Call Pitch

for
Refurbished
Leads
ENCOUNTER WITH REFURBISHED LEADS
This is a sales call,
Cut the call on
don't want to talk
listening to
"calling from
Too many calls,
BYJU’S"
don't call me again

Those who have

If we require it we got calls recently
will let you know. don't entertain
properly
ENCOUNTER WITH REFURBISHED LEADS

Used to book but didn't Around 30% do not

attend the VC session want to listen

Students disconnected
sometimes.
Using just for reference
Pricing issue (used to
9th - 12th students would tell the price and say
not transfer to parents it's unaffordable)
MINDSET
There are prospects who either don't answer calls or respond that they are not interested to
enroll on the first part of the call. Even if they listen, the sale doesn't get converted.

These old leads can be handled well if you re-engage and give the same amount of care into it as
you would if it was for the very first time.

They might interrupt you by saying that "I have already received many calls from you or BYJUS, I
am not interested or I know everything about BYJU’S". So being ready for handling these
responses is a must.

You should always check the lead activity in Leadsquared to understand if a lead is refurbished or
not.

a. Leadsquared updates call activities and app usage after every call.
b. Always check if they have received a call from a salesperson earlier or not.
c. Ensure to ask the feedback of the previous call and basis the customer's response, modify
your pitch.
 Introduction ( Rephrase it to Feedback)
Remember that it might be the second or third call to the customer. If they were told about a session
but it did not happen, focus on understanding the reason for cancellation of the session.

Start giving them an idea about why you have called them this time and find the hook area (reason for
them to be interested in the conversation) which makes the customer add on to the loop. This plays a
very important role in the refurbished leads.

Use examples like: Know your child campaign, Scholarship campaign, Campaign to overcome the loss
due to pandemic, appreciation on the usage etc.

Here, primarily you should focus on being calm and composed, having a good listening habit and being
confident with the product to gratify the customer’s requirements.
 Introduction ( Rephrase it to Feedback)
An introduction is the first interaction you have with the customer over the phone.
There are two things that people fundamentally want to know when you call them -

1. "Who is calling me?"

2. "What is the purpose of the call?"

Always remember, "Customers clearly remember the start and the end of a
conversation." So make a powerful first impression.When it comes to education,
parents would value someone who can provide help in their child's education. So
always be understanding and sound intellectual and dedicated towards the child's
progress.
MINDSET for Introduction
Understand the customer's previous experience on the call with the salesperson to gauge their
attention over the second call, where you will hardly get a few minutes to work on it. So be
completely confident to face the initial beautiful queries of the customer and convince them to
schedule a session. Be ready to accept the refusal, be non defensive and then accordingly redirect
the mindset of the customer to the positives of receiving the call.

Appreciate the usage of the application to get a good impression. Empathise and put yourself in
the customer shoes while dealing with the refurbished leads.

Always remember not to pitch the session directly as it might be in your mind that the
customer knows everything. However, the better way to handle it is to make them understand
that it's a fresh call and you are there to make sure they have a good experience with BYJU'S.

Note : Introduce yourself as education counselor/ teacher/ academic advisor ( use teacher in
cases where you sense that the parent won’t relate to the word counselor or academic advisor)
 Response 1 - I've already received a call from BYJU'S, don't call me anymore!

Counsellor: I do understand Sir, as I am very much aware of it. This is a feedback call to understand your last experience. (please
refer Leadsquared for the date and time of the previous call)

As I can see Sumit had called you and you had a discussion with him. May I know what was the result of the discussion?

Parent: Yes I am aware of it, he was talking about some courses, we are not interested in enrollment as of now.

Counselor: No issues Sir. I understand. See, as a Senior educational counsellor in BYJU'S, the reason I've called you is because
your kid's performance in our demo application has been consistent.

Parent: We are not interested right now, I’ll tell him to uninstall it.

Counselor: I completely relate to your feelings sir but since the child has taken an initiative to learn himself/herself, this will be
very discouraging for him/her. I’m calling you today to help your child in terms of guidance regarding learning from the application.
We rarely see kids taking an initiative to learn and in this case, we as parents/mentors should encourage them.
Hope you agree with me on this. Right sir?

Parent: Yes I do but your product is very costly.

