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Useful Advices - Cross-Selling Training
Most companies train their customer service representatives to ask questions to solve problems. Cross-selling is extending those existing skills since selling is really nothing more than good problem-solving. At the same time, cross-selling skills can be unique and can be as foreign to customer service reps as another language.
In order to effectively cross-sell thr
In order to effectively cross-sell thr
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
ough the service channel, start with an assessment of current abilities and comparing them to cross-selling competencies
An employee skilled at cross-selling:
• Views cross-selling as an extension of customer service and a way to solve customer problems.
• While addressing the reason for the customer call, listens and identifies clues to additional customer needs.
An employee skilled at cross-selling:
• Views cross-selling as an extension of customer service and a way to solve customer problems.
• While addressing the reason for the customer call, listens and identifies clues to additional customer needs.
; 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
• Successfully addresses the customer’s original reason for the call before discussing additional products or services.
• Uses checkbacks to ensure that issues have been addressed, messages understood, and actions agreed to appropriately throughout the call.
• Throughout the call, listens for clues that may identify the caller’s predisposition for cross-selling (both
• Uses checkbacks to ensure that issues have been addressed, messages understood, and actions agreed to appropriately throughout the call.
• Throughout the call, listens for clues that may identify the caller’s predisposition for cross-selling (both
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
in terms of product/service need AND in terms of receptivity).
• Successfully transitions to cross-selling by asking questions to investigate and/or clarify additional customer needs identified during the call.
• Matches appropriate products/services to meet specific customer needs.
• Positions the customer benefits of these products/services in terms and tone that
• Successfully transitions to cross-selling by asking questions to investigate and/or clarify additional customer needs identified during the call.
• Matches appropriate products/services to meet specific customer needs.
• Positions the customer benefits of these products/services in terms and tone that
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
demonstrate helpfulness to the customer.
• Ends discussion of additional products/services if the customer objects.
• Recognizes buying signals.
• Closes the sale by asking for confirmation by the customer.
Training must provide demonstrations of these skills in action. Charlie Gargaly, customer service master trainer at Entelechy is adamant that the training sho
• Ends discussion of additional products/services if the customer objects.
• Recognizes buying signals.
• Closes the sale by asking for confirmation by the customer.
Training must provide demonstrations of these skills in action. Charlie Gargaly, customer service master trainer at Entelechy is adamant that the training sho
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the skills being applied by THESE reps in THEIR environment: “Generic training doesn’t work here. Customer service reps need to see ‘one of their own’ successfully demonstrating the skills.” Gargaly recommends using video to capture vignettes of real reps demonstrating the specific skills; use the videos in training to demonstrate and discuss the skills.
However, f
However, f
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
or training to be successful, two obstacles MUST first be addressed. We must address the predisposition some employees may have against sales. And we must ensure that the product information includes clear and specific benefits. Let’s look at these two obstacles.
Predisposition Against Sales
“I’d rather quit than sell.” “I was hired to help people, not manipulate
Predisposition Against Sales
“I’d rather quit than sell.” “I was hired to help people, not manipulate
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
them.”
The feelings of many customer service reps towards sales are often more violent than those expressed by customers! Clearly, introducing cross-selling training to such an audience would fail quickly and unequivocally. Therefore, a critical initial step is to help customer service reps see cross-selling for what it is (or what it SHOULD be): an extension of pro
The feelings of many customer service reps towards sales are often more violent than those expressed by customers! Clearly, introducing cross-selling training to such an audience would fail quickly and unequivocally. Therefore, a critical initial step is to help customer service reps see cross-selling for what it is (or what it SHOULD be): an extension of pro
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
viding the best and most complete service to the customer.
Although presenting some of the research findings mentioned earlier might lower the defenses of many customer service reps, metamorphosis happens at two levels. The first is recognition that they themselves have happily purchased items that others suggested; in other words, the customer service reps themselve
Although presenting some of the research findings mentioned earlier might lower the defenses of many customer service reps, metamorphosis happens at two levels. The first is recognition that they themselves have happily purchased items that others suggested; in other words, the customer service reps themselve
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
s have benefited from a relevant and timely recommendation made by someone else. The second is the realization that THEY as customer service reps are sometimes the ONLY people who are in a position to provide this helpful information to customers.
