Page 93 - Duct Tape Marketing

77Chapter 6: Projecting the Right Image

dream home.” Although the agents thought that their tag line appropriately
reflected the caliber of the brokerage offerings, upon study they realized that
it appealed to the wrong target market. As a result, they amended their ad to
include a discreet line reading “Specialists in fine properties and estate
homes.”

If you want the right prospects to call your business, help them understand
what you offer, make your phone number appropriately large and bold, give
them a reason to dial it, and then be ready to treat every call as a very valu-
able business opportunity — which it is.

The cost of phone book listings, Web sites, advertising placements, and other
efforts that work to prompt a prospect’s phone call mounts higher and faster
than most small businesses realize. Then when the hard-won call comes, too
often the phone rings and rings, or an outdated message clicks on. Just as
bad, sometimes a coveted contact gets dropped into a costly phone silence
after a harried person answers the phone with “Could you hold please?”

Here are some ways to make sure your phone calls don’t get fumbled:

ߜ Answer calls promptly. Pick up after the first or second ring whenever
possible. Even if you have a receptionist, train others to serve as back-
ups, answering if calls reach a third ring. When a phone rings on and on
it sends a silent message: “We’re too busy to talk to you right now.”

ߜ Transfer calls as quickly as you answer them. Be prompt about getting
the caller to the appropriate person in your business. If that person isn’t
available, say so immediately. Offer to take a message, put the caller
through to voice mail, or find someone else to help. On hold is a danger-
ous and costly place to leave valuable prospects.

ߜ Get everyone in your company to answer the phone in a consistent
and professional manner — always starting with the business name.
In this age of personal lines on every desk, people too often answer all
calls as if they were personal calls. “Hello, this is John” is not an appro-
priate business greeting unless you’re a one-person business that
receives calls only from people who know they want to talk with John.

ߜ Keep voice mail messages brief and friendly. Use wording that conveys
your business purpose and personality. Avoid long, overly programmed
greetings. Offer a very limited number of menu choices (try to limit it to
three — otherwise you’ll lose callers in the confusion) that invite callers
to jump quickly to the option they seek.

“Thank you for calling 20/20 Vision. We’re focusing on eye exams and frame
selections right now, but please press 1 for our hours and location or press
2 to leave a message. We promise to call you back within the hour.”

ߜ Ask your phone company to monitor and report on your hang-up rate.
Multiple rings, lengthy hold times, and voice mail responses are reasons
for callers to abandon their efforts to reach your business.