Marketers and sales people are both part of the same team. Team Revenue. In fact, every single person in your business is part of Team Revenue. Every single person is an integral cog of the system that works to drive the business forward.
Marketing spends thousands of pounds and thousands of hours trying to get leads & help nurture them into customers.
Sales spends thousands of pounds and thousands of hours doing the same.
Businesses look at sales & marketing to drive revenue & drive growth.
What businesses forget is that customer service is an integral part of the buyer journey. Every single person on your team should be trained on how to deal with a potential customer.
In fact, anyone with a phone or email should be trained on how you want them to deal with a sales query.
The amount of times I've called a company - ready to become a lead and potentially even a customer - only to be fobbed off, is shocking.
Countless companies have lost business opportunities because of the terrible way different members of their staff handle potential leads. Common mistakes include:
Tone of voice:
Sounding fed up/like a customer has interrupted something. This immediately switches a them off.
Not redirecting them to the right place:
Telling someone that has called, ''It's not my department'' and not sounding interested to help is a real put off.
Not helping them find the right person without being prompted first.
Redirecting them to the wrong place more than twice. If a customer is passed around more than once they begin to feel like they're getting the runaround.
Pet hate: Telling me ''You're asking the wrong person.'' It puts blame on the customer and just doesn't sounds helpful.
Asking too many details before listening to their query. What's your name? What your email? What your number? What's your blood type? Well, not really blood type but you get the picture.
Sometimes I feel like I've had a police interrogation before I even get an answer. What's worse is giving all this information only to be told it's not something the company currently does.
Asking them to do the work:
''OK, well if you just email Bob he can talk to you about this, I think he's free sometime next week''
No. Just no. If you don't know the answer and the person that does isn't there, take the callers details and follow up for them. You don't get a second chance to make a first impression. When customers call they get an idea of what you'd be like to work with. Asking them to follow up for you suggests that they'll constantly be having to chase you in future.
Also, the customer should feel like they are your only client, ask them when they're available and work around them.
Not leaving a message:
If you call a lead back you should always follow up with a voicemail & an email. Your lead may not have your number, they may get multiple unknown numbers calling them or they may be avoiding telemarketing calls. Let them know it's you or they aren't likely to call back.
Missing marketing opportunities:
Ask the customer how easy it was for them to find you and have their query dealt with. They may volunteer vital information such as, ''Actually, the number on your website didn't work the first time so I looked on google and found a different number that worked''
Understanding where the lead came from helps the marketing department understand how effective their output has been!
I've had interactions with brands where I've decided I'd get in contact, only to have received poor service when I called and I've hung up the phone.
Everyone on your team has the potential to help your business grow. Sometimes customers can get in contact with a non sales or marketing person online, via the phone or through email. Make sure your team know how to handle these potential leads or risk putting them off before your sales and marketing people have a chance to help them.
''Keep your staff and rest of the business updated on what's happening as well. If you're a organisation with a sales team that is being challenged by customers about the service they are receiving and the team isn't aware of what's actually going on, they are not in a position to help you and manage customer expectations. ''