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The following is an excerpt from Versadial’s Beginners Guide to Growing Sales and Customer Loyalty:
WHY CALL RECORDING?
In the early 20th century, a profound change began to sweep over western society.
It’s no secret that as human beings, we’re armed with abilities that go above and beyond what other animals on Earth possess.
Our greatest asset is our ability to step back from a problem, observe, and create a specific strategy to solve it.
We may not be as strong as a bear. But we can observe a bear from a distance, and create a strategy that counters every advantage it has. We can then bring down a bear, even though it’s many times stronger than we are.
However, even this ability had its limits. Mainly, in the moment, we could make a decision. But was it the right decision to make?
Sure, we had the ability to remember the decisions we made. However, the brain can distort the past. So, more often than not, we’d incorrectly remember an event. Then we’d base a solution off of the erroneous observation. As a result, we’d continue making error after error, until we realized the original assumption was false.
At the end of the 20th century, that all changed. Because for the first time ever, we had the ability to preserve time. We had the ability to RECORD moments.
Not only could we play them back… we could play them back exactly as they had happened. This gave us a definitive knowledge of EXACTLY how things were.
And even though our conclusions were still not 100% accurate, we finally had a concrete reference we could base them off of.
Through recording and analyzing, we can create much better solutions to problems. What’s more, through paying attention to recordings, we can determine what the REAL problem is.
If you’ve ever performed in front of a camera, and then played it back, you know exactly what I’m talking about.
Watching the footage allows you to see things you could’ve never seen before. With this new knowledge, you can ensure further efforts are focused in the right direction.
This allows for dramatically improved future performance.
So why call recording? Because with call recording, you can determine exactly how customers and prospects are interacting with your team – both sales and customer service.
You can identify exactly the types of customers who call in. You can find out problems these customers have and be prepared to address these problems the second you pick up the phone.
You can identify speech patterns and mistakes that possibly lead to a lost sale or customer.
THE PROCESS AND MINDSET OF OPTIMIZATION
Call recording allows you to fully optimize and systematize your sales and customer service processes.
Optimization is the KEY to an ultra-profitable business. Optimized systems are the key difference between a company that flounders, and a company that posts record breaking profits, year after year.
Think about your sales and support teams. Let’s say your sales staff is using a script that is incorrect based on the customer’s needs.
However, you’re still making some sales with your script. Without a way to monitor, record, and analyze incoming calls, you may assume your sales script is good enough.
With call recording, you will identify that one specific “route” your sales team is taking to address an issue or objection, and discover it is actually causing the “flow” of the conversation to drop (more on this later).
As a result, the customer is becoming uncertain and frightened to make a decision. And although some of them do make the decision to buy, others say, “I’ll call you back”, or, “I have to speak with my spouse”, and then you never hear from them again.
Through call recording and optimization, you can begin to test new approaches to handling that objection or problem.
You can then track the data for all incoming calls using this method and replay them. You can listen to calls where a sale is made and calls where no sale occurs.
You can take what’s working for your highest performing team members and use their recordings to train lower performers.
Soon, you have a new script, with a new approach to customer objections and problems. As a result, you potentially could close 3x the amount of sales as you did before.
That’s an increase in incoming business… money you were leaving on the table (or giving to your competitors) before.
And this is just the start of where call recording can take you.
A PROVEN SYSTEM FOR YOUR ORGANIZATION
Call recording gives you the ability to absolutely optimize EVERY aspect of your business that uses phone conversation.
You can use call recording to:
- Create and optimize a referral program, bringing you fresh business at no additional cost.
- Create a customer service approach that makes customers feel special and valued from the second they get on the line.
- Find leaks in your sales process, plug them, and multiply revenue as a result.
- Identify top performers, and more importantly, why they’re top performers.
- Train new sales and customer service reps using actual conversations, with actual customers, that went successfully.
- Also show team members the correct way to handle situations that go wrong, with actual cases of that happening.
…and this is just scratching the surface.
If you want your company to be as profitable as it can possibly be, call recording is not an option – it’s a must.
HOW TO APPROACH YOUR STAFF WITH CALL RECORDING
Whether this is your first time using call recording, or you’re simply switching to better and more convenient technology, I’d like to introduce you to a new mindset.
Western society, in general, has a slight paranoia and nervousness over “being watched”.
Therefore, introducing call recording technology can make individuals uneasy and anxious. This unease and anxiety is then transferred to the customer or prospect through the phone call, which can lead to a major loss in sales.
It’s important, therefore, to groom your team on being recorded. Not only to expect it, but to relish the opportunity.
There are two attitudes an individual can take when they’re being recorded:
- A nervous, scared, “under the gun” attitude, that causes physiological reactions such as sweaty palms, cotton mouth, and a nervous tonality, or…
- A cool, confident, “rock star”, that not only understands they’re being recorded, but loves the fact that their performance is saved for history.
What makes the difference is how you present call recording to your staff. Make it clear that recording is simply a process of optimization.
Make it clear that mistakes are not only okay, but they’re appreciated. Make it clear that as long as your staff is open to learning from their mistakes, they should never feel nervous over the phone.
Give appropriate training resources to your team, and give newer members the option to listen to calls from top performers.
Inspire your team by rewarding corrected mistakes. When listening to a recorded call, keep an objective mind. Be incredibly slow to blame, and very quick to reward and recognize progress.
This will turn your sales and customer service teams into over-the-phone rock stars, who would vastly prefer to be recorded than not.
With your team on board, optimization happens quickly, easily, and boosts the overall moral of your company as a whole.
This excerpt is Part 1 of 4 from The Beginners Guide to Growing Sales and Customer Loyalty with Call Recording (White Paper).