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Sales Chat Show
Are You Upserving Your Customers
November 25, 2018 Sales Chat Show
In this episode, we investigate how to "upserve" rather than "upsell" your customers.

Episode Transcript

Speaker 1:0:10Hello and welcome. You are listening to an episode of the sales show to stream or download a host of further free episodes that will power your sales success. Please visit sales chat We really hope that you enjoy and benefit from this episode.

Speaker 2:0:28Yeah.

Speaker 3:0:35Hello folks and welcome to another episode of the sales chat show podcast deriving your sales success by staying calm. When I'm laughing, Mr Phil Jackson is his shadow boxing himself over there, which I think is symbolizing some of the heated debates we have on the sales, taken his tablet today. He definitely, definitely needed a note to self. Don't give Phil lunch. Mr Phil Jessica Graham Jones. I'm Simon hasn't been vaguely tried to hold this thing together as we had to end a bit silly in the studio today, which we shouldn't be because we have an esteem special guest with us. Mr Anthony Stairs, Aka that telephone assassin who is a real specialist in the area of sales, particularly helping people with anything to do with working over the telephone. Anthony just give us a little insight into who you are and what you do sell,

Speaker 4:1:43so I deliver keynote talks and training all around telephone engagement, covering everything from inbound to outbound sales to customer service complaints, even accounts departments and receptions and I just help people get more value out of each conversation that they have on the phone. Fantastic. So if you think telephone thing come to the stairs, does not apply even if you're not listening in the UK because we have listeners abroad do speak internationally to speak internationally. Yes. I don't want to list off too many countries. Don't want to show off, but yes, I have spoken outside of the UK on a few occasions.

Speaker 3:2:18Mr Jones is poking fun because that's one of the other interviews with Antony climber's name dropping the countries we'd spoken in together. Just showing off. We can put a little map up if people wish to be glamorous. Lifestyle we lead not really. Episode is called argue up serving your customer, so we're now in one of the previous episodes where we interviewed onto me. He talks about this concept of account manager specifically was the context at the time of serving customers, so what, what do you mean by not serving and why should

Speaker 4:2:56listeners be interested in it? Okay. Up serving typically is about getting to know your customers well enough to be able to spot opportunities before they do. Um, so not just looking at the project or the thing that you're looking to do within Australia way, but understanding the bigger picture. What else is in the pipeline are opportunities that may come up that you can help them with before they notice and bring you in and how is that different to say upselling or cross selling as maybe some of our listeners would understand it. Upselling. Typically what you're trying to do is get people to stretch that budget a bit more by complimentary goods to go with the goods that they're looking to buy already. And this is merely nurturing a relationship with somebody to get a better understanding of how you can help and serve them. It sits.

Speaker 4:3:45It's a lot more longer term than the classic upsell. Do you want to go large with that? Sure. Is it a word the reduces anxiety about selling, or is it a concept with mileage in itself? Um, depend. That's a subjective thing really depends on the person. Quite often it's a reframe for a lot of people. When I just say to them, I'm not asking you to be salesy, I just want you to be proactive with your clients. You, you say you're only here to serve them, not to sell to them. Well actually you could serve them better, which in turn would probably help you sell more to. Because this is an important reframe, isn't it a law for example, you know, we were talking earlier, you talked about in the area sort of professional services, lawyers, solicitors, etc. Finance sales is a bit of a bad reputation and then people feel uncomfortable about doing it because of the incorrect stereotypical image of sales, largely driven by poor quality salespeople operating in a poor way.

Speaker 4:4:51Whereas I suppose very interesting. It's all about serving your customers better because you have really great products and services that we're genuinely bring beneFit to your customers. You are serving them by introducing them to the, to the parts of the possibility of using those. Absolutely. Yeah. Um, like the example I briefly mentioned earlier, I wanted to elaborate on that was a law firm that I worked with a couple of years ago and they asked me to do a session, but the thing that was made very clear to me at the beginning was I wasn't allowed to mention the word sales. Okay. That was a dirty word in their firms. So we talked about observing. So the brief from the client was to increase sales without mentioning the word sales pretty much. Yes. Um, and it was interesting. We had a mixture of people in the room right through to receptionists to the senior partners, but he also had litigators and people from all departments coming in.

