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Relationship Sales in the Call Centre


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Relationship strategies to increase sales in the call centre with existing agents. RIGHT. NOW.

Published in: Business

Relationship Sales in the Call Centre

  1. 1. <ul><li>Relationship Sales Strategies </li></ul><ul><li>Increasing Sales in the Call Centre </li></ul>
  2. 2. Relationship Strategies can Increase Sales in the Call Centre with No Risk and Low Cost <ul><li>Pushing too hard for the sale during the call can hurt relationships and future sales </li></ul><ul><li>Relationship strategies can use information collected in the call from non-buyers and use it to continue selling after the call with customized mail, email and micro-sites </li></ul><ul><li>These strategies can double sales with no risk to current sales levels </li></ul><ul><li>They are now easy to test and implement </li></ul>
  3. 3. The Potential Longer-Term Impact of Selling on an Inbound Customer Service Interaction Over-emphasizing sales can hurt relationships.
  4. 4. How Relationship Strategies Can Sell More Business as Usual Relationship Strategy Inbound Call Sale No Sale No Feedback Automated Relationship Sales Program Issue Resolved Initiate Dialogue Collect Feedback Close The Call
  5. 5. Actual Results: More Sales after ‘No Sale’ Calls <ul><li>More sales </li></ul><ul><ul><li>70% of callers who did not buy will provide feedback </li></ul></ul><ul><ul><li>Use this feedback to create further interaction with mail, email and micro-sites </li></ul></ul><ul><ul><li>Results in 4% increase in sales </li></ul></ul><ul><ul><li>Exceptional ROI </li></ul></ul><ul><li>More value </li></ul><ul><ul><li>Higher customer satisfaction </li></ul></ul><ul><ul><li>Lower customer attrition </li></ul></ul><ul><ul><li>Higher employee satisfaction </li></ul></ul><ul><ul><li>Lower employee turnover </li></ul></ul><ul><ul><li>Little employee training </li></ul></ul>
  6. 6. Collect Feedback for the Relationship Sales Program <ul><li>Ask 4-6 key questions </li></ul><ul><li>Ask permission, be brief, be helpful, gain trust, solicit feedback </li></ul><ul><li>Very easy for the agent </li></ul><ul><ul><li>Agent does not ‘hard’ sell and feels helpful </li></ul></ul><ul><ul><li>Small talk time increase easily justified </li></ul></ul><ul><li>70% callers will share feedback </li></ul><ul><ul><li>50% - Needs, preferences, interests </li></ul></ul><ul><ul><li>50% - Decision timing & factors </li></ul></ul><ul><ul><li>This feedback is used to create sales material sent after the call </li></ul></ul>
  7. 7. The Selling Automatically Continues After the Call <ul><li>The right follow-up strategies are selected using Call Data and Existing Data </li></ul><ul><li>The selling continues with customized mail, email and micro-sites </li></ul><ul><li>The customer feels like you care, you listen and you are responsive </li></ul><ul><li>More sales are generated </li></ul>Customer Follow-Up Strategy After-Call Sales Contact Call Data
  8. 8. How the Raybec Solution Makes It Easy To Sell More After the Agent Completes the Call <ul><li>Raybec FUSE automatically continues to sell: </li></ul><ul><ul><li>Selects the right strategy </li></ul></ul><ul><ul><li>Creates and delivers customized mail/email </li></ul></ul><ul><ul><li>Generates personalized micro-sites </li></ul></ul><ul><ul><li>Presents the right offers </li></ul></ul><ul><li>The strategy engine uses call data and your existing data to select: </li></ul><ul><ul><li>Media (mail or email) </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Offer, creative, copy </li></ul></ul><ul><ul><li>Micro-site content </li></ul></ul><ul><li>Tracking, and analysis provide real time reporting </li></ul>
  9. 9. Mechanizing Best Sales Practices Increases Results <ul><li>Thank the customer </li></ul><ul><li>Reference details discussed in the call </li></ul><ul><li>Automate best sales practices to: </li></ul><ul><ul><li>Align benefits with expressed needs </li></ul></ul><ul><ul><li>Correct misinformation </li></ul></ul><ul><ul><li>Handle objections </li></ul></ul><ul><ul><li>Be timely and relevant </li></ul></ul><ul><li>Select appropriate content to influence the purchase decision </li></ul>Click to Micro-Site Personalized Micro-Site
