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Who answers your phone? Please, for the love of Pete, tell me it’s not one of those lame automated, fake GPS (turn left in 0.2 miles; turn left in 500 feet; you missed your left; you missed the turn, you idiot!) voices. You know the one, “Please enter the first four letters of your party’s last name,” or on the real long shot, “If you know your party’s extension you may dial it now.”
If I knew their extension, I’d know their cell number and not be caught in phone system hell.
It’s been said a thousand times that you never get a second chance to make a first impression. Truer words were never spoken. It’s a scientific fact that as human beings we make up our minds whether we like another person in the first 20 seconds of a first encounter. In case you missed that, it’s four seconds less than an NBA team has to shoot, or 15 seconds less than a NFL team has to run a play. You have 20 seconds to make a favorable impression on your prospects, 20 seconds to make a living!
So, how you doin’?
THE MOST IMPORTANT SALESPERSON
Harvey McKay sums up the importance of the first impression in his book, “Pushing the Envelope.”
If you think having an answering machine answer your phones is a great technological advance with a positive impact on your bottom line, then I have a suggestion for you: Fire all your sales people and have a machine sell all your goods and services. I guarantee that will save you even more money. However, I can’t say what it will do for your sales.
How your telephone is answered says more about your company than all your slick advertising and marketing plans can ever hope to accomplish.
Your telephone receptionist is the most important sales person in your company. Notice I said “person” not “tool” or “device.”
At Mackay Envelope Corporation, I always do the hiring for just two slots: president and telephone receptionist. If whoever answers those phone calls does not have a warm, helpful, outgoing personality and does not have professional training you are missing your single best, most cost effective means for improving your bottom line.
So, I’ll ask again, how you doin’?
READY, SET, GO!
Does your receptionist answer the phone with a smile on his or her face? Do you have a unique way to answer the phone? At Eclipse Awning Systems, we answer the phone, “Good morning, Eclipse Awning Systems, how can we brighten your day?”
Do your salespeople look sharp and professional? Do their vehicles look sharp and professional? How about your installation crews, are they sharp and professional?
You can ask these questions throughout your organization considering every employee who might have contact with a customer. And you should!
Here’s the bottom line: If you are not making the best possible first impression, you are leaving money on the street and your competition is picking it up.
You got 20 seconds, better make the most of it . . . Go!
John Dearden has more than 18 years of field-proven business sales experience most recently as owner of Eclipse Awning Systems where he was in charge of sales and marketing. In just four years under his direction the company grew to more than 180 dealers and more than $7.5 million is sales. Dearden has spoken throughout the country to small, medium and large companies and has addressed association, chambers, non-profit organizations and conventions and led sales workshops, seminars and interactive training sessions. |
