The physical conversion entails such actions that make it possible for your call center to handle inbound sales. Your hiring process may need to change in order to better identify, screen, and recruit prospective employees. Rewrite job descriptions so you can more easily hire call center agents that are experienced in selling skills and the responsibilities that come with them.
There are a few solid traits that you should look for in a potential hire. A sales agent should have good interpersonal communication skills, an interest in learning new things, self-motivation when pursuing goals, the ability to identify critical issues and negotiate solutions confidently, honesty, and the natural ability to inspire a feeling of trust.
Proper employee training and intelligent guidance is, of course, a large piece of the conversion pie. This may be especially true for longtime agents who are now being asked to follow new techniques and scripts. Consistency is key. Training programs are not a one-time deal, but something that requires ongoing effort and commitment.
Support must be intentional and shown. Equip your agents with the tools necessary to carry out their responsibilities effectively. This includes technical programs and applications, in-depth customer information, personalized recommendations, and upsell/cross-sell opportunities. Providing these tools and opportunities in real time is a way to go above and beyond in the learning process, helping to solidify a sale’s success.
The Mental Conversion
The mental conversion of your call center can be a significant challenge at times, and must start at the top. Shifting your call center into a profit center requires an ongoing endorsement from the executives of your organization, then filtered down through the ranks. Part of achieving and maintaining this level of support includes providing hard data, such as conversion rates and revenue reports.
When measuring your call center’s key performance indicators, remember to adjust your priorities and perspective in order to reflect the new goals of customer sales and satisfaction.
When making this change, it can be especially difficult to get longstanding employees on board. They may feel that they are not prepared or skilled enough to start selling. They may feel their job role has expanded and their job duties added to. You may need to offer greater financial rewards to not only attract the best recruits, but to keep them. An attractive and attainable incentive program will inject healthy motivation to your sales team.
The Customer Conversion
Once you have your call center’s physical and mental conversion in place, it’s time to focus on converting your customers’ calls into sales.
Start off by filtering, qualifying, and scoring your inbound sales leads. Do this by monitoring your marketing sources and determining the type and quality of customer they drive.
You can then begin to develop a picture of your caller. What is the context and circumstance surrounding their call? Do you have any insight into their preferences and behaviors? Consider asking qualifying questions so you can personalize the conversation in such a way that the customer experience is customized to their specific need. This gives the opportunity for an easy transition from a question into a sale.
Consider the Prospective Outcomes
It may seem a hefty challenge to turn basic incoming calls from customers into a profit-driving operation, but the benefits are worth it!
Consider the prospective outcomes:
- Maximized up-sales and cross-sales lead to exponential sales volume growth.
- Escalated customer satisfaction leads to reinforced customer loyalty.
- Contented investors, executives, and agents lead to renewed company dedication.
As inbound sales have skyrocketed in the last decade due to the increase in internet searches, significant sales advantages are waiting for you to grasp. If you can convert your call center, you’ll be in position to convert your customers. In the end, both sides will be happy and remain loyal to your brand. This is the epitome of a win-win situation and right where your company wants to be.