Sales Process for Walk in And Phone In Customers

Assisting the Customer

Customers often use the same service provider on a continuous basis and even then, it is important to make each service encounter count. Both positive and negative experiences add up over time and the sum-total of positive experiences over time creates an image of high quality, whereas many negative interactions have the opposite effect.

Service needs to be consistent. If you can only manage providing service at this point of time, the least you can do is to be consistently provide average service. Service cannot be good on some days and bad on others. The ultimate aim obviously should be to provide a high-quality service all of the time. We have to distinguish between the different types of service encounters.

Service encounters can be:

• Phone in: Customers place orders and make inquiries by phone.
• Walk in: Direct contact between the customer and an employee.

Regardless of the type of encounter, it should be a memorable, convenient and pleasurable experience for the customer.

The identification and analysis of service encounters in your business is thus a valuable method in establishing processes, procedures, actions and behaviours supportive of good customer service.

Serving Phone in Customers

Not every customer walk into the store - many just call in. These phone-in customers deserve the same quality of service you deliver to customers in person. In some ways, serving phone-in customers is easier because you do not have to worry about appearances. The customer’s first impression of you will be based completely on your telephone manner. If you are polite and pleasant, you will please the customer. If you are rude of impolite, you will not only lose a customer, but so will the company.

A customer who telephones instead of visiting a store is most likely a buyer who knows exactly what they want. Therefore, they do not want to waste time travelling to the store to find out about the products price and availability. Since time is important to this customer, you should accommodate with prompt and efficient service. You are likely to be rewarded with a quick and easy sale. The key to quality service over the phone is good attitude and quick response.

In some ways, you have a built-in sale with a phone-in customer. Your challenge is to “close.” You must convince the customer that it is worth their time to visit the store and make a purchase. One way is to schedule an appointment. Another way is by offering to put product on hold. Do what you can to make shopping convenient for the phone-in customer.

Click here to view a video on effective telephonic customer interaction.

Basic Contact Pattern Steps for Dealing with Phone-In Customers

The steps below indicate the actions of the operator and the criteria of how each element in the contact pattern needs to be performed.

Step 1 – Greet and Announce Yourself

Once the call has been connected to your workstation the customer will hear the following announcement: “Your name” speaking, “how may I help you?”

Example: “Wayne speaking. How may I help you”?

Giving your name is a good way to begin establishing open communication, which is helpful later in the contact. Giving your name also indicates your willingness to take ownership of the customer interaction. It personalises the interaction and ties back to good customer service.

Step 2 – Acknowledge Customer’s Opening Statement

• Personalise your response according to what the customer has said – health, empathy to complaints.
• Respond before you begin with gathering of facts.
• Clarify the customer’s need and acknowledge.
• Paraphrase the customer’s request to ensure clarity of understanding.
• Assure the customer that you are willing and able to help with his / her query.
• Empathise when appropriate.

Example of response:

“I’ll be glad to assist you today with your query”.

“Let’s see what I can do about helping you with that, sir”.

Step 3 – Verify Information

• The name provided by the customer.
• Try and narrow down the number requested by the customer in order that you can find the solution as quickly as possible.
• Thank the customer for the information.

Examples could begin with:

“ Did I understand correctly, you...?”

“So you are saying….”

“Did I correctly understand that...”

“My understanding then is that you…”

Step 4 - Fact Finding

Often the information given by the customer is insufficient to provide the number after only the verification stage. Varying questions may be asked depending on the nature of the customer’s request.

Step 5 – Leave the Line

If it is absolutely necessary for the operator to leave the line, ask the supervisor for help, it is important to remember to do the following:

Advise reason for leaving the line. Customers feel better about being on “hold” when they understand the reason why they are being put on “hold”. A simple explanation of what you will be doing off-line will be sufficient.

Example: “Ma’am, I’m going to have to access information from one of our other systems in order to assist you with this enquiry.”

Obtain customer’s agreement to leave the line. This allows the customer to tell you that being on hold is not acceptable and they can be advised to call at a more convenient time.

Phrase your explanation for leaving the line as a request for permission. Some customers despise being put on hold. Get permission before pressing the “hold” button.

Example: “Do you mind waiting while I get this information?” or you might say, “Would you excuse me while I check other records?”.

Acknowledge customer’s agreement and thank the customer.