  10. 10. Case Study Relationship Sales Strategies for Call Centers Increasing Sales, Retention and Satisfaction Presented at : Purdue University Call Centre Campus Las Vegas Conference
  11. 11. Agents asked for Feedback. A Thank You Card was sent as a follow-up Process <ul><ul><li>After issue resolution engage the customer in a dialogue and collect feedback </li></ul></ul><ul><ul><li>If the customer does not call us: Use targeted mail program to solicit feedback </li></ul></ul><ul><ul><li>Use the feedback in a customized Thank You (Sales & retention effort) </li></ul></ul><ul><ul><li>Measure impact on sales and retention </li></ul></ul>
  12. 12. Customer feedback was collected <ul><li>Feedback gathered included: </li></ul><ul><ul><li>Preferences, attitudes & concerns </li></ul></ul><ul><ul><li>Product/service satisfaction </li></ul></ul><ul><ul><li>Intention to renew </li></ul></ul><ul><ul><li>Decision factors </li></ul></ul><ul><ul><li>Sensitivity to price </li></ul></ul><ul><ul><li>What we are doing well </li></ul></ul><ul><ul><li>How we can improve </li></ul></ul><ul><ul><li>Competitive influence </li></ul></ul><ul><ul><li>Probability of cross-sell </li></ul></ul><ul><ul><li>Interest in specific areas </li></ul></ul><ul><li>Feedback was combined with historical data: </li></ul><ul><ul><li>Single/multi line </li></ul></ul><ul><ul><li>Claims data </li></ul></ul><ul><ul><li>Affinity group </li></ul></ul><ul><ul><li>Renewal date </li></ul></ul><ul><ul><li>Tenure </li></ul></ul><ul><ul><li>Cohort statistics </li></ul></ul><ul><ul><li>Demographic, geographic </li></ul></ul>
  13. 13. Sales and retention results were outstanding <ul><li>Sales increased by 5.6% (from X% to X% plus 5.6%) </li></ul><ul><li>There is statistical certainty that the test worked. </li></ul><ul><li>There was as significant increase in retention. </li></ul>Increase in Sales + 5.6% Measurement was tracked with statistical confidence of 95% for 12 months 5.6% X%
  14. 14. What was learned… <ul><li>Adding the Relationship Sales Program dramatically increased sales without introducing any risk to current performance. </li></ul><ul><li>Staff are genuinely excited about the relationship process. </li></ul><ul><li>The results far exceeded highest expectations. </li></ul>
  15. 15. How To Get Raybec Working For You <ul><li>Test it. Raybec will: </li></ul><ul><ul><li>Work with you to design a successful strategy for more sales </li></ul></ul><ul><ul><li>Write transition scripts to ensure that key feedback is captured </li></ul></ul><ul><ul><li>Create links to securely transfer call and other existing data for post-call marketing </li></ul></ul><ul><ul><li>Repurpose your current creative or design new material for follow-up mail, email and micro-sites </li></ul></ul><ul><ul><li>Create and deploy all the follow-up sales interactions </li></ul></ul><ul><li>Measure it. </li></ul><ul><ul><li>We will track and measure results against an expected ROI model </li></ul></ul><ul><li>Roll it out. </li></ul><ul><ul><li>Raybec makes it easy for you to expand on your success and will work with you to revise and optimize strategies each quarter </li></ul></ul>
  16. 16. <ul><li>More Sales. NOW. </li></ul><ul><ul><li>Relationship Sales Program can increase sales from existing calls. </li></ul></ul><ul><ul><li>Agents ask a few key questions </li></ul></ul><ul><ul><li>Raybec takes care of the rest </li></ul></ul><ul><li>Existing Agents. No Training. </li></ul><ul><ul><li>This is a natural use of the agent’s current skill set </li></ul></ul><ul><ul><li>Add a little talk time to realize the full sales potential of each call </li></ul></ul><ul><li>Easy to Execute. </li></ul><ul><ul><li>Raybec’s Relationship Sales Program make it easy to create More Sales. Right. Now. </li></ul></ul>