The world of telemarketing has become a very dark and lonely place. Automated voice mail systems, cold calls, unwelcome dinner-time interruptions and unwanted products are its inhabitants. There is, however, a far more positive side to telemarketing that few people ever consider. The phone can be a powerful yet relatively inexpensive tool for building stronger relationships with current clientele and alerting casual callers to the benefits and services your company has to offer.
Change Your Paradigm
Customers often call to get information (such as business hours, location and inventory) about your business. But, if handled appropriately, these inquiry calls can also generate sales. "Inquiry calls are often missed opportunities to provide value-added services to potential customers," claims John Bassett, marketing specialist at California's Sierra College Small Business Development Center. When people phone with questions, don't simply answer them--go a step further. "If they ask about your restaurant hours, ask if they want a reservation," says Bassett. "Or offer callers non-obligatory incentives such as free quotes or free brochures." These are excellent ways to open up lines of communication.
Get into a conversational mode and further investigate what callers are looking for and what kinds of needs they have. Are they primarily interested in price? Quality? Speed? Give would-be customers a few options that cater to those specific needs, thereby letting them know that you are responsive and deserving of their patronage.
Be Proactive
If you work inside an establishment all day and are not able to go out and drum up new clientele, adopting a proactive approach to phone marketing can be key to generating sales. The way an employee responds to a phone call communicates a great deal about the business to a potential customer. For this reason, it's always a good idea to spend a couple of extra minutes engaged in conversation.
"Dealing with people on the phone should be considered as important as dealing with people in person," emphasizes Gillian Murphy, director of the San Joaquin Delta College Small Business Development Center in California. "I can tell when callers are smiling while talking to me. I want to know that they are sincerely interested."
Follow-up calls to current and past customers offer another simple way to maintain client relationships and generate loyalty. Follow ups help you track customers and find out if they are pleased with your level of quality and attentiveness. Also inquire how the service or product you sold them is working. "Use your phone to show customers you are willing to go that extra mile," recommends Lani Lott, senior consultant for Grass Valley, California-based Burnes Consulting, a firm that works with small businesses.
What you say in a check-up call depends on the person with whom you are talking. Always have a purpose before telephoning. Know who you want to talk to, and what kinds of things he or she will be interested in. "If conversing with CEOs, you may want to ask what their visions are," suggests Kay Baker, CEO of Baker, Byrd & Associates, a telemarketing systems design company in Texas. "If talking to managers, you may want to ask what some of their headaches are and see how you can possibly assist them."
If you have a new service or product, such as a company Web site, let your customers know about it. Don't assume they will find out on their own. As it is, many of them probably are not aware of the full range of things your company has to offer.
Phone 101
Quite often a new or temporary worker is given the job of answering phones. This is a mistake because it's unlikely this person will know much about your business or be able to talk intelligibly to customers or potential customers. You thereby run the risk of having your company misrepresented.
Management or seasoned employees should never view answering phones as beneath them. "In most instances," Bassett adds, "owners themselves are the most effective sellers because they know about the company the best."
Employees should learn to take information as well as give it out. If callers seem relatively comfortable on the phone, ask how they heard about your business and see if they would be interested in being on your mailing list. Equally important, be sure the information obtained is correct. Do not be afraid to ask callers how to spell their name or repeat back their contact information. In doing so, you are demonstrating that their patronage matters. "By getting information from the people who call you, you're beginning to build relationships with them," comments Murphy.
The Art of the Hold
No one enjoys being put on hold. But what do you do if a customer calls, and you are in the middle of doing something else? According to Joel Linchitz, CEO and founder of Phone for Success, unless you are with another customer, the number one rule in phone selling is that everything else becomes second priority. If you are assisting someone else, or for some reason cannot attend to the caller, ask for the caller's number and permission to call back. "Always give a time frame," advises Linchitz. "Say something like, 'I'm really interested in helping you, can I call you back in five minutes?'" If you do not know how long you will be detained, give a specific time such as four o'clock.
If you have to put someone on hold, return to the phone promptly. Consider playing a pre-recorded message in the interim. One that is to the point and benefit specific will give customers a reason to listen and could even result in an unexpected sale. "Make sure the message is clear about what your products or services will do for customers," emphasizes Baker. "That's all they really care about." Phone skills should never be taken for granted, because they can be one of the most powerful tools your business has. Remember that sometimes the only impression a new customer will have of your company is the voice answering the phone. With this in mind, train your staff well. Role play, practice phone skills, and make sure your staff knows your company and its products and services inside and out.
The Small Business Advantage
Small businesses have a great advantage that most large companies don't have the ability to give personal attention and cater to individual needs. Emphasize that on the phone. "Let callers know that you can and want to establish a relationship with them. That is your trump card," comments Bassett. This is especially important if your prices are slightly higher than those of larger competitors. Many customers are willing to pay a little more if they know they will receive the personal attention and care a small business can offer.
Phone Etiquette TipsDeveloping good phone etiquette can help build better relationships with new and existing customers and increase sales. In addition to maintaining a courteous and pleasant demeanor, the following basic rules will put callers at ease and keep them coming back for more. 1. Use your first name when answering the phone. 2. Use a standard greeting such as "good morning" or "how can I help you?" 3. Be as helpful as you would be if the caller were there in person. 4. Leave a friendly, concise and helpful message on the answering system. 5. Eliminate as many background distractions as possible. 6. Keep callers on hold for as little time as possible. 7. Promise to phone people back if you can't help them immediately, and do it on time. 8. Smile as you talk to people. They hear the difference in your voice. 9. Do not act rushed. 10. Provide additional information such as directions to your location or parking options. Furthermore, it's important to sound genuinely interested. To do this, be clear in your message, have energy behind your voice, use proper volume, and be well modulated in your tone. |
The Telecommunications ArsenalPeople often underestimate the sheer marketing potential the telephone offers. According to Bill Seney of San Francisco-based Pacific Bell, "Items like call waiting, additional and dedicated lines, and an assortment of peripheral equipment can really help businesses improve productivity." One such feature is a voice mail system. Far from simply emulating a digital answering machine, voice mail systems can be quite sophisticated. Some come equipped with page notification capability that can alert you if any messages come in while you're out of the office. Voice mail systems can also transfer incoming calls to another extension such as the operator if customers do not wish to leave a message. "Voice mail systems are popular among small business because they are easy to use, and eliminate the annoyance of getting a busy signal," adds Seney. Three-way calling allows you to provide teleconferencing services to your customers. Have you ever called a shoe store to see if your size is available in a certain style only to have the clerk call you back after needing to check with another store? Three-way calling prevents this annoying middle step and demonstrates that you value the customer's time--as well as your own. Here's another scenario. Have you ever been away from your desk while searching for an important document when the phone rings? A cordless phone provides something that many small businesses could use--mobility, or having access to the phone wherever you are. A phone headset allows you to work hands-free while speaking with a customer, giving you the chance to continue working on other tasks. Cellular phones and beepers also make you more accessible to customers. "Small businesses have a harder time competing on a monetary level with larger companies, so they need to focus on accessibility and availability," Seney emphasizes. Talk to your phone service provider to find out what kind of options are available in your price range. Some may require the purchase of new phone systems or various peripheral units. "When exploring alternatives with your service provider, emphasize the importance of the reliability of the network as well as the features it offers. The key is the robustness of the network itself," explains Seney. "Otherwise people who have bought systems may find they are constantly forced to upgrade." |
Excerpted with permission from Small Business Success, Volume XII, produced by Pacific Bell Directory in partnership with the U.S. Small Business Administration.