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Using the Phone to Gain a Competitive Edge
Written by: Mark SmiciklasArticle 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.
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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.
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
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About the Author: Mark Smiciklas RSS for Mark's articles - Visit Mark's website Mark Smiciklas is a Vancouver strategist that uses a casual, no-nonsense approach to help businesses engage with their audiences using new marketing, social media and brand journalism. To find out more please visit http://www.intersectionconsulting.com/. If you are interested in more thoughts and ideas on marketing and social media please visit the Intersection Blog at http://www.intersectionconsulting.com/blog/ Download Mark's FREE E-BOOK, "The Small Picture - A Visual Guide To Marketing & Management Ideas for Small Business", at http://www.intersectionconsulting.com/ebook.php. Click here to visit Mark's website The Small Picture |
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