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"Hello, Your Paycheck is Calling -
Your Phone Skills Can
Market Your Unique Brand" By Anne M.
Obarski
I have to admit I really don't
like the telephone. Maybe it is because it is an interruption
in an already "overscheduled" world. Even if it is someone I
really want to talk to, it sometimes feels like a chore "to be
nice"! With the amount of spam phone calls I still seem to
receive, even after being on the "Do not call list", I must
admit I make assumptions when I pick up the phone. If there is
a nano-second of a pause when I pick up the phone, I
immediately assume I am on someone's computer list just
waiting to pounce if they here a real person on the other end
of the phone.
However, when I am initiating the
call I really "want" another human on the other end of the
line. I don't want to be put in "voice mail jail" and being
warned that the phone calls are taken in the order they are
received and if I hang up and call back I may be waiting until
doomsday to get to someone. I must admit I have "stayed on the
line if you have a rotary phone for the next available agent";
not really remembering when I last SAW a rotary phone. Want to
have a real laugh? Ask a teenager what a rotary phone is. It
will either make you laugh or maybe cry at their
response!
No matter which type of phone
caller or business owner you happen to be, this communication
tool, no matter how big or small is here to stay. It is
important to know how to use it efficiently and effectively.
With so much cell phone usage, right or wrong, that adds
another dimension to the mix.
Regardless how fancy your
Bluetooth, or cell phone or rotary phone with, heaven help us,
a cord, is, it is important to address and put into practice,
correct phone techniques.
I challenge businesses to think
that every time their phone rings, it is their paycheck
calling. I also challenge businesses to look at their phone
with as much respect and interest as they look at their
merchandise, their marketing, and their employees; it is a
reflection of their "brand". Dr. Janelle Barlow, in her book,
"Branded Customer Service" says, "Reinforcing a brand through
every customer touch point, therefore, can provide the
repetition necessary to inspire repeat purchasing
decisions".
She also spends a great deal of
time discussing being "on brand" or "off brand". In other
words, you may say in your advertising literature and in store
signing that the customer is number one, but if your customer
can never get someone to answer the phone when they call, then
your standards for answering the phone are "off
brand".
When you think about your phone
calls that way, you are more apt to answer the phone with a
little more expectation in your voice rather than disgust. If
you train your employees to do the same, you will start
looking at your phone as a sales building tool.
There are interesting statistics
that show people develop a perception about you within the
first 30 seconds of a phone conversation and their final
opinion of you in the last 30 seconds. Let's look at some
phone tips that will boost that final opinion to one of an
on-going, on brand, positive relationship!
1. Breathe!
Before you pick up the phone, take a deep breath. Most of us
are what they call "shallow breathers". We take small breathes
in and out and therefore, sound tired when we answer the
phone. The goal is to sound like you like your job and you are
glad they called.
Practice taking a very big breath and
answering the phone at the top of that breathe. You will
continue speaking on the exhale of that breath and the caller
will hear energy in your voice! You can also practice it when
you are making a call and start your breath as the phone is
ringing on the other end. You'll be surprised how you feel
when you use this technique. You may try it the next time your
mother-in-law calls!
2. Identify yourself
- Give your full name and function and or the name of
your company. Since they have taken the time to call you, you
may answer the phone this way; "Thank you for calling
Merchandise Concepts, this is Anne Obarski, how can I make it
a great day for you?" Hokey, maybe; memorable, maybe;
friendly, you bet.
Since I have an unusual last name, this
helps me say it first so that the caller doesn't have to
fumble with the pronunciation. One tip that I seem to always
repeat, is that of slowing down when you answer the phone or
when you call to leave a message. How many times have you had
to re-play your answering machine to understand what the
person was saying or the phone number that rattled off too
fast?
3. Be Sincere:
If we are honest with ourselves, we are all "problem solvers"
in some way. People call us on the phone to have a problem
answered. Whether it is to get driving directions, or hours of
operation or questions about our merchandise, they have a
question and want it answered quickly, intelligently and
politely.
It is important to put the customer's needs
ahead of ours. Have you ever been in a store and you were just
about ready to put your things down on the counter to pay for
them and the employee says, "You'll have to go to another
register, I am going on break now". A customer will remember
how attentive you were to their needs when they are asked to
make a referral!
4. Listen attentively:
Put everything down when you answer the phone! Easier
said than done, isn't? How many times have you been in your
office answering email, talking on the phone, listening to
your ipod and sipping on a Starbucks? Me too. Shame on us
Customers don't like to be ignored and by multitasking, we are
not focused on the customer's wants and needs. Visualize the
person, even if you don't know them so that you remind
yourself you are engaged in a two-way conversation. If you
still have trouble listening, start taking notes on what they
are saying. Use a headset if possible, to keep your hands
free. By taking notes you can verify with them as well as
yourself, the important points of the conversation and the
action items that needed attention.
5. Outcome: If
the phone call has been successful, the first 30 seconds
established a positive perception about you through voice, and
tone and focus. The last 30 seconds will be when the caller
finalizes their opinion about you. You can make that a
positive experience by thanking them for calling, reviewing
the problem you were able to solve and then most importantly,
thanking them for their continued business.
I find myself on airplanes
frequently with my speaking schedule. Recently I have noticed
that no matter what airlines I am flying that the pilot has
"air time" with the passengers on each flight. The words are
all about the same. They share the weather in the city we are
headed to, the time we should be arriving, the details about
the lavatories and not to congregate in the aisles, as well as
the great flight attendants, and then they always say
something like this, "We know you have a choice when you
travel and we are happy that you have chosen to fly with us,
and we appreciate that. We ask that if your future travel
plans involve flying that you will think of us first. So sit
back, relax and enjoy the on- time flight to
wherever".
The pilot set up the outcome in
the passenger's minds by stating it up front. He started by
building a trusting relationship with the passengers that he
couldn't see, by coming across as very approachable. Then he
told us the important things we should know about the flight
and who would help us if we had a problem and then in
conclusion, he asked for our repeat business. Trust for me is
built on the sound and the sincerity of the pilot's
voice.
That isn't that much different
than when your employees talk to your customers. To build a
strong business, you need to have repeat and referral
business. What easier way than to ask for their continued
business at the end of each and every phone call.
The way you speak over the
telephone conveys 85 percent of your message, so by focusing
on the previous 5 tips you and your employees can make it a
smooth flight in your business each and every time your phone
rings.
More articles by Anne can be
found by pressing
here.
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