customer focussed - web viewconversation starters 5. active ... the first word most children learn...

Turning Conversations into $$$Support Notes

List of Contents

Section Page

Why and how people buy 2

Visitor Types exercise 3

How do you feel about selling? 4

Conversation starters 5

Active Listening 7

Language difficulties 8

Frequently Asked Questions - Preparation sheet 9

Features and benefits 11

Features and benefits exercise 13

What is an objection? 14

Four steps to handling objections 15

Dealing with objections creatively 16

Ask them to buy 17

Adding value 18

Suggestive selling 19

Thinking ahead for your customers 20

Why People Buy

Despite all the millions of products and services for sale in today’s marketplace, customers will only exchange their hard-earned money for two things:

Good feelings Solutions to problems

This means that you are not a Visitor Centre offering advice, processing transactions and selling products. You are a dream maker offering the potential of wonderful feelings and you are also there to use your experience and knowledge as a problem solver.

How People Buy

“People buy based on what they see, what they hear and what you focus on.”

Hilary Kahn, Frontline Strategies

PLUS

“People buy based on how you make them feel.”

Jan Collins and Jurek Leon, Terrific Trading

Your three objectives every time with every visitor

When you are in contact with a visitor in person or over the phone you have three objectives to meet:

1. To provide personalised and friendly service.

2. To ensure that your visitors get all they want and need to make the most of their stay and the rest of their trip.

3. To stimulate positive word-of-mouth for your town and your region.

2016 Terrific Trading Pty Ltd 08 9312 1075 www.terrifictrading.com

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EXERCISE – Visitor TypesSelect a visitor type. This may be by age, nationality, whether city/country/inter-state, group size or lifestyle. For example, ‘Empty Nesters, Family groups with young children, Grey Nomads.

1. List the key things that matter to them.

2. Next do the same with another customer type that has different or conflicting preferences.

Visitor Type: ___________________________________________

What matters most to them?

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What doesn’t matter much to them?

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Visitor Type: ___________________________________________

What matters most to them?

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What doesn’t matter much to them?

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How do you feel about selling?


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Typically there are four reasons that people in visitor centres and other customer service roles often don’t like to use selling techniques:

1. Don’t want to appear roboticThey don’t want to appear robotic parroting scripted phrases over and over again – the ‘Do you want fries with that?’ syndrome. It feels so false and they want to be viewed as real people dealing with real people.

2. Aversion to being pushyThey don’t want to appear pushy. Most of us hate it when we are faced with an over eager salesperson in a retail store or are interrupted by a phone call at home from a telemarketer who won’t take ‘No’ for an answer. We don’t like that behaviour and don’t want to be viewed in that light ourselves.

3. Fear of rejectionThe first word most children learn in life is ‘No’ and they hear it again and again as their parents and other authority figures attempt to keep them safe. Children don’t like hearing it and this continues into their adult life. So, they go out of their way to avoid rejection, to avoid hearing ‘No’. They tell themselves, ‘If the customer wants it she will ask’, but will she?

4. Fear of damaging the relationshipGood customer service providers in settings such as visitor centres build up a warm, pleasant relationship with their customers. There is a fear that overtly selling to these customers will appear distasteful and so will damage the relationship.

Maybe for you there are others. If so, jot them down here.

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Conversation Starters

While all approaches tend to start with a greeting – “Hi”, “Hello”, “Good Morning”, “G’Day”, conversation starters generally fall into three categories:

Social ApproachThis is when you start a conversation with a customer as if you had seen them in the street. This could be a comment about the weather, latest cricket score, where they are from etc.For example:Hi, your daughter seems to love those…Hello, have you travelled far today?Good morning, is this your first time in…?

Now write in a couple of examples that you use: ______________________________

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Service ApproachThis is the most overused approach in most retail settings including Visitor Centres. It should only be used when it is obvious by the way the customer is acting or something they say that they want help or are ready to be served. For example, if the customer walks up to the counter their body language tells you that they want help which means the service approach is quite appropriate.

Even in these cases, avoid using the phrase Can I help you?' as your opening remark. Because it is so overused in retail situations, nine times out of 10 it will result in the customer saying “No thanks, just looking". There are lots of other ways to ask the customer if they need some assistance, such as:

You look as though you need some help. Can I point you in the right direction?What can we help you with today?Are you looking for something for yourself, or is it for a friend?

Now write in a couple of examples that you use in appropriate situations:

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Merchandise Approach

When a customer is showing more than a passing interest in a particular product or product category then the most effective approach to use is the merchandise approach. This interest may not necessarily mean they have any intention of buying the product.

