Mystery Shopping Aids Relationship Building Skills

Do you know what marketing team members say to customers during a sales presentation or telephone inquiry?

“Using mystery shopping analysis is a constructive way to help sales people improve their sales presentations and feel positive about their strengths and skill with customers,” said Janis R. Ehlers, president of The Ehlers Group.

“Recording telephone conversations is becoming more effective in gauging effective relationship building skills. Without taking time away from real customers, we are finding that telephone mystery shopping can reveal some important tips for sales people to practice.”

In many cases, sales people are data-dumping salient features and prices without even inquiring about a parent’s name. Non-marketing personnel often fail to obtain prospects’ telephone numbers if marketing staff is unavailable to handle inquiry calls.

There’s a goldmine of valuable inquiries slipping through the cracks yet it is second nature for a marketing department to want to spend more in advertising to generate traffic. It costs hundreds of dollars to bring one prospect to a community. Key opportunities are being lost at the point of first contact and in building relationships with families and potential residents.

Telephone techniques can be practiced in sales training sessions to make sure every sales person feels comfortable in creating rapport with callers and piquing someone’s interest to bring parents to visit a community.

For help with mystery shopping, call The Ehlers Group for a project quote.