Building Rapport with Callers

By Nancy Friedman

Name? Account number? Zip code? Mother’s maiden name? Sounds like a scene from a prison movie, doesn't it?

Well, it’s not. It’s the start of an average call in many a call centre. Why? In most cases, the call centre agent hasn't been shown another way to answer a call.

This next story illustrates why it’s important for agents to gather information from callers without sounding like Wanda the Witch or Warren the Warden!

My wallet was stolen a few months ago. Fortunately, I remembered the names of the credit cards I was carrying. Unfortunately, my wallet with all the credit cards also had my cheque book.

My first response was to list the cards that I knew were in my wallet. I then began the daunting task of calling each of the major credit card companies to report the loss. Perhaps, because of the type of work I do every day and because of the horror stories I've heard, I have become "Mrs. Perfect Customer." I don't yell, I don't belittle, and I don't get angry. I smile and try to help the call along. I'm really a good customer.

With this in mind, I picked up the phone and made my first call to one of the credit card companies. "Hi, my name is Nancy Friedman," I said. "I’m in Orlando, Florida, and my wallet with all my credit cards has just been stolen and I wanted to report it right away."

"NAME?" said the agent with the voice of a warden.

I always give my name up front, as I had this time. Obviously, the agent who answered the phone didn’t hear it, didn’t write it down, or didn’t remember it. So I repeated my name and spelled it for her.

"ACCOUNT NUMBER?" the agent continued.

I thought one of us had better have a sense of humor, and I could tell it wasn’t coming from the other end, so I said, "Well, I have my phone number, address, and birthday memorized. I never got around to memorizing all my credit card numbers, and if you recall, my wallet with that information was stolen." Dead silence.

Then I heard, "PHONE NUMBER?" Well, it went downward from there. I won’t burden you with the rest of the conversation. Suffice to say, I was disappointed. There wasn’t one word of empathy from this agent. She sure didn’t have what I refer to as the “care gene.” She had a job to do and by gosh, she was going to do it – and in record time, too.

I had six credit cards in my wallet. When I called to report the loss of each one of them, none of the credit card companies acknowledged my problem. It was hard for me to believe, too. Probably the worst experience I had was when I called the bank concerning my cheques. When I told my saga to the bank, the woman I spoke with asked the questions as though I had been the one who stole the wallet.

What does the behavior of the agents at the bank and the credit card companies say to me, the customer? It says that maybe I should take my business somewhere else.

To keep customers satisfied and loyal to your company, it is crucial that an agent build rapport with every customer at the beginning of each call, whether the customer is calling to discuss a problem, a concern, or an inconvenience.

The agent who answers the call should acknowledge what the customer is saying and use the same words that the customer says, as in the following example:

Caller: "I just lost my wallet." Agent: "Your wallet? I’m so sorry. Let me get your name and we’ll see how we can help."

Learning how to build rapport is an art, not a science. You may recall Yul Brynner, the great actor, who appeared in the musical "The King and I" in more than 2,000 performances. He said the same words, night after night. Yet each performance was award winning. Why? Because each performance he gave was to a different audience. I imagine he got tired of the script sometimes. Yet because he knew the audience was new each night, he made his lines sound fresh every time.

For call centre agents, the telephone is your stage and the connect button is the curtain. One of the best ways agents can be sure to convey empathy is to practice the lines they say the most so that the delivery sounds different each time.

I sympathize with agents who work in centres that receive enormous numbers of calls. But I also hear all sorts of excuses. One of the most common is: "Gee, Nancy, we have to say the same thing over and over. It gets so boring." Or "Nancy, we’re limited for time for each call." Or "Our policy is to get on and off the phone as quickly as possible."

These are excuses. Not reasons. Although an agent may say the same thing over and over again, it’s probably the caller’s first time asking the question. And it isn’t enough for agents to know the answers. They also have to reassure customers that they’re ready to help them. When customers reach call centre agents, they don’t care how much they know – until they know how much they care.

Nancy Friedman is president of Telephone Doctor®, an international customer service training company headquartered in St. Louis, Missouri, specializing in customer service and telephone skills. She is a KEYNOTE speaker at association conferences and corporate gatherings and is the author of four best selling books. Call 314-291-1012 for more information or visit the website at www.telephonedoctor.com.

Published in Networking Today, October 2005.

Principles of Persuasion

By John Boe

Whether you're conducting a one-on-one interview, motivating your sales team, or delivering a keynote address, your success as a leader is defined by your ability to persuade with clarity and passion. In fact, you might say that leadership is synonymous with effective communication.

According to Harvey MacKay, author of “Swim With the Sharks,” “The No. 1 skill most lacking in business today is public speaking...the ability to present oneself.” If you want to stand out from the crowd, get promoted or develop an award winning sales team you need to polish your communication and persuasion skills.

