Fast Food Friday - For Professional Photographers

Missed a few past specials? They're just a click away.

​​It's been just over a year since starting Fast Food Friday. Every time I think I'm out of things to write about something else comes along. While this might seem relatively minor to some of you, I'm floored by how bad many of you handle phone calls, both making them and receiving them.

Remember, this series is all about ideas to help you build a stronger brand and business, and under the umbrella of Customer Service is good old phone etiquette.  That makes today's blue-plate special so crucial to contributing to your reputation.  And, it takes so little to create a phone-style that's warm, inviting and encouraging to your clients. 

I love searching for statistics on topics I write about, but when it comes to asking Google how many households have phone service the number is off the charts. If you look at my own home, there are five lines...my cell, Sheila's, my office landline, our home line, and my 800 text line. And, while I'm getting to be a dinosaur with two landlines, the cost is next to nothing, because it's part of my service for Internet and TV and I NEVER lose a call or message.

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The Art of Talking on the Phone

The secret of success is to treat all customers like your world revolves around them.
Unknown Author

© pathdoc

How you handle yourself over the phone is at the top of the list of critical marketing tools. At a time when email and texting communications drive the world, a live call is still at the top of relationship building techniques in business!

There was a time when "Ma Bell" used to do classes for business clients on phone etiquette. I remember being sent to a workshop in my Customer Service days at Polaroid and thinking how stupid it was to suggest I didn't have the skill set to answer the phone. But it wasn't about answering the phone; it was how to use the phone as a customer service tool.

As I look back on it today, it was really about how to have a conversation - so, the same way you carry yourself with somebody face to face, is a foundation for how you communicate on the phone. This is just as much about Customer Service as it is verbal communication.

​Recently I had a challenge with American Express regarding an offer for a benefit I thought I already had. It took me three transfers before I got the right department and an expert capable of answering my question. Plus, my call was answered offshore and only one of the four people I spoke with actually sounded sincere when empathizing with my complaint. By that time I got to the last person, I was so tired of being handed off, I was rude, and it really wasn't the fault of the rep, but the Amex system.

It's the "slow season" and the perfect time to take on a few projects to strengthen your business. 
 

• How's your overall system of communicating with your clients? Don't rely on just a contact form for them to fill out on your website and then click "Send."  If a client is excited about your work, they want to talk to you, NOT fill out a form.  
• Answer the call quickly and if they leave a voicemail, return the call as fast as possible. When they do call, make sure your system is working right, so you get the call or at least the message quickly. Make sure you call them back promptly because if you don't, one of your competitors will. And, it's only human nature to think something negative when you don't get a timely response.
• Pay attention! Don't take or make calls when you're in the middle of chaos. We all multi-task, but the key to a great phone conversation is being dedicated to listening more than talking.  If you're in the middle of other things and can't give the person on the other end of the line dedicated time then wait until you can.
• No matter what bizarre things are going on in your day, smile when you're talking to people on the phone. This is all about being cheerful and having a great attitude. You can tell when somebody is smiling on the other end of the line. Getting a phone call from a client is an opportunity for you to show your personality.
• Use your phone to play offense! With so many changes in the way we communicate today, it's becoming a lost art for people to use their phone for a conversation. When it comes to relationship building, talking directly to somebody is second only to a conversation face to face.
• Be proactive! Look over your database of clients and use the phone to keep in touch with those people most special to you. I'm a huge fan of texting, social media with Facebook and email, but calling somebody you know and have worked with is still at the top of the charts, and you don't have to be intrusive. The other day I was on an IM with a good friend, and after typing a few lines, I just picked up the phone and called him...my opening line was, "It's great to catch up to you on Facebook, but we've been friends too long for an IM...how are you?" We were both busy, and it wasn't a long call, but so great to actually talk to him rather than type!
• It's about what you say and how to say it. I wrote about this in a previous Fast Food Friday, but when you have an upset customer the best way to diffuse the situation is with a call that starts with, "I understand you're not happy with our service. Well, the buck stops here. What can I do to help?" You'll be amazed at the initial change in attitude just because you've established you're there to listen, help and resolve the challenge.
• If you have staff answering calls, give them the authority to make decisions. Most of you are small businesses and don't have the luxury of a large staff but you may have 1-2 people who handle Customer Service. Train them and give them the authority to make decisions and be problem-solvers. It's great when there's a challenge to handle it quickly, rather than return calls and add time to the resolution process.

"The greatest technology in the world hasn't replaced the ultimate relationship building tool
between a customer and a business...the human touch!"
Shep Hyken

Looking for more great reminders on Customer Service overall, check out Shep Hyken's blog. He's always sharing ideas on how to exceed client expectations!