Contests combat call reluctance

Every professional faces roadblocks that impede performance. Writers suffer voter's block. Actors battle stage fright. Athletes have performance anxiety. It's no surprise, then, when call center managers find that even the best representatives avoid making calls at times. Psychology and motivational experts refer to this as call reluctance. and it impacts the performance of your call center.

Call reluctance, which strikes both individuals and teams, develops in many forms. Representatives may be "gun shy" from an onslaught of rejection or actively avoid certain calling situations such as calling high-level decision makers or asking for the order. Call reluctance is the product of fear; fear of failure, fear of losing face, fear of rejection or fear of making a mistake. If the fear perpetuates, productivity suffers.

Call reluctance often occurs when the team has to change the quantity or quality of their current performance. For example, a company in the Northeast assessed its calling strategy and concluded that the telesales team would close sales faster if they contacted higher-level decision makers instead of purchasing managers. When management changed the calling protocol, many TSRs resisted - some continued to call purchasing managers. others' dialing ratios dropped.

The team's sales manager contacted me with this problem. lt was clear the new, higher-level audience intimidated the team. Their fears needed to be sub dued.

To combat the team's fear and motivate change, the sales manager and I designed a sales contest to kick off the new strategy. The festivities began with a pep talk to explain how the shortened sales cycle would enable them to make more sales and more money. The contest also included a skills development/strategy session that focused on communication skills and product features and benefits to interest the new audience. When the call center staff hit the phones, the contest not only remotivated the team, but provided the added benefit of a shortterm revenue boost.

Contests work well to combat call reluctance because:

1) Contests exert positive peer pressure. It's impossible not make calls while your teammates are busy dialing away. The team's actions provide hesitant individuals with social proof that changing calling behavior is the correct way to achieve success.

2) Contests are fun Unless you're on an amusement park ride, it's nearly impossible to be afraid when you're having fun. Making an unfamiliar situation fun helps to ease tension, and provides a more relaxed, receptive environment.

Sales contests also teach the value of increased sales activity and improved selling skills. My clients often find that contests have a lasting impact on the quality and quantity of selling because the team works on improved performance, not just reaching quota.

In creating short- and long-term sales incentive programs, I've found that structured contests are the most effective.

Have A PredeterminedObjective

What do you want the contest to accomplish? Will you focus on a specific skill (improved voice mail messages, connecting with decision makers, overcoming or removing objections) or increased activity (number of connects, dials. quotes)? Determine the focus of the contest in advance and keep it simple. This facilitates team buy in. If you provide too many targets, your team won't know where to aim.

Everyone Must Be Able To Win

If your contest has only one winner, you risk alienating team members Continued...

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Copyright Technology Marketing Corporation Oct 1996
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