Throughout history, our most admired leaders are remembered primarily for their ability to instill courage and inspire confidence. Just think how different this world might be without the calming reassurance of FDR's fireside chats or Churchill's defiant eloquence. President Kennedy once remarked that Winston Churchill had the ability to take the English language to war. Churchill clearly understood the power of words and said that he had the English language deep in his bones. He would spend hours at a time rewriting and rehearsing his speeches and as a result, Churchill galvanized a nation with his words.

When We Communicate Effectively We Succeed!

Whether you're in commission sales or on a salary, your income and career advancement are directly linked to your ability to communicate and persuade. The higher you climb the corporate ladder, the more you will be called upon to speak. It doesn't matter whether you're an agent selling an insurance policy or a manager goal setting with a sales rep, if you want to focus attention and gain consensus, paint word pictures.

In her book, “Knockout Presentations,” communications coach Diane DiResta suggests using vivid language, “Metaphors transport the listener to a different dimension. They grab hold of the mind and stimulate the imagination. The brain thinks in pictures, not words.” Analogies, metaphors, stories, and anecdotes all work together to help you create vivid word pictures to keep your listeners emotionally involved.

Communication Strategies

Psychologists tell us that we are born into one of four primary temperament styles; aggressive, expressive, passive, or analytical. Each of these four styles requires a different approach and communication strategy. For example, words that would appeal to a person with the aggressive style may alienate and actually destroy rapport with the passive style and vise versa.

If a leader is to influence colleagues and customers, he or she must be able to quickly and accurately recognize each of these distinct behavioral styles and adapt accordingly. During your next presentation, make an effort to identify the temperament style you're presenting to and use as many of these emotionally charged words as possible.

The aggressive, bottom line Worker style is results oriented. They ask “what” questions. Workers value achievement and fear loss of control. When presenting to this buying style use these words:

Control • Flexibility • Work • Bottom line • Power • Challenge • Speed • Money • Functional • Results • Goals • Options • Hands on • Quickly • Freedom •Immediately

The expressive, emotional Talker style is people oriented. They ask “who” questions. Talkers value recognition and fear loss of prestige. When presenting to this buying style use these words:

Fun • Entertaining • Creative • Friendly • Simple • Incredible • Exclusive • Improved • Prestige • New • Ultimate • Spontaneous • Exciting • Enjoyable • Cash • Adventure

The passive, harmonious Watcher style is service oriented. They ask “how” questions. Watchers value appreciation and fear conflict. When presenting to this buying style use these words:

Support • Service • Family • Harmony • Dependable • Caring • Cooperation • Helpful • Easy • Sincere • Love • Kindness • Concern • Considerate • Gentle • Relationship

The analytical, cautious Thinker style is quality oriented. They ask “why” questions. Thinkers value accuracy and fear being viewed as incompetent. When presenting to this buying style use these words:

Safe • Scientific • Proven • Value • Learn • Guaranteed • Save • Bargain • Economical • Quality • Logical • Reliable • Accurate • Perfect • Security • Precise • Efficient

Magic Words and Power Phrases

Over time marketing researchers have consistently found that certain “magic words” used in phrases and combinations were so compelling that sales followed the ads just as predictably as spring follows winter. Here are some power phrases that will create interest, generate enthusiasm and motivate people to take action!

Guaranteed success • Live your dreams • Fast, easy access • Unlock your potential • Accept no substitute • Time tested • Go with a winner • The results are in • Extra savings • One-stop shopping

While it might be true that some are born with a silver tongue, most people, like Churchill, have to work at developing their communication skills. A good way to improve your public speaking is to engage the services of a communications coach, attend Dale Carnegie training, or join a local Toastmasters Club.

Developing the ability to speak with power and passion takes time and effort to master, but it will pay off in big dividends.

John Boe presents a variety of training and motivational programs for meetings and conventions. John brings over twenty years of experience as an award-winning sales trainer to the platform. His programs are unique, consistently well received, and get results. Visit www.johnboe.com for more information.

Published in Networking Today, October 2005.

Little Card, Big Deal!

By Jane Atkinson-White

Small, but mighty, the business card is the most powerful advertisement. It is often the first marketing piece seen by your prospects and its impact cannot be underestimated. So, it is important that your card is memorable, leaving a strong first impression.

Having your business identity designed professionally will set you apart from the crowd. It will tell people what is distinctive about your business, products, and services.

Your business card should ignite interest and encourage dialogue between you and your prospect. Think of the business card as a label on a package – the package being your business. Inside there is a wealth of information about what you do for your customers. The label must have enough visual impact to entice people to open the package giving you the opportunity to inform them about your business.