Speaker 4:5:44We ran multiple sessions with groups of about 30, 40 people. And the example that I try to give them was I asked them to tell me about one of their favorite clients. Uh, and there was a particular check that they told me about. Um, and the first person started off by telling me about his, his massive company, what their turnover was, which was multi millions of pounds. Then told me that he had a house that he did in, sorry, that was very posh, another flat in london. He then started to mention other properties that he owned around the world. um, and the, and the cars he drove, he told me about his bentley and a couple of others and this obviously seemed to impress this chap. Uh, then I asked if anybody else knew this client as well. And it turned out that one of the pa's was friends on facebook with the guy's wife and apparently she'd got into yoga recently.

Speaker 4:6:33She'd been following her on twitter. And what she did tell me is that she saw that she had retweeted a picture, that her daughter had posted up a picture of a scam where she was due to have twins. So I said, okay, fantastic. She's got a daughter as well. Went to write that up on the board or something like, oh yes. And there's another daughter as well as a younger daughter who's just got engaged and it's going to be moving out soon as well because the mum had sort of mentioned that she was worried about the last one leaving the nest and it was kind of interesting because, uh, I, I sort of had to extract a bit of the personal information out of them, but bear in mind, this is a multi service law firm, everything but criminal law. so I started to try and put a few pieces of the puzzle together and they talked about, I think the youngest daughter was getting engaged and like I say, moving house.

Speaker 4:7:24So I thought I'd attract, uh, address the getting engaged element. And I said, can I ask, do either do any of the family, I either daughter's own any assets or property in the fall in their name. So, which I was told yes they did. And they assured me it was for tax reasons and it was all perfectly legal. So I simply asked if the one that was having twins had a prenup with her partner to which I was told they did. So I then asked that same prenup department, have you discussed a prenup with the younger daughter yet? To which they went, we had no idea she was getting married, which alarmed me slightly. So I said, okay, no worries at all. Moving on, let's brush over that one. You've also mentioned that the younger daughter is moving house, do we do conveyancing in this office?

Speaker 4:8:12And another hand went up at the back of the room and I said, have you heard that this person is moving house and they need conveyances? And they shook their head and wrote something down quietly in the back of the room. No. Okay. No worries at all. In which case, let's go back to the eldest, eldest daughter. She's about to have twins. Can I ask, do we do. We'll writing here and again another hand went up and I said, when people have children, is that usually a good point at which they will update their will? And she said yes. It was both a parent and the grandparent. I went, okay. So there's two will opportunities here. Have you heard about either of those two, which they shook their head on, their shoulders dropped and I just said you. This is what I mean by up serving. You all have lots of information that could help each different department, but none of you are thinking outside of your own department. So there is opportunity in every conversation that we have, but half the time we don't notice it because it's not for us. I think one of the nice things about that story is the question that led nature off the process and as you were telling that story, I don't know to seven questions that you are so here is you in serving both through questions. You're not result into endless silence. patter was boring the pants off the old person and I think for people that are listening to this to learn and understand that it's about questions well crafted and timely, I think that will be a great result in itself. It's just asking questions about service

Speaker 5:9:47assist that you potentially provide. Isn't there? So the client. So if it's more than that, it's not just asking the questions, it's having good internal communication and the that you're acting as their facilitator there to do the internal communication. I teach on a master's program for that, a masters in being a business consultant and so it's an msc in consultancy and what we'll do is after they've done a couple of terms, they then sent out to be consultants with businesses. The businesses sign up, they knoW they're getting rookie consultants In and they know as part of an education process, but they're going in as though they were proper consultants so they don't have to write a report about it and that's marked and so on. And I mark these reports and every single time they come back and they are astounded, but you know, they've gone into businesses to help them with say growth opportunities, which is a usual kind of requests.

