Using the Phone to Gain a Competitive Edge
Using the Phone to Gain a Competitive Edge
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.
Using the Phone to Gain a Competitive Edge - To learn more about this author, visit Mark Smiciklas's Website.
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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.
Using the Phone to Gain a Competitive Edge - To learn more about this author, visit Mark Smiciklas's Website.
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