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The Definitive Guide to Sales Dialers

The Definitivce Guide to Sales Dialers

Dialing is a numbers game in the world of digital sales. For revenue teams, the importance is clear: the number of dials that reps make each day has downstream effects on the success of the business in the form of meetings booked, pipeline, and revenue (hence the phrase, “Dialing for Dollars”). In fact, sales calls are more popular than ever due to advancements in email filtering that automatically relegate many cold sales emails straight to the spam folder. 

According to the sales consultants at Rain Selling, 69% of buyers have accepted phone calls from new vendors in the last 12 months. Even in our current era of intent data and multi-channel touches, the phone is still a crucial piece of the mix when it comes to getting in front of key prospects and customers. The downside of manual dialing, however, is that it’s time consuming and tedious for reps to dial numbers over and over again. Time spent punching in numbers would be much better spent on higher-value sales activities. 

Application Sales DialerEnter, Sales Dialers: software that helps sales reps make more calls (and book more meetings) with less manual effort.

These incredibly helpful sales tools automatically call numbers that reps feed into the system via a CRM, call list, or database. With a Sales Dialer doing the manual lifting, reps are able to focus their time and attention on having meaningful interactions.

Types of Sales Dialers

Buyers in the market for a Sales Dialer will find three main types, each with their own pros, cons, and use cases depending on the structure of your sales organization.

Power / Progressive Predictive Preview
Description  Dials one phone number after another per rep.


After each call ends, the next number is dialed.

Representatives are connected as the call is picked up.

Dials phone numbers from a database based on a mathematical estimation of agent availability. 

Can dial more than one phone number at once, and connect an agent anytime a call is answered. 

There is a slight delay between picking up, and transferring the call to a rep.

Selects a customer record from a list and surfaces the record to an agent who can “preview” the record and decide to call the customer or not. 
Pros Balances a rep’s time with providing a good customer experience.

Fewer dropped calls.

Higher call volume. Preview stage can prepare the representative for an effective call by surfacing contact data before they’re connected live
Cons Power dialer campaigns take longer to complete than predictive dialer campaigns. More dropped calls.

Possible compliance issue: if dropped calls total >3% of your call volume, you could be fined.

This is the most manual of all three dialer types.
Who’s it for? Teams with reliable, high-quality CRM data and medium-to-large call lists.

Teams that value customer experience and have reps dedicated to making calls (such as SDR/BDRs).

Teams that have large call lists but don’t have dedicated agents for making calls.

Organizations that rely less heavily on CRM data — because the tool prioritizes high call volume over consistent data capture.

Best suited for teams with dedicated reps and a shorter list of phone numbers.

Valuable for organizations with highly personal engagements.


Why Sales Dialers?

Sales Dialer Benefits for Reps

Reps are all about output, and sales dialers multiply a rep’s dialing output by 2, 5, even 10x in some cases. SDRs love them because it helps them hit their number. Full-cycle reps love them because they can act as their “dialing assistant” — allowing them to prospect in a fraction of the time and focus on higher-value activities (like working existing deals).

Sales Dialer Benefits for Sales Leaders

Increased rep productivity typically drives an increase in meetings booked, pipeline generated, and praise at EOQ. Furthermore, some Dialers have strong data capture and sync capabilities, which helps keep data clean and actionable. 

Head-to-Head: What’s better? Application or extension-based dialers?

Extension Dialer – Easy to Install

Unfortunately for dial-heavy sales teams, extension dialers are routinely the lowest-rated features of a sales engagement platform. Because they’re often built into the extension for the whole platform, there is nothing extra to install.  This convenience does come at  a cost. Dialers built as browser extensions are inherently slow and glitchy, because they have to share memory with all other browser tabs and processes. Spikes in usage by other processes can dramatically slow down the performance of extension-based dialers, ultimately resulting in poor call quality and frequent dropped calls. Also, the very nature of an extension dialer requires you to first launch a browser before receiving or making calls.

Groove OmniDialerApplication Dialer – Fast and Reliable

Application-based dialers allow reps to stay in their workflows, saving time and keeping processes tight. Users can click-to-call any number from any page on the web, including data sources like Salesforce, ZoomInfo, or company websites. This is hugely useful when reps are navigating between systems; the moment a rep has the relevant info they need, they can dial. Additionally, application dialers don’t share resources with browser tabs or require a browser to be open to work, which makes them lightning fast, extremely reliable, and easy to use. 

Frequently Asked Questions

How Does an Automated Call System Work?

Dialers call prospects systematically, dialing each number in an uploaded database one-by-one, and determining if the prospect picks up. If a prospect picks up, the dialer software routes the call to a live rep, who can engage with the prospect. If the call goes to voicemail, the dialer prompts reps to leave a pre-recorded voicemail, and moves on to the next number on the list.

Can I Remove a Contact from a Sales Dialer Workflow?

Many Dialers give reps full control over whom the software calls. Removing contacts is easy as long as the dial hasn’t begun. When evaluating Dialers, make sure that the one you choose has the functionality you need.

Will a Dialing System Improve Efficiency and Sales?

Short Answer: Yes, a Dialing System will allow your team to be more efficient by making more dials in less time, which will improve your sales – all other factors constant.

Long Answer: Your team’s overall efficiency and sales will depend on how well your team uses the time gained through automatic dialing and the extent that they leverage consistently captured Salesforce or alternate CRM data. Teams and reps that make a high volume of calls and spend large amounts of time on repetitive, manual tasks will easily improve their efficiency and sales with dialer software.

Is an Auto Dialer Legal?

Power and Preview Dialers are legal as long as you use them responsibly. Predictive dialers are slightly different, as you must ensure that the percentage of dropped calls is less than 3% of your total call volume, or else you can face a fine. To ensure you avoid legal conflict, partner with a reputable provider who has a proven record of providing dialer services to clients without legal issue.

Other Dialer Considerations:


Today’s B2B buyer lives across multiple channels – cover your bases by leveraging SMS messaging in your communication strategy. The best texting-enabled dialers allow reps to craft, send, and log text messages to prospects without ever having to leave the email inbox. Some power dialers even notify reps when prospects reply in real-time so they can respond right away and avoid missing an opportunity.

Local Presence Dialing

Let’s face it — if you live in Florida and see an incoming call from a Texas area code, it’s unlikely that you’ll stop what you’re doing to answer (No offence, Texans). Studies by Software Advice have shown that people are nearly four times more likely to answer calls from local numbers. Local presence mimics the contact’s local area code, increasing your chances of connecting. This is a table-stakes feature for most sales teams hoping to boost connection rates.

Data Hygiene

Some Dialers are better for logging sales data back to your CRM than others. The best Dialer workflows allow reps to log call notes, outcomes, and next steps from wherever they’re making calls. Look for Dialers that enable this automatic syncing and integrate natively to your CRM to ensure your data is kept up-to-date.

Ready to explore Dialer solutions for your revenue teams? Check out the Groove OmniDialer, a next-generation sales dialer that was built from the ground up to be lightning-fast, incredibly reliable, and easy-to-use. 

Shoot us an email at hello@groove.co when you’re ready for a closer look.

G2 Sales Engagement Software Report Spring 2022

G2 Sales Engagement Software Report

Learn why Groove is leading the pack, and how the top providers are ranked across several criteria, including user satisfaction and placement in G2’s proprietary Grid® Report.

Download Report

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