LMS… To Success
These are all the tips and tricks to learning, understanding, and utilizing LMS.
Introductory Materials: What is LMS Why use LMS Best Practices When Using LMS How to Improve Your Sales Culture o Five Factors of a Positive Voice Image o Five Telephone Skills to Engage Callers Improving Call Conversion Definitions Written Lessons: Options- Setting up Your Defaults LMS- How to Train Your CSR Introduction to a Lead File How to Navigate LMS Features The 4 Scripts and the Importance of Role Play Scripting- Why we Say What we Say How to Maximize the Sale Process Addressing FAQs and Objections Understanding the Pricing Worksheet Understanding the Call-Conversion Report How to Track Estimates and Calendar Maintenance Calendar, Email, and FAQ Maintenance
LMS- How to Train Your CSR Click HERE Introduction to a Lead File Click HERE
The 4 Scripts and the Importance of Role Play Click HERE Scripting- Why we Say What we Say Click HERE Addressing FAQs and Objections Click HERE Understanding the Pricing Worksheet Click HERE Understanding the Call-Conversion Report Click H ERE
What is LMS?
Strategic, proven method to turn your leads into customers An efficient, organized process to track and follow those leads through the entire sales process Best method to book an estimate
Why use LMS?
By updating each and every contact with a lead everyone in the office will be on the same page. No more yelling across the room to see what’s happening with Joe or Bob. No more hounding the estimator to see what happened at the estimate. All information gets recorded in the Lead file. AND, not only does the information get recorded but the NEXT ACTION you must take to convert the lead is set up for you- the date, the time, and what must be done. All you have to do is be consistent and committed to updating after every contact. Remember- LMS is the best way to book an estimate. And YOU , the talented and successful Estimator will turn that estimate into regular service. This is how you GROW your business.
Sales = Growth = Profit
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“A method or technique that has consistently shown results superior to those achieved with other means”
Use Social Proofing- This is the FOREMOST WAY to get regular service. DO NOT just offer a One Time Clean. You MUST say, “Typically our customers use us for regular service, some of our customers choose us for special occasions. Which do you prefer for your home?” Be comfortable with common objections and frequently asked questions- know how to answer them professionally and positively Establish one person who is ultimately responsible- ensure no bold leads at the end of the day Each office person knows the sales procedure and how to update Each office person logs all call attempts and contacts Act on leads as they become bold Use LMS for back marketing Use LMS to understand your Call Conversion Do role play with your staff Regularly engage in call coaching
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How to Improve Your Sales Culture…..
Have a Sense of Urgency- Call IMMEDIATELY Follow these Top 5 Factors to a Positive Voice Image 5 Telephone Skills to Engage Callers Possess Customer Service Skills o
Patience- your customers might be confused and frustrated- you can help! o Attentiveness- really listen to customers o Communicate Clearly- keep it simple, leave nothing to doubt o Know your Product- understand the script and how and why it works. Understand everything that Molly Maid has to offer o Stay Positive o Read your Customers- listen for clues about their current mood and patience level o Have a Goal- Get that ESTIMATE using the tools we provided, SCRIPTING WORKS o If you don’t know the answer- admit it. You will get back to them with the correct answer.
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Improving Call Conversion
CSR Initial Inbound Conversion Rate Report
What does it do? o
Tracks CSR conversion rates
What are the benchmarks? o
40% of your calls should be about Estimates o 60% of your calls should be about One Time Cleans o How do you do this??? SCRIPTING- are you only pushing an OTC? Call Coaching This only works if you are entering 100% of your leads
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Alternative Choice Language: a choice limited to one of two or more possibilities, do not give the customer the option to say no Call Log Box: Tells the chronological story of where the customer is in the sales process Lead: The potential customer Lead File: The page in LMS that contains all the information about that potential customer Lead Status: Where the lead is in the sales process Next Action: The physical step that comes next. Everyone in the office should understand these terms Next Action Date: When to perform the next action Sales Process: The process of moving the Lead through the LMS system Social Proofing: people do what others are doing- they assume the actions of others in an attempt to reflect correct behavior for a given situation.
