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Using the Phone to Gain a Competitive Edge

Written by: Mark Smiciklas

Article Overview: How well does your organization answer the phone? It may seem like an odd question, but it could be very relevant to the success of your small business.

Using the Phone to Gain a Competitive Edge

How well does your organization answer the phone? It may seem like an odd question, but it could be very relevant to the success of your small business.

I was speaking to a prospective client recently - after our conversation I asked how he found my business i.e. online, word of mouth, etc. He had discovered my business though a Google ad...but had called the company listed above me in the rankings - they didn't pick up the phone so he proceeded to contact me. That small business lost a great opportunity to start a conversation about their brand with a prospect that was interested in their service.

It's not realistic for customers to get a live voice at the other end of the line every time they call. In fact, in the voice mail era, I would suggest that most people expect the opposite - an endless loop of auto attendants. As a small business it might be difficult to offer personal accessibility at all times. There will be gaps, but it's critical not to underestimate the value of personal communication.

In his book "What Were They Thinking - Unconventional Wisdom About Management", Jeffrey Pfeffer notes a study stating 94% of the people surveyed were frustrated to hear a recording instead of a human voice when calling a company. I am aware of a few organizations that make a point of trying to answer every call - the strategy has become a competitive advantage, with many clients stating "the ability to get through to a live person" as one of the reasons for choosing their product or service.

Technology is awesome, and there are so many great tools available to help small business owners become more efficient in the way they communicate with their clients i.e. BlackBerry, VOIP, etc. However, I suggest that you avoid the urge to over-automate your telecommunications. A simple thing like answering the phone could become a point of differentiation and develop into a competitive advantage for your small business.

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Article Tags: answer the phone, auto attendants, blackberry, competitive advantage, differentiation, endless loop, gaps, google, great tools, human voice, jeffrey pfeffer, live person, odd question, personal communication, prospective client, service technology, small business owners, unconventional wisdom, voice mail, word of mouth



Related Forum Posts
How do i answer the phone? - I learned this technique from a successful businessman who earns over a million dollars a year. He just uses his name like this... Phone rings... " This is Dwayne..." It kind of throws people off who have a preplanned script and gets right into it. Phone rings... " This is Dwayne..." No Hello, no good morning/afternoon/evening Phone rings... "This is Dwayne..."
Re: Can you read body language and convert it into a sale? - I can definitely read their mood by how they speak on the phone. You can usually also tell by the way they respond to the things you are saying. Phone sales aren't as easy as when you see them in person, but I still believe their tone can tell a lot.
Re: Can you read body language and convert it into a sale? - [quote="mbrand2222":3738chdj]I can definitely read their mood by how they speak on the phone. You can usually also tell by the way they respond to the things you are saying. Phone sales aren't as easy as when you see them in person, but I still believe their tone can tell a lot.[/quote:3738chdj] Hi Mary, Would you have a specific example you could share with us on how you cab turn an unfriendly tone (from a client) into a positive one or even a sale?
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