Step 6 – Return to the Line and Offer Information

• Obtain customer’s attention, when returning.
• Thank the customer for holding.
• Offer complete and accurate information.
• Be clear
• Provide complete information
• Be accurate
• Be honest
• Offer clear explanation if information is not available

Example: “Sir, I’m back. Thank you for waiting. I have accessed all our systems and cannot find the information you require. If you can give me more specific information, I will be more than happy to assist you.”

Step 7 – End the Call

Even if you practice perfect telephone etiquette throughout the call, don’t underestimate the importance of ending the call on a positive note. Some key actions for ending calls this way include the following:

Repeat any action steps you are going to take to ensure that both you and the customer agree on what is going to be done.

Ask the caller if you can do anything else for him or her. Doing so gives the customer the chance to tie up loose ends that may not have been discussed during the call.

Thank the customer for calling and let him know that you appreciate him bringing the problem (if there was one) to your attention.

Let the caller hang up first so that they do not accidentally get cut off the phone. Doing so prevents you from getting caught up in other things and forgetting pertinent information.

Example:

“Thank you for calling.”

“It’s a pleasure to have been of assistance.”

“Have a nice day.”

“Please call again.”

Remember When Taking Messages

Name of caller

• Name of organisation
• To whom the call is made
• Reason for the call
• Time of the call
• Telephone number
• Remember to repeat detail

Click here to view a video on call centre best practices.

Walk-in Customers

Lecturer Broadcast

Click here to view an explanation about the selling-on contact.

Klik hier om na ‘n verduideliking van die verkoopskontrak te luister.

Explanation by Lecturer Johan Kleingeld from Edge Consulting, expert on customer services.

Step 1: Initial Contact

Principles for initial contact:

Principle 1: Every customer must be acknowledged on entrance. Take the lead!!

Principle 2: Take the initiative to approach the customer!

Principle 3: Greet.

Principle 4: Keep eye contact.

Principle 5: The first customer stays first.

Principle 6: Communicate with the waiting customers. “I will be with you in a minute.”

Principle 7: Do an introductory needs analysis to establish the primary need of the customer. “How can I be of help?”

Lecturer Broadcast

Click here to learn more about the principles for the initial contact

Step 2: Identify and Confirm the Need

Principles for needs analysis:

Principle 1: Create an atmosphere of hospitality. You do this by going out of your way to show the customer that you want to enhance their experience!

Principle 2: Ensure that you only use open-ended questions to enquire the needs of the customer. “How can I be of service?” “Anything I can help you with?”

Principle 3: Keep eye contact with the speaker at all times.

Principle 4: Take notes of the conversation if important information is discussed or a lengthy order/instruction is given.

Principle 5: Keep your composure and do not interrupt the speaker before they are finished.

Principle 6: Show you are listening by nodding your head or sending acknowledgements.

Principle 7: At the end of the conversation paraphrase the important information.

Lecturer Broadcast

Click here to learn more about the principles for the needs analysis.

Step 3: Respond to Customer Requests

Principles for providing information:

Principle 1: When you explain things, think from the client’s perspective.

Principle 2: Organise explanations logically:

• What they already know
• What they need to know.
• What words would they understand?

Principle 3: Use examples to explain what you want to say.

Principle 4: Encourage your clients to ask questions if they don’t understand.

Principle 5: Monitor for understanding. In face-to-face situations observe the client’s body language for obvious signs of discomfort.

Principle 6: Do not allow the client to lose face, because it could be that they don’t understand. Politely offer to repeat yourself.

Principle 7: Throughout your conversation, show sensitivity and understanding towards the client. For example, if he or she is serious and formal, match their behaviour.

Lecturer Broadcast

Click here to learn more about the principles for information providing.

Step 4: Conclude the Service

Principles to conclude service experience:

Principle 1: You must have a sense of urgency to prepare the bill or processing the merchandise to show the customer your focus and appreciation for their time.

Principle 2: On receiving payment you must thank the customer in a friendly and positive manner.

Principle 3: You must verbally ask the customer if they are completely satisfied with the products and service.

Principle 4: Make sure the customer receives all value-added products, which is available like mints or presents. Alternatively, if there are any fliers available with specials, it must be distributed to the customers.

Principle 5: The customer must be greeted with a friendly, professional “Thank you, enjoy your day, goodbye.”

Principle 6: A positive “come again” hint is the applicable way to invite the customer back when they leave, to seal the deal.

Principle 7: The moment the customer has left the business, you must take a moment to reflect on the interaction and measure yourself.

Lecturer Broadcast

Click here to learn more about the principles to conclude the service experience.