It is important for customer service reps to see that positioning products and services that will benefit the customer IS
It is important for customer service reps to see that positioning products and services that will benefit the customer IS
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
customer service! Of course, if the customer is satisfied and does not need anything else, the rep should close the call without even mentioning any other products or services. However, if the customer service rep could provide the customer better service by matching a product or service to an expressed need, then missing that opportunity is incomplete customer servi
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
ce.
A significant amount of Entelechy’s initial customer service training focuses on helping customer service reps see themselves as the customer’s advocate, someone who has insights and information that will help that particular customer. Through small and large-group discussion, we extend that “customer advocacy” to include an obligation to position relevant and be
A significant amount of Entelechy’s initial customer service training focuses on helping customer service reps see themselves as the customer’s advocate, someone who has insights and information that will help that particular customer. Through small and large-group discussion, we extend that “customer advocacy” to include an obligation to position relevant and be
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
neficial products and services thereby gradually reducing and eliminating the biases that customer service reps have against sales.
Product Knowledge
Product knowledge is perhaps the most misunderstood element in the cross-selling equation. Companies spend time on product features and functions, yet we all know that customers don’t really care much about those thing
Product Knowledge
Product knowledge is perhaps the most misunderstood element in the cross-selling equation. Companies spend time on product features and functions, yet we all know that customers don’t really care much about those thing
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
s. They care about benefits. And actually, they really only care about benefits to THEM personally.
For cross-selling efforts to work, customer service reps need training and support (in the form of job aids) that provide easy-to-access product information. Most importantly, the customer benefits of these products need to be specified at the granular level. If a pr
For cross-selling efforts to work, customer service reps need training and support (in the form of job aids) that provide easy-to-access product information. Most importantly, the customer benefits of these products need to be specified at the granular level. If a pr
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
oduct is going to save time, it needs to be clear WHO is going to save HOW much time. For example, a personal video recorder (PVR) such as TiVo® allows someone who hates commercials (the WHO) to skip 12 minutes of commercials every hour (the BENEFIT).
Customer service reps need to be receptive to potential buyers of a product so when they are listening to the custome
Customer service reps need to be receptive to potential buyers of a product so when they are listening to the custome
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
on the call, they can pick up specific clues that would lead to specific products. If, during a call, the caller complains that “there seems to be getting more and more commercials on TV” the customer service rep can position TiVo as a product that the customer may find useful.
Another caller may talk about how they’re missing an important part of the game because t
Another caller may talk about how they’re missing an important part of the game because t
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
he video signal is out. After addressing the problem, the customer service rep may position TiVo as a tool to ensure that the customer can replay parts of the game that he missed.
The product training must focus on targeted potential buyers and the specific benefits they would get from the product or service. General marketing messages (i.e., save time, lower costs)
The product training must focus on targeted potential buyers and the specific benefits they would get from the product or service. General marketing messages (i.e., save time, lower costs)
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
and product functions and features do NOT make for effective product training.
Product training without teaching skills – or teaching skills independent of product knowledge – is ineffective. Training that combines product and skills training is the solution.
Conclusions
Cross-selling is rapidly becoming the primary way of increasing revenue for many customers. D
Product training without teaching skills – or teaching skills independent of product knowledge – is ineffective. Training that combines product and skills training is the solution.
Conclusions
Cross-selling is rapidly becoming the primary way of increasing revenue for many customers. D
.
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
one effectively, cross-selling can also increase customer satisfaction and retention. Done ineffectively and you risk losing your only source of revenue.
Cross-selling training needs to combine both product information AND skills practice. If your customer service reps ask questions and position products in the mode of solving customer problems, they’ll make the cus
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
tomer feel taken care of and appreciated. When done right, cross-selling will do more than sell products; it can increase customer satisfaction and retention.
Download your free copy of Effectively Using Cross-Selling and Up-Selling to Increase Revenue AND Customer Service at http://unlockit.com/TS-HPCS.htm and increase the effectiveness of your cross selling efforts
Download your free copy of Effectively Using Cross-Selling and Up-Selling to Increase Revenue AND Customer Service at http://unlockit.com/TS-HPCS.htm and increase the effectiveness of your cross selling efforts
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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