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Options- Setting Up Your Defaults General a. Alerts- when a lead needs attention or when a new lead comes into the system b. IT generally sets up c. Everything should be checked 2. Customer Care a. Path to CCS that indicates you are integrated 3. User 1.
a. Set up your custom signature at bottom of emails b. DBA, address, phone number, contact person and title c. User Display Name- Customize the way your name appears in the script d. Next three items are checked off e. Can change font size, name, or window set up
a. Typically set up for you b. Your “Contact Us” on your website c. Custom Estimate Report Path- copy and paste your path to store estimates- Contact IT if you want to set this up d. Next two items should be checked off 5. Mapping a. Default Mapping Engine- can be set up on Bing Maps or Map Point b. If you choose to use Map Point- put the file here 6. Perceptionist a. Shows you are integrated with Perceptionist 7. Home Advisor a. Very few businesses use 8. Accurate- Obsolete 9. Call Scripting- Set up your call script options a. Set font, name, salutation b. Decide if you want all upper case or mixture c. Check rest of boxes d. Choose script you want to use- most owners use script 1 e. Recently added an outbound script 10. Pricing- grid with your pricing a. Right side does not work b. Left side- i. Add in the different hourly rates ii. Increase from weekly to alt. weekly and to monthly
1. This is a dollar amount iii. Weekly Range between quotes
1. On your pricing grid have a low end and a high end 2. Ex.- 25% means your high end will be $125 based on a $100 hourly rate
c. Recalculate Pricing Grid
i. Once you have changed the price you MUST take 5 steps for it to complete ii. Ensure that it says “Changes Saved” iii. Double check grid iv. Can edit pricing grid to accommodate any housing configurations that are not currently in the grid. 1. Add New Pricing Row- add info 2. Hit Recalculate Pricing Grid 3. Can customize any additional notes but make sure to recalculate grid correctly
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How to Train Your CSR Or… Call Your FC
Best used if you have 1-3 days to spend training your CSR a. Open a script and go through it (Why we say what we say) i. Goal is to have the CSR practice scripting b. How the lead appears in the Lead File c. Go through Lead File and explain all the components d. Go through Active Leads- bold v. grey i. What triggers the bold e. Open up different leads- go through call action log box i. Explain the scenario presented in the log box f. Calendars i. Perceptionist Web ii. Perceptionist One Time clean iii. Perceptionist Estimate g. How to track estimates ii. What do you do with a bold lead? (
HINT ACT - IMMEDIATELY)
i. Change the color once the estimate has been closed for simple tracking
h. How to follow up on estimates- thank you cards i. How to follow up on leads- sales procedure j. Call Conversion Report
i. Tells you how many leads are being converted ii. Only works if ALL leads are tracked
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Introduction to a Lead File
All activity on a lead is tracked here.
Left side- (Lead Information) This automatically populates with the information from the script or a customer filling out a Request for Service Right side- where the activity occurs. Make sure to log each contact with the customer utilizing the Make Call, Scripted Call, and Send Email Make sure to update each action while going through the Sales Process with Lead Status, Next Action, and Next Action Date The Next Action will show up on the LMS Calendar on the date you inputted. The link will show you the date is booked on the Perceptionist Estimates Calendar The Box- Any comments inputted here will be exported to CCS with the lead file Call Log Action Box- This is the chronological order of recorded actions of the lead being moved through the sales process.
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How to Navigate LMS Toolbar
Starting from the top and going from left to right we have….
