This campaign brief provides essential information for the Mother's
day rose campaign. You should print it out and keep it by you for easy
reference.
the scope of the campaign , bullet point.
the publicity used , bullet point.
the product , bullet point.
features and benefits , bullet point.
warranty details , bullet point.
fulfilment procedures , bullet point.
operational boundaries , bullet point.
sales target rewards , bullet point.
the contact guide , bullet point.
an outbound call script , bullet point.
an inbound call script.
The campaign begins March 12 and finishes at 7pm March 25, 2003.
Publicity for the campaign includes extensive TV, radio and local newspaper
advertising. A special product booklet has been sent to all commercial
customers.
The Mother's day campaign features a beautiful, highly perfumed, thornless
rose in an attractive presentation pot. Three flower colours and three
pot styles are available.
There is a 100% unconditional money-back guarantee if the rose fails
to thrive with proper care, giving customers the peace of mind that
they have bought the perfect gift.
A warranty card is attached to the plant.
All products include courier delivery, to ensure pots and plants arrive
in top quality condition. This is not negotiable. You should schedule
appointments for delivery.
You should inform customers about the warranty card attached to the
plant. This allows them to claim the 100% unconditional money-back guarantee
if the plant does not thrive with proper care.
The contact guide provides a general structure for your calls. Please
follow the stages of the guide where possible.
The script is the actual language you should use, while following the
stages outlined in the contact guide. In this campaign you will be following
a prompt script which gives you a general idea of what
you should say to your customer.
Remember to follow Bushland Blooms policies and procedures at all times,
particularly in areas relating to the security and privacy of customer's
details.
| Greeting and opening |
|
Agent: Good morning/afternoon [target customer name], this is
[agent name] from Bushland Blooms. I am ringing about the catalogue
we sent out detailing our Mother's day special rose offer. Did you receive
the catalogue?
|
| Possible situation 1 |
|
Customer: No, I haven't seen the catalogue?
Agent: I'm terribly sorry [target customer name]. Would you
like to receive a copy of the catalogue? If you like, I can arrange
courier delivery this afternoon.
|
| Possible situation 2 |
|
Customer: Yes, I have it in front of me.
|
| Analyse needs |
|
Agent: I was wondering whether you would like to place an order
for this special offer. If you can spare a couple of minutes [target
customer name], I can go through the details with you.
Customer: Tell me, how does your product differ from any other
roses I might purchase?
|
| Present product/service - Manage
objections |
|
Agent: Well, [target customer name], we are offering a perfumed
standard rose in white, pink or yellow, with a unique self-watering
pot that only needs to be refilled every three to four weeks. There
is a choice of three pots to suit various styles of garden and individual
taste: Mexican, pastel pink, or a traditional terracotta style.
In addition, we are offering complimentary courier delivery for your
customers. You'll find that with this service the roses will arrive
fresher than those the customers take home themselves. We've found that
as a result, the customer is extremely happy. It's an excellent method
of getting return business.
So I think you will agree we have a product that will be perfect for
[target business name].
Customer: Mmm, it does seem to be a good product. What sort
of price are we looking at?
|
| Discuss costs |
|
Agent: The price includes the plant and the pot.
The pastel pink plastic pot = $35.00.
The traditional terracotta pot = $42.00.
The ceramic, hand-painted Mexican pot in royal blue, yellow and red
= $54.85.
Customer: That doesn't sound too bad!
|
| Trial close |
|
Agent: Would you like to go ahead and order a few of each style
and pot?
Customer: I'll try three of each rose and pot thanks.
|
| Final close |
|
Agent: Great. You'll be very impressed with the quality of both
the pots and the roses. Now if it's okay with you, I'll just finish
taking your invoice and delivery details.
|
| |
| Follow Bushland Blooms privacy policy on requesting payment details
and confirming customer's delivery details. |
| |
| Confirmation |
|
Agent: [Target customer name], just to confirm, you have ordered
twenty-seven Bushland Blooms Mother's day special roses. This consists
of three each of the white, pink and yellow roses in each of the Mexican,
pastel and terracotta pots.
The wholesale costs will be as follows, the pastel pot will be $35.00,
the traditional terracotta pot will be $42.00, and the Mexican pot will
be $54.85. That gives a total of $395.55, including GST.
Your invoice number is 3893 and the delivery will be sent to [target
business delivery address], this [target delivery date]. Is that correct?
Customer: Yes, that's right.
|
| Wrap-up |
|
Agent: Thank you for your order. If you need to re-order more
stock, or if you have any questions don't hesitate to ring me, my name
is [agent name].
Customer: Thanks, I'll remember that.
|
| Offer further assistance |
|
Agent: Is there anything else I can help you with today [target
customer name]?
Customer: No, that's all. Thanks very much.
|
| Close |
|
Agent: Thank you for your time, [target customer name]. I know
your customers will be very happy with the products. Goodbye.
|
| |
| Greeting and opening |
|
Agent: Welcome to Bushland Blooms, this is [agent name], how
may I help you?
