Download - Roundtable 2006 davis
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Robust Sales Model
Fundamentals
Attention
Gain the prospect’s favorable attention
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Discovery
1) Find true reason for calling/cancellation
2) Find ways to sell value
Robust Sales Model
Fundamentals
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Solution
1) Fix the problem, if there is one
2) Sell the value, or better yet, let
the customer sell themselves
Robust Sales Model
Fundamentals
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Offer
Give the customer a reason to pay, and pay now, over the phone
Robust Sales Model
Fundamentals
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Robust Sales Model
Fundamentals
Close
End on a positive note
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The Six C’s of Coaching
Catch them in the act
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The Six C’s of Coaching
Commitment to continuous
improvement
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The Six C’s of Coaching
Compliment
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The Six C’s of Coaching
Coach (Crucial Conversations)
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The Six C’s of Coaching
Compare the Difference
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The Six C’s of Coaching
Control
System
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Add value on
every call
Selling Value
Things to Remember
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Target Value
Through In-
Depth Discovery
Selling Value
Things to Remember
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Deliver Compelling
Features and Benefits
Based on Targeted
Value
Selling Value
Things to Remember
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Improved customer
experience
USA Today H.E.R.O.E.S
Our Expectations:
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Higher
conversion
rates
USA Today H.E.R.O.E.S
Our Expectations:
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Improved
Retention/Reduced
Churn
USA Today H.E.R.O.E.S
Our Expectations:
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Inclusive training
design/development
Implementing HEROIC Change
Create Buy-In
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Implementing HEROIC Change
Create Buy-In
Lots of hype with the
reps on the floor
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Implementing HEROIC Change
Create Buy-In
Kick-off with VP of the
department
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Implementing HEROIC Change
Training, Training, Training
Coaching Training: 3
Days – Supervisors,
Managers
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Implementing HEROIC Change
Training, Training, Training
Rep Training: 4 Days –
All reps, even those
with minimal phone time
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Implementing HEROIC Change
Training, Training, Training
New techniques with role
play and plenty of fun!
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HEROES Retention Call Flow
•Gain the Subscriber’s
Favorable Attention
•Fully understand what the
subscriber loves about your
paper
•Find ways to add value – the
“Prize inside”
•Listen, Ask, “TELL ME MORE”
– Are there any underlying
issues?
•Handle subscriber’s
request/fix the problem
•Handle subscriber’s
request/fix the problem
•Give the subscriber a
reason to accept your
offer, today!
•End on a positive note –
reinforce the value!
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0.0%
6.9%
13.2%
18.8%
23.7%
30.1%
35.2%
31.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Before
HEROES
Q3 2004 Q4 2004 Q1 2005 Q2 2005 Q4 2005 Q1 2006 Q2 2006
Saves
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11.3%12.2%
19.4%
26.7%27.9%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005
Renewal Payment Percentages
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3.0%
4.0%
5.2%
6.7%
7.3%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Before HEROES Q3 2004 Q4 2004 Q1 2005 Q2 2005
EZ-PAY Conversions
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34.0% 33.8%
39.6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Q4 2005 Q1 2006 Q2 2006
EZ-PAY Conversions
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Impact on Retention
The HEROES initiative was one
of many elements (quality
starts, database intelligence,
rate strategies, etc.) that has
contributed to…
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Impact on Retention
Retention: 8% Lift!
Churn: 21% Reduction!
Average Rate: 11.5% Increase!
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