Warning: Are You Making This Silly Business Mistake?
Why you could unknowingly be undermining your marketing efforts ...
POSTED BY JACQUI FROST ON 08/10/2015 @ 9:00AM
I'm curious. What are you doing to find more customers? Customer acquisition (and retention) is a fundamental activity in which all business owners must engage. After all, if you're not making sales, how will you survive?
It's for this reason that marketing is high up the priority list for many businesses. But are you sure you're doing everything you can to close the sale? I bet you're not! You see I've spotted one marketing oversight that far too many intelligent business owners continue to make. Do you?
You're quitting far too early
Surprisingly, it's common practice for business owners to undermine the effectiveness of their own marketing campaigns. I've found that business owners invest a huge amount of effort up front:
They stay up late perfecting their message
They spend hours finding just the right image
They tweak the layout of the ad until it's just right
Now all of these tweaks and adjustments are necessary. After all, you want your message to stand out from your competition. With so much competing noise you need to ensure your marketing attracts attention and compels your target customer to take action and buy.
Did you slip up?
Once the ad is live, they make a fatal mistake. They don't answer their phones! Just think for a moment about the craziness of this decision. After investing all that time and budget creating an ad that actually works, the phone is left ringing when a customer wants to buy.
"If you don't answer your phone - EVERY TIME - you'll kill the return on your advertising spend!"
Sure, some customers will want your offer enough that they will ring back. But there's a fair chance that a lot of would-be buyers won't. In turn, your opportunity to close a new sale has evaporated.
But that's not all. Not only did you lose a sale, but you've also compromised your brand. When you don't pick up, you leave a negative impression because you create a dissatisfied customer who's left frustrated that they can't get what they want.
Can you see how poor Call Handling practices can have a negative impact on your business?
Make yourself available
Now I know this stuff isn't rocket science! But as a business owner who's serious about growing, it's all too easy to get distracted with the big picture strategy and forget about the basics. And that's why I feel so passionate about this message.
Slick Call Handling is fundamental to the success of your business - and that's why I encourage you to take a good look at the way you answer your inbound calls.
Get your Call Handling right and not only will you stand out from your competition, but you'll probably make more sales too - just because you did the simplest of things and answered your phone!
In comparison, if you continue to take a slack approach to your phone, you are making a costly mistake. I promise you. So how does your Call Handling stack up?
Here's a quick quiz:
Do you always pick up your phone - every single time it rings?
Do you answer promptly (within three to five rings) - or do you leave customers waiting?
Do your callers always get to speak with a real person or do you rely on your answerphone?
If you answered 'yes' to all three questions, I'm impressed! It's great to see a business taking their customer responsibilities seriously. If you answered 'no' to any of these questions, you have a decision to make:
You can continue as you are and make a conscious choice to lose sales and compromise your customer service, OR
You can put measures in place to ensure you never miss a call again.
What's it to be? Let me know in the comments below.
Until next time ...
If you don't have the in-house resource to ensure you never miss a call, we can help. So if you're keen to make more sales and provide a quality service to your customers, let's chat about professional, outsourced Call Handling on 01604 529170.
THE OFFICE GENIE
I had a successful 20-year career as an office manager and personal assistant; however, my job was no longer focused on the customers and became all about the numbers. My customer-focused background began when I was 12 in my father's independent carpet showroom. I had a spell with Marks & Spencer before I moved into office-based jobs. I have worked as a training administrator, a PA and PA/office manager in a variety of industries from manufacturing to the IT education sector.
Meanwhile, my husband Ian, a successful Northampton based Master Decorator and owner of Rainbow Frost, was losing out on work due to missed phone calls. When he was busy, callers were getting his voicemail but weren't leaving messages. I knew how to fix that problem!
I quit my job and took on Ian as the first client of The Office Genie in November 2005. Word quickly spread with the second client coming on board just one week later. The majority of our clients since have come to us through word of mouth recommendations and networking referrals. Over the years, I have become well connected in Northampton and Milton Keynes.
Outside of work I enjoy swimming, roller skating, the theatre and my cats and dogs!