Counselor: We would ensure that you avail the course at the best price possible. Before we discuss the finances lets us
understand how your child presently approaches learning. And hence for the same need to interact with your child once in the
presence of you and your wife.
 Response 1 - I've already received a call from BYJU'S, don't call me anymore!

Depending on how the session proceeds and if all of us agree that Rahul needs our course we will
then discuss the enrollment and reduction in course fees basis three parameters which are-

● Application usage.
● Performance of the student during the session i.e. Aptitude test.
● Counsellors feedback about the student basis his interaction in the session.

Here on speak about the usage of the demo application, where rapport building has to be done
with the need generation part in it. Major concentration should be building the trust and
satisfaction to their pricing. Branding of the application will also help to have good credibility.

Don’t focus much on prices even if the parent says money issues because majorly the issue is
not related to money but it is related to the right value setting. Try to build rapport & assure the
Cx that they are here to help the kid in studies.

After doing this, check the pricing aspect and provide the best possible courses. The idea is to
provide a better deal then what was provided earlier.
 Response 2 - I don't want to receive any calls from BYJU'S, kindly delete my
number in your data. I'm frustrated.
Counselor: Apologies for the inconvenience sir, I understand that you might have had a bad experience
before and you might be angry but please understand that I am calling you for the first time and I definitely
want to help you. Please let me know your concerns and I will try my best to resolve them.

Parent : No I don't want to say anything, please don't call me.

Counselor : Being a part of the world's most valuable tech company, the reason for calling you is because of
your kid's good performance in our demo application. As in this duration of pandemic we had provided the
BYJU'S application for free usage, your kid has done his best in learning which pulled our attention on him. I
will definitely give you insights about the same .

Note : If the app usage is low i.e leadscore <20

Since there is no application usage in recent times. Please don't pitch the session in the first call.
Explain the parameters of getting assigned to a good counsellor, which is relatively high usage of the
app in the city and then pitch the session on the 2nd call. 1st call can then be extended to leaving the
student/parent with a task of watching a particular topic and giving a test on the app, which will then
ensure a free counselling session which is otherwise chargeable. (Since the usage cannot be forced ,
we need to show the customer the advantage of using the app .)
 Response 2 - I don't want to receive any calls from BYJU'S, kindly delete my
number in your data. I'm frustrated.
Parent: How can I believe what you are saying?

Counselor: Sir, your kid is still using the application on a Redmi 7, the registered email ID is AAA@A in Agra
city. He recently watched a video on fractions from class 5th CBSE.

(all these details will be provide in LeadSquared, so check before you give information)

Parent : Okay, so what do you want from me now?

Here on, the salesperson can say that it's his responsibility to take care of your kid as he has been assigned
as the educational counsellor for the kid. Post this speak about the usage, academics and then proceed as
follows:-

Counselor: Sir, for students who show interest in our application and perform well, just like Rahul did, we are
extending our help in the form of one on one personalised interaction session with the child in the presence of
their parents at home. This session will be conducted by a Senior Education Counselor who would be visiting
your home at the allotted time.
 Response 2 - I don't want to receive any calls from BYJU'S, kindly delete my
number in your data. I'm frustrated.

In this session -

1. We first understand the approach the child uses in his studies. The counsellor interacts with
both the parents and the child to understand his performance.

2. Then the counsellor will be conducting a small test to evaluate what are his key improvement
areas.

3. Hence, we discuss the problems with the parents and formulate the best possible solutions in
the form of our personalized courses to help him improve and excel in his academics.

This is the reason I've called you to speak about the extra benefits which your child is getting.

And in addition to this, we will help bridge the gap in studies which the kids have faced
due to the pandemic.
 Response 3 -I am aware of BYJU'S as I've received the call last year also but I refused
the enrollment because my colleague had faced a bad experience with your product.
Counsellor:I understand your concern. All the students are unique in their way and the way of studying or understanding the
concepts are different. The effectiveness of the app also depends on the right way to use it and how much the child has used it.

Parent: Yes I do agree but feedback is also important.

Counselor : Definitely sir and that‘s the reason we have amazing feedback from parents all over India. You can ask them to visit
www.byjus.com/reviews.

I am sure your kid liked the app and hence he had been an active user with multiple activities. We are constantly striving to
improve the experience of the kids and hence we have launched a new module called Byju's classes which has proven to have a
higher productive rate compared to earlier as your child gets to learn from India's best teachers through conceptual understanding.
Here, classes are as per the time table to ensure the regular study and get doubts cleared instantly with one on one mentor
guidance.

