Leverage Front Line
Employees to Maximize
ROI
Melissa Harris, President
Telecom Training Corporation
CANTO 2006
Telecom Training Corporation
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Provides customized consulting, facilitation and training
services for fixed/mobile operators and vendors:
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Since 1985, we’ve worked with companies such as:
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Sales and Customer Service “Soft” Interpersonal Skills
Product and Service Training
Strategic Planning
Systems, Software, and Business Processes
Cable & Wireless, SETAR, CCT Boatphone, BellSouth, Sprint,
Verizon, AT&T, Nextel, Cingular, Lucent, and Nortel
Caribbean speaking engagements include CTU, CANTO, IBC
and NOVATECH
60 international telecommunications-experienced
trainers provide capabilities for both large and small
projects
CANTO 2006
Punta Cana, Dominican Republic
2
Telecom Training Corporation
www.telecomtrainingcorporation.com
Executive Summary
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Mantra
Order-Taking Vs. Relationship Approach
Create Loyal Customers Through a Relationship
Approach
Provide Effective Product Knowledge Before Launching
New Solutions
Gather and Strategically Use Competitive Information
Create Sales/Service Checklists
Use Brochures and Signage as Sales Tools
Characteristics of Effective Front Line Employees
CANTO 2006
Punta Cana, Dominican Republic
3
Telecom Training Corporation
www.telecomtrainingcorporation.com
Mantra
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If you invest in the best:
 Network
 Products/Services
 Advertising
and Promotions
 Location and Displays
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You cannot maximize ROI on your ICT
solutions if employees ignore, offend, or
insult your customers.
CANTO 2006
Punta Cana, Dominican Republic
4
Telecom Training Corporation
www.telecomtrainingcorporation.com
Order Taking vs. Relationship
Approach
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Historically – Monopoly ICT operators
 Order-taking
for voice solutions
 Front line employees were extremely knowledgeable
and confident
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Currently – Competitive environment
 Proactively
recommend VDV solutions
 Front line employees need to use a relationship
approach and have product & competitive knowledge
 Coaching, role playing, training
CANTO 2006
Punta Cana, Dominican Republic
5
Telecom Training Corporation
www.telecomtrainingcorporation.com
Create Loyal Customers Through A
Relationship Approach
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Greet the Customer
Set an Agenda
Ask Questions to Uncover Needs
Recommend Feature/Advantage/Benefit
Solutions
Manage Customer Objections
Close by Asking for Commitment
Educate the Customer
Provide Appreciation
CANTO 2006
Punta Cana, Dominican Republic
6
Telecom Training Corporation
www.telecomtrainingcorporation.com
Provide Effective Product Knowledge
Before Launching New Solutions
1.
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Feature/Advantage/Benefit Profiles
Questions To Use To Uncover Customer Needs
Typical Objections And Strategies To
Overcome
Critical Tips To Tell Customers For Their
Optimum Use
Competitive Strategies
CANTO 2006
Punta Cana, Dominican Republic
7
Telecom Training Corporation
www.telecomtrainingcorporation.com
Gather & Strategically Use
Competitive Information
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Consistently investigate & shop
the competition to:
 Understand & anticipate what
the competition is doing
 Develop effective competitive
responses
Review:
 Merchandising
 Sales support
 Pricing strategies
 Services
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CANTO 2006
Punta Cana, Dominican Republic
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Obtain this information by:
 Visiting & calling competitor’s
stores
 Researching their advertising
campaigns
 Talking to customers who have
shopped the competition
Clip advertisements and display for all
employees to frequently view
Communicate competitive plans during
weekly meetings
Include competitive info in front line
manuals
Ask employees to share their
competitive knowledge
Incorporate this information in your
Telecom Training Corporation
strategic planning process
www.telecomtrainingcorporation.com
Create Sales/Service Checklists
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Develop sales/service checklist for front line
employees to use with customers
 Include
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steps of the relationship approach & verbiage
Benefits
 Ensures
consistency
 Captures customer notes
 Roadmap to follow each step
 Frees employees from having to “think on the spot”
 Allows them to focus on proactive recommendations
 Can be signed by customers and forwarded to
management as an extra check on consistency
CANTO 2006
Punta Cana, Dominican Republic
9
Telecom Training Corporation
www.telecomtrainingcorporation.com
Use Brochures & Signage as Sales
Tools
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Update brochures and
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signage
Use a look and feel that
complements your brand &
image
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Display brochures in holders
throughout the store for
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browsing & waiting
customers
Create sales/service
manuals containing
brochures & competitive info
CANTO 2006
Punta Cana, Dominican Republic
10
Schedule weekly sales
meetings and role play
the relationship approach
using brochures
Highlight key points to
help customers
Use brochures and
signage for:
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Warranty, repair, and return
policies
Roaming, long distance
cost, terms and conditions,
billing
Telecom Training Corporation
www.telecomtrainingcorporation.com
Characteristics of Effective
Front Line Employees
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They are friendly and willing to listen to the customer
They proactively greet all customers with a smile, a warm greeting,
and by name whenever possible
They look professional in their uniforms with name badges and
business cards
They understand the importance of sincerely caring for customers
They always suggest another item if the one the customer wants is
out of stock
They view the customer has having the potential to buy multiple
items
They always thank the customer
They keep their word and follow-up with customers when
necessary and when promised
CANTO 2006
Punta Cana, Dominican Republic
11
Telecom Training Corporation
www.telecomtrainingcorporation.com
Leverage Front Line Employees
to Maximize ROI
Melissa Harris
President, Telecom Training Corporation
615.298.5429 (office)
615.838.2535 (cell)
melissa@telecomtrainingcorporation.com
www.telecomtrainingcorporation.com
Thank You!
CANTO 2006
Punta Cana, Dominican Republic
12
Telecom Training Corporation
www.telecomtrainingcorporation.com