Best of the ISP-Lists

The Pull to Push

ISP experts discuss the profits and limits to be gained through asking your tech support team to sell services, and how to avoid being pushy.

[October 21, 2004]

On the ISP-Tech list in October, DR asked:

Can I get ideas from people on the best way to have your tech support people upsell without being too pushy with the customer and/or prospect?

[GD suggested] "Companies often have a post-sale /after-sale service upsell or upgrade strategy conflict. Have Techs empathize and demonstrate genuine concern with your customers. Ask questions, probe, and clarify, rephrasing to ensure understanding."

[BK agreed] "Just be friendly, listen to what the customer is actually saying between thelines, and be prepared to offer 'the solution.'

'I need something to get mud stains out of clothes. Every time I put the clothes out on the line the dog pulls them down and drags them through the mud.'

= Sell them the stain remover and a dog collar, chain, and an obedience manual..."

[PR added] "One thing to do is to have a checklist of things to say/do on a call, including an upsell. It doesn't have to be pushy:

'Mr. Customer, have we fixed that for you? Is there anything else we can do for you? Does your business have a website? Are you ready for the holiday season? Shopping cart? Merchant account? SSL? We host Exchange servers here, like Mr. Brown's at the UPS Store. Would having us maintain and store your mail server in a our NOC be of interest to you?'"

[BH replied] "I would add that you shouldn't throw out industry jargon such as SSLor NOC to the average customer; always phrase things in layman's terms. Using jargon will only put off the typical customer."

[JB added later] "Okay it took me a day or two to think about this one because I think it's a tricky situation. I've seen technical people that could sell ice to Eskimos, and I've seen technical people who couldn't sell me a dime for a nickel. No offence to anyone, but here is what I would do.

I would have the client (customer) suggest what they would like to see in the product or service portfolio, and if it is in the portfolio, transfer the call to a salesperson. I would then run a contest. The tech support person with the most services sold through referral to the sales representatives by the end of the month gets a $250.00 Visa or Amex check card to spend on whatever they want. You decide—you know your people and markets.

Illustration:

Support: Mr. customer, are you satisfied with everything we have done for you today?

Customer: Yes.

Support: Great, do you mind if I ask you just one quick question before you go?

Customer: Sure, what's that?

Support: What other services have you seen of ours that might be of interest to you in the future, or what else would you like to see us provide in the future?

Customer: Well, what other services do you have?

Support: We have Web hosting, Dialup Internet, DSL, Domain name registration, Domain Whois protection, etc, etc. . .

Customer: What is Domain whois protection.

Support: Mr. Customer, I'll tell you what, I can tell you but I really don't want to confuse you because I am a technical guy, can I transfer you to someone who could better answer that? It will only take a moment. (Transfer to sale guy)

OR

Support: Mr. Customer, I have another call coming in right now that I have to satisfy, could I transfer you to Bob (don't tell them Bob is a sales guy), he's really good about answering that question? Hold on. (Transfer him immediately)

Two things get accomplished here: 1. You get to find out what the customer wants to see in the future. If there is enough of a demand, you might find a winning service in you're haystack of clients. 2. You get to keep the tech support person doing their job, and the sales person doing theirs. And finally there is incentive for the technical support person to transfer the call (and to make sure the call is satisfied).

Hopefully there are less lost deals and a top line profit increase. I think it also goes without saying that the inside sales person that receives the call should know the call is a transfer from support, and what the question is before he or she goes into a soft sell situation."

—End