What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) - 3 Presentations


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What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) Forget the fact that only about half of the sales calls to a property ever get answered, this session will humorously explore what happens when prospects call or show up and they actually make contact with a leasing professional. While it’s fun to blame the advertising sites for lead quality, there are clearly opportunities for executives to pay closer attention to training and compliance in the sales organization. Presenters will discuss their own companies lead handling with real examples, and some of the steps they take to ensure that prospects have the best possible experience. This session will use playback of actual inbound prospect calls to frame the discussion.

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What the Customer Hears: True-Life Sales Phone Calls Gone Wrong (and Right) - 3 Presentations

  1. 1. What The Customer Hears<br />Welcome! <br />
  2. 2. Lead Prioritization <br />Tina Makssour, VP of Performance<br />Alliance Residential<br />
  3. 3. Lead Prioritization & Focus<br />Sales associates are constantly forced to make judgment calls in regards to prioritizing vastly different types of tasks<br />Call centers have the luxury of a singular purpose and clear focus – phone call conversion<br />When the focus is on call performance, the results increase dramatically<br />
  4. 4. Focus on Phone<br />
  5. 5. How do you prioritize calls?<br />
  6. 6. The Psychology of the Sales Associate<br />Cognizant of the administrative burden on our teams<br />How is the prioritization decision made within the larger context of task?<br />Call routing & “call me now” features<br />Conversations have become more difficult as a result of divorce & foreclosure<br />Recruiting the right sales associate and then equipping them<br />
  7. 7. Why wouldn’t you want to answer the phone?<br />
  8. 8. Don’t box me in!<br />How do we provide a framework & structure for succeeding without creating a stiff, scripted and heavily sequenced approach to selling?<br />Here is an example of a recorded call, conducted by a mystery shopper, in which the sales associate scores 100% for checking off all of the boxes on the shop, yet it represents a poor customer experience.<br />Call Example:<br />
  9. 9. Does the shop criteria help you?<br />
  10. 10. Recognition & Informal Learning<br />As we simplify and modify our evaluation process, we believe that the best way to learn is to listen. <br />
  11. 11. On The Telephone…Are Your Sales Teams Sending Sales Signals Or Busy Signals?<br />Patty Morgan-Seager<br />pattymorgan@seagermarketing.com<br />614-325-9770<br />
  12. 12. National Statistics<br />73,864 calls from 1,380 communities nationwide:<br />Only 35% of qualified calls were converted to appointments.<br />2,863 appointment-setting opportunities were missed.<br />
  13. 13. National Statistics<br />716fewer leases<br />Total lease revenue lost by these communities: 8,450,395 <br />
  14. 14. Wow! Consider This!<br />9 of 10 future residents call first<br />4 times more likely to lease!<br />2:56 average call duration<br />3:00-5:00 minutes =50% visit<br />Make The Cut!<br />
  15. 15. The Measuring Points<br /><ul><li>No More Thank You
  16. 16. Getting Connected
  17. 17. Power Questions
  18. 18. Value Selling
  19. 19. Personal Invitation
  20. 20. Reciprocal Exchange
  21. 21. Memorable Finish</li></li></ul><li>No More Thank You!<br />You had me at HELLO!<br />Shorter is better!<br />
  22. 22. Getting Connected!<br />Asking their name<br />Using their name<br />Listen! <br />?-Mute-1000 x3<br />
  23. 23. POWER Questions<br />Permission<br />Assumptive<br />Connecting<br />
  24. 24. Value Selling<br />Save Me…<br />Time<br />Money<br />Energy<br />
  25. 25. Personable Invitations<br />Sell the benefitof a SPECIFIC time<br />First on the list <br />I’ll be ready and waiting for you <br />Create urgency<br />
  26. 26. Reciprocal Exchange<br />Even exchange<br />
