Leverage Front Line Employees to Maximize ROI Melissa Harris, President Telecom Training Corporation CANTO 2006

Leverage Front Line Employees to Maximize ROI

Melissa Harris, President

Telecom Training Corporation

CANTO 2006

2Telecom Training Corporation

www.telecomtrainingcorporation.com

CANTO 2006Punta Cana, Dominican Republic

Telecom Training Corporation Provides customized consulting, facilitation and training

services for fixed/mobile operators and vendors: Sales and Customer Service “Soft” Interpersonal Skills Product and Service Training Strategic Planning Systems, Software, and Business Processes

Since 1985, we’ve worked with companies such as: Cable & Wireless, SETAR, CCT Boatphone, BellSouth, Sprint, Verizon,

AT&T, Nextel, Cingular, Lucent, and Nortel Caribbean speaking engagements include CTU, CANTO, IBC and

NOVATECH 60 international telecommunications-experienced trainers

provide capabilities for both large and small projects




Executive Summary

Mantra Order-Taking Vs. Relationship Approach Create Loyal Customers Through a Relationship

Approach Provide Effective Product Knowledge Before Launching

New Solutions Gather and Strategically Use Competitive Information Create Sales/Service Checklists Use Brochures and Signage as Sales Tools Characteristics of Effective Front Line Employees




Mantra

If you invest in the best:NetworkProducts/ServicesAdvertising and PromotionsLocation and Displays

You cannot maximize ROI on your ICT solutions if employees ignore, offend, or insult your customers.




Order Taking vs. Relationship Approach Historically – Monopoly ICT operators

Order-taking for voice solutions Front line employees were extremely knowledgeable

and confident Currently – Competitive environment

Proactively recommend VDV solutions Front line employees need to use a relationship

approach and have product & competitive knowledge Coaching, role playing, training




Create Loyal Customers Through A Relationship Approach

1. Greet the Customer2. Set an Agenda3. Ask Questions to Uncover Needs4. Recommend Feature/Advantage/Benefit

Solutions5. Manage Customer Objections6. Close by Asking for Commitment7. Educate the Customer8. Provide Appreciation




Provide Effective Product Knowledge Before Launching New Solutions

1. Feature/Advantage/Benefit Profiles

2. Questions To Use To Uncover Customer Needs

3. Typical Objections And Strategies To Overcome

4. Critical Tips To Tell Customers For Their Optimum Use

5. Competitive Strategies




Gather & Strategically Use Competitive Information Consistently investigate & shop

the competition to: Understand & anticipate what

the competition is doing Develop effective competitive

responses Review:

Merchandising Sales support Pricing strategies Services

Obtain this information by: Visiting & calling competitor’s stores Researching their advertising campaigns Talking to customers who have shopped

the competition Clip advertisements and display for all

employees to frequently view Communicate competitive plans during

weekly meetings Include competitive info in front line manuals Ask employees to share their competitive

knowledge Incorporate this information in your strategic

planning process




Create Sales/Service Checklists

Develop sales/service checklist for front line employees to use with customers Include steps of the relationship approach & verbiage

Benefits Ensures consistency Captures customer notes Roadmap to follow each step Frees employees from having to “think on the spot” Allows them to focus on proactive recommendations Can be signed by customers and forwarded to management

as an extra check on consistency




Use Brochures & Signage as Sales Tools Update brochures and

signage Use a look and feel that

complements your brand & image

Display brochures in holders throughout the store for browsing & waiting customers

Create sales/service manuals containing brochures & competitive info

Schedule weekly sales meetings and role play the relationship approach using brochures

Highlight key points to help customers

Use brochures and signage for: Warranty, repair, and return

policies Roaming, long distance cost,

terms and conditions, billing




Characteristics of Effective Front Line Employees1. They are friendly and willing to listen to the customer2. They proactively greet all customers with a smile, a warm greeting,

and by name whenever possible 3. They look professional in their uniforms with name badges and

business cards4. They understand the importance of sincerely caring for customers5. They always suggest another item if the one the customer wants is

out of stock6. They view the customer has having the potential to buy multiple

items7. They always thank the customer 8. They keep their word and follow-up with customers when necessary

and when promised




Leverage Front Line Employees to Maximize ROI

Melissa Harris

President, Telecom Training Corporation

615.298.5429 (office)

615.838.2535 (cell)

[email protected] www.telecomtrainingcorporation.com

Thank You!

Documents

Leverage Front Line Employees to Maximize ROI Melissa Harris, President Telecom Training Corporation CANTO 2006