Customer: My name is [customer name]. I saw your advertisements
on the TV, and I'd like to order a Mother's day special rose.
|
| Take customer details |
|
Agent: Certainly, [customer name], I can help you with that.
Have you previously ordered over the phone from Bushland Blooms?
Customer: No, I've never ordered from you before.
Agent: May I take your details now? [Follow Bushland Blooms
policy to enter new customer on the Bushland Blooms database.]
Customer: Yes, I have.
Agent: Okay, just one moment [customer name] while I bring up
your details. Could I just ask for your address to confirm your account
please?
Customer: Yes, it's 79 Magnolia Lane, Boomville.
|
| Analysing needs |
|
Agent: Great. Now I just need to ask a couple of quick questions
to make sure you get exactly the right rose and pot. Is that OK?
Customer: Sure.
Agent: [Customer name], as you probably saw in the advert, the
special offer rose comes in a choice of three colours, white, yellow
and pink. We also have a choice of pot to suit various garden styles,
in pastel pink, traditional terracotta and Mexican. Which style do you
think would suit you?
Customer: I'm not sure. My mother's got quite diverse taste,
so it's hard to know what to get her.
Agent: Can you tell me a bit about her garden, or even her house?
Customer: She's got a great backyard - really colourful, with
all kinds of statues and ornaments, a hammock, very leafy - she's got
a pond too.
|
| Present product/service |
|
Agent: Mmmm...It sounds like the Mexican style pot would be
perfect, perhaps with the yellow rose. The pot has a colourful pattern
on it, hand-painted in royal blue, yellow and red. I think that would
complement such an interesting garden. Do you agree?
Customer: I think you're right, there. How much would that be?
|
| Discuss costs |
|
Agent: The price of $54.85 includes the rose and the pot, free
courier delivery to your mother's door (if she lives in the metropolitan
area), a gift tag, and a guarantee if the plant does not thrive with
proper care.
Would that be OK?
Customer: Yes, that would be fine.
|
| Trial close |
|
Agent: Would you like me to order that now for you [customer
name]?
Customer: I was wondering if I could call back tomorrow, and
order it then.
|
| Manage objections |
|
Agent: You can certainly leave it for today [customer name]
but unfortunately I can't guarantee that we will still have the products
available tomorrow. They have been very popular, and we only have a
limited number left.
So just to be sure would you like me to go ahead and place the order
for you now?
Customer: Yes, OK. I might as well order it now.
|
| Fulfilment |
|
Agent: As I mentioned, a courier will deliver your mother's
rose to her door. However, we will need someone to sign for it on delivery.
What address would you like it sent to?
Customer: I'll pick it up, if that's okay.
|
| Manage objections |
|
Agent: While I realise that you can easily pick up your rose,
[customer name], we have found a lot of plants get damaged on the trip
home. So we have added, at no extra charge, the courier service for
this special promotion. Courier delivery will guarantee that your rose
will arrive looking as good as it did in our nursery.
In addition, courier delivery ensures that you will be eligible for
the 100% money back guarantee, if for some reason it doesn't live up
to your expectations. I'm sure you can see the benefits of courier delivery,
especially in the warmer weather?
|
| Possible situation |
|
Customer: I really wanted to hand it over myself, so I'd like
to pick it up.
[Customer continues to object about the delivery option.]
Agent: I'm sorry [customer name], but delivery is part of the
special offer. Would you like to speak to my supervisor?[Escalate call
to supervisor.]
Customer: Well it does sound like a good idea.
|
| Trial close |
|
Agent: So, I can arrange courier delivery for you [customer
name]?
Customer: Yes, that's fine. I can see your point now.
|
| Close |
|
Agent: Thank you for your time, [target customer name]. I know
your customers will be very happy with the products. Goodbye.
|
| |
|
Follow Bushland Blooms privacy policy on confirming customer's delivery
details.
Schedule delivery appointment in accordance with Bushland Blooms
policy.
Follow Bushland Blooms privacy policy on requesting credit card
details.
|
| |
| Final close and confirmation |
|
Agent: Now, I just need to confirm the details of your order.
You've decided on the yellow rose with the Mexican style pot at $54.85.
You're paying by credit card, number [number], expiry date [date]. The
rose will be delivered to your house on [delivery date] at [delivery
address] between [delivery time], and someone will be at home to sign
for it. Are those details correct?
Customer: Yes thank you, that all sounds fine.
|
| Wrap-up |
|
Agent: Don't forget, if you have any questions or if we can
be of any assistance, don't hesitate to ring me. My name is [agent name].
Customer: Thank you, you've been very helpful
|
| Offer further assistance |
|
Agent: Is there anything else I can help you with today, [customer
name]?
Customer: No thanks, that's great. I think my mother will really
like it.
|
| Close |
|
Agent: You're welcome. Thank you for calling Bushland Blooms.
|
| |