MTA Annual Conference – 2010 “ But Sales Was Not In My Job Description! ”

MTA Annual Conference – 2010

“But Sales Was Not In My Job Description!”

Sales Sherpas LLC – Proprietary salessherpas.com

Agenda

• The Era of Accountability

• Implementing a Sales Culture

• Setting company goals

• Sales Training

• Providing Sales Motivation

• Cross-selling & Up-selling

• Inbound Selling Process


The Era of Accountability:


Implementing Sales Culture:


Setting company goals:

1) Drive bundle sales– Develop attractive bundles (research market needs)

2) Increase ARPU– Target bundled ARPU of over $100

3) Decrease Churn– Target total churn of less than 2% (per month)– Target landline losses to under 11%

4) Lengthen customer life– Implement contracts/Extend contract lengths (utilize

promotions)


Sales Training Options:


Skills Training Product Training Cost

Instructor-led Best Best High

Web-based Poor Good Moderate

On-the-job Manager Dependent

Manager Dependent

Low

Provide sales motivation:

1) Coach sales skills and behavior– Monitor calls and provide feedback

2) Sell side-by-side with CSRs– Lead by example

3) Develop contests– Team then move to individual performance

3) Develop specific sales targets– Minimum new activations/bundles etc.

4) Implement minimum targets


Coaching steps:

1) Discuss area for development- Example: More probing questions

2) Identify action or behavior – Example: Not comfortable asking questions

3) Determine responsibility & timeline – Example: CSR listen to top CSR and review following day

4) Express confidence in the associate


• Clearly defined objectives

• Exciting theme

• Reasonable probability of winning

• Attractive rewards

• Promotion & follow-through

Implement Effective Contests:

Cross-selling:

• Cross-selling – Selling complementary services

• Cross-selling can significantly raise ARPU and decrease churn

• Cross-selling Examples:– Selling HSI to phone customer– Selling TV/Phone/HSI to phone/HSI customer


Up-selling:

• Up-selling – Increasing amount of services purchased in a single category

• Cross-selling raises ARPU

• Up-selling Examples:– Adding 200 minutes LD to local phone only customer– Increasing speed from 1.5Mbps to 3Mbps– Adding HBO to Basic TV package


Old School Selling:

1) Focuses on Salesperson’s needs

2) Slams a quick sale

3) Tries to minimize customer input

4) Increases stress for salespeople

5) Makes customers feel “victimized”

6) Salespeople have low/inconsistent sales

7) Increases customer churn

Professional Selling:

1) Focuses on the Customer’s needs

2) Discovering customer’s situation

3) Natural and customer friendly process

4) Reduces stress for salespeople

5) Creates happy and satisfied customers

6) Salespeople achieve peak performance

7) Increases customer loyalty

Professional Selling vs. Old School Selling


1) Customer Connection2) Discovery3) Recommendations4) Completing the Sale

Inbound Sales Process:


Step 1 - Showing Appreciation to the Customer• Why take the time to show appreciation for the customer’s call?

• To show appreciation to the customer for calling, simply state:

“Thank you for calling/choosing”

Step 2 - State the company name• Why bother stating the company name?

• Combining Step 1 and Step 2, we simply state: “Thank you for choosing _________.”

Customer Connection:


Step 3 – Identify the reason for the call• Why do this?

Step 4 – Establish trust and rapport

• Making a “Trust and Rapport” statement lets the customer know the process we will be following and that we are focused on their needs

• Example: Bob, I would like to take a few moments to make sure

I understand your needs then I can make a recommendation, ok?

Customer Connection:


Step 1 - Ask high-gain questions• Utilize open and closed probing questions to maximize insights into

the customer’s needs

Step 2 – Listen for customer cues• Listen for statements such as “I am really dissatisfied with…” or “I

wish we could…”

Step 3 – Validate customer needs• Summarize the customer needs to ensure you meet ALL of their

needs

Discovery:


Step 3 – Identify the reason for the call• Why do this?

Step 4 – Establish trust and rapport

• Making a “Trust and Rapport” statement lets the customer know the process we will be following and that we are focused on their needs

• Example: Bob, I would like to take a few moments to make sure

I understand your needs then I can make a recommendation, ok?

Discovery:


Step 1 - Select appropriate services to meet the customers needs• Share the appropriate feature, function and benefit

Step 2 – Check for need satisfaction• Validate comprehensive satisfaction

Recommendations:


Step 1 - Ask to proceed• If a salesperson has effectively determined a customer needs this

simple.

Step 2 – Confirm the order• Review all of the services orders and answer any final questions

Step 3 – Schedule installation/activation date

Completing the Sale:


• Talk - 800.287.7198• Write – [email protected]• Click – salessherpas.com• Tweet - @salessherpas.com


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Documents

MTA Annual Conference – 2010 “ But Sales Was Not In My Job Description! ”