CREATING A GREAT CUSTOMER EXPERIENCE - SALES

Transcription

1 CREATING A GREAT CUSTOMER EXPERIENCE - SALES Gabe Davis Sales Operations Manager, Sunrun Tuesday, February 17, 2015 San Diego, CA

2 COURSE AGENDA Introductions Why does Customer Experience matter? How do we measure it? 4 steps to an excellent Customer Experience through sales How to increase Customer Experience as an owner Turning a great Customer Experience into revenue

3 INTRODUCTION Gabe Davis Joined the solar industry in 2002 Sales background: 250+ residential sales, commercial sales Sales training manager for large installer Sales training support for AEE Solar since 2010

4 WHY DOES CUSTOMER EXPERIENCE MATTER? A customer with a good experience will tell 2-3 people. A customer with a bad experience will tell Good experience = Good reviews Referrals: less competitive, higher close rate Help new customers find you Influence their decision-making process Bad experience = Bad reviews Prevent customers from ever reaching out in the first place Influence customers before they ever call

5 HOW DO WE MEASURE CUSTOMER EXPERIENCE 1. Ask, Ask, Ask Informal customer feedback Formal customer surveys: Net Promoter Score Don t be afraid to wait until the end of the process ask at every step! 2. Social Media Monitor Yelp pages Angie s List Other local social review sites

6 4 STEPS TO AN EXCELLENT CUSTOMER EXPERIENCE THROUGH SALES 1. Communication 30% of positive Yelp Solar reviews* reference the Sales/Marketing team responding quickly to their interest 20% of negative reviews reference solar companies not calling them back 2. Organization & Scheduling 20% of positive Yelp Solar reviews* reference the Sales rep being organized, professional and on time, both at first appointment and their follow-up 32% of negative reviews reference Sales reps missing appointments, being delayed in their follow-up, not feeling valued as a customer, interesting company, apparently not all sales people want to sell

7 4 STEPS TO AN EXCELLENT CUSTOMER EXPERIENCE THROUGH SALES 3. Set correct expectations of process If you can t close the deal on the first appointment, set the correct expectations about how you will follow up and then meet them! Too often a Sales rep says I ll get back to you tomorrow and then they don t. Work with your team to set the correct expectations for sales-related activities, redesign, inspection, etc. 4. Consultative Approach People love to buy but they hate to be sold to! Make sure you and your team provide options, as long as the options all come back to you. Talk to your customers and before presenting a solution, explain you ve chosen this system because based on what they have described, it is the best fit for their needs Follow 6 Steps to Sales (see appendix)

8 4 STEPS TO AN EXCELLENT CUSTOMER EXPERIENCE: RECAP 1. Communication Speed to lead, call new leads back immediately! 2. Organization & Scheduling Be on time and have reminder s and phone calls that go out day before. Text can work great too! 3. Set Correct Expectations Have written outline of sales and installation process that can be shared with customers and train your sales team on what is realistic. 4. Consultative Approach Listen to the customer and present them with options, don t force them into a decision. If you only want to present one option, make sure you explain that based on what they ve already told you, this is the best option, and don t be afraid to revise your proposal if you can tell it isn t what they want.

9 TURN A GREAT CUSTOMER EXPERIENCE INTO REVENUE 1. Ask for referrals. 2. Ask your happy customers for ideas on how you can better market and then ask them to help you be spreading the word 3. Print out your good Yelp and/or Angie s List reviews and use them during your sales calls. 4. Encourage your potential customers to read your positive reviews (and your competitors ) as part of their research when choosing a solar company. 5. Encourage your customers to write reviews about you on social media. Put link to your Yelp page on your follow-up Check us out on Yelp, Angie s List, etc.

10 CONCLUSION Happy Employees make Happy Customers Believe in what you do and make sure your employees do too!

11 7 STEPS TO SALES 1. Build Rapport 2. Set Agenda 3. Probe for Need 4. Present Solution 5. Close the Deal 6. Ask for Referrals

12 THANK YOU!