Last
week we had Know Your Customer: Know Your Product – Part 1 in which we
discussed what your Customer Service Representatives can do to sell potential
customers on your products and services.
Developing a rapport with the customer, both on the telephone and in person,
is a great way to show that person that you care and are trying to help them
resolve their concerns. The tone of voice used is as important as the words
used. Listen to what the person is saying, don’t assume you know what they
are asking. Ask questions to confirm you understand what they are asking and
to find out their level of knowledge about the product. Also, ask open-ended
questions to get the customer talking about what they need or want.
Here
are a few additional tips for improving your level of sales and customer
satisfaction.
1.
Give a personal testimony if you use your company’s products or services.
Have
you used a product or service your company sells? Isn’t it easier to sell if
you have personal experience with that product/service? Everyone on your
staff should at least have experienced or know how to use every product your
company sells. Consider as a benefit to your employees some or all of your
products free or at a reduced cost. It empowers your staff to give first hand
testimony for your product or service, which will have a strong impact on
potential customers.
2. Do
your employees know your products and services?
Are
your CSR’s able to comfortably answer questions and concerns about the
services you offer? Could they explain the benefits of using your service
over a competitor’s service? Do they know who the competitors are? Your
competition may be spending a substantial amount of money to attract your
customers. What are you doing to keep them?
Your
CSR’s ability to accurately and confidently demonstrate their product
knowledge to a customer is vital to increasing that customer’s confidence in
and desire to purchase your product. Make sure you give employees the
knowledge, training and ability to educate your customers. This includes not
just the CSR’s but also everyone that deals with the customers and the
products.
3. Are
your CSR’s asking for the customer’s business?
Unfortunately, most CSRs are either uncomfortable asking for the customer’s
business or they don’t know how to ask. Most customers expect to be asked to
buy and don’t object if the request is not made in a pushy or condescending
manner.
Your
CSR’s aren’t there to force the customer to buy; they are there to educate the
customer on your product or service and the benefits to them if they do buy.
If the CSR has qualified the customer’s need for the product, presented the
features, advantages and benefits of your products and created value in the
mind of the customer, then the CSR should be able to comfortably ask for their
business. Most of the time the customer will actually close the sale
themselves if their needs have been met.
A lot
of people have a hard time asking for a customer’s business. Here are a few
questions that make closing the sale easier.
§
When would you like
to start this service?
§
Which plan suites
your needs best?
§
To what number should
I fax you the application?
§
Are you ready to set
up service while I have you on the phone?
§
When would you like
that service installed?
§
When do you want to
stop by the office?
4. How
often do you provide training for your employees?
Creating a relationship, identifying customer need, promoting the benefits and
asking the customer for their business are all skills that require practice to
become comfortable and confident. Role-playing different customer scenarios
are important to enhancing the CSR’s skills in dealing with any customer
inquiry.
Developing those skills requires ongoing practice and reinforcement. Every
customer has different needs and requirements. The confidence with which your
staff communicates, and their ability to handle any inquiry will improve the
chance that that customer will buy your product or service.
Reinforce the training with mystery shop calls, taped conversations for review
purposes or follow up classes. These are great ways to find out if anyone
needs additional training. If your budget allows, training should be done at
least once a year to reinforce knowledge, go over any updates or changes to
products/services, and catch up anyone that missed the previous training.
5.
Sales don’t start or end with CSR’s
Selling
is everyone’s job. New installations or repairs are a great chance to find out
what the customer needs. Do they need another phone line installed? Do they
want to upgrade to the next level of service? Your installers and repair
personnel should be able to answer questions about all products or services
that are offered. There may be services that the customer didn’t even know
you offered. Maybe they were going to look for another company because they
didn’t know if was an option. Your just kept a customer and sold them
on a new service.
Each
and every employee comes in contact with customers from time to time… in the
lobby, in the parking lot or even in a home. Each and every employee should
have the skills and the product knowledge to answer a customer’s inquiry about
your products and services.
Selling
is nothing more than helping the customer find the solution that meets their
needs.
MEASURE-X
6227 North 15th Street, Phoenix, AZ 85014
888-644-5499
www.measure-x.com
The Customer Service Training Experts!
