The 21st century is the age of capitalism, the age of new technologies, mass digitalization and general globalization. It would seem that everything is getting easier every day: it is easier to order food, it is easier to buy things abroad (without even getting out of bed). But getting competent advice from the same bed has become really difficult: IVR simply can not answer those questions that were not included in its system.
That’s where call center managers, absolutely live people, are involved, whose goal is to tell, show and guide. It’s funny, but a lot of people think that there’s nothing complicated about “just talking to the client”. Well, if you’re on the other side of the tube, have a good day, have a good one! And if you know what it’s like to call and also call in the cold, make yourself comfortable. I think we’re all adults and we know the sales ladder, and if not, google it.
Briefly, there are several steps:
0. Preparation.
1. Establishing contact.
2. Identification of need.
3. Presentation.
4. Proposal.
5. Completion.
We’ll sort them out today. I will agree at once that the methodology is for general sale, so I will not refer to specific authors. Okay, let’s start with stage one, or rather zero. The preparation stage, often ignored and sitting on the bench, is the stage that can affect whether or not you are being talked to. How do you prepare? Extremely simple. Prepare the information: if you call for the first time for a new product/service – learn the script, prepare the FAQ, open the site to understand what the client sees. This will help you better understand the client, and at further stages to be brighter, more diverse and more interesting.
At the same stage, it is important to prepare morally and emotionally – many people buy emotion, not that you are tired, tired of working, have not been on vacation for a long time or the spark in the relationship has faded. At the moment of conversation you are also a part of sales techniques, you are a match, which should light the customer with an idea, and as you know, it is impossible to light a candle with a match not lit. And the last thing before you start is to set yourself three goals of telephone conversations, which are important to achieve at the end of the call.
The goal of the mini is the most basic thing to achieve.
The goal of the midi is an average result (say, an agreement to send documents that will help in creating a payment agreement).
The goal of the maxi is to close the client here and now. When you’re finally ready, it’s time to recruit a client. I picked up the phone – great! The game is on. Now your job is to make contact. How do you do that?
At the same stage, it is important to prepare morally and emotionally – many people buy emotion, not that you are tired, tired of working, have not been on vacation for a long time or the spark in the relationship has faded. At the moment of conversation you are also a part of sales techniques, you are a match, which should light the customer with an idea, and as you know, it is impossible to light a candle with a match not lit. And the last thing before you start is to set yourself three goals of telephone conversations, which are important to achieve at the end of the call.
The goal of the mini is the most basic thing to achieve.
The goal of the midi is an average result (say, an agreement to send documents that will help in creating a payment agreement).
The goal of the maxi is to close the client here and now. When you’re finally ready, it’s time to recruit a client. I picked up the phone – great! The game is on. Now your job is to make contact. How do you do that?
You must be sure, kind, pleasant and interesting. Try to change the tone, tone of voice, ask the client a couple of questions (preferably open), so that he could also take part in the conversation. Stick to the golden rule 60/40 or 70/30 – where most of the dialogue (60-70%) talks to the client, but only the remaining period is the manager. At the same time, the seller is the owner of the dialogue, it is important. If the contact is established, it means the person does not feel discomfort in communicating with you and is ready for possible sale. It is important to maintain his interest in the dialogue by requesting feedback on the reported information (“We have an interesting proposal for you. What do you think about this?”). The stage of identifying a need is one of the most important and necessary. When expressing a need, it is necessary to understand what kind of person is in front of you: gender, age, what he does, in what direction he builds his career, what tasks he sets for himself and what ways he solves questions. It is necessary to form a unique offer exactly for the client and to make it look profitable for him. For the correct presentation we rely on the BPM (Basic consumer motifs). There are only six of them: saving time, saving money, prestige, novelty and development, comfort and safety. The words markers can tell us about the machine tool: discounts, convenience, reliability, modern, the best – they demonstrate what a person will pay attention to in the first place.
1) Saving time: By purchasing a batch of pens for yourself/their firm now, you are building up a stock for the next six months, which will not distract you from your work on such trifles as running out of pasta. Keep three on hand at once!
- Saving money: buying a batch of pens will allow you to save well, because – as for wholesale buyers – we are ready to consider individual discounts!
- Prestige: our pens are bought by the largest companies of Russia, because they are a combination of stylish design and bright shade of ink. These pens are the best on the market.
- Novelty and development: the design of the pen uses new anatomic rod technology, which allows you to write with the pen for a long period of time, and the hand will not get tired.
- Comfort: ink is consumed economically, so it will be convenient for you to take it for long conferences – the pen will not fail and will not end, besides, as it was said earlier, the new design makes its use as comfortable as possible.
- Security: we have been selling pens for a long time and have a huge number of regular customers both among individuals and legal entities, among which the largest companies. Do you think the opinion of market leaders can be trusted?
It is if you are in the BPM – the probability of sale increases many times, you found the pain and offered a cure. What remains to be offered is the whole art, too. You can offer it directly (offering to buy the service), or you can offer an alternative (this product or that), summation of benefits (buying it, you get both) or ownership (buying it now, you get both). Which offer is more interesting to you?
Having received “OK” from the client, get ready for completion – set a clear task and give time for fulfillment: “I set the reservation for you till 6 p.m., do you have time to pay?”, “I will call you back tomorrow at 3 p.m. to confirm the payment, I will send you the contract at once”, “After the conversation I will send you the questionnaire which should be filled in till 3 p.m. and sent by reply letter, OK? When a person has a task to be performed, and, most importantly, for its implementation, he will receive some kind of bun – the client is more willing to go to the site or check your mail. Besides, there will be responsibility – you agreed. Each part leads to a sale just as failure to follow a simple structure can cost you a loyal customer. Success!
