Telesales Tips for (S)OND
Here are a few tips to get started:
Who will do the calling and who will manage them?
If you need someone and have your processes in place, try Craigslist. Run the ad, do the interviews, get them hired and trained. You are looking for people with B2B sales experience. You can train them on your brand in the tasting room. Someone will need to manage and monitor them so the message is consistent. If you don’t have anyone in place to make the calls, you may want to outsource this task. This is exactly what Call for Wine does!
How do I get the customer information organized?
Keeping your customer contact information clean is critical. Use contact manager software so that you can track every call and keep good notes. Preferably, try and get one that has a dialing module. This will help you increase calling efficiency, i.e. dialing the number correctly every time and more calls per hour. You will need to track the calls so you can report on results. You will also want to set Key Performance Indicators (KPI’s). Three that are meaningful are:
• Dials Per Hour – 15 to 20
• Sale Dollars Per Hour - $200
• Average Order Value - $350 to $450
What should I say? Keep it simple. There are three components to a call:
• The Introduction: “Hi. This Mark with XYZ Winery, is Mr. Customer there?” This breaks the ice right out of the gate. Anything else sounds like a telemarketer.
• The Purpose or Reason for the Call: “The reason for the call Mr. Customer, is that you recently received (X) in your shipment. I also have (Y) available.”
• The Close (ask for the order): “We’ve put together mixed cases of (X & Y). Would you like me to send out a mixed case, 6 of each?”
When should I call?
Focus on time zones for calling, calling the East Coast at 4pm PST (it’s 7 pm on the East Coast) then work your way west, a time zone every hour i.e. Midwest at 5 pm PST then Mountain at 6 pm PST, followed by the West Coast at 7 pm.
One concern I hear from wineries is “Do you call at dinner time?” Truth is you will call people at dinner and guess what they are doing? They are drinking your wine! I can’t tell you how many times I have heard this. They are ¾ of the way through the bottle and glad you called to restock them.
Set a Schedule
Wednesday from 12:00 to 6:00
Thursday from 2:00 to 8:00
Friday from 10:00 to 5:00
During the holidays, Saturdays from 8:00am – 2:00 pm
Call each customer only two times a year (LIST PRESERVATION IS CRITICAL)
Begin the day after Labor Day straight through until 2nd week of December. Begin spring calling starting in February through first week of June.
This plan should help you get started and put some processes in place. If need be, I am happy to expand on any one of these points. Good luck, happy dialing and let us know if we can help!