The rise of omni-channel practices has undoubtedly put more pressure on brands to take advantage of every sales opportunity. With customers exposed to various channels such as social media, messaging, and phone calls, sales agents face the challenge of turning potential and existing customers into loyal followers, which does not sound so positive. However, in this era of conversational business, customers welcome the opportunity to have meaningful conversations, as long as it enables them to obtain the products and services they really want. Here are five tips for optimizing sales agent communication to increase brand growth and customer trust.

Build a relationship with the customer

Every successful brand knows that building relationships is the key to customer loyalty. Every conversation should start with an interaction with customer service; sales agents should introduce and conduct short conversations before meeting customer needs. This can build trust and make customers feel personal value. If he can trust the sales agent, then he is more likely to trust the brand’s products and services.

Follow the natural flow of a conversation

Asking too many questions may shut down the customer, but only by responding to the customer’s query can the agent appear passive and ignorant. Sales agents need to strike a balance between asking questions that clarify customer needs and publishing statements that reassure customers and motivate them to buy. For example, an agent of a telecommunications company might explain the benefits of telephone and Internet subscriptions, and then ask the customer whether his current provider (or current package with the company) meets his needs.

Sell product benefits, not features 

Remember, when a customer considers buying a product, he wants to know how the product or service will solve the problem and/or improve life. Will it cause inconvenience? Will it improve the products he already likes? Sales agents must always describe their advantages before product features and try to establish an emotional connection with customers. For example, a premium phone plan with a price lower than a competitor’s offer might sound attractive, but explaining to the customer that the customer can make unlimited calls and can access Internet data anytime and anywhere is likely to appeal to him. Sales agents can explain how customers call friends and family during the trip, thereby establishing the emotional advantage of the service.

Show your knowledge

Each sales agent must be trained to explain product functions. When a customer asks a question, the agent can never be sure of the answer. Agents who are familiar with the product will naturally have confidence and enthusiasm for the brand. Customers in turn feel this confidence and become more excited about the purchase.

Appease customer concerns

Sales agents should try their best to find solutions to customer concerns. For example, if a customer hesitates to switch phone providers because they think the upfront cost is too high, the sales agent must first determine whether the product offered can actually save the customer money. If this is not the case, the agent should find a way to meet customer needs, perhaps recommending more affordable products or waiving additional fees. When an agent handles each conversation in good faith and provides customers with the best solution to meet their specific needs, the agent is more likely to make a deal.

Interacting with customers is naturally an art, and service and sales representatives must be trained to improve their interpersonal skills. By listening to customers, providing solutions to problems, and sharing deep knowledge and enthusiasm for each product, agents can turn each sale into a long-term relationship between the brand and the customer.

Source: Vocalcom