07 January 2014

How to Win a Callback

In a transactional business, turning lost calls into customers is imperative.

Why? Because consumers don’t just call a business to carry on a conversation.

When’s the last time you made a phone call to someone you didn’t know, just to ask them about their weekend plans or make small talk about the weather? Never, right? Whether you realize it or not, if a potential customer is calling you, he or she wants to buy from you. Period.

So, when customers don’t buy, that means the transaction somehow became crossed, and the sale didn’t happen. As a business owner, you’re paying for every single lead, and when your investment has nothing to show for itself, it’s costly.

And, to add insult to injury, it’s likely that the next call your lost customer makes will be to your competition.

But, don’t worry—that doesn’t have to be the end. In fact, you could say it’s more like a beginning, because that’s where we come in: to notify you of the lost opportunity.

You may think that to earn more money or get more business you have to spend more on your marketing budget. Though that is sometimes true, often, you can simply do more with the resources you already have. Enter Callsurance, which notifies you within ten minutes of a missed opportunity, allowing you to quickly respond to a potential customer and save that call instead of adding a layer of complexity and cost with more advertising.

Here’s how you can win a call back once you’ve been notified:

  • Get emotional. On an emotional level, potential customers want ways to avoid or overcome pain. It is important to be empathetic with your customers and their situations. You don’t have to feel sorry for them; just try to understand where they’re coming from.
  • Use that emotional understanding to ask questions, and encourage your employees to ask questions, too. Like, “Can you tell me more about that?,” “How long has that been a problem?,” “Can you tell me what you’ve tried to fix the issue?,” Did it work?,” and “How did you feel about that?” This is counter-intuitive, because many employees have never been told that it’s OK to ask questions. It is important to train our front line people to not be afraid to ask questions.

    If you notice several cancelled appointments, try to figure out if the issue was resolved on its own or if it wasn’t. Did your client call the competition or decide it wasn’t worth fixing? Often, it’s hard to find out what’s really going on in these types of calls, so it’s important to try and figure out a way not to look like everyone else.

    In this situation, many call takers will say, “Is it OK if I ask why you are canceling your appointment?” or “Would you like to reschedule?,” but your customer has heard that a thousand times. Instead, put the client at ease, and try saying something like, “Oh, did you get the problem fixed?” Your customer will probably be surprised you asked!

    Another example of getting outside the norm of problem-solving comes almost every time you walk into a department store. How often are you asked, “Can I help you find anything?” What response does that usually warrant? “No, I’m just looking. Thanks!” But think about if you were asked, “Is this the first time you’ve been into our store?” How many more opportunities does that give you to connect to a potential customer? If a customer says yes, you’ve got a great opening. If a customer says no, you can say, “Great! We appreciate you coming back, and you must be here for a reason.” It doesn’t take much to be different, but it can make a huge difference.

  • Consider waiving small fees to earn big customers. One of the most effective components to saving calls is calling back potential customers who didn’t want to pay charges or fees. We’ve found that, in the long run, offering to waive those fees can result in big business. Don’t be afraid to empower your employees and managers to offer this type of assistance to win customers.

  • But, don’t feel like you need to cut your prices right away. Remember, the potential client called you! Instead, ask questions and find out what the real issue is. It may not be what you think.

People buy emotionally, and they make decisions intellectually. If you can get a customer emotionally involved, then you have a good chance of taking care of them. Someone calling a plumber, roofer, heating and air company, or garage door company probably already has a problem. It’s the call taker’s job to help them understand the severity of problem and then, to book more calls.

One more thing: you may tend to perform in a way that you see yourself conceptually. If you don’t book an appointment or a buy when you call a customer back, don’t take it personally! You can’t let it get you down. So, have fun with the call-backs, enjoy the work, make a game out of it, and win more business!

If you’re interested in finding out more about how you can win more calls back and get a greater return on your investment, let us tell you a little more about us. We’ll help you add latitude and empowerment to your front line call takers, and you’ll be impressed by how much greater your hit rate can be.