1. New lead- A way to start a new lead 2. Cancel- Close a file 3. Close and Close All- Close tabs at top 4. Delete- Use only when you have a duplicate lead 5. Find a Lead- If you have dead leaded or you can use as a search tool
6. Refresh- LMS likes to be refreshed 7. Email- Never use for an initial contact 8. Print- When a lead file is open you can print your estimate worksheet, estimate and lead details 9. Map- can map in lead from office to home or map house in Zillow 10. Options- Setting up Defaults 11. FAQs- list of often asked questions and the subsequent answers (to close this need to right click) 12. Start Call Script- typical place to start call script
Email- send email to the open lead
2. Map- same as above 3. Options- another way to get to the defaults 4. Export Lead- do not use this option. Only export from open lead status 5. Transfer Lead- transfer to another owner database 6. Refresh- LMS likes to be refreshed 7. Reset Report- obsolete
1. LMS Today- another way to see the LMS front page. Use this way if the LMS Today tab disappears when you hit close all 2. Access the following- a. Perceptionist Online Web Calendar b. Perceptionist Activity Monitor c. Accurate Activity Monitor- obsolete 3. My Leads- obsolete 4. FAQs- another way to access 5. Pricing- One way to access your pricing grid 6. Reminders- obsolete
7. Choose Active Leads Column- Select which fields you want to view for the “Active Leads” section. 8. Arrange Leads By- How you can arrange your active leads by the way you like to view it. Most people use Lead Date
9. Reset Active Leads Grid Layout- Obsolete 10. Choose Recent Calls Columns- Obsolete 11. Arrange Calls by- Obsolete 12. Resent Recent Calls Grid Layout- Obsolete
Scripts- not applicable to field version
1. Different sections providing some further detail
1. Can sort in various ways 2. All active leads live here 3. Bold- lead needs attention Grey- means lead is ok 4. Calendars a. Overview b. Perceptionist Web Calendar c. Perceptionist Estimate Calendar d. Perceptionist OTC Calendar e. Next Action Calendar 5. Maintenance a. List of calendars (new, edit, delete)
b. Mail Template (can create own template and email lead from here) c. FAQs (new and override)
6. Recent Calls- obsolete
1. Another calendar 2. Can be set up so all next actions are right up front
CSR Call Conversion
1. More in-depth later on about benchmarks 2. Where to access reports (can analyze marketing) 3. LMS News 4. Users
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The 4 Scripts
Move in- Move Out
Let’s start with Regular Service - the mainstay of our business, how we grow sales. At this point the owner and the CSR, or two office staff, should be doing a role play. Keep it simple, just read it, don’t try to be perfect until it becomes more natural. It is tried and true- the people who read it sound the best.
Let’s do a Role Play for each script. (Open each one up)
Tips for Role Playing-
Don’t make it difficult until you’ve learned it
Someone is the CSR and someone is the customer Switch and reverse roles Listen to recorded calls and share opportunities to improve Ensure they are hitting the important points. Ex. - “Typically…” Celebrate the wins- give positive feedback
Are you smiling through the phone?
Are you utilizing social proofing and alternative language ?
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By using the SCRIPT
Scripting: Why we Say What we Say
Why use the script?? You take control instead of the caller and it keeps you clear and consistent.