A good business card should include your company logo. Logo development is an important part of your company’s identity. It will appear on every document released from your office. A logo can be developed using your business name only or a graphic symbol may be developed for use with your company name. The graphic, however abstract, should reflect the nature of your business.

Colour(s), and the quality of stock, are important elements of a business card and deserve careful consideration. The colour(s) and stock chosen should enhance your business image in order to attract your target market.

Having your business cards custom designed will give you confidence when meeting new people. At networking events you will hand out that eye-catching card knowing that it represents you well and that it will engrave your identity in their minds. In today’s competitive marketplace, it is essential that you are able to connect with your clients through professional print materials. Having a unique business card ensures that you will be noticed and it gives you the opportunity to leave a dynamic first impression.

Jane Atkinson-White owns Atkinson Graphics, an eight-year old design firm. She brings over seventeen years of experience as an award winning graphic designer. Through the production of unique, appealing design work, Jane¹s clients deliver their message with impact. She can be reached at 519-644-2786 or JLAtkinson@sympatico.ca.

Published in Networking Today, October 2005.

Super Sleuths: Using Trade Shows to Investigate Your Competition

By Susan A. Friedmann, CSP

Your company is in a precarious position. The marketplace is changing daily. New companies enter the industry. Your competitors are constantly unveiling new products, new services, and/or new marketing strategies. How do you keep up with – or even better, how do you anticipate – these changes?

That’s where the trade show comes in. Gathered in one convenient location, you should find many, if not most, of your competitors. While industrial espionage is never a good idea, there’s nothing illegal or immoral about asking the booth staff a few pointed questions.

The answers you receive can be illuminating and useful, providing the type of knowledge your firm will need to time their new product launch, assess marketing strategies, and so on. Even the smallest competitive advantage can make a huge difference in your bottom line.

But how do you know what to ask? Won’t your competitor’s booth staff take one look at you and laugh in your face?

Not if you ask the right questions. Realize that some of the answers you are seeking will be provided for you, without you saying a single word. A company’s promotional literature can be a gold mine of information, as can the size, placement, design, and graphics of their exhibit. Experienced show attendees can “read” a booth, discerning a number of valuable facts from these factors.

Just by virtue of being at the show, your competitors are sharing the following information:

• Who they are
• What their reputation and image is in the marketplace
• Part of their sales and marketing strategy
  

Now visit your competitor’s booth. Before you talk to the booth staff, try to discern the following:

• Do they pose a threat to my company? Is their booth larger, better designed, more expensive, and filled with substantially more attendees than yours?
  
  
• What is the depth of their product/service offerings?
  
  
• What products and services are they choosing to “push” at this event?
  
  
• What features are they emphasizing?
  

Make note of important differences between your competitors, especially if these disparities create any opportunities in the marketplace that your company could take advantage of.

Be subtle when talking with the booth staff. They don’t want to give away valuable industry information any more than you do – but you can still learn a lot during the course of a brief conversation, including the following items a general attendee would want to know:

• Product/service features and specifications. Don’t get too technical, or you’ll scare off the booth staff
  
  
• Most recent product/service introductions
  
  
• Ease of product installation and maintenance
  
  
• Delivery schedule
  
  
• Company and branch locations
  
  
• Quality and service strengths and weaknesses (or what could be improved)
  
  
• Pricing strategies: commercial, non-profit, governmental
  
  
• Special pricing policies – do they offer credit, discounts, incentives, consignments

What is their corporate and business philosophy After you have developed a rapport with the booth staff, you can move on to more intrusive questions, including:

• Who are their suppliers? Are they satisfied? Would they consider switching vendors? What are their complaints and unmet needs? What are the key factors in their purchasing decisions?
  
  
• Has the company integrated changing industry technology to create cost savings – again, be very general here? If you say “Gee, have you all adopted the new X-7T die cutting laser protocol?” or some other very technical question, they’ll know you’re not just a random attendee.
  
  
• If your competitors have made any important acquisitions over the last year, giving them a competitive advantage
  
  
• Who do they see as the leaders in the industry? You can tell a lot about a company by the firms it tries to emulate.
  

Some questions are particularly valuable as they will help you discover the competitor’s market share and learn a great deal about their distribution channels. Pay special attention to any markets that your competitors serve that you don’t – what can you learn from their success?

• Who are their largest and most important customers?
  
  
• Why do customers choose the competitor’s products and services? What do they consider most valuable about the competitor’s products?
  
  
• How is their sales staff organized? Would you be dealing with a local, regional, or national sales rep?
  
  
• What market efforts, above and beyond trade shows, does the company engage in? Are they equally represented in all areas of the country or are there regional strengths and weaknesses?
  

Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting, and training. For a free copy of ExhibitSmart Tips of the Week, email: susan@thetradeshowcoach.com. Web site: www.thetradeshowcoach.com

Published in Networking Today, October 2005.