So, your initial words should be a general comment about the merchandise rather than the beginnings of a sales spiel. Your comment could be about style, colour, locally made, in season, unusual look etc.

Depending on the situation you might say:

“That’s made by one of our local artisans. He’s been featured on a TV documentary recently.”

“They give great protection from the sun.”

“These are all painted by local artists.”

“Aren’t those fridge magnets cute?”

Now write in a couple of examples that you use:

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Active Listening

Listening is one of the most difficult skills to develop. Poor listening skills are the major cause of communication breakdowns.

One of the reasons for this is because we talk at about 100-120 words per minute, but we think at about 400-500 words per minute.

There is ample opportunity for us to be distracted when a person is speaking especially when we’ve heard the same type of enquiry hundreds of times before. This is especially true over the phone. We can’t see the speaker and we may have all sorts of other visual distractions which interrupt our concentration. And that’s just at our end of the phone!

Effective listening is not a passive behaviour. It requires full concentration to be given to the speaker to extract the real meaning of the words and the full extent of the message. It also involves summarising what the speaker has said in your own words to check for understanding.

This vital process of checking and clarifying often has an additional benefit. It helps the speaker to think through the things that they need to explain to you. As a result, when you clarify, people will often respond by saying “That’s right, and also….” and go on to give you an additional piece of information which may make their problem a lot clearer and easier to resolve.

Use your listening skills to ask clarifying questions

Make it a rule before answering questions to clarify that you have understood what the customer meant and remember that your intention is

a) To make the customer feel good about having asked the question.

b) To give accurate information.

When a visitor demonstrates interest by asking a question, this gives you an opportunity to inspire confidence in you and your region, which is great.

But PLEASE don’t do a ‘data dump’ on your customer. In other words, don’t overload your customer with information. First, clarify what it is they want to know and how much detail will be appropriate.


“First go out of your way to understandbefore you attempt to be understood”

Stephen Covey

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Language Difficulties

What can you do when your caller or visitor is hard to understand?

Particularly over the phone, communicating with callers who have a strong accent or for whom English is a second language can be difficult to deal with, but remember it is also difficult for your caller. There is no easy answer to this, but here are some tips that may help.

1. Speak slowly and distinctly. Don’t shout. Keep it simple, with one thought to each sentence.

2. Emphasise keywords. Confirm details frequently and don’t cover too much information at once. Allow pauses in the conversation so that your caller has time to take in and translate what you’ve said.

3. Avoid technical words, jargon and acronyms.

4. Notice the English words your caller uses and try using them to get your message across.

5. Be specific. Don’t use long, drawn out sentences and explanations. Avoid words and phrases such as ‘roundabout’, ‘almost’, ‘nearly’, ‘I’ll just be two ticks’ and other colloquialisms. They can be difficult for people to understand.

6. Check for understanding. Pause and allow your caller time to respond. Don’t pretend you have understood if you haven’t. Consider alternatives. Is there someone else in the organisation you can speak to? Can you use an interpreter service?

7. Stay relaxed. If you have travelled in a foreign speaking country you will know how uncomfortable and stressful it can be trying to communicate. Smile regularly (even over the phone). It helps to relax you and your caller. Use a non-blaming phrase such as, “I’m having trouble understanding” rather than “you are hard to understand”.


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Frequently Asked Questions - Preparation sheet

Visitor Centres have a number of questions which come up time after time. If you are aware of and know how to handle these, your work will become much more rewarding.

Please write down a typical question you are often asked.

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Write down your response. Then compare this with your colleagues and add some of their suggestions.

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Frequently Asked Questions - Information gathering

Anticipate the 8 or 10 most frequently asked questions in your centre for each seasonal period.

Hold mini discussion sessions about these and ensure that you and your colleagues:

a) List what they think are the most asked questions.b) Contribute their responses.

These “scripts” aren’t designed to turn your frontline team into robots. They don’t need to be adhered to word for word but they do ensure that even the least experienced member of your team can confidently answer the most common questions.

Develop scripted responses based on your experiences and customer reaction. This can become a fun exercise and a great confidence builder for you and your colleagues.

Typical questions the customer asks:

1. ________________________________________________________

2. ________________________________________________________

3. ________________________________________________________

4. ________________________________________________________

5. ________________________________________________________

6. ________________________________________________________

7. ________________________________________________________

8. ________________________________________________________

Features and Benefits


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The Features describe the characteristics of a product or service.

Features are things you can perceive through your five senses. This means you are able to either see, hear, touch, smell or taste them. Features answer questions like “What is it?” or “Where is it made?”, “When was it built?” or “How long does it take?”

