How To ‘Cross-Sell’ And ‘Sell Up’ Over The Telephone

Written by Jeff Downs

Call centres are a land of missed opportunities. Every call whether inbound or outbound is an opportunity to make a sale or to build a pipeline for a future sale. Atrepparttar very least there is scope for selling a bigger quantity (selling up) or to sell additional products / services (cross-selling). Here’s a 10 point plan which, if implemented will vastly improve call centre productivity.

1. Prepare for each call

·Adjust your mindset. Helping your customer to buy more products and services that are beneficial to them is first class customer service ·Decide in advance what customer commitment you would like byrepparttar 127222 end ofrepparttar 127223 call. Is it an order or is it commitment torepparttar 127224 next stepping stone?— e.g. to take another follow-up call next week or an introduction torepparttar 127225 real decision makers or influencers ·Prepare your opening andrepparttar 127226 questions which need to be asked to define needs and wants for your propositions (see below).

2. Know your sales propositions

To take a simple, neutral example, if your product is a coffee cup that keepsrepparttar 127227 coffee warm 4 times longer that an ordinary cup. Definerepparttar 127228 potential WIFM (‘what’s in it for me?’) forrepparttar 127229 customer. It could be thatrepparttar 127230 user loves hot coffee and won’t drink it cold. This means that every time they have to take a call or are interrupted they have to re-visitrepparttar 127231 vending machine. This might take 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 time? What’srepparttar 127232 opportunity cost and what’srepparttar 127233 direct cost in terms of salary? Once these costs are quantified they representrepparttar 127234 real value of your proposition.

3. Definerepparttar 127235 questions to be asked

Have a list of questions to ask that lead to defining needs and wants for your propositions. Customer needs are logically based. For example, I need a car to get me from A to B and almost any car will get me there. I want a BMW because I enjoyrepparttar 127236 kudos and prestige. Needs arerepparttar 127237 tip ofrepparttar 127238 iceberg and are very easy to identify (by you, and your competitors too!). Wants are much harder to access andrepparttar 127239 seller needs to developrepparttar 127240 trust ofrepparttar 127241 customer which is built on personal credibility and trust coupled withrepparttar 127242 ability to ask intelligent, incisive questions; and of course, harnessingrepparttar 127243 skills to actively listen torepparttar 127244 answers in order to summariserepparttar 127245 customer’s needs and wants accurately and concisely.

4. Motivaterepparttar 127246 customer to answer your questions.

Many ‘chat-show’ hosts are not particularly good at questioning and yet their guests are open, and usually effusive withrepparttar 127247 information they give. Why? Because they are motivated to do so because they are usually there to promote a book, film or suchlike. To facilitate a similar environment when making or receiving calls we must: a) take control ofrepparttar 127248 call and b) motivaterepparttar 127249 customer to answer our questions. For example: “Mr Brown, in order for me to make sure that I tell you aboutrepparttar 127250 products and services that are most relevant to you, may I first of all ask you some questions to define your potential requirements?” Or, “Mr Brown, to enable us to ensure that we are an effective provider for ABC Limited it is essential that we have an up to date picture of your situation and requirements, so would you mind if first of all I ask you a few questions?”

Sell More Books With a Powerful Back Cover

Written by Judy Cullins

Sell More Books With a Powerful Back Cover Judy Cullins ©2003

Did you know that your book's back cover information is, afterrepparttar cover,repparttar 127221 best way to sell more books? And, that most authors, emerging and experienced, miss this opportunity to engage more potential buyers?

Your book's front cover and sizzling title must impress your buyers in four seconds. If they like it, they will spend eight seconds on your back cover ( mini sales letter)-a great opportunity to convince them that your book is necessary for their success.

Does your back cover passrepparttar 127222 test?

Five Best Solutions torepparttar 127223 Biggest Book Back Cover Mistakes

1. Mistake: Too many non-powerful words and too busy to have a focus.

Solutions: A back cover of 6 by 9 inches should have under 70 words. Use sound bites; picture and emotional words; benefits, not features; and testimonials to capture your readers' attention and to keep your message focused. Make every word count and be willing to get five-fifteen edits, becauserepparttar 127224 outside ofrepparttar 127225 book's message is 10 times more powerful thanrepparttar 127226 inside pages.

2. Mistake: Too much superfluous material onrepparttar 127227 back cover. Do you have too long an author's bio or large photo? Potential buyers want to know howrepparttar 127228 book will help them, teach them a skill, or entertain them.

Solutions: Write only a one or two-line bio onrepparttar 127229 back cover. Put your photo and more bio onrepparttar 127230 inside ofrepparttar 127231 back cover. Omit features such as format information, which belong inrepparttar 127232 book's introduction. Connect with your buyer emotionally with specific, powerful ad copy. For self-help books use bullets with specific benefits, and enough ofrepparttar 127233 right kind of testimonials to sell your book in 8 seconds. For fiction, modify to include a bit of plot, with a powerful quote or dialogue. Use bookstore models to assist you.

3. Mistake: Repeatingrepparttar 127234 book's title atrepparttar 127235 top ofrepparttar 127236 back cover.

Solutions: Since your potential buyers already knowrepparttar 127237 title and are stimulated enough to look atrepparttar 127238 back cover, hook them with an emotional question or benefit-driven headline atrepparttar 127239 top..

This "Hot Headline" includes your best benefit and should compel your reader to buy.Noticerepparttar 127240 headlines in your newspaper. Visit your bookstore and notice other best selling authors' headlines. "What's So Tough About Writing?" by wordsmith Richard Lederer, author of The Write Way; "Imagine Being an Author, in Dan Poynter's Writing Nonfiction; or "To Age is Natural...To Grow Old is Not!" heads Rico Caveglia's "Ageless Living" back cover.

Cont'd on page 2 ==> © 2005
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