Marketing, You Got Me. Sales Call Center, You Blew It!

There is a hidden opportunity for a competitive edge in the wireless service market. Have your call center follow through with the same brilliance that marketing started. If marketing gets the customer to call, hey call center — don’t blow it!

Marketing Wireless You Got Me. Call Center Blew It. Image by:Uriondo



The Story
Marketing, You Got Me. Call Center You Blew It!
AT&T Wireless sent me a mailer about a deal for wireless service. I had been thinking of changing wireless carriers so I opened it, read it, and called the 800 #. Marketing you got me!  

A short voice response menu asked me if I was a current customer or not.  Press 2 and I was put through to a rep.  I thought wow this is great and then the path to success blew up.

The call center rep actually read a sales script without a breath and at the end asked me if I wanted to buy now. Call center you blew it!

Sales and service are not a monologue from you with a burp at the end from me. The scripted call center rep blew the brilliance of the marketing in 12 non-listening seconds.

Wireless carriers take heed — customers today are doing their homework and call with specific questions.

Drop the sales script and start dialoguing. Your marketing-to-sales conversion rate will soar. Lose the script or lose the sale!

From my experience to your success,
Kate Nasser, The People-Skills Coach™

How do you react to a scripted sales or service rep?

Related Post from BNET: Why Sales Scripts Are a Waste of Time

©2011 Kate Nasser, CAS, Inc. Somerville, NJ. If you want to re-post or republish the content of this post, please email info@katenasser.com. Thank you for respecting intellectual capital.


Kate Nasser, The People-Skills Coach™, inspires and trains corporate teams, customer care professionals, call center agents, and technical support teams in the greatest people-skills for sales and service success. See this site for workshop outlines, customer feedback, and footage to view. Turn interaction obstacles into business success — book Kate now.

6 Responses to “Marketing, You Got Me. Sales Call Center, You Blew It!”

  1. Great one, Kate. I have been selling cellular since 1983. Some lessons are harder to learn than others.

  2. Mike Brown says:

    Great story Kate, and it probably happens WAY too often. My reaction when getting a script read is to typically let them go as long as they will with no verbal response from me. They get to the pause point, I say nothing, and just see if they keep on reading . . . which they usually do!

    • Kate Nasser says:

      Exactly what I did Mike. So funny … I feel for the reps that are “forced” to do it because of bad leadership and management. Focus- sales driven by metrics. What a goose egg. I could almost hear the clock ticking behind her.

      Thanks for your visit and comment here at Smart SenseAbilities. Love your blog on innovation.
      Kate

  3. Rick Ross says:

    Your experience mirrors my own. Their methods feel highly contrived as if they’ve been designed by some exec how hasn’t talked to a customer in decades. Imagine the business juggernaut they’d become if Tony Hsieh were directing their customer experience program.

  4. I’m left to wonder whether at the end of those 12 seconds you continued to press your case for the service/product you wanted.

    I see a lot of folks who simply aren’t satisfied with anything less than an immediate, stellar answer from whoever they call for support (I’m not necessarily implying you’re one of them, only that many exist). They’ll go away either without any assistance at all, or they may turn to someone else (at best, they’ll get help, at worst, the problem may become even worse). I’m hoping to encourage people to hang on through those introductory spiels long enough to potentially reap the benefit of the product or service or support that they were initially seeking.

    I’m not big on defending their canned speech prior to addressing your problem, but I wonder how many sales they actually make by doing that? I rather suspect it’s more than they lose. In the same way that they persist in delivering those speeches, we can hang on, and then tenaciously demand what *we* want. (And certainly, we should make our displeasure known to those who have the ability to change the process, so that they have a more accurate idea of the true costs of their approach.)

    So, as much as I hate to say it as a tech support manager, question us. If we blabber something that seems to be irrelevant or doesn’t address your problem, be willing to invest a few more seconds instead of just accepting defeat. Make sure we understand your situation – we have to learn your language and know your needs in order to deliver really great service. Let me know when my group doesn’t serve you well, and let’s get that changed.

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