A Benefit explains what a feature will do for the customer.

There are usually at least two benefits for every feature. The benefits you describe should appeal to the wants (good feelings) and needs (solutions to problems) of the customer. They should answer the question “What will it do for me?” or “How will it keep my children amused? or “How will it make my time here easier/better?”

Many salespeople assume that their customers will automatically translate features into benefits. It is dangerous to assume. It pays to follow a feature with the statement “What this means to you is…” or “Which means…”

Why bother to mention the features?Why bother to state the features if customers buy on benefits, not features?

Because linking the features to their respective benefits gives the features believability. A list of benefits isn’t believable. They are empty promises. A well-linked feature gives the benefit substance.

Comparing Two ProductsEvery product and service has certain features and benefits. In helping clients come to a decision your job is to point out the appropriate benefits of the products they are considering.

A word of warning here. Never run down one product, price or place to promote another. Instead point out the extra value of the alternative. Don’t say “This is better value than that because…” Your customers decide what is better value based on the benefits that matter to them.


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EXAMPLE - Converting Features into Benefits

Here is an example of a features and benefits sheet for a guided tour service provided by a small tour company. We’ve just included four features. There will be many more.

Product or Service: 16 Person Mini-Bus Tour

Features Benefits1.Guided tour

1a) Inform people of interesting sites,

customs and history and provide local

knowledge.

1b) Its safer and you won’t get lost so it’s a lot more relaxing.

2.Takes up to 16 people

2a) Only small groups which allows for a more personalised service.

2b) Numbers are still big enough to meet and interact with other visitors.

3.Mini-bus

3a) Able to park in smaller areas close to attractions.

3b) Mini-buses get access to some areas that large coaches don’t.

4.Air-conditioned

4a) You will get relief from the heat on even the hottest days making your journey more pleasant.

4b)

5. 5a)

5b)


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EXERCISE - Converting Features into Benefits

Please complete this features and benefits sheet for a product or service you provide.

List at least three separate features. Match each feature with at least one benefit, preferably two.

Product or Service: _____________________________________________________

Features Benefits1. 1a)

1b)

2. 2a)

2b)

3. 3a)

3b)

4. 4a)

4b)

5. 5a)

5b)


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What is an objection?

An objection can be defined as anything which a customer says or does which indicates that they have a doubt about the product or service. Objections are a natural part of the sales process.

In most cases an objection is your customer’s way of letting you know that they want to know more. Of course, it often won’t come out sounding like that, but if customers weren’t interested they wouldn’t bother to make a comment.

Welcome objections. The objections your customers verbalise are a gift. The worst objections are the ones they don’t tell you!

Record and analyse typical objections

Visitor Centres have a number of typical objections which come up time after time. If you are aware of and know how to handle these, your work will become much less stressful and more rewarding. So you need to:

Make a list of the typical objections in your Visitor Centre

Record alternative responses to each objection

Record how your colleagues handle these objections

Gather ‘war stories’. Make a note of these examples of testimonial evidence gained from satisfied visitors. This may include reviews on Trip Advisor and other social media.

Talk with other visitor centres about how they handle these objections with different visitor types.


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Four Steps to Handling ObjectionsHere is a four step process to use whenever you are handling objections.

1. Acknowledge the objectionThis opens the lines of communication. You might say something like:

Thanks for raising that point; orI can understand you thinking that; orSounds like it’s more than you expected to pay.

Even if you think the objection is ridiculous, to the customer it is real. By using these openings you are letting the customer know that you are here to help, not to argue.

2. Pause to consider itYou may have a pre-prepared answer to the customer’s objection. Hold off. Don’tjump in with it even if you have heard this objection 100 times before. Briefly pauseand take a breath, which indicates to your customer that you are thinking about theirobjection.

This also allows you to engage your brain before your mouth. An amazing thinghappens when you do this ….. you start to notice things and hear things that youmight otherwise have missed.

Occasionally when you pause, the customer follows up their initial comment with additional information. Listen carefully.

3. Ask questionsStart by restating the objection phrased as a question. That way you can make sure you know exactly what is meant by the objection. Is it the real objection? Does it disguise another problem? You won’t know unless you ask.

Get the customer to elaborate. Sometimes when you do this they end up answering their own objections.

4. Answer calmly and convincinglyWhen you respond, ensure you maintain eye contact and relate to the objection raised.

Your response must show consideration for the customer’s point of view. Even if the customer’s objection seems silly or offensive, respond in a positive manner both verbally and non-verbally. That’s what separates the professional service provider from the rest!

And, remember, don’t get into an argument. You will never win an argument with customers and it never pays to prove them wrong. In other words you can’t win arguments by arguing.