Speaker 5:10:47These busInesses are saying, you know, we want to grow our business. You come in as a consultant and they, they. These are students and they'd go in and some of them have only recently graduated. Others have been in business for years, are doing a masters and they kept every single one of these reports comes back every year saying, we were amazed, but none of these people, these people who are seemingly highly successful businesses haven't even thought of these things, and so you're saying exactly the same that they haven't thought because they've not even taken the time to ask themselves. These questions are good. I think

Speaker 4:11:26so. You mentioned earlier that you know your, your. When we're having a conversation before we record the episode about having one core account manager for a customer service across the different lines of business, business units, departments, functions, depending on the size of your organization. Tell us what graham was saying. There is that typically, I personally believe that a lot of these telephone people need to act like managers in the way that they might have an account yet, so there might be a new account, but your job is to make it feel like you are sat on the customer side of the table saying what you want to buy. You can get from our company, but I can show you the best way to get it and the best way for you to get the value that you want and the outcome that you're after. So we've got lots of experts that are offered little offices over there.

Speaker 4:12:16We've got technical guys who we don't. We allow it unless we have to. We've got marketing people over there, we've got finance people who can do credit and all that stuff over there. You tell me what you want and I will bring out the right person at the right time and it allows you to allow your experts to come and technically dazzle people if you're in it, for example, but also make sure that you maintain as part of that process and quite often if you can make it feel that you're sat on their side of the table, they'll tell you the things that they don't like or that they disagree with or they didn't understand from the other people within the company, but they won't tell the person who they didn't understand the problem, if that makes sense. So sometimes it's quite nice to just be an account manager, just care about your client, don't try and get all the knowledge on the technical spec of what you do or the other more complicated elements. Let the people in those departments cover that. When it's required. It's um,

Speaker 3:13:11very common on an even larger corporates. You'll see this a lot because you know, there are silos or departments, you know, have a client who sells into medical sector. We were calculated one time, they might have a different salesperson from seven different business units potentially calling on the same customer on the same day because they sell into different parts of, of the film. But you could have one person who was just saying, well, you know, mr general manager or general manager, if you need any help with this, we can help even. You're going to help with it. And it's very unsafe. it isn't, it's just,

Speaker 4:13:44it is. The only way you could get away with that without having this uber account manager is to make sure you've got a crm system that everybody's using and often say that a lot of time on the phone, if you don't get the outcome you want and you tend to skip over, you know, so go voicemail and you move on to the next one. What you end up doing is setting traps for your colleagues and actually if everybody was to bother making their notes and everybody bothered to read the client loads before they picked up the phone, you could. You could still contact somebody multiple times on one day for multiple different departments or make it look like we are still talking to each other. We're not all idiots and just smashing the phones today because there's a concept of something then

Speaker 5:14:21called corporate memory and corporate memory is the kind of collective memory that everybody in the business has without being recorded anywhere. So You know, you've got fantastic memories. You remember all kinds of things in your life without ever having written it down. So your brain works really well. So this collective memory, you know, we're all in an organization, we have a collective memory about an org. That organization, yeah, which isn't written down anywhere, but we have when we move apart, that collective memory breaks up so happening in businesses at the moment is because they rely on crm systems and all. They write down his voicemail, yeah, they, they then don't bother storing that in this collective memory. So what happens is they write it down and now they haven't actually got any memory of what happened. So there's no communication to pass on about what that could have achieved for them in terms of selling.

Speaker 5:15:15Whereas if they talk to each other in the office there, then all sharing it and storing it in their heads that collective memory is stored. So actually crm systems are working against businesses not in favor of because what they should be doing, what they should be doing is sitting down over coffee and talking to each other about what they've done today so that your person in conveyancing is sitting down and talking to person and worlds who's sitting down talking to personal and they sit down and they talked to each other and up comes opportunities to sell corporate meant changing the way a sarah and works and don't type your notes but record it, speak your notes and you only have to listen to them back. Yeah.

