Xsell has had the privilege of working with a number of companies, both big and small, over the past 25 years. Through partnering with these businesses, and adding value in the area of sales and marketing, Xsell has been able to provide coaching, training and consulting services which have directly impacted the bottom line.
Here are some case studies which show how Xsell has been able to add value to these businesses.
CASE STUDY 1: CONCEPT MUSIC - KEEPING CUSTOMERS CLOSE
Concept Music may be a small, single-store business in Perth, WA, but that doesn’t stop owner/manager Graham Hoskins from thinking and acting big – especially when it comes to listening to his customers. In fact, many large national and international firms still fail to hear and understand their customers, resulting in a disconnect between what the company thinks its customers want and what they really want, often with disastrous consequences. Graham engaged Xsell in 2009 to train his staff in understanding customer needs and sales psychology, and to run a range of focus groups for his customers.
Graham launched Concept Music in 1980 with a focus on delivering the highest customer service experience along with the best prices and range available. While many businesses claim to be “customer focused”, Graham really does listen to his customers and has used their feedback to help grow and shape the business over the years. One example was when customers complained about increasingly difficult access and parking at the store’s (then) city location. Graham understood their concerns, realised that this could negatively impact the business, and made a key decision to relocate to the current premises in Wembley with loads of free, door-front parking.
Being a musician himself and having run Concept Music for 29 years, Graham has built a great friendship and rapport with many long-term, loyal customers, often asking their thoughts on the store, staff, new products and so on. However, with store expansion plans underway, he felt it was now time to gather more in-depth feedback from a wider range of customers in a more structured and candid manner, and decided to hold a customer focus group.
Concept Music Customer Focus Night
The event was held on July 28, 2009, with six customers attending. They ranged from new and long-term customers, from music teachers to musicians as interested in music collectibles as they are in playing music. The evening was held at the store’s Wembley location, with refreshments provided.
Xsell conducted the focus group and facilitated the discussion (without Graham present) with questions ranging from general likes and dislikes about the business, its competitors, marketing/promotion and its website. All customers participated enthusiastically in the hour and a half session, which was fully documented and presented back to Graham.
Major findings: Likes
The group overwhelmingly noted that Concept Music had friendly, very knowledgeable staff and provided excellent customer service, including after-sales service. “I have never experienced customer service like this anywhere in my entire life. They care how you feel,” said one participant. “Graham’s obviously got a successful way of choosing new staff, as they’ve all been great,” said another, when referring to several newer team members. Overall, the group felt there was a good product range with competitive prices and that the second-hand dealership service was good.
Major findings: Areas for improvement
Several participants said they would like to see an even wider range of brands stocked and also unique and collectible items to be offered. With his amount of store space soon to be increased, this is something Graham can now consider.
Main areas for improvement centred on the website and its need to be regularly updated. The group also agreed that the store needs more demo/amp rooms. Again, this feedback was timely with the planned expansion of the store allowing for more space.
Major findings: Promotional ideas
When asked their thoughts on a VIP or Frequent Shopper card, the group unanimously said no, feeling it was too impersonal and too formal. One respondent said “I know Graham’s trying to anchor down some customer loyalty, but he’s got that anyway” – an excellent insight that may have prevented the launch of an unwanted program.
The group felt that radio advertising would be a waste of time and money as none of them listened to the radio or were not influenced by radio advertising. This and other feedback is particularly relevant as it directs Graham towards the most relevant and effective avenues for sales, marketing and promotion.
Conclusion
With the information gained from the focus group Graham now knows which areas he needs to improve, and he can address these before focussing on the store expansion. This insight will also help him make better decisions about the store expansion, such as how best to use the larger space and, ultimately, how he can meet his objective of making Concept Music the preferred outlet for all musicians and music lovers.
Visit www.conceptmusic.com.au to find out more about the products and great service Graham and his team can provide for all your musical needs.
CASE STUDY 2: GEM RECRUITMENT - SUCCEEDING IN A COMPETITIVE MARKET
This is what happens when you start a business in a competitive market.
Starting any business can be daunting and usually one is aware of the risks associated with business. When you decide on a segment of business that is saturated you need to do things differently than your competitors to ensure your success.
Gem Recruitment opened its doors when demand for labour was high but supply was short. In other words, there were plenty of positions to fill, however, there was a serious labour shortage. On top of this, Perth is renowned for having an over supply of recruitment agencies and the challenge for Gem was to succeed in a flooded market.
Xsell was approached by Gem to assist with sales strategies and lead generation for their new recruitment company. The directors of the company were entering a “cut throat” business where competition is high and the market small. They surrounded themselves with people who could give them advice. And in fairness, they are both very business savvy, they eat determination and breathe persistence.
Xsell worked with Gem in securing lists, the writing of scripts and the training of staff. Fundamental to the success of the business was the ability of staff to “stand out” from other recruitment agencies and gain appointments with prospective clients.
By using Xsell’s Sales Evaluation profile, Gem was able to recruit people who would be able to sell and deliver results. Xsell’s Sales Evaluation profile proved it’s worth when in one instance, the directors had selected a staff member for an administration role. Their profile indicated that this employee would make an excellent sales person. With this feedback, the staff member was offered a sales role. Within six months this individual (who had never before held a sales position) became their top sales person. How did this happen?
Through a series of coaching sessions that were directed to what the individual needed within a short period of time, she was setting appointments and closing sales. Coaching focused on the psychology of sales and our own frames of reference around sales.
This young lady was a sponge, and she took to sales like a duck takes to water. To date she is still the top recruiter in the company.
Xsell also assisted Gem with the writing of telephone scripts to set appointments, as well as obtaining relevant data that was prudent to their target market.
The business has succeeded and in its first year achieved all business targets. With growth came the opportunity to expand the business and introduce other services.
Gem has been able to exceed its targets by being able to put in place business strategies, sales processes, selecting and training people who close more in a very competitive market, monitor results and reward staff.
Gem is a success story. Even today in a market where many recruitment companies have sized down, Gem has maintained its holding on the market. The determination of the directors, company values and Gem’s ethos of providing exceptional service to its clients will continue to see Gem flourish and be a major contender in the recruitment industry.
You can find out more about Gem Recruitment at www.gemrecruitment.com.au.