Getting the Most Out of Your Phone

"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

by Skip Cohen

There was a long window of time when talking on the phone seemed to be on its way to extinction. Everyone was texting and emailing. And as a consumer, if we called any major company, we were put through a barrage of defaults, often in menus that made little or no sense. You know the drill, "Please listen closely because your menu has changed. If you're calling about ______ press 1, and I always wanted to hear, "If you'd like to talk to somebody who cares, call another company!"​

Okay, maybe it wasn't always that bad, but the pandemic came along, and today, excellent communication skills are more critical than ever. We're a word of mouth industry, and personal contact with clients will be restricted for some time. That puts how you handle yourself over the phone at the top of the list of critical marketing tools.  

I remember when the phone company, "Ma Bell," used to do classes for business clients on phone etiquette. As I look back on it today, those classes were really about how to have a conversation - so, the same way you carry yourself with somebody face to face or (mask to mask today), is a foundation for how you communicate on the phone.

And it's all just as much about Customer Service as it is verbal communication. NOW is the perfect time to strengthen your communication skills with the phone.

• Answer calls quickly, and if they leave a voicemail, return the call as fast as possible. When a client does call, make sure your system is working right, so you get the call or at least the message quickly. Call them back promptly, especially with new business inquiries, because if you don't, one of your competitors will. Remember, it's 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, wait until you can. You've got two ears and one mouth - listen twice as much as you talk!
• 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 an in-person conversation. I regularly answer emails with a phone call when it seems appropriate, and over and again, people are so appreciative of a fast response.
• 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 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.  
• It's about what you say and how to say it. I wrote about this in a previous post - 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 immediate 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 phone is one of your very best marketing tools. How you communicate is all under the umbrella of great Customer Service. Being a great communicator is just as important to build your business as meeting client expectations with the quality of your images!