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Leverage Front Line Employees to Maximize ROI

Leverage Front Line Employees to Maximize ROI. Melissa Harris, President Telecom Training Corporation CANTO 2006. Telecom Training Corporation. Provides customized consulting, facilitation and training services for fixed/mobile operators and vendors:

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Leverage Front Line Employees to Maximize ROI

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  1. Leverage Front Line Employees to Maximize ROI Melissa Harris, President Telecom Training Corporation CANTO 2006

  2. Telecom Training Corporation • Provides customized consulting, facilitation and training services for fixed/mobile operators and vendors: • Sales and Customer Service “Soft” Interpersonal Skills • Product and Service Training • Strategic Planning • Systems, Software, and Business Processes • Since 1985, we’ve worked with companies such as: • Cable & Wireless, SETAR, CCT Boatphone, BellSouth, Sprint, Verizon, AT&T, Nextel, Cingular, Lucent, and Nortel • Caribbean speaking engagements include CTU, CANTO, IBC and NOVATECH • 60 international telecommunications-experienced trainers provide capabilities for both large and small projects 2

  3. Executive Summary • Mantra • Order-Taking Vs. Relationship Approach • Create Loyal Customers Through a Relationship Approach • Provide Effective Product Knowledge Before Launching New Solutions • Gather and Strategically Use Competitive Information • Create Sales/Service Checklists • Use Brochures and Signage as Sales Tools • Characteristics of Effective Front Line Employees 3

  4. Mantra • If you invest in the best: • Network • Products/Services • Advertising and Promotions • Location and Displays • You cannot maximize ROI on your ICT solutions if employees ignore, offend, or insult your customers. 4

  5. Order Taking vs. Relationship Approach • Historically – Monopoly ICT operators • Order-taking for voice solutions • Front line employees were extremely knowledgeable and confident • Currently – Competitive environment • Proactively recommend VDV solutions • Front line employees need to use a relationship approach and have product & competitive knowledge • Coaching, role playing, training 5

  6. Create Loyal Customers Through A Relationship Approach • Greet the Customer • Set an Agenda • Ask Questions to Uncover Needs • Recommend Feature/Advantage/Benefit Solutions • Manage Customer Objections • Close by Asking for Commitment • Educate the Customer • Provide Appreciation 6

  7. Provide Effective Product Knowledge Before Launching New Solutions • Feature/Advantage/Benefit Profiles • Questions To Use To Uncover Customer Needs • Typical Objections And Strategies To Overcome • Critical Tips To Tell Customers For Their Optimum Use • Competitive Strategies 7

  8. Consistently investigate & shop the competition to: Understand & anticipate what the competition is doing Develop effective competitive responses Review: Merchandising Sales support Pricing strategies Services Obtain this information by: Visiting & calling competitor’s stores Researching their advertising campaigns Talking to customers who have shopped the competition Clip advertisements and display for all employees to frequently view Communicate competitive plans during weekly meetings Include competitive info in front line manuals Ask employees to share their competitive knowledge Incorporate this information in your strategic planning process Gather & Strategically Use Competitive Information 8

  9. Create Sales/Service Checklists • Develop sales/service checklist for front line employees to use with customers • Include steps of the relationship approach & verbiage • Benefits • Ensures consistency • Captures customer notes • Roadmap to follow each step • Frees employees from having to “think on the spot” • Allows them to focus on proactive recommendations • Can be signed by customers and forwarded to management as an extra check on consistency 9

  10. Update brochures and signage Use a look and feel that complements your brand & image Display brochures in holders throughout the store for browsing & waiting customers Create sales/service manuals containing brochures & competitive info Schedule weekly sales meetings and role play the relationship approach using brochures Highlight key points to help customers Use brochures and signage for: Warranty, repair, and return policies Roaming, long distance cost, terms and conditions, billing Use Brochures & Signage as Sales Tools 10

  11. Characteristics of Effective Front Line Employees • They are friendly and willing to listen to the customer • They proactively greet all customers with a smile, a warm greeting, and by name whenever possible • They look professional in their uniforms with name badges and business cards • They understand the importance of sincerely caring for customers • They always suggest another item if the one the customer wants is out of stock • They view the customer has having the potential to buy multiple items • They always thank the customer • They keep their word and follow-up with customers when necessary and when promised 11

  12. Leverage Front Line Employees to Maximize ROI Melissa Harris President, Telecom Training Corporation 615.298.5429 (office) 615.838.2535 (cell) melissa@telecomtrainingcorporation.com www.telecomtrainingcorporation.com Thank You! 12

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