Author: Marc Carriere, Managing Director, Marketing Tactics Pty Ltd
One of biggest reasons team members aren’t as successful as they could be when engaging with customers is they focus on describing the features of your products, rather than focusing on how these features Actually Solve the problems that are keeping your customers up at night.
This happens because team members aren’t effectively coached in describing how the benefits of your products deliver what customers are really interested in and want to know about.
Here’s a simple 3 Step Process you can coach to keep your team focused on sharing the key benefits of product features that solve your customers’ problems.
We’re all customers and when we’re looking to buy something it’s because we have a problem we want to solve as quickly as possible. We’re time poor and have lots of things we need to get done every day.
The last thing we want is to hear someone drone and on about all the features of a product or service that doesn’t interest us. And, we don’t care so much about what a product or service does, what we really want to know is how well it can solve one of our problems, right?
It’s the same for the customers and prospects your team members speak with every day.
This is a really simple process I’ve used all over the world for 35 years running marketing departments and call centers, consulting with businesses coaching and mentoring their call center managers and team leaders. It’s so simple and should be used when training new hires and continuously coached to your team - especially under performers!
Now assuming your team member has done a really good Discovery in their call and understand what the customer’s problems are and the solutions they’re looking for.
When they move into the Presentation Phase of the call and start describing the features of your product or service, the first thing they need to do is only focus on those features that can solve the customer’s problems or features the customer expressed interest in.
Most team members tend to run through their Call Guide without really listening to the customer during the Discovery Phase and then plow on through all the product features instead of only zeroing in on those features that solve the customer’s problems.
The first thing you need to coach them on is really listening to the customers answers in the Discovery Phase to clearly understand what customers want, and only focus on those features in the Presentation phase that can help solve their problems.
What’s the point of droning on about features that don’t interest customers or help them solve their problem? Doing that only puts customers off and you risk losing them.
Team members can do this by sticking to the relevant features and saying something like: From what you’ve shared with me one of the key things our (product or service) does is… and then describe the feature.
Immediately after they’ve described the feature have your team members silently say to themselves: "So what", which triggers them to say: So what this does for you is help you do X because it will do Y for you.
Then get them to Tie Down the benefit by saying something like: That would be a really good way of helping you fix your problem, wouldn’t it? And, then wait for agreement.
It’s a really simple process you can easily coach:
About Marc Carriere:
With worldwide executive experience managing Call Centre teams that have won 3 Silver and 3 Gold ‘Ardy’ awards, consulting with businesses mentoring and coaching their Call Centre Leaders and having owned a call centre himself, Marc is well aware of the difficulties Call Centres face consistently meeting their monthly targets.
About Marketing Tactics Pty Ltd:
I help people responsible for running Call Centers develop a proven, practical training program that creates amazing Team Leaders who coach, nurture and lead winning teams, through self-paced online courses and live training sessions.
Published: Monday, August 2, 2021
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