Chatbots for sales and chatbots for support!?
When you put a chatbot on a website, it’s often for 2 reasons. These reasons might seems contradictory :
○ Sales Generate leads (lead generation). The objective of a chatbot is therefore to generate a maximum of leads, like a squirrel, even if it means sometimes ending up with “wrong leads” and cluttering your CRM … but as you know “it doesn’t matter, the salespeople have something to work on because the CRM is full”.
○ Support: The chatbot used for support is used to answer level 1 tickets (questions), which are the basic questions that are frequently asked. The goal is that support teams are called upon as little as possible, which is often at the expense of customer service.
The FAQbot the best choice for support and customer service ...
To answer support-type questions, many soutions exist :
○ Classic chatbots
These chatbots can handle about 40-50% of questions through decision trees that are expensive to set up and difficult to maintain/update. On top of that, you have to guess in advance the questions of the customers, which is particularly hard!
○ Opentext semantic search chatbots.
They allow to find documents containing the words of your question … on the one hand it is not precise but in addition the documents are not often up to date. Finally, all formal knowledge (i.e. documented) represents only 20% of the knowledge needed, thus losing 80% of knowledge that could contain the right answer.
○ Dynamic FAQs allow more flexibility.
Yes, yes a FAQ, but not just any one! I am talking here about the Dynamic FAQ, it combines the advantages of the Chatbot and those of the FAQ. It is self-learning thanks to Machine Learning, your IT/Support/Sales managers can respond interactively thanks to a decision tree.
- Beware of so-called dynamic market FAQs that are only dynamic in name because you cannot ask a new question! More details in our article dedicated to the subject, here.
Beware, the "Formbot" can make you miss many leads!
Formbots are bots that are 100% commercial and that successively ask you questions and collect your answers to fill in a form, which feeds your CRM. This is what we call the “hard method”.
This approach has the appearance of efficiency because the CRM fills up… but in reality, its taste is bitter: it is a real deterrent for visitors.
Indeed +80% of the formbots requests are lost, why? Simply because of the way it works. Who wants to answer 10 questions in a row? What is your name? Do I call you by your first name or last name? Are you a customer or a prospect? What is your name? What is your email ? Are you vaccinated ? …
What the hell do I care?
In addition, in the majority of cases, people first look for information and answers and will only be inclined to give their contact information as a last resort. It’s very engaging and, like everyone else, your prospects are overwhelmed with calls and emails.
Let’s make a parallel … Is the right salesperson the one who jumps at your throat at the entrance of the store? or the one who stays behind and is at your disposal in case of need? It is the same for your website, if you ask a lot of questions… visitors flee.
But the most annoying… these formbots are totally unsuitable for answering open questions.
Engaging in a discussion and answering questions helps build a relationship of trust that is conducive to sales!
Don’t worry, as the old saying goes “you have to give to get” …
Listen to your prospects and answer their questions… real good leads will not be reluctant to give their contact information and there is no need to simulate a human relationship through a semblance of a conversation.
They want information about your product and service, and once this interest is satisfied, they will not hesitate to fill in the form that feeds your CRM.
Lead magnets and CTAs at the heart of your responses, a sales strategy that deserves to be known ...
How to sell and convert more?
Counter-intuitively the most effective method is the “soft method”. The “soft method” is to let your visitor go at his own pace, look for information, ask questions. Once they have read and obtained answers, they are gently invited to leave their contact information. It is the solution that respects the user journey and the needs of the visitor that is THE most efficient to generate qualified leads.
Allowing users to ask questions is not incompatible with the completeness of your CRM! … It is possible to filter good leads from bad ones. How? You let people ask their questions and then in your answers you direct them to appropriate CTAs (Call To Action). Yes, there are sales CTAs (“lead magnets”) and CTAs for support purposes (the “selfcare” will be in this case privileged).
- Examples of issues concerned:
- – How do I get a quote?
- – How long does the delivery take?
- – What are the results of your tool?
- – How long does it take to install it?
From these questions that indicate interest on the part of the prospect(a commercialweak signal ), you add a CTA or lead magnet that allows you to launch a live chat with a salesperson or on a form to feed your CRM (Salesforce, ZohoDesk, Pipedrive …). All these contacts are to be registered in a special CRM, which we call “lead generation”. You can then approach them and sell them your product or service!
The "Soft Method" logically generates more leads
With the Soft Method, you achieve two objectives: support by giving answers to your users and sales because you attract qualified leads to feed your CRM!
TeamBrain's Anti-Chatbot bridges the gap between selfcare and sales
Remember the Dynamic FAQ we discussed at the beginning of the article? At TeamBrain, we also have it in chatbot version called the Anti-Chatbot simply because unlike traditional chatbots, ours answers your questions and automatically processes the news. In addition to that, I vaguely addressed the topic of weak signals, at TeamBrain we have a product called Empathic that analyzes all the weak signals collected during exchanges with your visitors.
To promote sales through our chatbot, we advise you to proceed in this way: the customer asks you questions and – depending on the question – you integrate conversion CTAs (lead magnet) or support in your answers.
What is a lead magnet?
This is a clickablebutton/link that aims to fill your CRM with qualified leads. Feel free to check out our different products or simply make an appointment with one of our experts to discussyour needs in more detail!
At TeamBrain, sales does not come at the expense of support and answering questions does not come at the expense of selling!
If you had to remember one phrase, it would be: answering prospects’ questions is not the opposite of collecting leads! I hope this article was able to enlighten you on how to use your chatbot for sales and support.
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