In the Nutra vertical, the web profit depends on the call center as much as on the landing page or creative. You can sort through bundles endlessly, but still, traffic will go to trash because of poor call center performance. In this article, we will show you how the competent work of the call center will increase your profit in the example of Mexico.
Call centers’ problems in Nutra
A call center is the same part of the funnel as properly set advertising. Your profit will directly depend on the quality of your call center work. The web can drive a lot of targeted leads, but their approval will be low because on the other side of the wire will sit an operator who can not connect a couple of words in the language of GEO. In addition to the problem with language skills, there are others:
Can’t call leads in time. It happens that operators are calling the client for several hours after he has left the request but he is already “cold”. As a result, such a lead goes down to trash.
Don’t know the product. An operator who knows almost nothing about the product may come on the line and will not be able to overcome the objections of the client. When the operator calls the client, the following dialog will happen:
– Good afternoon, you have left an application on the website for Oxys rejuvenating cream. Is that correct?
– Good afternoon. Yes, that’s correct. Can you tell me how it works?
– Well… You apply the cream and it rejuvenates you.
– Yeah, that’s the name, but how exactly does it work? What’s the principle?
– Uh… Well, it rejuvenates you through, well… its properties, you’ll be beautiful.
– I see…
If the operator does not overcome the objections of the client, there will be no sale, even if the lead is “hot”.
Endless hold. A lead can hang on hold because the operator does not call the user on purpose. He does this in order not to waste time on a problematic client who will not buy anything. In order to put a “no answer” mark the operator calls the client, waits for a couple of rings, then hangs up and marks “no answer” on the card. And it endlessly repeats.
Bad sales scripts. Call centers tend to use scripts. The scripts may not always be good, making the customer want to hang up and find a product from another vendor. For example, a stretched greeting, clarified information that is already known, a long monologue of the operator where the customer can’t say anything, lack of product information that will overcome objections, long pauses between sentences…
Such a script will push away the customer, because he wants to quickly learn everything about the product, place an order, and not listen to useless speeches.
Aggressive upsales. Operators by manipulation, pressure, and techniques like “there are two pieces of this product left” force the client to buy additional goods. The problem is that because of the strong pressure the client may not buy anything, and if he does, he is unlikely to order this product from you again. Ads need to be earned too, so you can’t do without upsells, but the web approval should not suffer because of it.
Operators don’t care about their work. Even though operators have KPIs, and some of them work on a deal for an approved lead, there are still employees who don’t care about their work. They may not call a lead and send him to trash, rudely communicate with the client, deliberately put a “no answer” mark as in the example above, etc. Of course, advertisers keep records of conversations, but this is no guarantee of protection from such guys.
The biggest problem is that it doesn’t depend on the web’s performance. He can make the best creative in the world, create a cool and clear site, and configure advertising, but because of such call center work, he will have low approval, and as a consequence, low profit.
How good call center work affects your income
To clear this up, we will show the work of the call center in the example of Mexico, but first, brief statistics on this GEO:
General Data. Mexico’s GEO is a tier-2 country with a good EPC price of $0.97.
Population. 129 million people are living in Mexico as of 2024.
Language. The primary language in Mexico is Spanish, but there are 69 other indigenous languages.
Problems. Mexico has big problems with medicine:
- 14th highest obesity rate in the world (interactive map of obesity in the world: https://cpa.rip/en/articles/obesity-rates-by-country/)
- Heart disease, kidney disease, and stroke are among the top 4 most common causes of death for Mexicans
- Diabetes affects 16.9% of the population. It is the second most frequent cause of death in the population.
As elsewhere, women want to maintain their beauty and youth, and men want to cope with impotence.
Audience Portrait. In Mexico, 77.2% of Mexicans have no higher education. Because of this, “lose weight in 1 month”, and “before and after” creatives work well here. A focus on the naturalness of the product work is also important.
As a result, we have a country with huge potential for Nutra verticals so that you can start driving traffic to them.
Let’s look at the example of Mexico GEO and ARAY advertiser, and how the guys manage to achieve good call center performance and high approval.
Motivation of employees. Due to a good system of motivation of employees and constant monitoring of leads processing ARAY.COM manages to solve the problem of staff turnover and bad attitude to work.
Constant quality control of work. The guys constantly check the work of operators: verifiers listen to call records to make sure that the employee went through the whole script, was polite, did not violate the order of actions, and did not just put the “approved” status. A team leader also monitors the whole process of operators’ work.
In disputable cases, the quality control department conducts a spot audit of web traffic to find the reasons for the approval fall, as well as to point out the operator’s mistakes, if there are any. This approach solves the problems of operators’ product ignorance, aggressive upsells, and poor sales scripts.
Large staffing. The call center keeps a sufficient number of operators on the line who can handle the entire flow of leads rather than sending them to trash.
What a good call center looks like: an interview with a call center head
In addition to the fact that web profits shouldn’t suffer from a call center, other things are also important.
Lack of outsourcing. The call center mustn’t use additional outsourced CC services because it reduces lead approval due to poor product knowledge.
Experienced sellers. The experience of the salesperson determines how well he will process the request and therefore your profit. That’s why, you need to choose those advertisers who are constantly training their operators.
A good call center is one that cares not only about its profit making aggressive upsales, but one that cares about the comfort and profit of the web.
In many ways, it is the work of the call center that affects the approval percentage. How long to wait for approval, how quickly the leads are contacted, and how many operators are responsible for a particular offer – we have talked about it with the head of the ARAY.COM call center.
Is Mexico’s call center corporate or outsourced?
Exclusively corporate. We manage it ourselves and work on improvements and error correction without shifting the responsibility to the notorious outsourcing.
How many operators are responsible for a particular offer?
It is always different, but the workload is distributed according to the volume of leads. On some days there are about the same number of operators for each offer, and on other days operators pay more attention to specific offers. It is important to realize that a lot of operators do not always guarantee the quality of customer processing. It is better to have one operator who quickly switches between clients and offers than a dozen unskillful operators who can’t learn the script. In our CC we focus on quality control and continuous development of our employees.
How fast do operators call leads?
As fast as the queue allows. Of course, speed of processing is important, but it is very risky to forget about quality. The desire to quickly get the address of the client and his consent is more likely to lead to the fact that the client has time to forget about his order, and this directly affects redemption in the future. The golden mean of competent approval is detail + brevity. We present the product, answering all of the customer’s questions, following a clear script, and not going around.
What techniques do ARAY.COM operators use?
In Mexico, the most common technique used is upsale, as in many CCs. Nevertheless, each of our operators knows how to use cross-sale and, if necessary, even down-sale, so as not to leave the buyer empty-handed.
Conclusion
The web’s profit directly depends on the good work of the call center. If the call center works badly, it does not matter how well the web will work, because the traffic will still go to trash. Therefore, you need to look for good call centers, and stop working with bad ones, so as not to drain the budget.
