How To Improve The First Impression Process For A Lead Calling Into Your Business

How To Improve The First Impression Process For A Lead Calling Into Your Business

Keeping in the loop

How many people in your business answer the phone? How many of them are intimately involved in your day-to-day sales process, and sales success? Are all of those folks in the loop regarding the contents of your on hold program and your other external marketing efforts? Today's business climate is more competitive than ever. You can't afford to have one missed sale, or one missed opportunity. Internal communication is one of keys to success, and a lack of it can contribute to your difficulties. When a lead calls in, they will likely experience a few moments of being "on hold" while they wait to be transferred to the appropriate person. What they hear during these precious moments can be critical to nurturing them into a client. So be sure to spread the on hold script around to everyone who's in touch with your public. Ask your on hold provider to e-mail you a copy of the current script if you don't have it on file. And be sure to include everyone on your staff with regular updates on all of your other marketing efforts. How can you expect your customers to know what's being offered on hold if your staff doesn't know?

The weakest link

Where is the weakest link in your "new business" acquisition chain? How equipped are your people at fielding inquiries and keeping them alive? Are initial inquires being directed to the lowest paid, most under-appreciated, least qualified person in the entire company? If so, you're not alone. But keep in mind that if the person fielding the initial inquiry is unable to keep the inquiry alive until it reaches someone who can make the conversion from inquiry to "new business" ...that's the weakest link. The consequence is lost business....and the solution is simple. Let your "inquiry fielders" know how important lead incubation is....keep those babies warm! Then, show them how you want inquiries handled. An easy way to do it? Let them know what your on hold script is telling callers...then, train them to handle questions that callers are likely to ask ...and how to respond to any calls-to-action such as: "when we return to the line, ask us about..."

Don't backload the sales talent in the closing process. Every touch and every interaction is critical to converting that lead into a customer. Start where your leads start - on the phone; calling into your business. Evaluate how well you make use of every moment and if everyone - including your on hold message - is on the same page.

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