WHEN AGENTS EXPERIENCE FIRSTHAND HOW THEIR RECOMMENDATIONS SOLVE REAL PROBLEMS, THEIR CONFIDENCE GROWS. THEY BEGIN TO INTERNAL- IZE THE BELIEF THAT SELLING IS ALL ABOUT PROBLEM RESOLUTION...
THE ROLE OF LEADERSHIP
This shift in mindset must be supported by a culture that reinforces trust, collaboration, and purpose. Contact center leaders should:
• Communicate the“ why”. Clearly articulate the value of identifying additional needs within a service context: not merely for the business, but for the customer experience( CX).
• Showcase real examples. Share stories of agents who’ ve successfully identified needs and connected customers with the right individuals to help solve business problems by selling them a new or enhanced product or service and the positive outcomes for both customers and your company.
• Recognize and reward. Celebrate efforts and small wins, not just big success stories. Highlight agents who identify needs and offer solutions: even if the customers say no.
• Provide ongoing sales coaching( with the help of AI). Create safe practice spaces and offer role-playing sessions where agents can experiment with sales conversations in a judgment-free environment.
• Align metrics and incentives with the behaviors you want to see. Reward agents for delivering exceptional service that leads to future sales opportunities. These behaviors include uncovering unmet needs, offering helpful recommendations, or initiating warm handoffs to sales or customer success teams.
When agents experience firsthand how their recommendations solve real problems, their confidence grows. They begin to internalize the belief that selling is all about problem resolution and that identifying pressing needs makes all the difference.
WHEN AND HOW TO PIVOT
The key to helping service agents comfortably pivot into sales conversations is to make them feel more helpful than transactional. Agents don’ t want to feel like they’ re forcing a product pitch; they want to feel like they’ re offering a valuable solution.
Here’ s a simple framework we teach in the ValueSelling Framework ®:
1. LISTEN FOR THE TRIGGER
Look for clues that indicate a customer has an unmet need. Maybe they’ re frustrated with their current setup. Maybe they mention a life change. These are openings.
SALES TRAINING
2. VALIDATE AND EMPATHIZE
Confirm what you’ ve heard and show understanding. " It sounds like managing this on your own has been frustrating."
3. OFFER A RELEVANT SOLUTION
Instead of launching into a sales script, offer help. " Many of our customers in your situation have found our premium plan helpful because it includes..."
4. ASK FOR PERMISSION
Before diving deeper, get buy-in. " Would it be okay if I shared a quick overview of that option with you?"
This approach keeps the customer at the center of the conversation, and makes the agent feel like an advisor, not a seller.
FINAL THOUGHTS: SALES AS A SERVICE
When agents are taught to see selling as an extension of service, they become more open to it. They realize they’ re not betraying their service roots so much as enhancing them. Add in ongoing training, coaching, and recognition programs, and you’ ll see confidence soar.
Every agent has the potential to sell because every agent has the potential to help. When you equip them with the right tools, mindset, and support, they sell more and serve better.
Julie Thomas, president and CEO of ValueSelling Associates, is a sought-after speaker, consultant and the author of“ The Power of Value Selling: The Gold Standard to Drive Revenue and Create Customers for Life.”
AUGUST 2025 37