September 23, 2019 /
Comments Off on Don’t throw away half your sale leads

Don’t throw away half your sale leads

Imagine throwing away half of your leads?

Oh, I know you’d never do that.

Maybe you’re a small business that intimately knows everything that’s going on.

Perhaps you’re a big business with big processes.

I’ve heard it all. And yet, this is the reality I see way too often.

Behind the curtain of a Mystery Shop

Here’s a behind the curtain look at real sales audit mystery shopping data for big ticket B2B phone sales.

The scenario requires a secret shopper to make an initial call and a follow-up made by an expert.

The shopper calls, speaks to reception, then a meeting is made with a call consultant. The consultant (or someone) is then supposed to call back within a few days.

The process is very well spelt out and extremely detailed. Our job was to mystery shop the call centre and see how the strategy is being executed.

Here are the secret shopper results!

55% of calls go to voicemail (huge).

Mystery Shop calls going to voicemail

But 40% of those couldn’t leave a voicemail (22%/55%). True story.

24% of the callers had to wait 3-5 business days for a response and 9% never got a call back.

Secret shopper waiting for call back.

But if you ask the customers who got a call, they were reasonably satisfied because the staff were ‘nice’.

‘Nice’ doesn’t tell the whole story. Here’s where it gets horrendous.

There is supposed to be a followup call within a few business days of the main consultative call.

81% of people never got the follow-up call.

Mystery Shopping follow-up call

The company has very precise and detailed customer journey maps, but they are just not being followed. They had no idea.

Sales audit mystery shopping will help you find the other 50% of wasted marketing budget.

Get the data, don’t be fancy.

If you want to find mystery shopping companies in Australia, contact us here or search on the industry website.

October 06, 2016 /
Comments Off on Episode #19 Customer Service is overrated

Episode #19 Customer Service is overrated

Guess what. Customer service is NOT necessarily the most important driver of sales.

That might sound strange coming from someone running a Mystery Shopping company, but I see it time and time again. Companies focusing on the wrong things.

Sure service is important, but it’s also important to ensure that:

1) your products are on the shelves
2) the promotions are correctly displayed, and
3) that the product is recommended.

Our research shows that on average there are 53 item categories missing in a single big box grocery store.

We’ve also found that on average there are 13 categories missing from the dairy section alone.

As for recommendations, we recently did a study for a manufacturer distributing in a hardware chain, and found that their product was first recommended 31% of the time. Sounds OK, except they only have one competitor.

For complex products, consumers will still lean heavily on the recommendation.

If the product is not there, or not recommended, you’ve lost before you start.

Ask the right questions and discover the truth.