70% of the night and weekend mystery shop calls show that prospects who call after work are being helped by someone who, in their opinion, is not trained well and has trouble offering even the most basic help and information.
Shoppers are reporting that in most cases, they would not consider visiting based on their experience.
2. Web inquiries:
50% + of the web inquiries were not responded to at all and 65% of the web inquiry responses occurred after the first 6 hours and/or had grammatical errors.
- The sales team should be providing immediate and personalized web Inquiry follow up and follow through:
- A personal email from a sales person within 15 minutes. These days shoppers will just move on to the next website unless the response is immediate and engaging.
- A standard Email format for content, grammar and spelling. We are finding a lot of inconsistency and even grammar and spelling errors.
- A compelling reason to chat by phone as soon as possible. Often the response to a web inquiry does not suggest or enable the shopper to do much except call back.
- A phone call to the prospect within 5 minutes if a number was provided.
3. Incoming sales calls:
54% of the mystery shoppers said that they did not feel they connected with the sales person and were neutral or worse as far as their intention to visit the community as a result of their calling experience.
- The sales team should control the initial call by asking questions and listening vs. talking and no laundry listing.
- How to listen instead of talk on the call
- How to build trust and confidence with the caller
- How to ask the appropriate questions to learn the situation and urgency
- How to ask for the visit in a clear and direct way and overcome objections
Will Nowell is the President of Peak Performance MS and the author of ValueMatch Selling. William Nowell has been providing sales consulting and training in the retirement industry for more than 25 years.