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Стратегическое планирование в бизнесе » Архив блога » О важности контрольного звонка
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Бизнес-коучинг

О важности контрольного звонка

21.12.2015 от Aleksei Drozdov

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Интересный результат сегодня получил собственник бизнеса, после того как попросил меня проверить работу его службы обработки входящих звонков. Можно сказать, что я поработал Тайным покупателем.

Отличный сайт, на котором написано все правильно и по делу, и на котором я оставил просьбу мне перезвонить.

Зачем нужно проверять работу своих сотрудников?

Для того, чтобы понимать, что делается правильно, а что неправильно. Для улучшения работы своего бизнеса. И для того, чтобы увеличивать конверсию с сайта.

Читайте дальше о том,  как я оценил работу сотрудников и какие рекомендации я дал собственнику бизнеса.

Итак, что сделал продавец правильно:

  • перезвонил через 9 минут, 
  • спросил мое имя,
  • представился сам, 
  • разговаривал вежливо, 
  • приятный голос и грамотная речь,
  • хорошо разбирается в оборудовании.

Что не сделал сотрудник:

  • не выяснил мою потребность,
  • стал рассказывать о технике, а не о решении моей задачи, 
  • предложил решение за одну сумму, потом предложил более дешевое, 
  • потом предложил купить часть оборудования на стороне, потому что “в их компании этого нет”.
  • И не смог грамотно завершить разговор. 
  • Самое главное, не выяснил, являюсь ли я их клиентом и нужно ли было тратить на меня 10 минут (а я не являюсь, потому что рынок у них локальный, ограничен их регионом и ко мне они не поедут оказывать свою услугу).

В результате одного контрольного звонка стало понятно, что у сотрудника нет скрипта для данного звонка. Нет знаний технологии продаж. Нет понимания того, какую информацию у клиента выяснять, и как об этом спрашивать. Нет понимания того, как продать свой продукт. Зато появилось понимание того, чему обучать сотрудников, и в каком направлении развивать (улучшать) продажи в компании.

Какой скрипт может быть составлен по итогам этого звонка?

1) сразу вопрос о том, где находится клиент (отсекаем не своих клиентов)
2) спрашиваем что клиент хочет, зачем он это хочет, когда он это хочет получить, готов ли платить сегодня (выходим на понимание того, какой клиент: горячий, теплый или холодный), после этого по каждому клиенту должно быть свое предложение (своя стратегия продаж)
3) обязательно должно быть завершение разговора с предложением оффера

После разговора необходимо данного клиента занести в базу и наметить дальнейшую работу с ним (в зависимости от теплоты клиента).

Что еще можно порекомендовать владельцу бизнеса? Начать писать книгу продаж, в которую можно заносить всю информацию по продуктам, то, как работать с клиентами, что им говорить, как им продавать.

Выводы:

1. Напишите книгу продаж с инструкциями для продавцов, пишите ее совместно с продавцами и обучите продавцов правильным продажам.

2. Обязательно тестируйте работу своих сотрудников для того, чтобы не терять клиентов.

Рубрики: тайный покупатель, книга продаж, персонал, продажи, Бизнес Собственника |

Обсуждение закрыто.