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Getting the most out of every sales enquiry

Understanding the customer journey: getting the most out of every sales enquiry.

When preparing a marketing campaign or advert to appeal to your target market, you design it with the customer in mind hoping that they will respond to it and eventually buy from you. If only it was that simple.

The customer, especially in today’s competitive market place, may have already seen other adverts, mailers or websites that have exactly what they are looking for at the price they want so how do you engage with them at the first stage of the enquiry process to ensure a long term relationship.

When a customer picks up the phone in response to a recent marketing campaign they may be unaware of exactly what they want. The initial qualification process is the key to discovering what they want and trying to help them come to that decision without appearing to push or persuade them into something that they are not 100 percent happy with. The only way to assess whether your sales enquiries are being handled correctly is to listen to them and analyse the conversation between the person taking the call and the customer.

By doing this you will further understand how to capture the attention of your customers and make them realise that you can offer them not only the product or service at a competitive price but that you will go the extra mile in helping them to get the right product or service and make them feel at ease during the sales process.

" After spending money on marketing and advertising it is important that the process doesn’t end there. You need to make sure that the sales team are well briefed on how to respond to enquiries to ensure they are listening to their customers and providing a service that will make the customer feel secure and ready to do business.The most successful way to handle an enquiry is to listen and respond to the needs of the customer. If you don’t do that they will go somewhere else and the money spent getting them to pick up the telephone has been wasted. Using call recording to monitor the content of sales calls will help you assess what is working and how to improve upon what isn’t. "

Harry Bott Sales and Marketing Director, Mediahawk Ltd

Responding to your customer needs

Try to identify the needs of your customer. Ask questions that relate to the product or service you are selling; how they would use it on a daily basis, what kind of budget do they have, would they be looking for an aftersales or maintenance service after the purchase has been made. Try to build a profile of the customer that will help even if they don’t buy from you straight away.

They may be looking around now but not buying for another three months, make sure you get to know the reasons for the purchase and ask why they came to you and if they are looking at any other companies. Build a profile and develop a process when speaking to customers that include these important elements and you will get to know your customer even better.

Once a call has been made and completed, if the result was not as you may have hoped, play it back using the call recording system and you may uncover the reasons why. Go through the call with the sales team and identify the weak points that may have resulted in the caller going cold and possibly calling someone else. On the other hand if the call was a great success and you managed to secure a meeting or sold to them on the telephone, use that call as a training tool to help new staff and existing ones improve their telephone techniques.

Call recording: listen to your responses and identify areas to work on 

Call recording can be used to monitor the effectiveness of advertising campaigns and ensure that the response you get will be handled successfully. By recording the calls coming into the organisation that are made in response to a campaign you can not only measure the success of the advertisement in bringing in new leads, but also right through to the sales process that begins when a customer responds to the campaign. Call recording enables you to get the full picture and build a customer profile that will help with future sales and marketing activities.

By listening to calls that are both successful and some that have weak points you can gain a good insight into different sales methods and build a list of what not to do when speaking to an enquiry. It’s not until you hear what isn’t working that you identify what is and can put it into practice. Use it in a positive way to encourage your staff to treat every enquiry the same way using the techniques and tips learnt from listening to previous calls. Reward staff for successful calls and incentivise them to ensure they make the most out of every call. Don’t make the recording of telephone calls a thing to fear, instead use it as a training tool and listen to calls regularly to get a good understanding of how your improvements are working when talking to customers.

To find out more or arrange a demonstration of call recording software, please call 0845 122 7255 or email:

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