Your role is crucial to the organisation's image. You really do make
the difference!
With this responsibility often comes the need to go beyond simply
responding - you may often be called upon to sell the organisation.
'Selling the organisation' may mean 'selling a product or service'.
It may also mean 'selling the good will and client-focus' of the
organisation. In order to do this effectively you need advanced
questioning skills. Let me illustrate this with a real situation
involving a close friend.
Lauren had just completed a 10 week sharemarket course at a private
institution, the SMK Institute. She really enjoyed it and decided she
wanted to learn even more. (She strongly suspected she could really
earn some money if she knew more of the finer details!) Lauren rang
the institution to ask for more information.
Lauren: Do you run an advanced sharemarket course?
Receptionist:
No, we don't
Lauren hung up and rang their competitors, the CCK Institute.
Lauren: Do you run an advanced sharemarket course?
Receptionist:
So that I can direct you to the right course, can I ask you a few
short questions? What studies have you already done relating to the
sharemarket?
Lauren: Last semester I did the technical analysis
unit with the SMK Institute
Receptionist: Yes, I know the one.
I'm familiar with its content. So do you actually want to delve into
more detail on the topics you have already covered or do you want to
learn even more techniques?
Lauren: That's a good point. I
suppose I was actually thinking of learning more of the finer points
on what I have already learned.
Receptionist: Well, in that case
the best course for you is T203, Applying the Technical Analysis
Techniques . Can I send you the information sheet and an application
form?
Lauren: That would be great
Receptionist: Would you
prefer me to mail, fax or email it? What's easiest for you?
The sad part of this true story for the SMK Institute was they did
have the course Lauren was after, but that it was not actually called
'advanced'. They lost a sale worth nearly $1000 because the initial
contact person simply responded to Lauren's question., without
attempting to sell the product
Using advanced questioning skills to 'sell the organisation' is part
of every telephone person's position. Selling is not hard sell.
Selling is taking responsibility for the call you have just
received. It is taking the time to ask appropriate questions. I call
them 'funnelling questions' because they funnel the information from
the caller to allow you to give them the best response.
Often callers don't really know what questions to ask. They don't
know your organisation, they don't know the full range of products or
services you offer, they don't know how your organisation works, they
don't know how your organisation's departments are arranged (and they
really should not need to know - that's where your funnelling
questions come into the professional picture).
The technique of asking funnelling questions is for the brave,
because it means you have to find out more information from the
caller. It means you are taking responsibility for the call - you
cannot just 'handball' the call. It means you are assisting the
caller (giving them the product or service they need) and assisting
your organisation (selling their product, service or simply adding to
their positive image in the community.)
Using advanced questioning skills really does make a difference to
your callers - and reduces one of the pet hates of most of our
clients.
To the customer, you are the company. Your words (positive and
negative) determine the opinion on the views that customers hold of
the company.
This is especially true when you are the first contact point for the
customer. Remember that first impressions are often lasting
impressions!
Realisations Consultancy can tailor a program to meet your exact
needs.
Please contact Dr Genevieve Armson (08) 9470 2662 or
genevieve@realisations.com.au to arrange a no-charge consultation.