Speaker 3:15:51Her beforehand, I think which are searching crm is personally, you know colton's but think grownups pointers. Let's not lose the art of communicating with each other. I mean I have a very large one of the world's largest companies and they sell it very complicated industrial process that's painted and they also in another to their business, provide the sort of speciality chemicals that are required to make it work. And until reasonably recently you would imagine those were two separate companies. Now the trench mate, I mean it is absolutely quite shocking. Get them all in a room talking to each other. Then you start generating synergies across and you know you just can't beat that. You just can't be that point. And I'd also be fascinated to know that guy, the clients that you are talking about, the gentleman with all the houses and the vandelay in, which was obviously phil was. Would it be so pleAsed with it will be so pleased with the approach. Just say, oh, by the way, the guy going to go off and goodness I already know you and trust you and work with you that safely. A lot of time and effort. PreciselY. Thanks. Thank you very much for letting me know. and they also say, I didn't know your company did world, is that I thought we did. We know what we sell less. Remember, oUr clients often don't know,

Speaker 5:17:11isn't it? That nlp of um, uh, you've listened, you distort your licks and distort and delete. Basically you listen to the things you're interested in. This is what I noticed when I've been doing more coaching recently is I have to see the point when they were, when they're full, when they got what they came to the call for. Often people start and like, I can't get past the gatekeeper, so I'll tell them that and I go, but then this is how you perfect your pitch. And they go, no, no, no. I've got that covered. It's honestly, it's fine. I get on with it and then they start going, I'm getting lots of notes. I'm like, okay. Then now feel your pitch and sometimes you just have to see that they've got what they wanted and again, with it companies, they'd always say, we want more appointments, and I say, let's talk to your existing clients first because I bet you there's things they'd buy they could buy from you that they're buying from somebody at corporate. And like you say that the, the, the always the answer Is always, oh, I didn't realize you did that. And but in defense, the salesperson always goes, but it's in our brochure and I told them about it at the beginning and the website

Speaker 3:18:07I told, I told them at the right time that they can remember. They have just forgotten they're busy people just try to keep going up serving. I think there's a growth. It's a great way of and a lovely lady to reframe it with people who are maybe, you know, feel the sector there and he's selling news is not the right thing. So jacqueline, my last closing comment, certainly for me, before you go knocking on the door for new business, I go back to all your existing clients and have a conversation about what you can do that they don't do that. It's always going to be much, much easIer to sound. That will be an action to the listeners I think.

Speaker 5:18:48Yeah, I don't. I think you know, you just have somebody in your business who understands that customer really, really well and knows everything that goes on within our business and could see the opportunities to, for a department

Speaker 3:18:59to sell them something fantastic. Great ideas from antonio during this section and no doubt we'll be inviting them in again. That's been really good. What we have, he won't stop. He wants to observe the of. I'll retake the psychometric test. See if I do better next time. Thank you very much. Simon hayes will deem that I fell, graham jones and our special guest, anthony stairs, the telephone assassin. If people would like to get hold of you, serve so that you can help them to serve their customers as well as the other suites of things you do. What's the best way to get ahold of your psa?

Speaker 5:19:37Obviously you can just google the telephone assassin, but the quickest way surprisingly enough, is to pick up the telephone and give me a call. If you're outside the uk, it'll be plus four, four at the beginning, but here is a number that you want to save in your phone. It is a zero, seven, eight, seven, seven, nine, eight, zero, double three and rest assured I don't have a gatekeeper and if I'm not on stage or on the phone, I'll certainly answer your call and I'll always call you back.

Speaker 3:20:03Thank you very much. So thank you for your time and everyone at the sales chat show. We would like to wish you good luck and good selling and please make sure you visited the sales chat sales chat website. Sorry, while you'll find a host of other episodes including more from anthony stairs, the telephone. awesome. Just want to wish you good luck and good selling folks.

Speaker 1:20:30You have been listening to an episode of the sales chat show to stream or download a host of further free episodes that will power your sales success. Please visit a sales chat Thank you very much for listening to this episode and from everyone here at the sales chat show. We'd like to wish you good luck and good selling.

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