Customer can take you all over the place and they don’t always know what they want. It prolongs the call and time kills a sale. Should only take 5-7 minutes to book an estimate It gives value to service before talking about pricing It uses Alternative Choice Language so the customer does not have the option to say NO and you can manage to your business. o Makes the customer feel like it is their decision It uses assumptive language It uses Social Proofing - people want to do what everyone else is doing You should tab through the script Thank you for CHOOSING Molly Maid. Why use choosing? Assumes the customer has already chosen Molly Maid. We WILL be servicing I can certainly help you with this . How does this language make you feel? Creates authority and knowledge So I can make sure you are in our service area, what is the zip code of the house we will be servicing? Anything assumptive here? How did you hear about Molly Maid? Typically our customers’ homes are cleaned on a regular basis or they use us for special occasions. Which do you prefer for your home? Social Proofing. Goal- get estimate. OTC will not build business!! We recognize that every customer has different needs when it comes to the cleaning of their home, so we provide a free in-home estimate, in order to best understand your needs and to give you the best price possible. An Estimator will walk with you throughout your home and help you customize your cleaning and answer any questions you may have. The estimate will take approximately 20-30 minutes. Let’s go ahead and get you on the schedule. What days’ work best for you? What does customize ensure? Price, Budget, Value Our uniformed teams are fully trained, bonded and insured. They arrive in logoed vehicles and bring all our own professional equipment. Bonded and insured- customer is not liable for anything that happens to the HSP in their home. Logoed- customer knows who will be arriving. Prof. Equipment- customer knows they do not need to provide supplies After reading about services and estimate you are ready to book the estimate. We can get you on the schedule as early as Wednesday or Thursday, which do you prefer? (Big business- we do estimates in Canton on Wed. or Thur. which do you prefer) AM or PM
So let’s open a script….
Great we have 2:00 or 4:00, which do you prefer? This offers openings that work for the business.
And finally, your preferred email address. Do not give the customer the option to say no to providing the email address.
Elements of a great call:
Thank you for choosing
I can certainly help you with this Absence of closed ended questions
Gaining & keeping control
Typically our customers’ homes are cleaned on a regular basis or customers use us for special occasions. Which do you prefer for your home? Description of service Preferred email address Using alternative choice language to close sale Voice inflection
Learn the system Use the script 100%
Use the techniques
Alternative choice language
Don’t ask closed end questions
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Maximizing the Sales Process-
How to Close the Unclosed Customer… (If you use LMS properly it will give you reminders to call the potential customers)
Follow up on Service Request (Internet Leads) Don’t forget to update LMS after each step.
1 st contact (phone) immediately, within 5 minutes, leave message
2 nd contact (email with attachment), immediately after 1 st call- Ex. A Clean You Can Trust
3 rd contact (phone) within 1 st hour, no message
4 th contact (phone) following morning, leave message
5 th contact (phone) following afternoon, no message
6 th contact (email with attachment), day after 5 th contact
Remember to update the LMS “Make Call,” “Next Action,” “Send Email” etc. You have now “exhausted the sales process” Can leave alone before deciding to dead lead or not.
Establish Dead Lead Procedures
Under View options, arrange active leads by Next Action
All exhausted leads will be under the Next Action of None (will not turn bold)
Sort by “none” can look at whole group
The Franchisee or general manager reviews the leads prior to pushing them to Dead Lead
• Example- was only one phone call made? Only one email sent?
If you have Perceptionist following up on internet leads- DO NOT FORGET TO CALL THEM ONCE PERCEPTIONIST IS FINISHED-
Set up a reminder to do so in Next Action Date IMMEDIATELY
An Example of a message you can leave- I see our scheduling desk was not able to schedule a service for you. My name is _______in the operations department. If there is something our department can do to meet your cleaning needs please let me know. Thank you for considering Molly Maid for your house cleaning needs.
Follow up on Estimates (either the Estimator or CSR can do this)
• Hand written Molly Maid thank you card • 1 st follow up call, day after estimate or as discussed with customer • 2 nd follow up call, three days after estimate or as discussed with customer • 3 rd contact by email with attachment
Occasional Clean to Recurring Service
Office fills out estimate pricing self-calculator when team returns Office emails price for recurring service Office calls yesterday’s occasional cleans to make an outbound customer satisfaction call. If not email, office will give pricing verbally o No initial clean if customer schedules recurring service in 30 days o Team bonus of $50 after 3 rd clean
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Addressing FAQs and Objections
FAQs- 3 ways to access
From the script o Can type in a word in the search box and any question with that particular word will show up o To close out go up to the tab and right click o Great way to answer the customer correctly Go up to tool bar on the Home page Go to Maintenance- FAQ- have a list of all the templates, can open each one and edit.
