how to %c2%91cross sell%c2%92 and %c2%91sell up%c2%92 over the telephone

Call centres are a land of missed opportunities. Every call whether inbound or outbound is an befalling to accomplish a sale or to body a pipeline for a approaching sale. At the actual least there is scope for selling a bigger figure (selling up) or to sell supplementary products / services (cross-selling). Here’s a 10 point aim which, if implemented will vastly advance call centre productivity.

1. Prepare for each call

·Adjust your mindset. Helping your customer to buy added products and services that are affectionate to them is aboriginal class customer service
·Decide in advance what customer commitment you would according to by the borderline of the call. Is it an adjustment or is it commitment to the abutting stepping stone?— e.g. to booty another chase-up call abutting week or an introduction to the absolute accommodation makers or influencers
·Prepare your opening and the questions which charge to be asked to define needs and wants for your propositions (beam below).

2. Apperceive your sales propositions

To booty a child’s play, neutral archetype, if your product is a coffee cup that keeps the coffee balmy 4 times longer that an ordinary cup. Define the abeyant WIFM (‘what’s in it for me?’) for the customer. It could be that the user loves ardent coffee and won’t drink it algid. This means that every age they accept to booty a call or are interrupted they accept to re-appointment the vending appliance. This might booty them 5 minutes which on an average day could cost them 20 minutes total. (1hr 40mins per week). What else could they be doing with their age? What’s the befalling cost and what’s the direct cost in terms of pay? Once these costs are quantified they act as the absolute amount of your proposition.

3. Define the questions to be asked

Accept a list of questions to buzz that advance to defining needs and wants for your propositions. Customer needs are logically based. For archetype, I charge a car to amuse me from A to B and almost any car will amuse me there. I appetite a BMW as I adore the acclaim and prestige. Needs are the tip of the iceberg and are actual accessible to analyze (by you, and your competitors too!). Wants are much harder to access and the seller needs to advance the assurance of the customer which is built on personal credibility and assurance coupled with the adeptness to buzz able, incisive questions; and of course, harnessing the skills to actively listen to the answers in adjustment to summarise the customer’s needs and wants accurately and concisely.

4. Actuate the customer to answer your questions.

Abounding ‘chat-appearance’ hosts are not particularly acceptable at questioning and yet their guests are accessible, and usually effusive with the advice they accord. Why? As they are motivated to accomplish so as they are usually there to advance a book, film or suchlike. To advice a agnate environment when manufacture or receiving calls we must: a) booty ascendancy of the call and b) actuate the customer to answer our questions. For archetype: “Mr Brown, in adjustment for me to accomplish sure that I acquaint you about the products and services that are most relevant to you, may I aboriginal of all buzz you some questions to define your abeyant requirements?” Or, “Mr Brown, to enable us to arrange that we are an able provider for ABC Limited it is chief that we accept an up to date picture of your bearings and requirements, so would you apperception if aboriginal of all I buzz you a few questions?”

5. Summarise customer needs and wants

Before presenting your abstraction, product or service, summarise the customer’s needs and wants using the following structure:
·Thank the customer for giving you the advice
·Buzz them if it would be accessible to summarise the answer points to check your compassionate of their requirements
·Feedback the answer points from your notes if adapted (the customer will probably correct any misunderstandings en route)
·Check that you accept a aloof and accurate compassionate and buzz them if they accept anything to add.

6. Ad hoc relevant propositions

Based on the accepted summary, alone ad hoc the ideas / products / services that are relevant to the customer. Link the advantages of your propositions to the customer’s needs and wants. Avoid the ‘pitching’ of irrelevant propositions. Emphasise the benefits — the ‘pament-offs’ in relation to their needs and wants. As you ad hoc, analysis the customer’s commitment, e.g. “how’s it sounding so far Mr Brown?”

7. Accept relevant proofs to hand

Buttoned up the above action you will generate a acceptable match between the customer’s requirements and your offering. To accretion the customer’s commitment you charge to advance their acceptance that your solution will assignment. Your claims charge substantiation or evidence to affected any customer suspect or scepticism. Acceptable examples of proofs are: customer references; position study materials; charts; brochures; product advice sheets; press releases etc.

8. Expect objections and prepare for them

Objections are a sign of absolute customer absorption. Without them, sales are seldom fabricated! It’s imperative that we unearth any objections as the one to abhorrence most is the one we don’t apperceive about! Most objections lift their heads regularly and can be anticipated. Amuse at buttoned up with your colleagues and advance ‘ace of breed’ answers.

9. Advance an advice base

Unless you are dealing with a ‘one-off’ contact / sale, advance an advice base on the company / alone. Whether on a sophisticated CRM system or on ‘shoebox’ document cards, accumulate details of all previous conversations, in particular their needs and wants. Advance a check list of the background advice you would according to to collect for each customer. Statement this as an aide memoire for the questions to be asked in conjunction with the ones required to define needs and wants for your offering.

10. Chase-up and accumulate the initiative

Every “no” gets you closer to a “affirmative.” Based on your conversion ratios and average sales amount assignment out how much each “no” is worth. It can be certainly motivational! A “no” today is not necessarily a “no” forever. Accretion the customer’s commitment to the abutting stage even if it’s alone to booty a chase-up call in 6 months. Never rely on the customer to come back to you (usually they don’t). Accumulate ascendancy of the sale and accumulate the momentum going. If all else fails, qualify the customer out and amuse on with something else. This in itself is a achievement.

In summary, our acquaintance is that you will ‘sell-up’ and ‘cross-sell’ added effectively by following these practical guidelines. Furthermore, evidence strongly indicates that customers will added willingly buy into your company’s added-amount across-the-board if you successfully integrate the guidelines into your sales access.

Jeff conceived and jointly-founded Quantum ( in 1992. Prior to Quantum, over a 20-year job, Jeff built a treasure of acquaintance across a figure of companies and industries – moving from sales into sales management, general management and on to alter to a Divisional Director. With a able-bodied deserved reputation as a aerial affection consultant and senior management advisor he has been a central figure in Quantum’s advance.

Originall posted March 23, 2012