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Take Your Customer Service Dept From ‘Cost Saving & Cost Reduction’ To High Profit & Business Growth
The more I interact with people involved in telephone service and sales, such as Contact / Call Centers and Customer Service Departments, the more I am surprised by the dissatisfaction that I have with better communication with existing customers, more opportunities to reactivate lost ones. generate sales and profits. account and purchase new business.
Companies are always looking for ways to cut costs and reduce staff – especially in Call / Contact Centers (so many are relegated to ‘Call ‘n’ Wait’ disaster zones) – they often fail to see how they can use Use the following formula to win prizes. :
1 humble phone + 1 skilled operator + 1 established sales system = BIG KEYS!
Here are twelve ideas that can dramatically improve your bottom line, build greater customer RELATIONSHIPS, and earn you (a company of any size and industry) more REVENUE.
1. Build the loyalty of your existing customers
‘No brain’ right? Why can’t so many customers reach you when it suits them?
Why are you constantly offering free incentives and low prices to get new business?
CRM is meant to be the new service elixir. Well, if you don’t listen to your customers, it’s worth nothing.
Here’s an example – for the last six months, a metropolitan daily newspaper has been offering ten-week subscriptions for $39.90 (I pay more and have subscribed for 20 years), competitions (win wine if you subscribe, See a rock band in concert. !) and advertise to get new subscribers. Me, I get some special club membership with weird discount or special offer. But hey, so do new subscribers! Who is ahead?
2. Get referrals from existing clients
The cost of losing a customer is almost incalculable. Add the people they tell about their bad experiences and the people they never tell you about.
Instead, offer a loyalty and benefits strategy to your existing customers. Then, encourage them to tell others.
Don’t reward these referred customers (but give them full satisfaction and benefits). Reward your existing customers for their referrals. A system that will encourage customers to tell their friends, family, clients and colleagues about you and then say ‘thank you’ or offer them something of value for their efforts.
3. Add VALUE to every sale
Here’s a really simple sentence: If you give value – you get more sales.
That’s it. If your people offer advice and information, customer education, creativity and innovation, then your customers will buy more products and services more often.
Even if your prices are a bit higher. This was the IBM way, in the 60s and 70s with some great lessons to be learned. IBM charged the highest prices in the industry but their service and support was legendary. The saying ‘no one has ever been fired because of the purchase of IBM’ appeared then.
4. Turn an inquiry into a prospect
Then, turn that prospect into a customer. Then turn that customer into an advocate, one of your company’s ‘raving fans’.
All you need is trained people, a monitoring and measurement system and plan. Easy? Yes it is, and like everything mentioned in this article, I’ll bet that some of your people are masters at this and a number of them have basic respect with callers – and that’s it.
5. Create a sales plan
One becomes two. Two becomes four. It becomes four… greater than Argentina’s GDP.
It is so simple, easy and effective and that is why few organizations use this strategy. Many of your people don’t do this because they think the extra cost will keep customers away. does not. Not that the consumer really sees the benefit of greater quantity or better quality.
6. Cross-selling at every opportunity
What can your people add to the original purchase? Extended warranty, on-site service, insurance, savings if they purchase additional items, a special offer or other options?
If everyone in your organization buys and sells at every opportunity, your sales will increase. I have seen an increase between 15-45% in companies where a simple sales/cross-selling strategy was established.
7. Negotiable on price
Don’t just offer a discount or ‘best price for you’. Let me repeat, if you give value – you get more sales. Negotiate the price. Educate your people that by lowering the price, they are paying the margin. So, if you offer a discount, negotiate upsells and/or cross-sells. Package or package your offer to make it attractive and of real customer interest.
8. To chase
Every time your people send an offer, offer or brochure via fax, mail or e-mail, they should log a follow-up time.
Between an hour and three days. Anyone who wants information should be followed up by phone. This leads to a high close or conversion rate (I’ve witnessed 20-50%) or, if they’ve bought elsewhere – your follow-up call may be the start of a relationship…or not. But you wouldn’t know it if you followed.
This rule should also be applied to complaint management. Most companies do not follow up with people who have complained.
9. Adopt a ‘keep in touch’ program
What can you do for your customers that will allow you to communicate with them on a regular, scheduled basis?
Special offers, new product or service introduction or…? The best form of ‘get in touch’ is email combined with a regular phone call.
But be careful – you should have a purpose for every call or email you send. Just don’t bombard your customers (and prospects) with garbage.
10. Develop a systematic approach to lost customer renewal
The more you fail to build or maintain relationships, the more likely you are to lose customers forever.
If you check the most recent contact against the frequency of previous contact, you can identify a lost or missing customer. Do something to get your business back.
This is the most expensive part of your operation – lost customer, lost referral.
Have you missed a customer reactivation plan?
11. Get new customers
Why do companies have so few high-quality telemarketing departments? Of course the ‘T’ word is considered dirty and ugly in some quarters and it really can be. However, where you have trained professionals, well-developed goals and strategies, why wouldn’t well-executed phone campaigns win new business and new contacts for your organization?
Quality telemarketing will generate leads, open new business channels/market segments, build business with small, marginal and remote customers, give you real value (like follow up) from exhibitions and seminars.
This is one of the most underutilized resources for business acquisition (and reactivation).
12. Get your system up and running
Success will come in all the instructions, tips and advice mentioned earlier if you adopt a systematic approach. That is:
a) A sales and service contact management system, based on a quality CRM package.
b) Well trained people who continuously add value and get value from every call they take or make.
c) Monitoring, Measuring and Reviewing each of the above and seeking continuous improvement in both relationship management and people skills.
It’s simple and besides, it works. Use the power of humble dialing (and quality people) wisely, and you’ll earn big Results: Relationships and Income.
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