They did not know how to make an offer, ask for an order, up-sell, cross-sell, get an order shipped on time or say “thank you for your business.” Their obtuseness was astonishing, since all they had to do was copy Amazon.com, who very early on set the standard of excellence for doing business on the Web.
One rule they consistently broke was that they did not make it easy to order.
These smarty-pants kids were deal killers.
Here is the checklist:
When a new offer or promotion goes out, be set up to take orders.
When I responded to Comcast’s warning that a new kind of cable box was required, it was not mentioned on the recorded voice menu. I did not know what to do. A special 800-number should have been set up just for that offer.
Sometimes when I call an 800-number in response to an ad, the person on the other end has no idea what I am talking about.
It is not enough to simply alert in-bound telephone reps.
Everyone that answers the phone—whether in Omaha, Neb., or India—must be intimately familiar with every facet of the offer and the product or service.
They must study the object being sold—feel it, play with it, ask questions about it, get used to it—and learn to love it. Potential questions from prospects must be anticipated and answers prepared. And the reps must be rehearsed so they can give instant—very positive—replies that overcome any objections and make the prospect feel good about ordering.
If a service—such as Internet access or cable TV—is being sold, the reps must know everything about it and be able to explain it so that it makes perfect sense to their great-grandmother.
Any hesitancy, lack of knowledge or high-tech jargon on the part of a telephone rep can be a deal killer.