Darn that BONG!

If there's one thing in business that will lose clients faster than anything else, it's lack of communication. Now I run an ad agency...so by the very nature of my business there is an inherent level of Client-Chasing that goes on. However, there are those times when people say, "Dave I love what you do...I believe that it could be of benefit to me and my organization." I had one such instance happen at a recent entrepreneurial meeting. What seemed to be a very professional person said, "I would love for you to come speak to my organization" (a non-profit professional group). I've done this dozens of times before and I agreed as I believed that our service could indeed help them. She followed up with me and said that she'd like to iron out details...cool. Things seemed on track. Now, since that call I've left two messages and ... (cue the crickets). Nothing, nadda, zip, zilch, zero. Now, when it comes to my business, it's alright and I'm not going to chase the speaking engagement as I do have plenty to keep me busy, but for her... in my mind that's now a different story. I now have a suspicious bent as to what type of corporate leader she actually is and by default HOW her operation runs. That may or may not be fair, but let's be honest folks...it's human nature. None of us like to be brushed aside, especially when we feel as though we're doing someone a favor or can help them in some manner. The moral to the story is that prompt attention to everyone who calls (from the inbound sales call to the high-dollar) client is of utmost importance. More so now that ever before...for we truly live in a long-memory world and people are talking and sharing more than ever. Michael Phelps will never be able to deny his bong-hittin' days to his grandchildren because that 'ol Internet thing has a LONGGGGGG memory. Even if you are waiting on some information before getting back to someone...if the end of the day has arrived just punch them up and say "Mary, just wanted to get back to you and let you know I hadn't forgotten about you...just as soon as I hear back from John I'll give you a shout." Now Mary will go home feel like you care and just perhaps tell millions of people through her own connections!

Best Always,
D-

Who's minding the store?

Through eighteen years of sales and marketing, I've had contact with countless small business owners...or at least with the people who answer the phone.

Today, I conducted an experiment...I made a few phone calls, to get a read on who it is who's answering business calls these days.

I made ten calls, here's what I got:

1 call went directly to a voice recording telling me my subject was out of the office, and would return July 20. That's good information...if today wasn't July 27.

3 calls were answered by people who barely spoke English. OK, I get it, we're a diverse society...I have no problem with that...but if you're doing business in Wisconsin, and the person receiving calls for you does not speak English...you have a major problem.

2 calls ended with me hanging up, because apparently there are no human beings there, only voicemail options. Forget it. If I need more information before I make a purchase...you'd better have an actual person in your building.

1 call went to an answering service. I took that as a good sign, until the person spoke. Please folks, if you're being paid to take business calls...try not to sound 15. "Um, ok, so, Mike should call you back, or you want to call him back, or what?"...just didn't move me in the direction I'm sure Mike would have preferred.

This leaves me with the Lonely Three. Three of my ten calls were handled by well-trained individuals who listened to my needs, asked appropriate questions, and directed me to the person best-suited to serve me.

I understand how small this sample was, but I have a feeling I'd have reached the same conclusion even if I'd made a thousand calls. Many, if not most, small and medium sized businesses are losing sales because the person answering their phone is not up to the task.

Honestly now, hasn't the economic downturn hurt you enough all by itself?

Is there any chance poor phone skills are costing you money?