Transitioning Customer Service Personnel to Participate in the Sales Effort
(Originally published in the Hudson Valley Business Journal - March 26, 2007)
There is a trend I'm noticing in recent business discussions as business leaders are asking me to help them transition front line customer service personnel to play a more integral role in their company's sales effort. This has been asked of me from company leaders in the fields of banking, insurance, and home improvement and repairs.
This trend has come about due to increased pressure on companies' revenues and profits and increased competition. This has caused businesses to become more proactive in taking better advantage of present customer relationships and the potential opportunities that arise from them because research shows that it costs anywhere from three to ten times more to sell a product to a new customer than to an existing customer.
Transitioning front line customer service personnel to be more sales oriented can be a challenge, especially if, when they were hired the expectation to be part of the sales effort was not discussed and has not been part of the job description or expectations thus far. I've found most people hired for customer service positions are usually not of the personality geared towards sales. As a matter of fact, most will be significantly resistant to the suggested adjustment of this new role and it must be done delicately.
The good news is that it's not hard to incorporate sales into a customer service roll. It just takes a slight mindset shift, a deep knowledge of the company's product line and asking the right questions.
My wife and I were in Manhattan last week for an event. We had some extra time and went browsing in a variety of specialty stores on Broadway. We walked into a store called "Lush," an English company that produces and sells hand-made all-natural cosmetics and soaps. After browsing for a few minutes a young woman wearing a "Lush" apron ventured over to us and asked if she could help. My wife gave the typical "no, thanks, we're just looking" response and the young woman walked away. At that point my wife and I went in separate directions in the store.
A few minutes later I peered over my shoulder to see another young woman with a "Lush" apron approach my wife and ask the same question to which she received the same response. But, as I began to turn away and go back to look at the aromatherapy soaps, I heard her ask a follow up question, "well, would you open to trying a sample of our lubricating facial mask?" I was intrigued and continued to watch the interaction unfold.
Who can resist a free sample? Once my wife agreed to the free sample it opened up a series of other questions about my wife's skin texture and before long she was engaged in a full conversation. I ambled over to see what was going on and a few minutes later I was leaving the store with a facial mask sample of my own. No sale was made but both my wife and I left with a very positive feeling towards the company because this young sales woman made an effort to build a relationship with us.
Sales is nothing more than building a trusting relationship. A trusting relationship comes from serving people and communicating with them in a way that shows you have their best interests at heart. As such, it should be an easy transition for customer service representatives who come into their role wanting to help people and make a difference.
In order to help your customer service personnel be more adept at sales
help them identify a series of questions from which they can listen for opportunities to serve the customer in areas where they are not presently being served by your company. Also allow them to understand they are not selling directly but are looking for opportunities to which they can refer your professional sales staff.
The best phrases to use are discussion starters similar to the phrase used by the young woman at the "Lush" store, such as:
"I'm wondering if you would be open to learning more about…?"
"Would you be open to a new idea on how to handle…?"
"I'm wondering if you might be struggling (concerned, stressed) with challenges caused by…?
The more your customer service people can engage customers in quality conversations about their present and future needs, the better they will be able to fulfill their traditional service roll. Along the way they will be solving problems and adding value to the customer experience. This will lead to deeper relationships, customer loyalty and increased sales opportunities from your front line customer service personnel.
As you move forward with this approach be sure to give them the tools to be able to listen and look for the right cues to suggest additional ways your company can provide value, these tools include; a deep knowledge of the company's product line, a series of specific transitional questions, and a mindset that selling in this manner.