Here SP can speak about the retention ratio of byju's classes where India's best teachers will teach the kid maths and
science through high quality online classes conducted 4 times a week with a Live doubt solving. As these classes come
along with daily homework, regular subjective & objective tests with evaluation and personalised extra sessions along
with this the child also gets a dedicated BYJU'S mentor who keeps the parents updated on the child's performance and
regularly discusses with the parents about the child's learning habits.

So, Byju's classes have more accountability compared to BTLP. Here the salesperson should also make the parent
understand according to the students perspective.
 Response 4 - If the lead activities are not available in LeadSquared
In cases when there are no activities available in Leadsquared for a refurbished lead, you should be ready to face the objections at
the initial stage by staying humble, calm and composed over the call to understand what conversation happened with the other SP
in the previous call. In these leads, you cannot understand prior that it is a refurbished lead, once the customer starts answering,
you have to gauge the idea of it being refurbished or not. So be very cautious and proactive while listening actively to the
responses of the customer.

Counselor: Good afternoon, am I speaking to Aditya or his father?

Parent: Yes I’m Aditya’s father speaking.

Counselor: Sir, I am Rohit calling from BYJUs head office….

Parent : Sorry to interrupt but I have already received a call from Byju's, a few months ago from someone else.

Counselor :That's great sir. Can you please help me understand what exactly was the conversation you had with him/her ?

Parent : He was speaking about a session and my child's education through BYJUS.

Counselor: Okay sir I understand, let me brief you again with the process.

Here SP should get to know with whom the conversation was done whether with the parent or kid and which kind of the
campaign was pitched. There on SP should listen to parents and understand the reason behind not scheduling an
appointment or enrolling in the course and then go on and pitch the three step process of counselling.
 Response 5 - Calling the BTLP enrolled leads

Parent : We are already enrolled with BYJU'S.

Counselor : That's wonderful sir, when did you enroll and how is the kid doing in
studies?

Parent : We enrolled one year ago. You know in this pandemic situation, even schools
have provided many study materials to him but he's confused with it.

Counselor : Yes sir I do understand, as these concerns are faced by the majority of
students, So I think your kid needs someone who guides them on a regular basis.

Parent : Yes.
 Response 5 - Calling the BTLP enrolled leads

Counselor : As students are facing many challenges in online classes conducted by school, to
overcome these circumstances, we at Byju's have come up with a new program known as
Byju's classes where India's best teachers (use few names - the famous N.V.Sir) will teach your
child through online scheduled classes. Also,a Byju's Subject Matter Expert will assist your child
with live doubt solving in the class. We also have the mentor support to support the child and
also discuss the monthly progress report of your child.

Case 1 :Here SP shouldn't lose hope when they receive an enrolled lead, instead they
should take it as an opportunity to pitch upgrade to BYJUS CLASSES. The best way to
do it is to ask for the feedback of BTLP and upgrade them to Byju's classes (initial
validity 2022) or ask for sibling programs (if applicable).

Case 2 : If the parent is not willing to enrol their child to Byju’s Classes, bring in the
element of learning that is continuous and it never stops. This approach can be followed
until the kid is in class 12th and enrolled with Byju's.
 Response 6 -Calling two year-old leads, with no recent activities available
in Leadsquared.

Parent : We were using the demo application two year ago but not now.

Counselor : Okay Sir, thank you for showing your interest in our application. In which
class is your kid studying now?

Parent : He's in 7th standard now. Why do you want to know this ?

Counselor : Sir the reason I've called you is because we wanted to check with the
progress of existing students who had shown interest earlier. As per the feedback from
parents and children, there is no feedback mechanism, to track the child's performance in
the current situation. The schools have tried their best to ensure the learning is not
affected, but as per the feedback of the majority of the parents the interaction with the
teacher which used to happen at least during the parent-teacher meeting is also not
happening now.
 Response 6 -Calling two year-old leads, with no recent activities available
in Leadsquared.

