Home > Sales > Who Sells? … Part-2

Who Sells? … Part-2

In India a lot of film-makers are remaking Hits from the 70s and 80s – is it a dearth of new ideas or just smart guys squeezing out some more revenue from a good franchise. Let me attempt that stunt – but before alarm bells go off in your head let me promise that you won’t suffer a “Rocky-13 Reprise”! Am going to dwell on this subject for just one more post; there is bit more to be said on the subject.

Yesterday we spoke about selling opportunities being squandered by lack of synergy in the organisation. Here are some of the ways support teams can be co-opted into the Sales / Prospecting activity:

  1. Call Centers

Organisations have not realized that Offers put on auto-repeat and played while irate customers are on Hold can be a twin-edged sword. The customers hoping to register a complaint get further aggravated by the message droning in their ear. It can be self – defeating!

But Call centre executives can be roped in to promote schemes after successfully closing complaints. It’s can one of the After-Service steps they use to add more prospects into the sales cycle.

  1. Service Technicians

Asking for Referrals / leaving a product brochure or Scheme document behind – Sales Managers can get buy–in from their colleagues in Service by offering incentives for doing this activity. The Service specialist should get a share of the sales incentive for any sale closed through this route.

  1. Collection Agents

The Receivables Collectors too can be enlisted to do what the Service team does in #2.

  1. The back office

Members of the team who are not in the Sales function / who are not in a customer-interface role can also be roped in to participate in a referral program – they can promote the schemes among friends and relatives.

It is an activity that the support team would enjoy participating in – In a telecom company that I worked with we signed-up 31 new customers through leads provided by one Switch Engineer. Did he miss his true calling? We put his name up in Gold Letters!

The incentive scheme can be cash-based or non-cash – the need is to run a high visibility activity that recognizes and incentivizes the team–members who brings in useful revenue.

This is what all Sales Managers should do; like smart film-makers, expand your franchise … but know when to stop!

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  1. December 18, 2011 at 5:36 pm

    Nice insights and ideas here… Only one point I feel strongly here…If I’m calling to register a complaint, I’d be in a hurry to leave after I close the complaint… and not wait for the exec’s promo schemes.

    • Jayadev
      December 19, 2011 at 3:40 am

      Shantanu, good point! That is why I mentioned it should be a after-Service step. After the complaint has been resolved.

      Like using the moment immediately after a sale is closed (that’s when the customer is in good spirits having made a great decision) complaint resolution to their complete satisfaction is another moment of high. If the executive had done a great job in carrying out the promise the customer would be willing to spare a few moments to provide additional information.

      This is a technique we have used to good affect in the past.

  2. vilaskadival
    December 21, 2011 at 5:20 am

    I agree, but it depends upon situation and normally service people are technical and might be starting a sales call when not required or not able to see the right time. This is my opinion. Otherwise, Jayadev what you have presented is definitely good.

    • Jayadev
      December 21, 2011 at 7:14 am

      Vilas, spot on! Its definitely a role that many personnel on the technical side shy away from. But I have seen a lot of people in finance, admin and technical functions do a fabulous selling job. After all its a skill and can be mastered if one wishes to do so.

      There are the attitudinal aspects. If a person is inhibited or disinclined towards interactions with people there can be issues. In any case this is just one of the ways organisations can add to the Sales Funnel – and there are other options available.

      But a well thought out scheme implemented after providing the right training has huge benefits!

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