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Article : Simple Process for Focusing On Product Benefits

#contactcenterworld

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:

  1. Learn what problem is that the customer wants solved, then
  2. focus on the Key Benefits of what the relevant features delivers to solve that problem, and then
  3. get agreement from the customer that it does.


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:
Company LogoI 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.
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Today's Tip of the Day - Printing Telephone & Fax Numbers

Read today's tip or listen to it on podcast.

Published: Monday, August 2, 2021

Printer Friendly Version Printer friendly version

2021 Buyers Guide Consultancies

 
1.) 
3D Vision Consulting

. Contact Center setup, management and transformation across all key components including Vision & Strategy, People, Technology, Quality, Processes, Communication and Facilities.
• Customer Experience strategy, design and implementation across multiple delivery channels.
• Design and implementation of full-cycle Ticket/Complaint Management Process/System.
• Develop Customer Satisfaction, Staff Satisfaction and Staff Motivation strategy and programs.
• Develop end-to-end Business Processes, efficient SOPs and well-structured SLAs.
• Build modern customer communication channels including Live Chat, AI Chat Bots, WhatsApp and Social Media Integration.
• Design Sales/Telesales structure, p...
(read more)

2.) 
Call Center Masters

Giving consulting services to call centers

3.) 
CC-CMM Certification Institute

CC-CMM Certification

4.) 
COPC

Service Journey Thinking
Service Journey Thinking is a comprehensive approach for improving the experience customers have along the service journey. It considers the service journey not only from the customer’s perspective, but it also examines the components that support the experience, including people, technology, processes and policies. By applying Service Journey Thinking, COPC Inc. helps brands promote greater efficiency, improved performance and reduced cost within their operations. For customers, this means reduced effort, improved satisfaction and enhanced loyalty.

5.) 
CTCOMM

Genesys PureConnect
Call Centers, Contact Centers and Cloud Solutions Consultancies

6.) 
Customer Support Asia

Offshoring
Customer Support Asia assures the success of service offshoring initiatives in the Philippines. Our consultancy serves both:
- clients that have service partners in the Philippines, and need to implement a major service initiative (performance/CX improvement, service change, site expansion, etc); and
- clients that desire to outsource services to the Philippines for the first time, and need expert help to qualify an an "ideal fit" partner, and manage an end-to-end service transition

We support both contact center services and "back office" BPO projects, limiting our practice to sites in the Philippines

7.) 
CX Central

Contact Centre Specialist Consulting
CX Consult provides specialist contact centre consulting with decades of experience across Australia and Asia/Pacific lead by industry expert Justin Tippett. Services include health checks, optimisation, outsourcing (local and offshore), technology upgrades, strategy and more.

Whether you have a 5 seat contact centre or a large multi-site operation we'll provide you with expert advice to ensure you can achieve your business objectives.

8.) 
ERIC YOUNG ASSOCIATES (Tele-Centre Assist Inc.)

Contact Center Consulting & Profit Improvement (Lean Six Sigma), Inside Sales, Efficiencies, Call Center Audit, Technology & vendor selection, Telephony, Recruiting, Training, Performance Management, Customer Journey Mapping, Software (CRM) Implementations

9.) 
Lieber & Associates

Contact Center Consulting
Lieber & Associates assists organizations with contact center issues.This includes management, processes, training, and technology. The firm's assessments evaluate and make recommendations for 15 call center areas ranging from call seasonalities to staffing to better use of the telephone systems. Contact center technology services range from new technology selection and implementation to problem-solving and optimization to technical trouble-shooting. Senior consultants have more than 20 years of experience each and are leaders in their discipline. Clients span most business sectors.

10.) 
Mpathy Plus

Mpathy Plus transform service, improve performance and provide operational support. We work in all areas of customer service and contact centres from initial strategy, feasibility studies, business cases, project management through to operational reviews, resource planning etc. We are independent and have vast experience of implementing, managing and changing contact centres and the customer experience.

11.) 
Outsourcing Solutions Europe

Outsourcing Solutions Europe is an advisory firm that helps companies to find the right contact center/BPO partner to serve European customers

12.) 
PCA Advisors Ltd

Contact Center Sales - growth and marketing strategies
I work with contact centers to position their companies to take advantage of opportunities that exist for them. We also work with their existing sales team to improve their communication and hunting skills. 'Growth' is our greatest ability.

13.) 
Pelorus Associates

Marketing Communications
Pelorus Associates is a market research and marketing communications company that assists developers of contact center solutions by providing in-depth market research and by authoring white papers, e-books, and blog posts.

14.) 
proceo.consulting

We can help You boost Your business results by:

- Building or developing high performing multi-channel customer care operations

- Improving metrics like Customer Satisfaction, Net Promoter Score (NPS), Customer Effort Score (CES), First Contact Resolution (FCR), Customer Retention rate, Inbound conversions

- Developing Your teams' skills to excel front and back-office operations and Customer relations

- Preparing and executing efficient Voice of the Customer and Customer Advocacy approach

- We will help You manage challenges and risks when changes affect people, operations and technology.

15.) 
Vads

PT VADS Indonesia provides consultancies with trainers, modules, a development programs for individuals and/or teams. Types of consultancies provided by PT VADS: Knowledge Process, Transformation Consultancy, Customer Services, Contact Center, Leadership, Interpersonal Development, Motivation, Training for Trainers and Digital Marketing.

16.) 
SCC Services Group

Contact Center Operations Performance Management
In today’s competitive business environment, contact center and marketing professionals are constantly challenged to manage a growing business, achieve superior performance levels and at times are asked to support services and products that are becoming more complex.

Faced with this reality, the consulting disciplines that SCC Services Group focuses on are operations management and service delivery excellence in the customer service, contact center and brand marketing arenas.

Our consulting practice puts emphasis on:

- Contact Center Operational Assessments
- Human Capital Management
- Organizational Structure
- Brand Marketing
- Strategic Planning
- Sales and Customer Care Tra...
(read more)

17.) 
The Taylor Reach Group

Established in 2003, The Taylor Reach Group is an award winning, call, contact centre and customer experience consulting and advisory firm. The company is based in Toronto and has offices in New York, Atlanta, Washington, Ottawa, London, Bangalore, Hong Kong and Beijing. We are vendor agnostic and do not partner with technology or outsource agencies. The only one who pays us are our clients. Each of our consultants possess a minimum of 20 years of ‘hands-on’ call/contact center operational management experience. We do not sell the pyramid, the seasoned experts you deal with through the sales process are the same people who will complete your project.
Taylor Reach has worked with contact cen...
(read more)

18.) 
Triad Services

Services Triad is a consulting firm with experience in the field of customer relations. He will celebrate his 25th professional anniversary in 2021. His facilitation skills and creativity allow him to work on many transformations related to the operational management challenges of customer contact centers.
With the support of his consulting team, he collaborates to many projects in Canada and abroad for public and private sector organizations. More than 275 consulting assignments and 150 benchmarking studies are part of his curriculum.
 

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