You Lost Me There, Part 5
Forget sales conversion for a moment. What about contact capture?
What are you doing to ensure that every call that comes into your call center becomes an opportunity? Are your CSRs doing all they can to entice callers who aren't ready to buy into giving out their information and blessing to continue the sales dialogue? Some examples include the following:
- Are you offering callers who don’t buy some sort of company literature — brochures, catalogs via regular mail, PDFs via email?
- How about an email newsletter opt-in? If they don’t buy, this is a perfect opt-in point.
Handling Missed Opportunities
There are many ways to capture consumers’ contact info in your call center. But be sure to also look at missed opportunities to convert more sales.
- Are you downselling a less expensive product or a different, yet related, product?
- How much time do you spend listening to your reps on the phone? I’m often shocked by how little time call-center management spends on listening. I’m less shocked that marketing and merchandising people don’t listen to calls. And when was the last time someone from the C-suite listened?
- How much time do you spend training your reps?
I’ll continue this series next week with some simple, yet effective, call-center training techniques that'll help you convert more sales.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog, direct marketing and social media agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can email him at firstname.lastname@example.org, follow him on Twitter at www.twitter.com/gilbertdirect or read his blog at gilbertdirectmarketing.wordpress.com/.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.