By akademiotoelektronik, 09/08/2022

How to sell by phone, to reluctant French consumers - they found the solution!

From Vannes to Nice, via Paris, some rare French companies have specialized in a niche profession: call and, upstream therefore, identify prospects that declare themselves buyers and make the commercial call on a scientific call.Detection of the answering machine, creation of the smile on the phone, control of the conformity of the commercial speech, use of conversational videos at a time of the customer journey.The most innovative are in rapid growth because the subject is strictly topical: a third of the French filter or no longer picks up telephone calls, irritated by too much canvassing - INSEE note of January 24, 2022.

Detect phone responders and make you smile.

In some laboratories reserved for initiates, French companies are devoted to product design, software that allows you to stem the “scourge” encountered by major actors of telemarketing, energy or insurance or credit toConsumption: growing unrevailability of consumers.These, more and more irritated by the sometimes wild techniques of the seasters, as in the training sector, of the CPF, have gotten into the habit of filtering their calls, a trend that has not escaped INSEE.1/3 of the French, in certain age groups, no longer drop out when they are called by a number they do not know.

"We make around 1 million calls per day, to offer subscriptions in different sectors, we conduct around 15,000 argued interviews to lead to 1,000 firm sales per day".When we come across the young president of Affinicia, a company that designs comparators and generates intentionist leads for energy actors in particular, we quickly enter the heart of the subject, the figures.For three years, the SME has conquered more than a million customers, which it brings almost on a set, to actors such as Totalenergies, SFR etc.“Our job is simple but very technical: we are soliciting with a panel of call-centers specialized in tele-sales and teleprospection, around 1 million consumers per day.When they drop out, everything is played in 3 or 4 minutes but the first moments of the conversation are decisive: the presentation message, the presentation of the object of the call, the discovery and the re-formulation of the needs are framedAnd played, like a partition of Philip Glass.We repeat, we repeat, we repeat ... "

But what Florian does not hide is that a score worries him and his rare competitors in France (Papernest, Marketshot): "We are increasingly having trouble reaching prospects.Due to the evolution of working methods, the broad use of mobile phones and the ineffectiveness of systems such as Bloctel (the list of opposition to canvassing), French households have adapted their practices "."I never pick up my phone in my second home," says Caroline, those I need to join have and know my number ".

It is in Tangier, in Tangier and in two busy streets of the Parisian suburbs that are refined or used products and services to boost online sales: intentionist leads, software that allow this development to be adapted

"In teleprospection, you cannot put the baguette at 0.29 CTS from Euro to create traffic in your store," says Lounis Goudjil, the boss of Manifone;But what you can do is optimize the efficiency of the work of tele-sales agents and act in such a way that they devote the most time to dialogue with interested prospects rather than with responders ".Although the Manifone recipe is as secret as that of the concentrate which is used for the bottlers to make Coca Cola, the teams of developers of the SMEs, partly located in Serbia, have identified the operating specificities of the respondent systems used by each of theOrange, SFR operators, Bouygues Tel, Free."For each operator, when one of our customers uses a predictive numbering system to call a prospect, the return of technical signaling that we receive is different depending on whether the call falls on an answering machine or a human.As we are a telecom operator, we know that behind a 06 that one of our customers is trying to join it is for example an orange subscriber who can answer.The challenge is not to transfer any answering machine to the agents on the set.The opposite case means that the agent dialogues with messaging.It's frustrating and time is lost.The fact also that our responder detection system is almost instantaneous allows a much more fluid course, equivalent to the call made in manual ”.

A study conducted in real situations in one of the European leaders in BPO and tele-marketing made it possible to identify that 12% of the working time of the agents could be devoted to these conversations carried out without positive exit possible.

Call interested consumers.

Upstream of the call, the other work track consists, and you will say that it is elementary, my dear Watson, to request people who have declared themselves interested, by a change of supplier, a renovation project.

Four major French actors have done their job and succeed with it brilliantly, including: Tagada Media, created by Eric Benephtuli and Jonathan Zeermann, and Hipto, also created by a duet of young people in digital techniques (Kilian Le Menestrel and Léo Hauet)).It is thanks to contests and lotteries that the Tagada teams identify a dozen thousands of prospects in full reflection every day, as for a change of insurer or operator.In Boulogne-Billancourt, at Hipto, it is thanks to video snacks that Léo and Kilian refine white gold.They are published on Facebook, are designed to attract the attention of the prospect who will, after watching it, confirm his interest and leave his contact details.

"These two providers operate in a different way but what distinguishes them from other Leads brokers is the rigor of their technique and their industrial capacity.They piloted call centers, they know that we do not have fun with opt-in techniques.Large companies like ours certainly need customers, to acquire them but we do not want to make the headlines with solicitation techniques that can explode one day on the face "specifies a commercial director who uses them.A final index indicates that the triggering of a conversation opportunity has become the Martingale, which must be translated for sale concluded.“And for that, video can become one of the new standards, in acquisition or retention”.Whoever speaks is one of the figures of this profession, Anthony Dinis, who is now devoted to his new Opportunity passion.And new products produces that his team imagines.To sell remotely, you must chat, ideally with interested prospects, and suitable methods.The founder of Vocalcom has been positively obsessed with the subject for twenty five years.

Discover the continuation of the survey and the file of the month, in the issue of En-Contact 124: customer knowledge is good and if we were talking about the knowledge of prospects.The editorial staff also went to meet the team of researchers who increases a smile on the phone.Very seriously!

Here the magazine editorial calendar.

Manuel Jacquinet