The end goal of every phone call for your team should be to book the call and wow the customer.
Creating long-term relationships with your customers generates more revenue and more business. Word of mouth is the best marketing tool you can ask for in your business. If you’re looking for ways to increase your word-of-mouth marketing, check out 5 HVAC Companies You Need to Copy to Increase Referrals.
Power Selling Pro’s Pattern for Excellence is a principle-based framework for best practices in phenomenal customer service. If your team is not applying the eight principles from the pattern for excellence on every call, you’re losing money.
You are in the business of serving your customers, not just selling to them. Your service and the customer experience you deliver is what sets you apart from competitors.
At Power Selling Pros, we use the Pattern for Excellence to guide our calls. It consists of 8 guiding principles that act as a framework for best practices in phenomenal customer service.
The Pattern for Excellence
While these 8 principles may be common knowledge, they are not always common practice. Is your team using them on every call?
Here are eight things your company should should be doing on EVERY call to wow your customer:
1. Start Positively
Set a tone for the entire call with an enthusiastic greeting. Smile before you pick up the phone and ask for the customer’s name to build rapport.
“It’s a great day at Sunshine Cooling, this is [CSR name]. Who do I have the pleasure of speaking with today?”
2. Answer Confidently
Building trust is important in creating a relationship with the customer. If they don’t feel comfortable speaking on the phone with your team, they certain won’t feel comfortable having somebody dispatch to their home.
Be prepared to wow. Be knowledgable and reassuring.
“You’ve called the right place. I would be happy to help you with that.”
3. Actively Listen
Active listening is a critical skill. It goes above, “Uh-huh. Okay.” This is about understanding the customer’s need, so rather than jumping to, “What’s the address?” or “Have we serviced you before?” actually listen to what the customer is experiencing.
Active listening is engagement. Ask relevant follow-up questions to show the customer that you’re listening. Rephrase what they’ve told you so that they know you understand the situation.
“Tell me more about what you’re experiencing.”
4. Verbally Express Care
We care about our customers, of course we do. But are your employees verbally expressing empathy in response to the customer’s situation? Sympathetic, “I’m sorry to hear that,” statements are average and overused. Anybody can say that, but by expressing genuine empathy, you go above and beyond to create a connection with your customers.
“That’s terrible! It’s way too hot for you to be without air.”
5. Give by Saying Yes
Often, CSRs are quick to take information. We take a customer’s time and eventually their money. Before we take, give first.
Give to the customer by always saying yes, even if your gut response is to say “No.” Rephrase to communicate what you can do for the customer. Reassure the customer in a time of need that you are going to be there to help them.
“Yes, I can definitely help you with that.”
6. Ask for the Appointment
At this point, you have built trust with the customer and reassured the customer that you have a solution. Now, it’s time to ask for their preferred appointment.
“When would you like to have a technician out to your home?”
Once the customer answers, you can check your schedule.
“Great. Let me gather some logistical information and we can look at the schedule together.”
Follow up with the profile questions and offer the customer’s desired time slot if available or your next available appointment.
7. Build Value Before the Fee
Steps 1-6 are about building a relationship of trust with the customer. We’ve already booked the call and reassured that we can help. We have the customer scheduled, and since we are honest with our customers, we’re going to explain the dispatch fee.
Rather than saying, “Alright, you’re all set for tomorrow between 1-3, and it will be $59 for my technician to come out,” continue to reassure the customer that they’ve made the right choice. Start with the value of the visit, present the fee, and move forward with a question.
“So what you can expect next is that a certified technician will come to your home tomorrow between 1-3 PM. He will arrive in a fully-stocked truck and be able to diagnose the issue with your unit and offer you up-front and honest pricing on the repairs. We are family-owned and operated at Sunshine Cooling and have been in business for over 10 years, so you’re in great hands. It will only be $59 for our licensed technician to service your home, plus the cost of repairs. Will you be paying with cash, check or card?”
8. Express Gratitude
Complete the call with genuine gratitude, no matter the outcome of the call. Your call wrap-up should be branded and positive to reflect your greeting.
“Thank you for choosing Sunshine Cooling. Again, my name is [CSR NAME], and it was a pleasure serving you today, [Customer Name]. Have a great day.”
These principles are common knowledge but certainly not common practice in the HVAC industry. What if I told you that in just 10 MINUTES A DAY, you could transform your team into a well-oiled machine that creates fiercely loyal customers and makes you more money?
Would you do it?
Let me to introduce you to the 30-Day Challenge for Service Businesses! It will have your entire team embracing these 8 principles in just 10 minutes a day for 30 days.