Why are so many customers lost on incoming calls?

    Results of checking window companies using the Mystery Shopper method.

    The main goal of any business is sales. Every day, companies spend impressive amounts on attracting: outdoor advertising, media, Internet portals, landing page, promotion, context. All just so that people saw the number and called.

    And exactly at this stage - an incoming call from an interested client - the most significant “drain” occurs. In some cases, up to 97% of attracted customers are not converted into buyers, and 90% of them are lost forever because they did not take contacts and did not call again.

    How does this happen?

    In an ideal world, ideal managers master the classic sales technique of 5 stages:
    • establishing contact,
    • identifying needs,
    • presentation,
    • work with objections;
    • completion of the transaction.

    Everything seems to be simple: ask questions, listen to the client, go from one stage to another and sell. But in fact, managers do anything, just do not sell. I conducted my own mini-study: under the guise of a potential customer, I called 17 Moscow-based companies involved in the installation of plastic windows.

    A feature of the work of window companies is that the sale is carried out at a meeting: the measurer visits the facility (most often for free), communicates with the client, finds out real needs and sells a turnkey solution.

    The main goal of the manager receiving the calls is to "sell" precisely the exit of the measurer. If this does not succeed, then the secondary goal is to take contacts and agree on the next step so as not to lose a hot lead. At the same time, it is important that the proposal for measurement be made to, or rather, instead of cost. When the price is called, the departure of the measurer for its calculation does not make sense anymore.

    To assess the quality of the managers' work, I compiled a checklist of the proposed conversation:

    Establishing a contact: Say hello, Introduce yourself, Find out how you can handle
    Identify needs: Find out the purpose of the call, Identify your needs with open questions (find out what problem you need to solve with new windows)
    Proposal (main target):They offered to meet with the measurer, Presented the benefits of meeting with the measurer (based on identified needs)
    Work with objections: Identified a priority objection, Processed it using arguments,
    Took contacts (secondary goal)
    Agreed on the next step
    Politely left the conversation

    What is the result?

    • 7 out of 17 managers spoke to me about metering. Of these, the benefits of this action were described by two. Only in the company “Windows of Growth” the manager tried to work with my objections, having heard the refusal to measure. However, she quickly abandoned this idea, citing the fact that "I do not know anything about what you need," and focused on the advantages of the company. There is a major market problem- managers forget to sell.
    • The price I called 40%. The only manager from RamOcon did this after trying to sell the meeting, not before. At the same time, she announced the approximate cost of the standard option and insisted that only the measurer can calculate the exact price, taking into account all the discounts. This can even be called an argument in favor of the main goal - measurement.
    • Half of the specialists did not even reach the secondary goal. They obviously did not intend to contact the hot client again. Two, instead of writing down my number, reported theirs.
    Another common problem- Managers ask a lot of technical questions about which the client, in principle, should not know. During the experiment, I had to find out what year and type of development my house, double or single frames, and much more. But what's the point of bombarding with professional subtleties if I haven’t bought anything yet and are unlikely to buy it by phone? However, 65% of managers did this.
    • Promotions and discounts were reported to me in 3 out of 17 companies. And only a representative of Euro Windows sold related products (for example, roller blinds).
    • 15% of managers did not greet me and the same number did not say goodbye to me. Once I even heard: “Well, call yourself back”, after which the manager hung up. 35% did not introduce themselves, only three asked how I could contact me.

    How many managers would really sell me windows? Two. Now remember how much each incoming customer call costs you. Three hundred, five hundred rubles? What to do so that your managers do not pour such expensive leads into the pipe?

    The answer is scripts.

    If the manager has an interactive conversation map in front of his eyes, he simply will not be able to “forget to sell”, not take contacts or delve into the jungle of counseling. Once you have implemented a system of automated scripts, you get a sales department with a single level of service, without initiative, which ruins the conversion. Because in a competent script:

    • spelled out variants of welcome and farewell phrases. The manager will surely say hello, introduce himself, find out the name of the client (ideally, he will immediately add it to CRM or the system will do it automatically), politely say goodbye and wish a good day;
    • a conversation plan has been outlined leading to the main goal - to record a client for measurement;
    • successful techniques for identifying needs, working with objections, working arguments have been introduced;
    • current promotions and discounts have been taken into account;
    • The outline of the conversation is outlined: the manager does not need to pull the thoughtful “nuuuu” and insert parasite words.

    All this functionality is presented in automated sales script systems. In addition, it is adaptive services integrated with the CRM system. They improve the initial script, adapting it for each manager, client, product. Allows you to measure the effectiveness of the script as a whole, its stages, the employees working on it. It offers a wide range of analytical tools, statistics, opens up unlimited opportunities for efficiency growth.

    Create scripts yourself, buy ready-made ones and finish them to fit your realities, use automated systems.

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