Customers call but don’t buy: what to do?
Often, in the pursuit of compliance with strict corporate standards, we switch to the language of formal and formulaic 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 coach, identifies three main blocks of errors that make communication difficult and do not contribute to increasing sales
Do you have situations when customers call, but for some reason do not buy? Like the product is good, and the prices are adequate, but still “Think”? People often come to my training with such a problem, and my experience shows that most often it is the wrong construction of the dialogue.Today we will look at the main mistakes that managers and managers make during negotiations.
Error # 1: Template expressions
The first thing I want to note is template expressions. Believe me, nothing irritates the customer 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. We don’t say that, so we don’t need to irritate people once again. Better so :” my name is Vladimir, and you?”, “I’m sorry, what’s your name?”and so on.
“Please wait on the line, I will clarify the information.” You get the feeling that it is not a person who is responsible, but a computer. Will you want to buy in this case? No. Replace this phrase with another one, for example: “let’s check it out Now.” And preferably after this phrase, ask the client a question so that he speaks while you are searching.
“How can I help you?”This question could Express a sincere desire to help, if it was not used so often. Now this is a lifeless pattern that needs to be eradicated as soon as possible. Better say, ” What are you interested in?»
“What do you compare it to?”(as an answer to the objection “Expensive”). This phrase is spelled out in most sales books, so it is said by everyone who is not lazy. Replace it with another one that the client hasn’t heard yet. For example: “Yes, the price is not the lowest, I agree. And let’s look at the cost of buying in bulk, so it will be more interesting.”
“Are you comfortable talking now?”Usually people answer this question “No” because they don’t want to waste time. I recommend replacing it with this: “do you have just 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.” I didn’t hang up, of course, but I wanted to. Because of the standard phrases. At the moment, the organization has already fixed this problem, now it’s your turn!
These templates in the world of sales are the same as the joke about the Kolobok who hanged himself, in the world of humor. Yes, it worked once, 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.
Error # 2: too complex expressions
Imagine a situation: you call a company that is engaged in the transportation of goods, and ask if you can order a car for tomorrow. And you are answered:
“We have an opportunity to carry out cargo transportation tomorrow. How much volume do you need to transport and at what time? Please specify, I will fix the application.”
Do you feel how difficult it is? When I am told this, I imagine a car that took a tractor in tow. So my advice to you is: keep it simple. After all the answer could be so:
“Yes, the car is free tomorrow. What will you transport, in what volumes? Record».
And all. Don’t complicate it. Only then will you make a good impression.
Error # 3: No structure
It is difficult for a person to perceive the flow of information, so if you start talking a lot, he will not remember anything or will leave at all. Tell us about the product as follows: highlight the three main advantages and voice them. This will affect the client more than a simple transfer of 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 it is easy to pour tea into it. By the way, it can keep the temperature for a while, so the drink will not cool down quickly. It is convenient if you take it to work or on the road. And they are available in different colors, so you can choose to suit every taste.”
“Look, this bottle has three advantages:
interesting design-will lift your mood when you are sad;
withstands a temperature range of 0-90 degrees — you can pour both cold and hot;
compact — fits even in a small bag. How do you like it?»
The second option is better, don’t you agree? This is how you build a dialogue. Be more contact, speak easier, then it will be more pleasant to communicate with you, and customers will start buying!