Answering Objections---- Read through these and get familiar with the answers. All office staff should be answering the same way to convey a consistent message.
Stay positive and understanding. Been in business over 30 years
Our customers tell us they loving coming home to a clean house
Most of our customers find us to be a very good value By doing an in-home estimate we can customize a plan to meet your budget You will have a fixed rate for each cleaning
We don’t do this on a regular basis so we prefer to recommend a specialized business
Why do you have to do an estimate?
Every customer has different needs which is why we do the free estimate and consultation o To answer all of your questions o Provide the best possible price o Identify your specific needs o Show you why Molly Maid is the best
Need to talk to my spouse
Great. Can I call you back on Thursday?
Why Molly Maid/why not an independent/need to shop around
We are reliable, a team will always be there for your appointment. An independent can call off for all sorts of reasons, car broke, kid sick, etc.
The teams are licensed, bonded, and insured. Our maids are covered by workers compensation and we do criminal background checks. This is not the case with an independent Molly Maid has a customer satisfaction guarantee- if you are not satisfied we will redo it! No contracts, no hassle if you need to cancel You receive a complete clean every time Free in-home estimate to make sure we fit in your budget
Why is the initial cleaning more money?
Having this first clean is like a spring cleaning- it brings your home up to a standard that we promise to maintain. It does require some extra time as we get rid of soap scum and mildew buildup, heavy dust accumulation, baseboards, etc. Remember, once we complete this initial clean you will have a fixed rate and the cleanings will go faster.
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Understanding the Pricing Worksheet
Five of the many fabulous features of LMS is the internal pricing grid…..
This grid does a few things for you:
Allows you to customize the pricing to fit your individual business Eliminates pen and paper and the calculator when quoting hours and price It will also populate your hours and price in the OTC and Move in Move out script It gives you the ability to quote a weekly, alternate weekly and monthly price in the event that a customer forces you to do so. It is set up with ranges that you can quote as an APPOROXIMATE PRICE only. 1. Without Opening a Script- a. Going up to “View” and select the green dollar sign b. Type in the square footage, how many bedrooms and how many bathrooms c. The grid will pop up with the correlated price highlighted in yellow 2. With an Open Script a. Hit pricing b. Type in square foot, how many bedrooms and baths c. Grid will pop right up- the pricing will be highlighted in yellow
You can access the pricing grid 2 different ways:
How to customize the pricing grid to your business- See Video to walk you through the steps
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Understanding the Call- Conversion Report-
This report is essential to analyzing your business in regard to call conversion and your marketing. Why spend the money on marketing if the leads are not being converted.
Important Note- This report is only valid if ALL calls are recorded.
Employee name records the number of sales and non-sales calls that each person logs. Of those sales calls how many were about estimates and how many were about One Time Cleans Est %- The percent of how many of those sales calls were about estimates. Benchmark is 40% OTC %- The percent of how many of those sales calls were about OTCs. Benchmark is 60% o If OTC percentage is higher- you are not scripting properly o Remember to say- Typically our customer’s homes are cleaned on a regular basis, or sometimes they use us for special occasions. Which do you prefer for your home? Estimates Booked- The percentage of those calls that turned into estimates. Benchmark is 85% OTC Booked- The percentage of those calls that turned into OTCs. Benchmark is 60%. Total Conversion- combines the two
In other words…
85% of your calls about estimates should result in a booked estimate 60% of your calls about OTCs should result in a booked OTC
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How to Track Estimates and Calendar Management
1. Open up your Perceptionist Estimates Calendar 2. Both Perceptionist and you book here 3. Yellow- the estimate has not been performed yet 4. When you have a closed estimate a. Right click b. Edit appointment c. Change to color of your preference 5. If you closed an estimate that was performed last week- jot name and date on the Saturday column (typically don’t have estimates then) a. Change to the closed color b. This means your percentage for this week might be higher than 100% Review of Perceptionist Web Calendar-what Perceptionist sees (Notice that there is a calendar for estimates and a calendar for OTC) See Video for a visual description
Review of Perceptionist Estimate Calendar and OTC calendar
a. Can change when you are available and not available b. Can block out times by doing a “note” a. Pick your time b. Right click and drag to highlight time boxes c. Put a note in
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Calendar, Email, and FAQ Maintenance
Maintenance Tab on bottom left- Can maintain and create within each of these categories. Under Calendar Maintenance- right click on the grey to create a new calendar. Email Template Maintenance- Will see all templates available to you. Click on the individual option to read it. To create a new template scroll to the bottom, past the last email template and right click on the grey. FAQ- Click on the option to read the answer. Can edit it by hitting edit, making your change, and pressing ok.
