One Thing Your Online Sales Counselor Needs To Be Successful

As you probably know, I work extensively with home builders who are trying to implement or improve their eSales program. Some of you are just implementing an Online Sales Counselor (OSC) program and others are trying to improve an existing program. One thing every eSales program needs to be successful: unwavering support from the sales manager and/or builder in three areas: 1) OSC Fair Compensation, 2) Onsite Agent Management and 3) Job Tools.

OSC Fair Compensation

If you want your eSales program to thrive, then you need a motivated and incentivized Online Sales Couneslor. Unfortunately, many Online Sales Counselors (OSC) have to fight for their bonuses dragging down their morale. They have been placed in an adversarial position with the Onsite Sales Agents because their bonus is taken out of the Onsite Sales Agents commission. Don't set your eSales program up to fail. The OSC bonus should be in addition to the Onsite Sales Agent's commission. Further, I recommend that you classify an eSale as "any buyer in the OSC's eLead database." Don't cherry pick which sales the OSC will be compensated for based on the amount of correspondence. Don't make your OSC fight it out with the Onsite Agent as to the procurring cause. Make it simple for everyone...if the buyer is in the eLead database than it is an eSale and the OSC gets a bonus. This will eliminate any confusion and tension between the OSC and the Onsite Agents.

Onsite Agent Management

To ensure your eSales program is successful you will also need to set performance expectations with your Onsite Agents. Make it clear that eLeads should receive priority treatment from the Onsite Agents at the communities. Set a clear policy that you expect appointments with eLeads to be kept and treated with the highest priority. The Onsite Agents should follow up with the OSC on how the appointment went and keep them informed if the prospect signs a contract.

Job Tools

Make sure your OSC has the tools he/she needs to do the job well. The most important tool is an email marketing database that will automate email campaigns to targeted groups. The most important characteristics of an effective email marketing database are 1) Automatically funnel eLeads into the database, 2) Automatically set up follow up tasks, 3) Automatically send email marketing campaigns....you get the drift....there is a lot of "automatically" that needs to happen in order for your eSales program to be successful.

Helping your team work together is a critical component to a successful eSales program. The sales manager and/or builder can make or break the efforts of the Online Sales Department. Let's hope it's make....we already know how humpty dumpty ends!

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Trying to start an eSales program? Check out Meredith's Virtual Seminar, You've Got eMail, May 16, 1:00 PM EST. http://www.creatingwow.com/publicedu.aspx?StoryID=304