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Add You - Cross Selling Shouldn't Be Crass
Let’s discuss several factors that reveal the reasons, motivations of the firms’ growth. The article grew to be more philosophical than managerial.Growth is generally achieved by small firms by making more of its existing products, or by developing more products. Hence, a common obstacle that many small firms face is that they do not have the finance to expand through invention, or developing a new product. Finance is necessary to pay researchers or inventors,
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling
Where Do You Start?So you want to go paperless? Not sure where to start? The answer is literally right under your nose. If you have plans to eliminate or reduce your business’s paper consumption and records storage, the best place to start looking is on your desk. The typical desk is loaded with paper - mail, file folders, notebooks – you name it. Chances are the paper that is filling your file cabinet, the file room or the third floor – whatever th
Instead, I was held hostage by a representative who immediately launched into a talk-a-thon about balance transfers and perhaps five more topics that had nothing to do with the purpose of my call.
If I didn’t interrupt, I might not have found the time to write this article.
Of course, I was being cross-sold, but it was being done so flagrantly, so crudely, and so insensitively, that even I, an ardent advocate of cross-selling (and up-selling--a kindred art), found the effort offensive.
What ticked me off about it?
(1) There was no attempt to weave this announcement into the fabric of the call. It came across simply as an impediment to keep me from getting what I wanted.
(2) It was a monologue, written as a one-way speech. The best speeches aren’t easy to write because they are built on the expectations, needs, and values of the audience. So, even if one person does all the talking, everyone feels involved. But a bad speech can be penned by anyone. Bad speeches sound selfish, like the banter of a five year old. Clearly, this talk-a-thon was written by someone who hasn’t a clue about communication.
(3) It was a bitter blast from the past. In the old days of telemarketing, it was common for representatives to do everything they could to keep people on the phone, even against their will. Every objection in the book would be either be ignored or crushed with a canned reply, and a high percentage of sales were consummated only after consumers were worn-down and felt they could resist no longer. Not wanting to seem rude, many buyers would dutifully listen, not out of interest, but because of politeness. These sorts of calls have been curtailed by the national Do-Not-Call Registry and accompanying legislation, but because I initiated the card activation call, and was technically an ongoing customer, the CSR was empowered to offend me, the old-fashioned, outbound telemarketing way.
There ARE alternatives to the techniques that were used on me. Cross-selling and up-selling can actually serve the interests of our customers by informing them about products and services that they might like to use.
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling
I remember being asked this question a lot when I was dissatisfied with my career. My usual strategy would be to give a pat answer and immediately turn the question back on the person who asked it.My avoidance of the question wasn’t so much that I was considered unsuccessful or that my work was embarrassing, it was more about the fact that I didn’t feel personally successful doing what I was doing.I longed to be excited not evasive when asked this quest
What ticked me off about it?
(1) There was no attempt to weave this announcement into the fabric of the call. It came across simply as an impediment to keep me from getting what I wanted.
(2) It was a monologue, written as a one-way speech. The best speeches aren’t easy to write because they are built on the expectations, needs, and values of the audience. So, even if one person does all the talking, everyone feels involved. But a bad speech can be penned by anyone. Bad speeches sound selfish, like the banter of a five year old. Clearly, this talk-a-thon was written by someone who hasn’t a clue about communication.
(3) It was a bitter blast from the past. In the old days of telemarketing, it was common for representatives to do everything they could to keep people on the phone, even against their will. Every objection in the book would be either be ignored or crushed with a canned reply, and a high percentage of sales were consummated only after consumers were worn-down and felt they could resist no longer. Not wanting to seem rude, many buyers would dutifully listen, not out of interest, but because of politeness. These sorts of calls have been curtailed by the national Do-Not-Call Registry and accompanying legislation, but because I initiated the card activation call, and was technically an ongoing customer, the CSR was empowered to offend me, the old-fashioned, outbound telemarketing way.
There ARE alternatives to the techniques that were used on me. Cross-selling and up-selling can actually serve the interests of our customers by informing them about products and services that they might like to use.
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling
Getting a second interview is typically your goal when you attend a first interview.Unless the job you're applying for has a one-interview process to be followed by a job offer to the successful candidate, you will most likely be trying to get invited back for a second interview.For more senior positions you might even come back for a third and subsequent interviews. Sometimes companies have processes in place that result in multiple interviews fo
(3) It was a bitter blast from the past. In the old days of telemarketing, it was common for representatives to do everything they could to keep people on the phone, even against their will. Every objection in the book would be either be ignored or crushed with a canned reply, and a high percentage of sales were consummated only after consumers were worn-down and felt they could resist no longer. Not wanting to seem rude, many buyers would dutifully listen, not out of interest, but because of politeness. These sorts of calls have been curtailed by the national Do-Not-Call Registry and accompanying legislation, but because I initiated the card activation call, and was technically an ongoing customer, the CSR was empowered to offend me, the old-fashioned, outbound telemarketing way.
There ARE alternatives to the techniques that were used on me. Cross-selling and up-selling can actually serve the interests of our customers by informing them about products and services that they might like to use.
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling
The futures trading market is one in which commodities are traded. This commodity trading has proven successful and profitable for many traders, but that doesn’t necessarily mean that it will be the same for you. Although the trading of futures commodities can be considered a risky business, it is a risk that is definitely worth taking. In fact, did you know that you can give commodity trading a try without risking any of your hard earned money? You can and you ca
There ARE alternatives to the techniques that were used on me. Cross-selling and up-selling can actually serve the interests of our customers by informing them about products and services that they might like to use.
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling
I worked with a real estate company to help them increase sales and saw the “tortoise and the hare” fable come to life right before my eyes. One of the salespeople (the tortoise) was slow, not highly skilled, not a great communicator and she had a long commute to work, which cut into her flexibility. But she was steady, consistent, reliable, very enthusiastic and totally focused and committed to reaching her goals. Some of the other “hare” salespeople tended to be hig
There are several requirements for effective selling through customer service calls:
(1) The customer should feel, immediately, that his purpose for the call will be fulfilled, and that receiving great service isn’t contingent upon having to listen to a canned pitch. Only then, will he relax and be receptive to an offer.
(2) The cross-sold products or services need to seem relevant to the customer and to the purpose of the call. For instance, when I designed a cross-selling program for a famous camera company, we scoured a list of 38 auxiliary products for the ones that would be most attractive and fitting to callers. We settled on 3 of them, and our campaign was a spectacular success.
(3) The customer should ASK for the information, and not have it foisted upon him. This is where communication expertise is essential in crafting a sales presentation that is seamlessly woven into the conversation. A customer who ASKS to be sold will really persuade himself to buy, and doesn’t need to be pressured. Moreover, he’ll be happier with his buying decision because he’ll feel he made it voluntarily, and he’ll be less likely to back-out of the agreement later on.
In a word, great selling feels like buying to the customer. And if you have helped them to buy, and have made the process pleasant, fast, and easy, well, you’ve then performed great customer service, as well.
If there’s any trick to cross-selling and helping everyone to profit, that’s it!
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