Counselor : As parents/ mentors, we understand that it's important for us to provide

feedback at regular intervals to ensure the kids active participation in learning . Hence to
fill this gap in learning we at Byju's have taken an initiative to provide the kids and parents
with a real-time diagnostic of their child's learning. In this session the counsellor will talk
about the areas of improvement and also suggest solutions about the same in the form of
our personalised courses.

Note: Also The SP can Suggest the Parent to Redownload the App send to use it
through again as we have Updated the App from Feedback from Parents and
Children in the last couple of Years and the child will be engaged .
 Response 7- Calling leads who are not interested

Counselor : Hi this is Arun, senior educational counselor, calling from Byju's head office. There is
registration in our app in the name of XYZ, am I speaking to the child or the parent ?

Parent : Hi, Arun, we have already received a call from BYJU'S long back and I'm not interested in
enrolling my child.

Counselor : I do understand Sir, as I am very much aware of it. This is a feedback call to understand
your last experience. (please refer Leadsquared for the date and time of previous call)

Parent : Okay, tell me.

Counselor : Before we proceed, I want to know whether you're aware of the usage of our demo
application, and was our application useful to your child?

Parent : Yes, I am aware about app usage, it was useful for the child, but (hereon the customer might
tell you about some concerns).
 Response 7- Calling leads who are not interested

In these cases, the salesperson should try to understand the real objection from the parent,
why they did not enrol the child for the program earlier? Salespeople should also be able to
tackle the objection from parents throughout the call and should be able to solve all the doubts
at this point in time and present the possible events and their outcomes from the discussion.

For example-

Sir/Ma'am, there are 3 choices for you-

1) Take this academic guidance, Understand the child's strengths and difficulties, don't take up the
product.

2) Take this guidance, Understand the child's strengths and difficulties, take up the product

3) Don't take this guidance, won't be able to understand the child's strengths and difficulties. The
best-suited one would be option 1 as you would understand your child's strengths and weaknesses.
you taking up the product or not is completely your call.
 Response 8 - What if the child picks up the call?

For children till class 5 -

Salesperson should directly ask the child to hand over the call to the parent available at home and
then continue the complete conversation with the parent.

For children from 6th onwards -

Salesperson should be more friendly with the child and follow the steps as discussed below-

1. Primarily verify the usage of the application and ask about how much the child is liking the
user interface and way of learning.
2. Speak about the child’s interest areas in the app and difficulties faced in studies.
3. Ask if the child has ever received any calls from BYJU’S before? If yes, what have they
communicated?
4. Ask about who is mentoring the child at home and ask the child to hand over the phone to
the parent available at home.
 Response 8 - What if the child picks up the call?

For students in class 11th and 12th who are smart

They don’t transfer the call to the parents.

The salesperson should connect to the child on his ambitions, goals if any. Also,
talk more like a brother/sister and try and extract information like present issues
(if any) , try and establish the need for a better approach towards learning by
understanding the gaps in the present format of learning.
 Rest elements of the pitch

From hereon Rapport building starts.

Note- All the steps from here would be same as the known calling pitch.

In calling refurbished leads, the maximum work would be in the first part of the call
to make the customers agree to listen to you. Once that is done rest whole pitch
would flow the same starting from-

1. Rapport Building
2. Need Generation for the session
3. Pitching the session
4. Booking the slots
5. Closing the call
 POINTERS TO BE KEPT IN MIND
Points to be considered when calling refurbished leads

● Initial focus during the call should be about the feedback of the previous call and finding the reasons for not
attending the session.
● Always be authoritative so that we as counsellors can drive the conversation. Also, check whether the session
was rescheduled or parents intentionally denied to attend the session. If the session was cancelled due to
unavailability of parents earlier at the time of booking, try to generate the importance of the session and
schedule again.
● The hook area which makes the customer add on to the loop plays a very important role in the refurbished leads
for example: Know your child campaign, Scholarship campaign, Campaign to overcome the loss due to pandemic,
appreciation on the usage etc.
● When introducing the counselling session, please follow the three-step model in booking demos.
● For already enrolled customers, please ensure to update the customer about BYJU'S classes extension.
● Always check the understanding of the customer about the session based on the conversation with the previous
employee, and ensure to add value to the same by introducing a new key takeaway from the session.

Gradually grasp the information about student’s progress in school education and also the interest in BYJU'S application.
 THANK YOU
Send in your queries, doubts or inputs regarding the session to
centralsalesdevelopment@byjus.com