If you’re running a sales team that’s hiring fast, you’re probably drowning in options for cloud-based phone systems. Every vendor promises seamless setup, happy reps, and sky-high connect rates. But most of us just want a phone system that works, scales, and doesn’t make you want to throw your laptop out the window.
This guide is for sales leaders, ops folks, and anyone tasked with picking (or replacing) a phone solution—especially if you’re eyeing Aircall or any of its competitors. I’ll walk you through what actually matters, what doesn’t, and how to avoid getting burned by bright, shiny features you’ll never use.
1. Nail Down Your Must-Haves (Before Demos Suck Up Your Week)
Don’t fall for the first slick demo. Before you start comparing features, get clear on what your sales team actually needs. Here’s how to cut through the noise:
- How many users? Not just today—think six months out. Most tools charge per seat.
- Call volume & type: Are you mostly inbound, outbound, or a mix? Volume matters for cost and call quality.
- Integrations: What must this phone system connect to? (CRM, helpdesk, Slack, etc.)
- Remote vs. on-site: Are your reps all over the place? Some systems handle distributed teams better than others.
- Compliance & security: If you’re in finance, healthcare, or EU markets, don’t skip this headache.
- Budget reality: Don’t just look at sticker price—add up onboarding, number porting, and must-have add-ons.
Pro tip: Spend an hour shadowing your reps and admins. The stuff they grumble about day-to-day is more useful than any feature checklist.
2. Stack Up Core Features (And Ignore the Gimmicks)
Let’s face it: every cloud phone system can make and receive calls. What actually separates Aircall from the pack? Here’s what to dig into—and what to skip:
Must-Have Features
- Call quality and reliability: Ask for real uptime numbers. If you can, get a trial and test at peak times.
- Easy onboarding: How fast can you add new reps? Can people set themselves up, or will you be babysitting every time?
- CRM Integration: Deep, two-way sync with Salesforce, HubSpot, or whatever you use. Not just “click to dial.”
- Call recording & analytics: Can you easily review calls, coach, and spot trends? Or is it buried three menus deep?
- Role-based permissions: Especially if you have managers, SDRs, AEs, etc.
Nice-to-Haves (But Not Dealbreakers)
- SMS/texting: Handy, but not essential for every team.
- Power dialer: Great for outbound-heavy teams, not so much if you’re mostly inbound.
- Mobile apps: Decent for check-ins, but most reps don’t want to work on-the-go all day.
- Voicemail transcription: Fun, but rarely makes or breaks your workflow.
Ignore the Fluff
- “AI-powered insights” that just spit out call duration averages.
- Animated dashboards that look cool but don’t drive action.
- Overhyped “collaboration” features you’ll forget exist in a month.
3. Dig Into Integrations (Because Context Switching Kills Productivity)
A phone system that doesn’t play nice with your stack will drive everyone nuts. Here’s how to vet integrations:
- Native vs. Zapier: Native integrations are more reliable. Zapier and similar are workarounds, not solutions.
- Data flow: Does call data actually show up in your CRM, or does it just log “called John Smith” with no context?
- Real-time syncing: Delays of even a few minutes add up if you’re logging dozens of calls a day.
- Support for custom fields: If your sales process is even a bit unique, you’ll need this flexibility.
Common integration partners to check: - Salesforce, HubSpot, Pipedrive, or your CRM of choice - Slack or Teams for notifications - Helpdesk tools like Zendesk or Intercom (if your team handles support too)
Pro tip: Ask the vendor for a list of customers using your exact stack. If they can’t produce a reference, you might be a guinea pig.
4. Scrutinize Pricing (And Watch for Hidden Gotchas)
Cloud phone pricing is a maze. Here’s how to keep it simple:
- Per-user, per-month: The norm, but watch out for required “minimums.”
- Add-ons: Think call recording, analytics, integrations—some vendors nickel and dime.
- International calling: Rates can get ugly fast. If you dial abroad, get clear numbers up front.
- Setup & porting fees: Not always obvious. Ask about hidden migration costs.
- Annual contracts: Month-to-month costs more, but it’s safer until you’re sure.
Honest take: Aircall is rarely the cheapest, but they’re usually up front about fees. Some competitors look cheaper till you add up the extras.
5. Test for Real-World Usability (Don’t Rely on Sales Demos)
Demos are designed to hide the rough edges. Insist on a real trial. Here’s how to run an effective one:
- Set up a sandbox team: Use a mix of power-users and tech skeptics.
- Replicate your real workflows: Don’t just click around—actually make calls, log notes, sync with CRM.
- Measure call quality: Try at different times and locations, especially if your reps have spotty home Wi-Fi.
- Onboarding new users: Time how long it takes. If it’s more than 15 minutes, expect headaches at scale.
- Support responsiveness: Open a ticket and see how quickly (and helpfully) they respond.
Red flags: - Confusing interfaces with a million tabs - Features that only work in the browser (not desktop/mobile) - “That feature is coming soon” (it probably isn’t)
6. Weigh Scalability and Support (Because Growing Pains Hurt)
You’re planning to grow. Can your phone system keep up? Here’s what to check:
- Adding/removing users: Can you do it in minutes, or do you need to email support and wait?
- Performance at scale: Ask for customer references who’ve scaled from 10 to 100+ seats.
- Support hours and channels: Is support 24/7, or do you have to wait for Paris to wake up?
- Data export/migration: Someday you might switch again. Make sure you can get your data out.
Honest take: Aircall’s onboarding and support are solid for most growing teams, but if you’re running a call center with hundreds of reps, you’ll want to stress-test their limits. Some vendors market to “all sizes” but really shine only for small teams.
7. Avoid Common Pitfalls (Save Yourself Future Headaches)
Let’s be real—most regrets come from ignoring stuff that felt minor at the start. Watch out for:
- Overbuying features: Don’t get seduced by a “sales engagement suite” if you just need a reliable dialer.
- Ignoring end users: If reps hate it, adoption will crater.
- Underestimating setup: Number porting can take weeks. Plan for downtime.
- Assuming all call quality is equal: Test with YOUR internet, not the vendor’s.
8. Make the Call (And Don’t Overthink It)
Once you’ve run a real trial, compared costs, and sanity-checked your integrations, make the call. No system is perfect, and you can always tweak things later. Overanalyzing just slows your team down.
Bottom line: Keep your requirements simple, sweat the details that matter (call quality, integrations, support), and ignore shiny features you’ll never use. The right phone system is the one your sales team actually adopts—and that you can upgrade as you grow. Don’t get paralyzed by endless options. Pick, launch, and iterate as you go.