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Five Factors of a Positive Voice Image
1. Tone: Your voice tone demonstrates and displays emotion; warmth or coldness, smoothness or roughness, harshness or gentleness, tension or relaxation. The very same sentence, said with a different tone of voice, can mean very different things. For example, if you say, “I can help you with that.” Your voice can imply warmth and helpfulness. Or your voice can communicate impatience. Being aware of the tone you use when words or sentences are spoken is invaluable to your success in building a positive rapport with the caller. Volume : Volume is the loudness or softness of your voice. Speaking with just the right volume is associated with self-assuredness and competence in our culture. Low volume suggests timidity and lacks authority. A loud voice is seen as angry and rude. Your primary goal is to adjust your voice volume to a moderate level so you are easily understood and received by your caller. Rate: Rate is the speed of your delivery; that is, how quickly or slowly you speak. There are CSRs who have a tendency to speak far too quickly. This can be a result of nervousness or impatience. Others, perhaps those who have not memorized their scripts or are unsure of what to say, will speak too slowly or put long pauses between words and phrases.. Callers can be uncomfortable if you speak too quickly and will not be fooled into thinking you possess enough knowledge to be of help if you speak too slowly. In general, remember that you can create interest in your message by varying the speed of your voice. Use a speed slightly faster than the average, yet slow enough for your caller to follow. Occasionally, slow your speech rate to highlight specific points or to clarify a caller’s question. 3. 4. Articulation: To be articulate is to speak words and phrases in a clear and concise manner. You may have a voice with a pleasant tone, with no problem adjusting the volume and a delivery that’s just the right speed but if you mumble or stumble over your words, your caller will not understand you. Quality: The quality of your voice is its most distinctive and individual characteristic. As long as your voice is easy to understand, warm in tone, moderate in volume and rate of your delivery is slightly faster than average, there is no need to change the condition of your voice. Return to Top 5. 2.
Five Telephone Skills to Engage Callers
Identify the Company and Yourself Upon answering the phone with your greeting, give the company name-MOLLY MAID as well as your name. Callers like to know who they are talking with. Try this exercise: “Thank you for choosing Molly Maid, this
Did you detect any emotion in the caller’s voice? Did it match or support the words they were using? When the caller had finished speaking, what notes did you take that helped you later on during the call? To make sure you had heard correctly and to validate the customer’s needs, recap two key facts you heard the caller tell you using the following statements: o “What I’m hearing is … o “Sounds like you are saying … 5. Know Everything There Is To Know About MOLLY MAID Today’s consumers are more sophisticated and demanding in their expectations of CSRs than ever before. They want to talk only with someone that will understand them, recognize their needs, answer their questions and make things happen for them. As the Expert MOLLY MAID Gatekeeper, you are the caller’s only contact to determining how they can receive the best value for the service we offer. You must take the time to deliver your full script, listen to the caller as she or he speaks, and asks those pertinent questions aimed at best matching the needs of the caller to the service. This will demonstrate your ability and knowledge as well as your intent to spend the necessary time with them to meet their specific needs. The more you know the more you are able to help your caller. Never stop asking questions of you supervisor or those around you who can help you become better at your job.
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