Optimized call guide, training and call timing: +33% sales per hour

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Call script
- Test run by: [MECLABS Institute](https://liftarchive.com/practitioners/meclabs-institute/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/Globe-Mail-call-center-increased-sales
- Page: https://liftarchive.com/test/globe-and-mail-optimized-call-guide/

A new call guide, extra product training and calling at the best hours raised one vendor's sales per hour by 33%, from 0.09 to 0.12, for The Globe and Mail. MECLABS Institute ran the project, and it was published as a MarketingSherpa case study. These changes shipped together, so the result can't be credited to the call guide alone.

## Result

**+33% sales per hour**

- Sales per hour: +33% for one vendor over four months, from 0.09 to 0.12.
- Total calls: cut in half, so the gain came from better calls, not more of them.
- Bundled result: guide, training and call timing all changed together, so no single change gets the credit.

## Control

Telesales vendors used their original call scripts and called throughout the day. Agents had little product training.

## Variant

Agents used a new call guide with bulleted benefits, a cleaner offer layout and an opening question. They also got more product training, and calling was cut in half and focused on the hours when most sales happen.

## Why it likely won (our reading)

- Calling at the hours when most sales happened likely removed many low-value calls.
- A clearer, bulleted guide helped new agents explain the offer quickly in a channel with high staff turnover.
- More product knowledge let agents talk about the paper's sections and stories, not just the discount.

## Caveats

Several changes shipped at once, including halving call volume and shifting call times. The figure is a before/after comparison for one vendor over four months, not a split test.

## How to run this test

- Hypothesis: If we give sales agents a clearer call guide and product training, and call only in peak hours, then sales per hour will rise because agents have better conversations with the right people at the right time.
- Primary metric: Sales per hour
- Guardrail: Total sales volume
- Guardrail: Cost per acquisition
- Guardrail: Subscriber retention past break-even
- Who should test it: Subscription or lead-gen businesses using phone sales teams or outsourced call centers. To learn what each part adds, test the changes one at a time. If your total sales volume can't drop, watch it closely.

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Credit: MECLABS Institute ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/globe-and-mail-optimized-call-guide/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.