Upselling, the Multichannel Way
Consider the Possibilities
In sum, they might be calling about any possible usability, product or service issue. Conversely, they might have no problem at all. They may have started out by calling you to order, and while they were waiting in queue, they heard your on-hold message about visiting your Web site and thought they’d go check it out. Or they might be at the office and multitasking — calling you while looking something up on the corporate intranet.
Your reps should be sensitive to all these possibilities so they can shift gears for greater speed, confidence-building, or outright salesmanship, as the circumstance requires.
Some set-up work is necessary to maximize these opportunities. You’ll certainly need support from your Web designers for this audio-visual approach to be as successful as possible. Consider some potential infrastructure problems. The probability of error is very high if your rep dictates as your customer types, so minimize the likelihood of this situation, whether via “pushing” pages to the customer or having buttons or other clickthrough devices on the relevant pages.
Some other ponderables: Will customers be able to toggle smoothly from cart to selling page if they want to see their order subtotal and you don’t run it on the screen they’re currently on? Should you have a “compare” option so customers can consider several alternatives they hadn’t noticed before? If you can’t build in such a function, make sure your reps know the browsers your customers use and can explain how to open multiple tabs or windows, and switch back and forth.
In the same way your marketers think about the landing page, have them think about the termination page, which may remain open on the browser once the call is done. This either could be on the order confirmation screen if the transaction itself occurred online or on some other page the rep led customers to if the rep places the order during the call. Do you want more product pictures? A big thank-you message? Information about upcoming promotions?