Human Interaction Helps Seal the Deal Prompt Response Keeps Buyers' Attention
March, 2007

		Leave a comment

By Dana Lloyd

Differentiation in marketing today requires some innovative thinking. Developers are competing for the attention of comparison shoppers who rely on web searches and other media to scope out the market. When not surfing the Web, these same buyers could be checking out billboards on their commute to and from work - a behaviour that is reflected in the fact that phone-in inquiries on properties tend to peak shortly after rush hour.

For marketers, the goal is to combine strategic, customer-centric initiatives that cross all media to gain a personal rapport with current and prospective customers. Putting a voice to the services is an important element of the strategy. A developer's ability to respond to inquiries and sign up registrants after the first point of contact can be the key to success.

Marketing mainstays are effective in drawing initial inquiries, but it can all stop dead in its tracks if a prospect is faced with a recorded response or an offer to page a sales representative. Prospective buyers can start turning to the next competitor on the list until they get a satisfactory response - i.e. a live human voice.

Creating a user-friendly web site that provides an easy to execute web registration is a critical first step. This means providing all information buyers need, enabling registration and executing follow-up in a timely and professional manner. Human interaction, whether a contact is e-mailing or phoning, is also critical to sealing the deal.

Some developers report that only one in 30 after-hours callers will leave a message if the call isn't answered personally. This, of course, translates into 29 lost opportunities.

The infrastructure needed to offer 24/7 telephone support can be a significant logistical and financial challenge. A sales office may need to have three fulltime people on staff to handle customer calls, representing a $150,000 expense or more. On top of that, there is the issue of call overflows during peak times, staff training in the event of turnover and/or having backup resources on call when a staff member is sick or on holidays.

Alternatively, an answering service can provide dedicated trained resources to handle overflow or after-hours calls based on a per use monthly fee. Prospects calling the developer's number will have the opportunity to communicate with a live, knowledgeable representative by e-mail or telephone at any time of day or night. Customer service staff can answer calls, provide property information (pricing, availability, etc.), set up viewings or appointments and assist in registration and every other pre-sales activity on the spot.

Such services can compile useful data for their clients - providing information on all calls in detailed reports for appropriate follow up by sales group or management. These reports offer management the ability to track volumes, as well as provide digital recordings of conversations for review when required.

Developers can also commission follow-up surveys after homeowners have moved-in. This method of independent surveying can provide valuable insight for sales, marketing and service staff for refining approaches when marketing new communities. HThrough telephone surveys, some have managed to achieve a tenfold increase in responses compared to mail campaigns.

By using professional call answer services to complement existing marketing and customer service programs, companies can easily connect with and respond to customer inquiries throughout the entire product life cycle and capitalize on their marketing efforts. Until prospects sign on the bottom line, the focus is on educating and providing the information customers need in a way that makes it easy for them. Every call is a chance for existing or potential customers to connect with and get to know the developer's brand.

It's been proven time and again that people want to speak to a live person. Customers want to get their information as questions arise, not when it is convenient for the organization to provide the answer.

Dana Lloyd is Vice President, Marketing, with AnswerPlus Inc., a full-service, 24/7, inbound call centre specializing in emergency and consumer response solutions. For more information, see the web site at www.answerplus.ca.