Seven ways every customer touchpoint can increase company revenues
By Sandler Systems
There’s a hidden sales force within your company right now. They may already have great relationships built with your customers. They speak to them regularly and help them each time. Most importantly, their relationships are built on trust. Where can you find this hidden sales force? It’s the customer service department! (It might also be the marketing department, or accounts receivable, or repairs.)
There’s only one problem: the staff outside of the sales team don’t think of themselves as salespeople and are often simply reactive, rather than proactive.
Tapping into this unmined resource of knowledgeable, experienced, passionate supporting players can produce incremental topline revenue. Unfortunately, it’s not as easy as simply saying “Do it!” Guide your customer service and other high-touch teams to follow these best practices and lay the groundwork for growing your business without adding to your personnel or your overhead.
No. 1: Overcome the stigma of sales
The reason many customer service-focused staff choose their roles over sales is that they see salespeople as pushy, sleazy or self-serving. When they accept that there’s another way to sell, a way that actually helps customers make smart buying decisions, they will move past this stereotypical view and be more comfortable in a sales role. Service providers are born to help. When they see sales through that lens, they’ll be open to adding some selling skills to their role.
No. 2: Have a customer service step-by-step process for selling
Another reason customer service providers avoid sales is that they don’t know how to approach or avoid push back. They may be uncomfortable dealing with what they consider awkward “sales” conversations. Arm them with a systematic process for taking a business development approach to service. A step-by-step process takes the pressure off them and off your customer.
No. 3: Engage on more than a surface level
When you ask customers about their problems, thoughts, and challenges, you tap into their wants and needs. Ensure customer support providers are empowered to craft and deliver compelling questions and know how to actively listen to customers and potential customers.
No. 4: Check for icebergs
The surface problem a customer brings you is rarely the real problem. Imagine it like this: 90% of an iceberg is below the surface and not visible to the naked eye. Customer service providers must learn to dig deep and find out what’s underneath or behind the visible issue, then match the company’s products and services to those issues “beneath the surface.”
No. 5: Make it easy to say “yes”
“Anything else I can help you with today?” is easy to reply to with “no.” “I see you’ve bought widgets by the dozen in the past. We have them on special this week. Is that something you’d like to stock up on when we ship the rest of your order?” This question, however, is specific, tailored and helpful. If the customer has a need, it’s easy to say “yes.”
No. 6: Develop sales antennae
When a technician hears, “I should really replace this unit you’re working on,” this is a buying signal. Unfortunately, service providers don’t always recognize the signals when they’re focused on the immediate task at hand. They may also believe it’s not part of their job to act on or follow up on a buying signal, or that they shouldn’t encroach on a salesperson’s area of expertise. But a potential buyer may take that as a sign of disinterest and shop elsewhere. Give these teams the tools to turn buying signals into revenue.
No. 7: Understand value rather than just price
When they’re empowered and confident, they will stop assuming that buyers only want the lowest priced items, and start finding out their needs and will match those needs to the right product. Customers need a return on their investment, and a customer service provider’s product knowledge, experience, problem-solving abilities and industry knowledge have huge value.
Remember, revenue left on the table is vulnerable to your competition. Ensure your hidden sales force is prepared to pick up that revenue and help bring it home!
Through the Sandler Strategic Customer Care program, customer service providers are empowered with a communications and sales process that will help them create a sales “comfort level,” a “helping approach” to sales, and a structured behavior plan that will enable sales to become part of their normal, daily routine.
How do you know if your organization needs to “tap into” this potential revenue center? And where would you even start? Act now to start a conversation about your team’s strengths and challenges and get some insight from a development expert.
A complimentary Zoom or phone debrief session is yours at no charge when you request and complete a brief Strategic Customer Care Assessment Survey.
To request an Assessment and your complimentary debrief, send your contact information with the subject line “Customer Care Debrief” to SalesTips@repertoiremag.com.
About Sandler Training
With over 250 local training centers around the globe, Sandler is the worldwide leader for sales, management, and customer service training. We help individuals and teams from Fortune 500 companies to independent producers dramatically improve sales, while reducing operational and leadership friction. ©Sandler Systems, Inc. All rights reserved.