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Useful Advices - Take Your Customer Service Dept From 'Cost Saving & Cost Reduction' To High Profit & Business Growth
The more communication I have with people involved in telephone service and sales, such as Contact/Call Centers and Customer Service Departments, the more amazed I become at the reluctance to create more sales and profit opportunities through better interaction with current customers, reactivation of lost accounts and new business acquisition.
Companies are forever seeking ways
Companies are forever seeking ways
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
to cut costs and reduce staff - particularly so in Call/Contact Centers (turning so many into 'Call 'n' Wait' disaster zones) - they often fail to see what rewards they can achieve by using the following formula:
1 humble telephone + 1 skilled operator + 1 established sales system = HUGE PROFITS!
Here are twelve ideas that can dramatically improve your bottom line RESULTS bui
1 humble telephone + 1 skilled operator + 1 established sales system = HUGE PROFITS!
Here are twelve ideas that can dramatically improve your bottom line RESULTS bui
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ld greater customer RELATIONSHIPS and earn you (a company of any size and industry) more REVENUE.
1. Build the loyalty of your current customers
A 'no brainer' right? Why is that so many customers cannot get through to you, when it suits them?
Why are you constantly offering free incentives and reduced prices to gain new business?
CRM is meant to be the new
1. Build the loyalty of your current customers
A 'no brainer' right? Why is that so many customers cannot get through to you, when it suits them?
Why are you constantly offering free incentives and reduced prices to gain new business?
CRM is meant to be the new
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
service elixir. Well it is worth nothing if you don't listen to your customers.
Here's an example - in the last six months or so, a metropolitan daily newspaper has offered ten-week subscriptions for $39.90 (I pay more and have subscribed for 20 years), contests (win wine if you subscribe, see a rock group in concert!) and give-aways to induce new subscribers. Me, I get some so
Here's an example - in the last six months or so, a metropolitan daily newspaper has offered ten-week subscriptions for $39.90 (I pay more and have subscribed for 20 years), contests (win wine if you subscribe, see a rock group in concert!) and give-aways to induce new subscribers. Me, I get some so
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rt of special club membership with the odd discount or special offer. But hey, so do the new subscribers! Who's ahead?
2. Gain referrals from current customers
The cost of losing customers is almost incalculable. Add to that the people they tell about their bad experiences and the people they never refer to you.
Instead, offer your current customers a total s
2. Gain referrals from current customers
The cost of losing customers is almost incalculable. Add to that the people they tell about their bad experiences and the people they never refer to you.
Instead, offer your current customers a total s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
trategy of satisfaction and benefits. Then, encourage them to tell others.
Don't reward these referred customers (but do give them total satisfaction and benefits). Do reward your current customer for their referral. Develop a system that will encourage customers to tell friends, family, their customers and associates about you and then say 'thank you' or offer them something o
Don't reward these referred customers (but do give them total satisfaction and benefits). Do reward your current customer for their referral. Develop a system that will encourage customers to tell friends, family, their customers and associates about you and then say 'thank you' or offer them something o
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
f value for their efforts.
3. Add VALUE to every sale
Here is a really simple equation: If you give value - you get more sales.
That's it. If your people are trained to offer advice and information, educate customers, offer them creativity and innovation then your customers will buy more products and services, more often.
Even if your prices are slightly hig
3. Add VALUE to every sale
Here is a really simple equation: If you give value - you get more sales.
That's it. If your people are trained to offer advice and information, educate customers, offer them creativity and innovation then your customers will buy more products and services, more often.
Even if your prices are slightly hig
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
her. This was the IBM way, back in the 60's and 70's with some great lessons to be learned. IBM charged the steepest prices in the industry but their service and support was legendary. The phrase 'no one ever got fired for buying IBM' originated way back then.
4. Turn an enquiry into a prospect
Then, turn that prospect into a customer. Then turn that customer
4. Turn an enquiry into a prospect
Then, turn that prospect into a customer. Then turn that customer
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
into an advocate, one of your company's 'raving fans'.
All you need are trained people, a system and a monitoring and measuring plan. Simple? Yes it is, and like all things mentioned in this article, I will bet that some of your people excel at this and a number of them perform basic courtesies with callers - and that's it.
5. Create an upsell program
One bec
All you need are trained people, a system and a monitoring and measuring plan. Simple? Yes it is, and like all things mentioned in this article, I will bet that some of your people excel at this and a number of them perform basic courtesies with callers - and that's it.
5. Create an upsell program
One bec
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
omes two. Two becomes four. Four becomes ... greater than the GDP of Argentina.
It is so simple, easy and effective and so few organisations employ this strategy. Many of your people don't do this because they think the additional cost will put the customer off. It doesn't. Not if the customer actually sees the benefit of greater quantity or improved quality.
6. Cross-
It is so simple, easy and effective and so few organisations employ this strategy. Many of your people don't do this because they think the additional cost will put the customer off. It doesn't. Not if the customer actually sees the benefit of greater quantity or improved quality.
6. Cross-
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ell at every opportunity
What can your people add on the original purchase? Extended warranty, on-site service, insurance, a savings if they purchase an additional item(s), a special offer or other options?
