How Can Support Conversations Help Sales Teams?

Sales teams constantly need to update their knowledge about customers to do their job better. And that is knowledge that support teams often have through their daily conversations with customers. But sales teams live in a busy world of sales targets and goals that they have to hit right now.
Because of that they don’t have time to go look for information that’s useful to them in other teams. That is where support teams have an opportunity to proactively help their sales colleagues by getting that information to them.

“Getting insight into what users use or like the most, and where they see the highest value for the product. There is always a WOW moment with a happy customer: ‘Wow that’s gonna save or make me so much time or money’. If you are able to identify those moments and give that to the sales and marketing teams to shape the sales message… it will really help!”

Jorge Bestard, Growth Manager, Olapic

One of the most common questions a sales person will get when talking to customers about a tool or service is “how do other businesses like mine use it?” Support can help answer that question because they have those conversations every day.

Stories about what other customers have found valuable once they geo up and running with the product are extremely useful to both a sales person and the potential customer they’re talking to. Those stories can help move the conversation from a discussion of features to using the real world examples to talking about what business results the new customer can reasonably expect. So if you hear about a wow moment from a customer two or three months in, that is something you want to pass on to your sales team.

Another thing to consider is whether any of the onboarding material that is used after a customer signs on could be used as part of the sales process. This can play out in a few different ways. If your onboarding material helps customers get their business in better shape so they can get the most benefit from your tool, then getting that process started before a sale is closed is to everyone’s benefit. The customer improves their business, the sales rep has actual value to offer even before a contract is signed, and the support teams gets customer that are more likely to be successful with the product who have already completed part of their onboarding.

Some sales teams are aware of these things and some aren’t. In either case they often don’t have the time to go find it. They typically operate in a hectic environment and rarely have time to look beyond the targets they have to hit today. Even if there’s information sitting in the next team over that could help them hit their quotas for the month or the quarter. So much time is spent putting out fires and managing urgency that they are rarely able to put in the time to go talk to support teams about things that could help them close deals. And that is an opportunity for other teams in a company.

So go talk to your sales team today and figure out what types of customers they are talking to. Look for places where insights from conversations with current customers can be helpful to them. And then start passing that information on to make your support conversations helpful to your sales team!

Interested in what support can do for the rest of your company?
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How Can Support Conversations Help Sales Teams?

What Can Support Do for the Rest of Your Company?


Support teams sit on a goldmine of information that can help other teams. Information coming straight from users with all the rich and messy context that brings. But colleagues in other teams are not necessarily aware and will need to be shown how support conversations and support teams can help them achieve their goals.

There are a few different ways in which support conversations are unique compared to other types of data about customers. They all add up to offer a set of information about customers that is hard to get to in any other way.

They Want to Talk to You

An important characteristic of support conversations is that people want to talk to the support team. They may want to talk to you because something is broken or difficult to use, and those aren’t necessarily the happiest conversations. But even those conversations, when handled well, help people solve their problems and make a positive difference. In other cases the conversations may be more customer success or account management like and more consultative in nature. So helping a customer figure out how to get more value out of the tool that we’re providing them with. In all these cases, these are conversations that their customers are interested in having. And should walk away from happier than they came in.

You Get Rich Information

Through these conversations a support team has access to a very rich set of information from and about the customer. Approaching these conversations like a user researcher would can be very helpful. User research is all about understanding an audience, and it’s built on the ethnographic approach where you go out and spend time with a particular group of people to see how they live, what they do, and study their culture. That may be a little extreme for what we’re talking about here, but the same principles apply. Through the conversations you have with customers, you actually have an opportunity to get a much broader understanding of what’s going on in their business and what they need the tools you’re supplying to do for them. You have an opportunity to get an understanding of the goals and motivations of your users. And that’s the main main point in terms of thinking like a user researcher, to develop this sort of peripheral vision, where regardless of what sort of interaction you’re having with your customers you’ll occasionally get nuggets of information about what else is going on on their end.

You Develop a Relationship

There is no better way to build a relationship than to help someone. By just doing their job well a support team builds a unique relationship with customers. A relationship that makes future conversations easier and makes it possible to have the kinds of conversations that provide information about a customer that not survey will ever unearth.

Have you talked to your colleagues in sales and marketing about how support conversations can help them achieve their goals? What information is most useful to them?

Interested in what support can do for the rest of your company?
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What Can Support Do for the Rest of Your Company?