Prepare Your Reps
Before you work out an upsell pitch, resolve the original reason for the customer’s call. If possible, use this original impetus or the specifics of your resolution to craft your customized approach. Find out if customers would rather place their orders online. Then the rep will need to get them to clickthrough to the right links. (Or, would customers rather the rep take care of that for them?) Also decide which screens you want customers to see while reps are handling the processing end.
Your reps should have experience viewing different browsers’ characteristics and should know what the different browser screens and screen sizes can do to alter appearance and functionality. They’ll also need to figure out the most elegant way of verbally expressing navigation. Write navigational instructions out like a script to make sure they don’t miss any steps.
Help desk techniques are useful here. For example, the only effective way to proof these things is to have one person call out the directions and another follow them step-by-step to see if they’re accurate and complete. Experimentation probably will lead to increased usability and effectiveness. So if reps figure out better methods on the fly, validate them promptly and then teach the techniques to everyone.
When you draw up an architecture for the dual channel sales methodology, consider that it’s roughly the same as classic upselling by phone. For instance, the rep refers to the picture/Web page and uses word pictures in describing the merchandise and giving a reason for the customer to want it. The rep still gives other reasons, such as why it goes with something else the customer is buying, why it would serve the customer’s needs, why this particular interaction makes the customer eligible for a special or discount price and so forth.