Customers make calls but don’t buy: what to do?
Often, in pursuit of compliance with stringent corporate standards, we switch to the language of formal and template expressions. This is correct from the point of view of corporate culture, but does it make communication with clients more effective? Vladimir Yakuba, Sales, Leadership and HR Trainer, identifies three main blocks of errors that make communication difficult and do not help increase sales
Do you have situations when customers call but don’t buy for some reason? It seems that the product is good, and the prices are adequate, but still “Think”? People often come to me for training with such a problem, and my experience shows that most often the matter is in the incorrect construction of the dialogue. Today we will consider the main mistakes made by managers and leaders during negotiations.
Mistake # 1: Template Expressions
The first thing I want to note is template expressions. Believe me, nothing irritates the client as much as they do. Here is a list of the most common.
“How can I contact you?” This phrase is a literal translation from English. People don’t say that, so don’t annoy people again. It’s better: “My name is Vladimir, and you?”, “I apologize, but what is your name?” And so on.
“Please wait on the line, I will clarify the information.” It seems that the answer is not a man, but a computer. Would you like to buy in this case? Not. Replace this phrase with another one, for example: “We’ll check now”. And preferably after this phrase ask the client a question so that he speaks while you are looking.
“How can I help?” This question could express a sincere desire to help if it were not used so often. Now this is a lifeless template that needs to be eradicated as soon as possible. Better say, “What interests you?”
“And with what do you compare?” (As an answer to the objection of “Expensive”). This phrase is spelled out in most books on sales, so it is spoken by everyone who feels like it. Replace it with another one that the client has not heard. For example: “Yes, the price is not the lowest, I agree. And let’s consider the cost of buying in bulk, so it will be more interesting. ”
“Is it convenient for you to speak now?” Usually people answer this question “No” because they don’t want to waste time. I recommend replacing it with this: “Do you have literally a couple of minutes?”
About a year ago, I called Aeroflot and heard a greeting like: “Hello, Aeroflot welcomes you, stay on the line. To improve the quality of service, your conversation can be recorded. ” Of course, I did not hang up, but I really wanted to. Due to standard phrases. At the moment, the organization has already fixed this problem, now it’s your turn!
These patterns in the world of sales are the same as the joke about the bun that hanged himself in the world of humor. Yes, once it worked, but not in 2018-2019. Remember the words of Heraclitus: “Everything flows, everything changes,” and you must change too if you want to stay afloat.
Mistake # 2: Expressions Too Complex
Imagine a situation: you call the company that is engaged in the transportation of goods and ask if it is possible to order a car for tomorrow. And they answer you:
“To carry out the transportation of goods tomorrow we have the opportunity. How much do you need to transport and at what time? Please specify, I will fix the application. ”
Feel how complicated it is? When they say this to me, I imagine a car that was towed by a tractor. Therefore, my advice to you: speak easier. After all, the answer could be this:
“Yes, tomorrow the car is free. What will you transport, in what volumes? I’m recording it. ”
And that’s all. No need to complicate. Only then will you make a good impression.
Mistake # 3: Lack of structure
It’s difficult for a person to perceive the flow of information, so if you start to talk a lot, he won’t remember anything or even leave. Tell about the product in this way: highlight the three main advantages and voice them. This will have a stronger effect on the client than simply listing benefits in 1 minute.
Compare for yourself:
“This sports bottle is very comfortable. It is compact, you can take it with you on the road, on a trip. Withstands high temperatures, does not deform from boiling water, so tea can be easily poured into it. By the way, it can keep the temperature for some time, so that the drink does not quickly cool down. It is convenient if you take it to work or on the road. And they are in different colors, so you can choose for every taste. ”
“Look, this bottle has three advantages:
interesting design – will cheer you up when you are sad;
maintains a temperature range of 0-90 degrees – it is possible to pour both cold, and hot;
compactness – even fits in a small bag. How do you like it? ”
The second option is better, agree? This is how you build the dialogue. Be more contact, speak easier, then it will be more pleasant to communicate with you, and customers will start buying!