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That doesn’t mean you have to say you are wrong if that isn’t the case. But you do have to show consideration for the customer’s point of view.


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Dealing With Objections Creatively

There are a number of typical objections that come up time after time in any Visitor Centre. If you are aware of and know how to handle these, your work will become much more rewarding.

Write down a typical objection you deal with:

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Write down your response. Then compare this with your colleagues and add some of their suggestions.

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Ask Them to Buy

You are a professional problem solver. If the customer demonstrates interest in a product, a tour or accommodation and you don’t ask them to buy or book there is at least a 50% chance that they won’t say “I’ll take it” without being asked. That means that they walked into your visitor centre with a problem and now they are walking out with a problem.

If you don’t ask, the answer is “No!” So, whenever you recognise a buying signal ask for the sale.

There are many different closing techniques. Among the most effective in Visitor Centre situations are –

The Direct ApproachAfter giving information, ask for the booking. For example, “Shall I book that for you now?” or “Would you like to take that one?”

The Assumptive Close:This approach assumes that your customers are going to buy. It also assumes that you have identified their needs. You then phrase your question or statement and act as if the customer is bound to purchase your product. The classic assumptive close in some retail businesses is “Would you like that wrapped?”

In your case it may be about payment or the booking even though your customers have not yet actually said they will buy. For example, “How will you be paying for that?”

Alternative Choice:For example, “Would you prefer the green or the blue?”

The Time Close:For example, “Their tours fill up very quickly this time of year. I can’t guarantee there will still be two seats when you drop back this afternoon. Would you like to make a booking now?”

The “If I can, will you” TechniqueThis can be a bit of a hardsell ‘take it or leave it’ approach if not handled carefully. Basically you are saying ‘if I do something for you, will you do something for me?’

It is an effective and appropriate approach when you need commitment from the customer to proceed. For example, “If I can organise the trip for you will you be able to arrange a 30% deposit now?


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Adding Value

By getting information, listening, observing and building rapport with customers, higher value sales can be made... especially with people who are focussed on getting good value for their money.

Here are three ways of adding value and being rewarded with increased sales:

Up SellingSuggesting a product, tour or accommodation which is of higher value. This is often called selling up or trading up.

For example, your customer books the 11.00am tour that has lunch included rather than the 2.00pm tour that doesn’t. It costs more but they appreciate the greater value.

Related Selling:Suggesting a related product or service which goes with the product the customer is purchasing. Sometimes called companion selling, cross selling or add-on selling.

For example, the hat with the sunscreen or the stamps with the postcards.

Substitute Selling:Offering an alternative product in place of something the customer has asked for. This is the difference between saying, “Sorry we don’t stock those” and using your product and customer knowledge to suggest an alternative.

If you have built rapport and are suggesting all of the above as a service, you are not only adding value to your visitor centre, you are providing the customer with value too.

“Small or large?” Adjusting the way you say things can achieve a far better result without anyone having to work harder or longer. That’s the wonderful result you can get from refining your selling technique.

A cafe I’ve been doing some customer focussed sales training with has two cup sizes. When customers ordered a coffee, the boss had a habit of saying, “Small or large?” Many of his staff copied him – modelling the behaviour of a manager or more experienced staff member is how most people learn – or else they asked the customer what size cup they want as they point to the two sizes.

As a result of this approach 80% ordered the small size.

This was changed to having everyone ask, “Will that be a large?” as they point to the two sizes. The result was tracked over a 3 month period. 72% ordered the large size!

Just think of the effect this has on turnover and profitability. For the same amount of time and effort there is a dramatically better result for the business AND customers are happier because they’ve had the opportunity to select a better value option.


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Suggestive Selling using the “this goes with that” approach

Write down the name of the product or service your customer wishes to buy/book.

Alongside the name of this item, list some of the ways in which you might increase the value and benefit to your customer by suggesting one or more complementary products or services. For example, the stamp that goes with the postcard or Gastrolyte that goes with Imodium!

Work out the phrases or questions you can use to recommend the complimentary items e.g. For the pharmacy,“Do you have a rehydration product at home to help you recover quicker?”

Product or service: ____________________________________________________

Complimentary items:

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Phrases you could use to introduce the complimentary items:

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Thinking ahead for your customers

Visitor Type: _________________________________________________

Where are they moving on to: ______________________________________

Especially for the first timer to this part of Australia, what is different, unusual or unexpected about where they are going?

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What are the must do’s/sees? _____________________________________________

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How can you help ensure they get the most from their experience?

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customer focussed - web viewconversation starters 5. active ... the first word most children learn...

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