CASE STUDY 2
To prove sales methods in a call center environment
Industry: Telecom AOL call center
Mr. Novak went underground and was hired at AOL to participate as a regular employee in the saves department. The goal was to test his communication methods and sales techniques in a call center environment.
Business Need: Inbound telephone sales
Increase sales by convincing current AOL customers to keep their current service. All these inbound calls were customers that were calling to cancel their account.
Key Challenges
- Communication with customer by telephone only
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- Clients have called you to cancel their account (negative attitudes and stressed behavior)
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- Micro-management with only 5-7 minutes to complete the transaction
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Strategy: To apply the Novak Principle 2 steps to selling to save accounts
Step one is to determine the personality type of the customer on the phone in 60 seconds or less by listening and using psychology of selling. Secondly find the real motivation for canceling their account and find solution (solution base selling).
The success of the employee was judged by the percentage of accounts that were saved (not cancelled). The average rate of saves for individuals was 49% in the call center.
Results
A new national record was attained by Mr. Novak using the Novak principle with an individual saves rate of 91.2% for the month. Resulting from this record Mr. Novak was asked to conduct sales training to the entire call center.
350 employees were trained in this method in groups of approximately 25. After the training the entire call center saw a substantial increase of over 5% in the saves rate, due to the training and application of The Novak Principle.
Mr. Novak then coached a team with the lowest saves rate in the call center(under 50%).Using the Novak principles, the team achieved over 70% saves rate as a team, for three consecutive months setting a national team record.
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