Post on 02-Nov-2014
description
Robust Sales Model
Fundamentals
Attention
Gain the prospect’s favorable attention
Discovery
1) Find true reason for calling/cancellation
2) Find ways to sell value
Robust Sales Model
Fundamentals
Solution
1) Fix the problem, if there is one
2) Sell the value, or better yet, let
the customer sell themselves
Robust Sales Model
Fundamentals
Offer
Give the customer a reason to pay, and pay now, over the phone
Robust Sales Model
Fundamentals
Robust Sales Model
Fundamentals
Close
End on a positive note
The Six C’s of Coaching
Catch them in the act
The Six C’s of Coaching
Commitment to continuous
improvement
The Six C’s of Coaching
Compliment
The Six C’s of Coaching
Coach (Crucial Conversations)
The Six C’s of Coaching
Compare the Difference
The Six C’s of Coaching
Control
System
Add value on
every call
Selling Value
Things to Remember
Target Value
Through In-
Depth Discovery
Selling Value
Things to Remember
Deliver Compelling
Features and Benefits
Based on Targeted
Value
Selling Value
Things to Remember
Improved customer
experience
USA Today H.E.R.O.E.S
Our Expectations:
Higher
conversion
rates
USA Today H.E.R.O.E.S
Our Expectations:
Improved
Retention/Reduced
Churn
USA Today H.E.R.O.E.S
Our Expectations:
Inclusive training
design/development
Implementing HEROIC Change
Create Buy-In
Implementing HEROIC Change
Create Buy-In
Lots of hype with the
reps on the floor
Implementing HEROIC Change
Create Buy-In
Kick-off with VP of the
department
Implementing HEROIC Change
Training, Training, Training
Coaching Training: 3
Days – Supervisors,
Managers
Implementing HEROIC Change
Training, Training, Training
Rep Training: 4 Days –
All reps, even those
with minimal phone time
Implementing HEROIC Change
Training, Training, Training
New techniques with role
play and plenty of fun!
HEROES Retention Call Flow
•Gain the Subscriber’s
Favorable Attention
•Fully understand what the
subscriber loves about your
paper
•Find ways to add value – the
“Prize inside”
•Listen, Ask, “TELL ME MORE”
– Are there any underlying
issues?
•Handle subscriber’s
request/fix the problem
•Handle subscriber’s
request/fix the problem
•Give the subscriber a
reason to accept your
offer, today!
•End on a positive note –
reinforce the value!
0.0%
6.9%
13.2%
18.8%
23.7%
30.1%
35.2%
31.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Before
HEROES
Q3 2004 Q4 2004 Q1 2005 Q2 2005 Q4 2005 Q1 2006 Q2 2006
Saves
11.3%12.2%
19.4%
26.7%27.9%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005
Renewal Payment Percentages
3.0%
4.0%
5.2%
6.7%
7.3%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005
EZ-PAY Conversions
34.0% 33.8%
39.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Q4 2005 Q1 2006 Q2 2006
EZ-PAY Conversions
Impact on Retention
The HEROES initiative was one
of many elements (quality
starts, database intelligence,
rate strategies, etc.) that has
contributed to…
Impact on Retention
Retention: 8% Lift!
Churn: 21% Reduction!
Average Rate: 11.5% Increase!