Even “digital-first” businesses end up with customers calling them on the phone. Growing the business guarantees an expansion into phone-based customer service, at a minimum. For many, it ultimately becomes endemic to nurturing relationships and getting sales.
Unfortunately, most businesses have no system for answering the phone.
I mean… just nothing.
There’s someone who just picks up the phone (sometimes) and utters a couple of nearly indecipherable words. To be fair, it’s not only small businesses. I called up my local Whole Foods not long ago to ask about their pizzas and was treated like an inconvenience. Guess what I did? Called up someone else and placed a direct order instead. I was willing to drive over to Whole Foods just for their mushroom and shallots pizza. But they had me on hold for ages and couldn’t give me a direct answer to my question about availability of pizza. This is an Amazon-owned company. My expectations are higher. Maybe not Zappos-high (read the late Tony Hsieh’s book for a look at elite level customer service). But at least as good as a disgruntled Starbucks barista.
When you are in command of your own marketing, you need to make sure the phones are manned well. Not just manned. Manned well.
If you are driving leads to your business, your phone needs to be prepared to convert interest into action.
Here are the biggest, most costly phone answering mistakes I encounter and how to correct them:
- Most Greetings Suck and Drive Away Customers – I can vividly recall a terrible experience with a particular lawn care company. I needed an end-of-season leaf clearing and mowing. The company recommended to me by a neighbor answered with a gruff, “‘Lo.” Not even a full hello. Just the final syllable. You know what would be an easy upgrade? “Hi, this is Jack at Local Lawn Care. How can I help you?” Law firms answering by saying “law office” and nothing else. Restaurants pick up the phone and just say “Emerald Burgers” without an extra word. Your greeting needs to provide clarity and confidence. Did the caller reach the right business? And are you prepared to actually help them? It doesn’t take much to outdo your competitors in the greeting. Just… actually think about the experience.
- The Phone Must Be Primary – Every person should be able to confidently and competently answer the phone. When it rings, you need people to spring into action. If you’re a solo, that means you, of course. When the phone is treated as a necessary evil (and many people dislike answering the phone), it costs you dearly. Customers who actually pick up the phone are likely to make a commitment – aka a purchase. Remember that every time the phone rings, and you’ll be excited to pick it up!
- End Your Calls with Commitments – Most non-sales people will close calls with no fixed outcome. They are afraid to just go for it. At bare minimum, ask some kind of question that opens the door for further action. For a brick and mortar store, ask the prospect, “When do you plan on coming by? I’d love to show you our XYZ products!” For professional service providers, make sure you ask for an appointment. You just need to make sure an action item comes from the call.
- Repeat Information Back to the Caller – People want to know you actually heard them. Mirroring is an age-old strategy, but it works for a reason. The other person likes to hear their own words. It gives them a feeling of inclusion in the interaction. You were on the same side of the metaphorical table with them, rather than on the other side.
- They Called for a Reason – What shocks me is how you could let someone get away who is calling you. They called because they wanted to call you. There was some kind of intention there. You need to ensure the phone is gateway into the business, not the locked gate keeping people out. Let the momentum of the caller carry them into your open, waiting arms. You have a solution to some kind of problem. Don’t forget that fact!
You never want to let a caller get away.
Phone calls are golden to a business. Your best customers are the ones who will do what most dread doing… dialing your number to speak with a live representative.
In the era of focusing on the online experience, don’t let your phone call experience lag behind!
Charley
I help small business owners, freelancers, and marketing DIY'ers get an edge up against the 800-pound gorillas in their markets. Like your business, this site is a DIY project showing you how to do what I've done in other businesses, including a law firm and a major coaching group for law firm owners.
Get FREE access to my SITE BUILDER CHECKLIST - designed specifically to help the marketing DIYer and small business owner GET MORE CUSTOMERS!
