| One of the most successful sales turnarounds | | | | Sales Person - "Great, is the computer for home |
| that I have been part of was when I was GM | | | | use or business use?" |
| Sales & Marketing at ihug. There we had a | | | | Customer - "Just at home" |
| very averagely performing sales team who could | | | | Sales Person - "That good, can you tell me a little |
| answer questions but couldn't close the sale. After | | | | bit about your house hold, will others use the |
| six months of coaching, rewarding the good | | | | computer, do you have any children, what do you |
| performers, changing the team around the results | | | | think you'll be doing online" |
| were still very similar. So we knew it was time to | | | | Customer - "No problem, my wife and I have a 5 |
| do something different. | | | | year old and we've primarily got the computer for |
| To turn things around we turned around our | | | | him" |
| whole sales process. Instead of talking about | | | | Sales Person - "Great, so do you want to be able |
| closing the sale we changed the language to | | | | to use the phone while he's on the computer? |
| opening the sale. This focused the team on asking | | | | Customer - "Yes!" |
| the right questions to qualify customers and | | | | Sales Person - "And what do you think you will be |
| identify needs. Opening sales turned the focus into | | | | doing online, mostly just email, banking and a bit |
| starting a conversation rather than just answering | | | | of online surfing or would you be looking to do |
| questions. It turned a reactionary team into a | | | | lots of movie or music downloading etc? |
| proactive team. | | | | Ask questions to qualify and recommend. |
| Previously our sales conversations would be | | | | You get the idea. What we're doing here is |
| something like; | | | | opening the sale, finding out enough about the |
| Customer - "Hi I'm interested in getting an | | | | person so that we can find the right product for |
| internet connection..." | | | | them. That is the right product for that customer |
| Sales Person - "Great we have 3 different dial up | | | | - not telling them about every product in the |
| accounts, the Starter plan which has 15 hours of | | | | range. |
| access, the mid range plan... ...we also have 4 | | | | Give options so the customer can still make a |
| different high speed accounts the fast start plan, | | | | choice. |
| the get going plan, the next plan up and the | | | | Even though you might know exactly the right |
| ultimate plan. The fast start plan has 3 Gb of data | | | | product for the customer, give them some |
| and 5 free email accounts, the... | | | | options and then explain why your |
| You can see that this conversation is very one | | | | recommendation is right for them. People don't |
| sided. The sales person telling the prospective | | | | like it when they are only presented with one |
| customer about all the products. At the end of | | | | choice, they then make a choice between yes |
| the call the customer is too confused to know | | | | and no. By presenting two options you can give |
| which is the right product and often wouldn't be | | | | them a choice between yes and yes! |
| able to make a decision. | | | | Getting some details. |
| Instead of a one way conversation you need to | | | | OK but how do you get the sale! Once you are |
| have a two way dialogue. You need to get the | | | | sure the customer has agreed with your product |
| customer to tell you something about themselves | | | | recommendation you just asked them if you |
| so that you can then tailor your response and | | | | could get some details. These details at worst |
| recommend to them the products that best suit | | | | allowed the team to identify qualified customers if |
| their needs. So instead the conversation might go | | | | they didn't buy but did call back. And often once |
| like this. | | | | you have started taking down their details then |
| Customer - "Hi I'm interested in getting an | | | | ask "would you like me to arrange installation for |
| internet connection..." | | | | you?" more often than not you will get the sale. |
| Sales Person - "Great have you got an existing | | | | If you are talking sales - remember who you are |
| connection" | | | | selling to, treat them with respect, understand |
| Customer - "No" | | | | what their needs are, and recommend something |
| Sales Person - "OK - what were you needing the | | | | that suits them. If your product isn't right, tell |
| connection for" | | | | them. Have some integrity, it will show and you'll |
| Customer - "I've just brought a computer and I | | | | generate the results over the long-term. |
| want to get online" | | | | |