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Marketing
Team Becomes Customer Focused
The
Challenge: The marketing team was designing sales campaigns
for the sales team to perform against. They had no previous
sales experience, yet their role involved ‘coaching’
the sales team in communicating the value of the offering
to customers. A definite gap existed in their understanding
of a sales mindset. Additionally, they recognised a need
to enhance their influencing skills for facilitating more
effective meetings and communicating with other departments
for campaign approval.
The
Solution:
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Strategic Consultation
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An interactive workshop was designed in consultation with
management
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Workshop and follow-up activities were designed and delivered
to enhance the marketing team’s communication and
influencing skills
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Key outcome was to create specific sales-thinking focus
for non-sales (no direct customer interaction) roles
The
Results: The marketing team experienced increased respect
and effectiveness in dealing with the sales team as reported
by the team, their manager and the sales team. Additionally,
they reported greatly improved meeting facilitation, and
consistent first-draft approval of campaigns by the legal
team (which previously had taken up to four submittals with
the resulting time delays in launching campaigns within
a tight window of time).
5
Step Sales Process for Mobile Phone Sales Boosts Results
The
Challenge: Inbound and outbound contact centre sales
staff required elevated customer communication sales skills
to increase sales results and consistency.
The
Solution:
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Strategic Consultation
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Diagnostic interviews and call monitoring revealed a lack
of consistent process and customer engagement in their
customer conversations.
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Existing reps were trained in the 5 Step Sales Process
in half-day workshops over a 5 month period. This delivery
mode was selected to manage service levels and allow reps
to implement skills phase-by-phase.
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New induction groups attended the program as a 2-day workshop
after three months in the role.
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Additionally, Team Leaders participated in a learning
pathway to enhance their sales leadership skills.
The
Results: Overall centre results were increased beginning
with the launch of training with the first quarter results
being measured across all sales measurement areas: low,
average and high performers increased to target an average
of 28%, 34% and 38% respectively; and in the last quarter
of the year had increased 35%, 39% and 42% respectively.
Customer
Service Centre Skills Training Yields Sales Wins
The
Challenge: A large, multi-city customer service contact
centre consisted of service-oriented staff who were being
asked to sell additional services to existing customers
on incoming service calls. The selling focus had been previously
announced and launched with inconsistent results due to
a large proportion of staff feeling great resistance to
the idea of selling. No sales communication training had
been provided due to budget and service level constraints.
The
Solution:
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Strategic Consultation
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Phase 1:
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Diagnostic interviews with Team Leaders
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Phased Learning Pathway was designed and delivered
to each of three contact centres.
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Team leaders participated in a series of linked 1-day
workshops to build sales management capability, focussing
on communication and coaching skills for their teams.
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Phase 1 occurred one year prior to sales communication
workshops with their teams.
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Phase 2:
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Diagnostic interviews were conducted with a sample
of contact centre staff from each of 3 centres to
determine the most effective training content that
could be delivered briefly due to the overwhelming
difficulties of maintaining service levels.
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A half-day workshop that focused on shifting mindset
and motivation about sales, and aligned with personal
values was delivered.
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One-on-one coaching was given to selected team members.
The
Results:
Phase 1: Confidence and skills with leading teams
was increased greatly, and nationally the budget target
for new acquisitions was exceeded by 15%.
Phase 2: Both confidence in spotting opportunities
and consistency in extending offers to customers increased
dramatically. Budgets were exceeded by between 27% and
46.5% (across the three centres) during the year of the
training and coaching.
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