Service has become a critical source of revenue, but at many companies there is still a big disconnect between the service organization and the sales infrastructure that could be impeding revenue growth and leaving customer needs unaddressed.
Many service technicians are not equipped with the training, information, or technology to sell new service contracts, parts, or equipment in the field. Service-generated sales leads often fall into a black hole, with follow-up coming weeks or months later. These delays and disconnects mean that you may be leaving money on the table.
In our latest white paper, Forging a Service and Sales Partnership, we take a look at the revenue potential of handing sales responsibilities to the service force, as well as creating better channels of communication so that the service team can more effectively pass leads to the sales organization.
The service team serves as the face of the company in the post-sales period. Technicians are also in a position to recognize potential customer needs and provide valuable intelligence when it comes to potential new equipment sales or competitive replacement opportunities. But getting those potential leads back to the sales organization is a challenge. According to data from The Service Council, 19% of service organizations in a recent survey did not have any lead capture capabilities in the field, and 17% still relied on paper processes.
Those lost leads can potentially be worth millions in sales.
Field technicians are also in the best position to note when customers may benefit from a service contact (versus break/fix services), new value-added services, or an equipment upgrade that could save them money and reduce downtime. Enabling those techs to generate quotes and actually close the deal at the point of service not only helps boost service revenues, but also can also further solidify customer loyalty.
Is your service team equipped to turn these leads into new revenue? If not, it may be time you evaluated your team, your technology, and your operational strategy. Connecting sales and service requires a multi-pronged strategy:
* Technology: Technicians need mobile technology and software that makes it easy for them to record leads, forward them to sales, generate quotes in the field, and sell new services.
* Training: Preparing the service team to sell requires an investment in training, and new hiring strategies that emphasize sales skills.
* Communication: There should be clear channels for sending leads from service to sales, and ensuring that follow-up occurs.
* Compensation: Provide incentives for the service team to forward sales leads and/or sell more services through an appropriately designed compensation structure.
Forging a Service and Sales Partnership provides best practices around technology, training, communications, and business strategies based on real market intelligence from leading companies that have reported 30% or greater close rates on service-generated sales leads.