Is there a particular colour jellybean you don't like. I don't like green. So why is it that when I'm offerred a product I'm forced to eat the whole lot?
I see a lot of customer service and sales questionnaires in my Mystery Shopping company.
The tempatation for clients is to ask as many questions as possible. But sometimes those questions make no sense and can send you down the wrong, and very expensive path.
For example. I recently saw a mobile phone questionnaire which asked if the Mystery Shopper was told about the email features, the internet browsing, and other features such as the talk-to text-feature.
The idea is that is these things should be mentioned in the sale, then it's a bad thing if not mentioned. The sales person is then trained (corrected) to ensure they mention all the features.
However, a good sales person does not have to mention all the features of a product to make a sale, especially if they have first evaluated the customer's needs.
Here are two examples where the questions are irrelevant.
- The customer walks in and says - I don't use internet or email on the phone, or
- The sales person sees the customer is uneasy, and simply shows them the phone they are using (as happenned with my wife).
Expecting a sales person to extol the virtues of every feature of a product is boring for the customer and does not connect. It also assumes the customer understands or cares about those features.
So in this situation, a good sales person will be chastised and forced to sell in a sub-optimal way because of a poorly designed sales process and therefore poor mystery shopping questionniare.
- Don't be so dogmatic with your staff, and
- Make sure they talk about Benefit, and then the Features which provide those benefits.
Oh and the same applies to car sales, whitegoods, TV's, PC's and Banking. Be aware wherever there is a list of product features.
Don't tell me there are green jellybeans in the packet, it won't help the sale.