Love Your Products If You Want Them to Sell

This cataloger had reduced product questions all right. But he’d also reduced product orders by not focusing on the great benefits of his products and not letting customers know about those benefits.

He was right in trying to solve contact center problems by reducing product-question calls. But he was wrong to forget about his first priority: selling products. It turned out this cataloger was so focused on operational efficiencies that he had learned little about his customers, their needs or the benefits his products could deliver to those customers. Sales were weak because he had forgotten to focus on what was wonderful about his products and how they could improve his customers’ lives.