how to fix (a new) call center

Copyright @ 2014 Ron Ryan & Associates, LLC

FIXINGINBOUND

TELESALES

A Video Presentation From

Ron Ryan & Associates


Our FocusThis presentation targets rapidly growing organizations, both for-profit and not-for-profit, which are in the process of developing or improving their telesales function.


Telephone Order Process

Online Sales

Process

Call Center

Fulfillment

Repeat Purcha

se



Online Sales

Process

Call Center

Fulfillment

Repeat Purcha

seCommonProblemAreas:



Online Sales

Process

Call Center

Fulfillment

Repeat Purcha

se• Confusing And Inconsistent Value Proposition from CSRs• Inadequate Scripting, Training, & Monitoring• Poor Sales Systems And Support • CSR Compensation Not Aligned with Company Profit Model • Inadequate Customer Information About After-Sales Process• No Systematic Follow-up To Non-buyers

CommonProblemAreas:


Confusing And Inconsistent Value Proposition from CSRs

Does your sales line describe your products in a consistent and effective way?


Inadequate Scripting, Training, & Monitoring

A Test:• Listen to 6 calls

from 6 different CSR’s.

• Compare call openings.

• What differences are you finding?


Value Proposition

Make Sure Everyone On Your Team Knows What Your Company Stands For


Call Monitoring

Develop Systems to Hear What Your Employees Say About You


For Critical Listening

Use An Independent Group


Use Your Senior Management Team As A Resource

Critical Listening


Management Listening

Be Ready For Surprises – You Will Uncover Issues



Develop A Standard Company Script



Develop A Script Record And

Monitor Your Calls



Develop A Script Record And Monitor

Your Calls Document Best

Practices



Develop A Script Record And Monitor

Your Calls Document Best

Practices Develop Training

Based on Best Practices


Leverage Your Best Talent

Use Top Performers To Improve Scripts And Lift Up Your Weakest Players


Poor Sales Systems And SupportImproving Sales Workflows


Poor Sales Systems And Support How long does it

take for a CSR to generate a quote?




Are you still using paper for any processes?




Are you still using paper?

Can your CSR’s move freely through quotation process?


Poor Sales Systems And Support How long does it take

for a CSR to generate a quote?

Are you still using paper?

Can your customer service representatives move freely through the sales process?

Do they use the military alphabet?


W. Edwards Deming

Father of the US quality movement

Revered in Japan by manufacturing giants

His Analysis:85% Process

Errors15% Individual

Errors


CSR Compensation Not Aligned with Company Profit Model


CSR Compensation Not Aligned with Company Profit Model Are you

rewarding CSRs for the right things?


CSR Compensation Not Aligned with Company Profit Model Are you rewarding

CSRs for the right things?

Do you reward your CSR’s for conversion only?


CSR Compensation Not Aligned with Company Profit Model Are you rewarding

CSRs for the right things?

Do you reward your CSR’s for conversion?

Do you ignore other sources of profitability (e.g., customer longevity)


Inadequate Information About After-Sales Process

Segment CSR’s on performance.

Best performing CSR’s usually take longer.



Best performing CSR’s review:Terms of the sale;



Best performing CSR’s review:Terms of the sale;What will happen

afterwards.




afterwards; Key Items To

Review:




afterwards. Key Items To

Review:Delivery Timing;




afterwards Key Items To

Review:Delivery Timing;Paperwork;




afterwards Key Items To

Review:Delivery TimingPaperwork;Returns Process.


No Systematic Follow-up To Non-buyers

Successful CSR’s always schedule a follow-up call


No Systematic Follow-up To Non-buyers

Successful CSR’s always schedule a follow-up call

70% didn’t sell the first time x 30% percent contact rate x 30% conversion LIFT = 7.2 percent


Summary -Fixing The Leaks In the Call Center

Fixing the Leaks in the tele sales process is about:

• Measuring; • Listening; and, • Putting oneself in the callers shoes.



Analyze and segment CSR’s in terms of their:Conversion; Retention; Acquisition cost; and Renewal/repeat Sales Cost;



Listen to CSR calls to identify those CSR’s who are creating the most value for your company then adjust:Scripting;Compensation;Follow up Procedures.


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