By Nancy Lewis, Executive VP of Client Services

As a 15-year veteran of the customer care industry and an avid catalog shopper, I’ve experienced my share of poor sales calls on both ends of the line. I can’t help but believe, however, that every one of those not-so-pleasant calls might have been made at least a little better with the right kind of training. Whether it is for a start-up or ongoing application, a thorough training program is well worth the time and resources.

The first step in developing such a program is to consider the entire process, from the time the customer is greeted through to the end of the call. Carefully consider what might possibly need to be communicated on each and every call, and know your customer’s expectations as well as your company’s goals. Representatives should be provided up front with all the knowledge and information they may need ranging from such inquires as “when was the company founded” to “is the shirt on page 25 available in red.” This will help ensure that the customer is satisfied with the outcome of the call, and will minimize unproductive callbacks, and lost sales.

In addition, specific sales training covering such things as converting inquiries to sales, cross-selling, and up-selling will make ‘order takers’ into ‘order makers.’ Lastly, be sure to include in your training the more subtle aspects of quality call handling such as etiquette, voice tone, energy, listening, elimination of slang, and a sense for the true meaning of customer service. For example, a simple technique like the use of the customer’s name will help the representative connect with the caller and make the entire experience smoother and more productive.

Remember, a telephone call may very well be your customer’s first and only point of contact with your company. You get only one chance to make a first impression.  Make it a good one!