Case Study
North American
Telecom Provider
Sales focused study with an emphasis on overcoming objections
Discover how we worked with a leading telecommunications provider specializing in at home and wireless services, to measure and analyze behaviors that lead to better outcomes in sales and win-back calls.
Activity is focused on winning back customers who recently left for a competitor and runs several campaigns with special offers for those recently departed subscribers to attract them back.
We developed a sales-behavior-focused evaluation form to apply across a random sample of outbound win-back calls to determine which tactics are most often associated with positive outcomes.
North American Telecommunications Provider is running several campaigns to win-back recently departed customers. These efforts have had mixed results.
BPA and client worked jointly to create a sales-focused evaluation form, capturing detailed insights around the agent’s approach to selling, including fundamentals such as:
- Asking probing questions related to devices, usage, and lifestyle
- Right-sizing offers based on the responses gathered in Discover
- Providing relevant features and benefits to the customer
- Asking for the sale
- Overcoming objections
Custom call forms also tracked performance in specific campaigns and offer types and the use of “sweeteners” or back-pocket offers.
Looking at the relationship between each of the steps in the sales funnel, we determined that the most effective sales agents were effectively following each step in the journey and adapting on the fly to meet the customer’s needs.
Key findings include:
Close rates were 57% higher when the offer was tied back to information uncovered through targeted discovery questions
Close rates were 90% higher when agents made an earnest attempt to overcome customer’s stated objectives
Back-pocket offers which are available to agents as a last resort tactic, were used in 22% of interactions, though they were used inappropriately as an initial offer in 40% of those cases.
Upon conclusion of the deep-dive listening exercise, the following recommendations were made:
BPA Evaluators identified examples of the most effective probing questions aligned to device, usage, and lifestyle and shared these examples with the client to build a library of best-in class discovery
Working with the client, we built a roadmap for overcoming objections, outlining which rebuttals are most appropriate in specific scenarios.
Re-educating agents on the proactive use of Back-pocket offers