You might think selling by phone is a challenge.
You face a lot of rejection, and if you do business-to-business calling, my specialty, you need to confront and conquer secretarial screening and voice mail, before you can even earn a shot at wooing your ultimate buyer.
But the selling part, if not easy, is manageable, if you know what you're doing and your have hammered out your value proposition and a great script.
What's really daunting, what keeps business owners up at night, and human resources folks grabbing for the Maalox and Valium, are the recruiting challenges. Simply put, staffing your call center so you're running at 90-95% capacity at all times is nothing less than a Herculean endeavor.
How come?
Turnover is a major problem, keeping new hires in those seats long enough so they'll get their "phone legs" and make a dandy living. Too often, too many of our recruits bolt for the door before their payroll paperwork has been fully processed.
A major metropolitan newspaper has experienced 400% annual turnover, going through 1,200 bodies each year to keep its 300 seat center staffed. I pointed out, after doing a cursory analysis of costs, that this paper could double the salaries of all 300 reps, given what it was wasting in recruiting and training costs, alone.
Adding to their woes was a fundamental error. When they advertised for telephone sales reps, they sabotaged their chances of hiring the best folks, efficiently, by appending these words:
NO PHONE CALLS, PLEASE!
Let me say this quite clearly: Screening telephone sales people by phone is not an option-it is essential. Otherwise, how can we assess whether they have the basic talent and vocal endowment to hold up their end of calls when sales are at stake?
Resumes, unless posted at YouTube or at another video-based site, do not speak. People can look great on paper but be marble-mouthed, frozen with fear, or sound utterly dumb over the phone. The only way to assess their telephone strengths and weaknesses is to get them on the line, or at least allow them to contact you.
Telephone sales job applicants need to be put to a telephone test.
In a future article I'll discuss the crucial paces though which we need to put them before giving them further consideration.
By screening applicants better, especially by phone, we can diminish those costly turnover numbers I referred to above, bringing down our overhead to a manageable
range.
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