If everyone in your organisation upsold and cross-sold at every given opportunity, your sales would soar. I have witnessed increases of between 15-45% in companies
What can your people add on the original purchase? Extended warranty, on-site service, insurance, a savings if they purchase an additional item(s), a special offer or other options?
If everyone in your organisation upsold and cross-sold at every given opportunity, your sales would soar. I have witnessed increases of between 15-45% in companies
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
where a simple upsell/cross-sell strategy was installed.
7. Negotiate on price
Don't just offer a discount or 'best price to you'. Let me reiterate, if you give value - you get more sales. Negotiate price. Train your people that by dropping price, they are giving away margin. So, if you offer a discount negotiate an upsell and/or cross sell. Package or bundle
7. Negotiate on price
Don't just offer a discount or 'best price to you'. Let me reiterate, if you give value - you get more sales. Negotiate price. Train your people that by dropping price, they are giving away margin. So, if you offer a discount negotiate an upsell and/or cross sell. Package or bundle
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
your offer to make it attractive and a genuine customer benefit.
8. Follow up
Every time your people give a quote, send a proposal or brochure out via fax, mail or e.mail, they should record a follow up timeframe.
Between one hour and three days. Everyone who requests information should be followed up by telephone. This leads to a higher close or conversion
8. Follow up
Every time your people give a quote, send a proposal or brochure out via fax, mail or e.mail, they should record a follow up timeframe.
Between one hour and three days. Everyone who requests information should be followed up by telephone. This leads to a higher close or conversion
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rate (I have witnessed 20-50%) or, if they have purchased elsewhere - your follow up call may be the commencement of a relationship ... or not. But you won't know if you don't follow up.
This rule should also be applied to complaint management. Most companies have no follow through with people who have complained.
9. Adopt a 'keep in touch' program
What can y
This rule should also be applied to complaint management. Most companies have no follow through with people who have complained.
9. Adopt a 'keep in touch' program
What can y
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ou do for your customers that will allow you to contact them on a planned, regular basis?
Special offers, new product or service introductions or ...? The best forms of 'keep in touch' are e.mail combined with a regular phone call.
But be warned - you should have a purpose for every call you make or email you send. Don't just bombard your customers (and prospects) with garbage
Special offers, new product or service introductions or ...? The best forms of 'keep in touch' are e.mail combined with a regular phone call.
But be warned - you should have a purpose for every call you make or email you send. Don't just bombard your customers (and prospects) with garbage
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
.
10. Develop a systematic approach to lost customer reactivation
The longer you fail to make or maintain contact, the likelier you are to lose customers forever.
If you check the most recent contact vs previous contact frequency, you can detect a lost or about to be lost customer. Do something to regain their business.
This is the most costly part of your o
10. Develop a systematic approach to lost customer reactivation
The longer you fail to make or maintain contact, the likelier you are to lose customers forever.
If you check the most recent contact vs previous contact frequency, you can detect a lost or about to be lost customer. Do something to regain their business.
This is the most costly part of your o
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
peration - the lost customer, the lost referral.
Do you have a lost customer reactivation plan?
11. Gain new customers
Why are there so few high quality telemarketing divisions in companies? Certainly, the 'T' word is considered dirty and grubby in some quarters and indeed it can be. However, where you have trained professionals, comprehensively developed obj
Do you have a lost customer reactivation plan?
11. Gain new customers
Why are there so few high quality telemarketing divisions in companies? Certainly, the 'T' word is considered dirty and grubby in some quarters and indeed it can be. However, where you have trained professionals, comprehensively developed obj
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ectives and strategies why wouldn't a well run telemarketing campaigns gain new business and new relationships for your organisation?
Quality telemarketing will generate leads, open up new business channels/market segments, build business with small, marginal and distance customers, give you real value (as a follow up) from exhibitions and seminars.
This is one of the most und
Quality telemarketing will generate leads, open up new business channels/market segments, build business with small, marginal and distance customers, give you real value (as a follow up) from exhibitions and seminars.
This is one of the most und
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
er utilised resources for business acquisition (and reactivation).
12. Develop and work your system
Success will come in all of the previously mentioned guidelines, tips and hints if you adopt a systematic approach. That is:
a) A sales and service oriented contact management system, based on a quality CRM package.
b) Well trained people who consistently add
12. Develop and work your system
Success will come in all of the previously mentioned guidelines, tips and hints if you adopt a systematic approach. That is:
a) A sales and service oriented contact management system, based on a quality CRM package.
b) Well trained people who consistently add
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
value to and gain value from every call they take or make.
c) Monitoring, Measuring and Reviewing each of the above and seeking continuous improvement both in contact management and people skills.
It is simple and what's more, it works. Use the power of the humble telephone (and quality people) wisely, and you will gain great RESULTS: Relationships and Revenue
c) Monitoring, Measuring and Reviewing each of the above and seeking continuous improvement both in contact management and people skills.
It is simple and what's more, it works. Use the power of the humble telephone (and quality people) wisely, and you will gain great RESULTS: Relationships and Revenue
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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