  27. 27. MEMORABLE Finish<br />“I know you have many choices when it comes to apartment living…”<br />THANK YOU for <br /> calling us!<br />
  28. 28. Be A Telephone Rock Star!<br />
  29. 29. Tapping Your Phone Lines<br />Presented ByAMY EARPDirector of Marketing and Employee Development <br />The Donaldson Group<br />
  30. 30. COI – Cost Of Indifference<br />We pay for it every day! <br /><ul><li>3rd party call centers to sell our communities
  31. 31. Lease-up companies
  32. 32. Consultants
  33. 33. Training, training and more blanket training
  34. 34. Additional advertising
  35. 35. Bigger banners
  36. 36. Tastier cookies
  37. 37. Gimmicks
  38. 38. Balloons
  39. 39. Human Directionals</li></li></ul><li>STARTING POINT: TAP YOUR PHONE LINES<br /><ul><li>Each community is a
  40. 40. a sales/business office
  41. 41. a call center & needs to be treated as such
  42. 42. Must be closely and effectively managed-otherwise our businesses can suffer
  43. 43. Operating a call center is complicated but there are fabulous tools in place that can assist anyone </li></li></ul><li>PERCENTAGE OF CALLS ANSWERED<br />Do you know what percentage of the calls your site teams are answering?<br />Every day? <br />Every week? <br />Every month?<br />If the answer is “no” than we certainly should not be spending additional monies in newspapers, flyers, direct mailers, concessions etc until we are sure of the answer!<br />But we do! <br />We tell Leasing Specialists to go and do outreach when in fact, they could only be answering 35% of their incoming calls<br />Why generate more traffic while the team is down one?! <br />
  44. 44. IT’S SIMPLE MATH!<br />Community x received 210 calls last month<br /><ul><li>They missed 35% of the 210 calls.
  45. 45. 73.5 leads that went unanswered!
  46. 46. If 30% of that traffic converted into walk-ins = 22 additional prospects!
  47. 47. Closing 30% of that would have led to an additional 6.6 leases for the month
  48. 48. Multiply that $1000 – Their average rent
  49. 49. 6,600 lost revenue for the month and if all of the 6.6 prospects signed a 12 month lease the annual lost revenue for just one month of missed calls is 79,200! </li></li></ul><li>STAFF ACCORDING TO NEED VS. WANT<br /><ul><li>When are most calls missed?
  50. 50. Break it down by time of the day and day of the week
  51. 51. What are peak call times/days?
  52. 52. Is there a correlation between peak time and missed calls?
  53. 53. What does your staffing look like at those times?
  54. 54. Are you planning outreach, team meetings or training during your peak call days and times?</li></li></ul><li>CALL DURATION & CALL QUALITY<br /><ul><li>Sales people love talking to people but our talk time does not always reflect that at all!
  55. 55. Remember we are selling long term commitments. One night stand conversations don’t work!
  56. 56. We need to invest the time in mentoring/training our people to actively engage our prospects in conversation.
  57. 57. They too need to be actively engaged…lead by example</li></li></ul><li>HOW CAN WE MEASURE QUAILTY?<br /><ul><li> Call Monitoring/QA
  58. 58. Database
  59. 59. Call Scores – Report Card Grading
  60. 60. Reports on training opportunities/needs
  61. 61. Individualized coaching and feedback or group training
  62. 62. Company policy and standard with published and marketed goals/expectations
  63. 63. Do the site teams know what is expected and why?
  64. 64. TPA – Someone can do this for you and provide you with a monthly report card by community!</li></li></ul><li>COMPANY TPA<br />
  65. 65. COMMUNITY TPA<br />
  66. 66. INDIVIDUAL TPA<br />
  67. 67. GIVE THEM SOMETHING TO RUN TO<br /><ul><li> Best TPA Scores (Top 3) awarded with CASH each month – Top prize $250.00
  68. 68. TDG “Top Ten” List – published monthly to publically praise!
  69. 69. Bottom 10 list is distributed to Regionals and senior leadership.
  70. 70. Scores below company expectations are treated with:
  71. 71. Coaching
  72. 72. Performance Improvement Plan
  73. 73. Official Write Up
  74. 74. And possibly termination</li></li></ul><li>TAP YOUR PHONE LINES…YOU CAN’T AFFORD NOT TO!<br />