Call Center Training

Welcome to the Call Center Training Workshop. 

A well-trained Call Center is the heart of any operation. 

Call center employees who know how to handle the great variety of situations that present themselves with skill 

and professionalism will be an asset to the organization

as well as being able to profit themselves in terms of salaries and performance bonuses. 

Call Center Training will allow the employee to enter their work area with confidence 

that they are equipped to answer questions and overcome objections and ultimately close the deal.

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The Basics (I) 

Every telephone sales associate wants to increase productivity. 

Constant changes and innovations in the marketplace are sometimes hard to keep up with. 

The reason people elect to buy is often not a result of logic and planning but rather emotion or felt need. 

Effective sales associates try to identify the Dominant Buying Motive (DBM) of the buyer on the other end of the phone. 

Discovering this takes careful listening skills and the suspension of the idea that people always do things for logical reasons.

Defining Buying Motives 

Dominant Buying Motive (DBM) is the main reason the customer or buyer will select your product over the competition. 

It is driven by the felt need that your product provides to the customer. This motive is not always something the buyer is fully aware of. 

With some questioning and dialogue, skilled sales associates can unearth the DBM and help the buyer do what will ultimately make them happy; buy your product.

Four Motives for Buying: 

1. Logical Reason A) Save Time: The buyer may believe that buying your product will save them time in the long run in contrast with the competition’s product offering. This may be a faster computer, a car, or a service from your company. 

2. Logical Reason B) Save Money: The buyer may believe that buying your product will save them money either in the short or long term. The financial savings they seek does not come at the cost of any features or practical application the products provide. 

3. Emotional Reason A): The buyer has a strong brand loyalty and trust in the product. This may cause them to be willing to pay more for the security of the known brand loyalty. Quality in service or products is not what you put into it. It is what the client or customer gets out of it. Peter Drucker

4. Emotional Reason B): The buyer trusts the sales person and their judgment in recommending a product. The sales associate has demonstrated expertise and credibility that has won the confidence of the customer so that they are willing to take the suggestion of the sales associate and buy the product.

Establishing a Call Strategy 

The advice “stop talking” may seem counter intuitive to making a sale. 

Many people talk excessively and fail to listen to the customer. 

The problem with constantly talking is that you are unable to truly understand the underlying needs of the customer. 

We feel a need to control the conversation or we will lose the sale. 

For example, an army recruiter can spend all his time trying to convince the recruit to sign up for military service but fail to listen to the young man explain how his grandfather was killed in a military conflict and this gives him both motivation and hesitation in following in his grandfather’s footsteps. 

The recruiter needs to empathize with the young man’s loss and filter the pain into a motivation for heroism. 

Prospecting 

Prospecting is a method of evaluating the potential of a buyer or customer. 

Prospecting takes into consideration the likelihood that the buyer has the means and the motivation to buy your product. 

Ranking potential buyers in a systematic way allows phone sales associates to close more deals and spend their time with customers who are more prepared to make the decision to buy the product. 

Those who are further down the motivational scale and do not appear to have the means to make a deal, 

can be given less time and attention or kept on file for future contact when they are able to make a deal.