Adopt Urgency to the Customer or Lose Out
Thursday, 06. 11. 2009 – Category: T2 Communications
If you want new business, act fast! Urgency to the customer is extremely important in any business. The average American is not used to waiting for anything because we have it all at our fingertips and want it all fast. And we get it too: fast internet, fast food, and fast answers. Our needs require fast action from those around us because we move quickly and do not have the patience for those who cannot keep up. We consider everything to be an urgent matter, especially when we are the ones in need. When we need information, we want it now. When we need help, we want it today. We are so focused on our own immediate needs that the urgency is sometimes forgotten when we are the ones to fill the need of others. Our customers won’t hang around for us to get with the program while we keep them waiting. A sense of urgency must be adopted or we could miss out on a potential client, sale, and commission.
Catch Them Right When They Get Through the Door
You usually have about 3 seconds when a customer walks through your door to say hello and ask if they need any help. It is very important to stop all of your office activity to do so, unless you are helping another customer. Whether you are getting an update from your boss or catching up on some filing, stop and address the customer immediately. If you are currently with another customer and there is nobody else available to help the new customer, then call someone to come up front and help them. If this isn’t possible, then get your current customer started and then step away to at least hear the new customer’s needs. Don’t be fooled into thinking that because you are already engaged with a customer that is really interested in your product that the next customer can wait. If they feel that they are being ignored, even if it is because you are helping another customer, they may leave. Also, there is no such thing as a customer who is “just looking”. Something brought them in, find out what it is and point them in the right direction before they don’t see it themselves and move on to your competitor.
No Phone Goes Unanswered
Do not wait longer than needed to answer the phone. One or two rings are okay, but zero rings would be better. Be readily available to answer the phone and talk to the customer immediately. If they have to leave a message, many will just hang up and call when they have time again; or worse, call the next number on the list until someone is available to talk to them now. If you miss a call, be sure to listen to their message and call the customer back right away. If you need to gather information first, do so quickly, or call them back and let them know that you got their message. Tell them how long you will need to gather the information they are requesting and get back to them as soon as you can. Additionally, it’s unacceptable not to have a person available to answer the phone and answer questions during the lunch hour. Many customers call on their lunch break and want information right away. If you are closed, they will just call someone who isn’t.
Everyone Should Be an Expert
Make sure that there are plenty of staff members who know an efficient amount about everything. This way, if the “expert” for that department or product is busy or on vacation, the customer will at least get a little assistance up front. It looks sloppy if you wait until the “expert” returns to the office to get the customer a rough estimate or at least the basic information they need to get started. If there is only one person who can make final decisions or give exact pricing in your office, you may want to be sure they are available by phone or email when they are away. You could lose out on potential business if this information is unavailable for the customer when they want it. Also, calling around for information is usually an inconvenience for the customer, so make it as easy as possible for them, even if you can do the calling yourself. For example, if your business has more than one location and the customer needs to call another location, either forward the call with very little hold time or make the calls for them and call them back as quickly as possible. If you know your business can get the job done, don’t give the customer the opportunity to call someone else if they think your place won’t be able to easily help them right now.
Have a Good Website or Just Give Up Now
With the vast use of the internet, urgency on-line is extremely important! Have a website that is as detailed as possible with information that is easy to find, and make sure every link works. Most customers will visit your website before they call you on the phone or step into your business. They want information fast, and finding information on-line should be as easy as it gets. If the customer is not impressed by your website or cannot find the information they are looking for, they will move on to a website that is more user friendly. Have a website that is sharp and include information, pictures and examples, and pricing, if possible. If you do not have the expertise to do this yourself, hire it out.
Don’t Forget To Check Your Inbox
Urgent response via email is as equally as important as answering the phone. Many customers do not want to get stuck on the phone because of the time involved in conversation, and many don’t have time to step away from their desk to call you. It’s important to work around their schedule if you want their business. After all, it is all about them. If you don’t have someone checking your inbox regularly, begin this immediately. A quick response is important, or your customer will wander onto your competitor’s website and email them instead. When you get an inquiry, respond as soon as you can and be willing to give basic information in your email message. Have examples that you can email with pricing available, based on the customer’s request. This way, they can look at what you have to offer and get back to you at their convenience, which may be before or after business hours.
Katie Petre works for T² Communications, a CornerWorld company.
Tags: attitude, customer service, expertise, Katie Petre, sales, websites