The Secrets of Business
Telephone Success
by Eileen O. Brownell
You know what it's like when you are in a hurry and need
information now. You call a service provider hoping to get
through and have your question answered immediately. "Don't
bother me with unnecessary information," you think.
"Just tell me what I need to know...right now!" In our
fast-paced business world, we want our needs understood on our
timetable, not the product
or service provider's. The telephone is a vital tool for both the
customer and your business.
I telephoned a well-known optical company recently to obtain
information on a specific product. The receptionist stated the
company name, her name and then proceeded to give me a 30-second
sales pitch about their latest model of sunglasses. I was
irritated by her imposition about a product I was not interested
in buying. The unwanted advertisement was an invasion of my time
without my permission. I have not phoned them since and it is
unlikely I will ever purchase their products.
A salesperson from a company I had initially contacted left
a message on my voice mail. He stated the phone number rapidly
and flippantly at the conclusion of the message. I had to listen
to the entire message three times before I could record the
number correctly. I was annoyed. I returned the call only
because I needed product information.
A friend requested a return call by 11:00 a.m. the next day.
She left her room number at a well-known hotel chain. The switchboard operator promptly rang room 303 when I called. After 16
rings (over a minute at peak long distance fees), the operator
again asked how she could help me. "Could I please leave a
message for room 303?" Her response was "oh, she
checked out." I asked "why didn't you tell me when I
originally asked for her room." Her response was swift and
high pitched. "Who is this?" I repeated my original
question. Her voice got louder. I got madder. We were soon in a
no win situation.
The previous examples demonstrate poor telephone usage. Every
person has at least one telephone horror story. The telephone
can be a company's most valuable tool to attract new customers.
It can also lose existing and potential customers. A recent
study indicates good phone skills made good business sense.
Eighty-four percent of the customers calling are
more willing to purchase goods and services from businesses that
display positive telephone techniques.
A big 50 percent of the customers will not do business with a company
that has poor customer service on the telephone. The image of
your organization is immediately on display as soon as the
telephone is answered. A staff well trained in positive phone
techniques may make the difference in obtaining more customers,
keeping current ones content and increasing your bottom line.
There are simple techniques organizations can use to make a
difference in their telephone image. To enhance the image of
your company, practice the following telephone methods:
- Answer no later than the third ring. People are
accustomed to having their call answered by the third ring
due to the response system of the average telephone answering
machine. It is even better to answer the phone by the first
or second ring if possible. A prompt phone response
indicates you value a customer's time. A prompt response time
will create a reputation for efficiency for your company.
- Smile! A smile is heard over the phone. The voice
is lighter. A smile presents an upbeat attitude and conveys
you are glad the customer called. Customers feel wanted and
appreciated.
- Identify yourself. State your company and name
immediately. The caller will then identify who they are,
with little or no prompting. People like to know with whom
they are talking and doing business. Giving the customer the
information they want initially removes an invisible
barrier. A friendly self-identification helps people feel at
ease. If you list your cellular phone on your business card,
don't forget to identify yourself when answering. The same
telephone techniques you use in the office are applicable
for a cellular phone.
- Be professional, upbeat! Help put your customer in
a positive state of mind. Good manners
and
respect for the caller displays your professional image.
Project your voice and articulate clearly. Thirty-eight
percent of a verbal message is communicated by voice quality.
Eliminate background noise. Music or outside noise
is magnified on the other end of the phone line. Outside
noise also prevents you from using your best listening
skills. If the customer is irritated or angry, listening is
the most important skill you will use. Background
distractions can prevent you from hearing the caller clearly
and may escalate an already tenuous situation.
Remain totally focused. It is real easy to play a
computer game, continue working on a letter or even doodle.
All of these activities keep you from focusing on your
customer. If you are not totally focused on the caller, you
may miss important information. Additionally, people really
do have a phone sense and can tell when you are totally
concentrating on the conversation or only half listening.
Listen, listen and listen again. Use reflective
listening to encourage the customer to share information.
Repeat the caller's statements in your own words. The
customer then has the opportunity to indicate you have
received the information they sent correctly. The caller
wants your undivided attention. Acknowledge their comments
with a simple "yes," "ah huh" and
"I understand."
Empathetic listening indicates you are interested and really
do care.
Transfer calls only when absolutely necessary.
People feel put off when transferred. If transfers multiply,
the caller's opinion of your organization soon dwindles. To
ease the transition, ask the caller's permission to do the
transfer. Explain your reason for doing so. Request their
phone number just in case you loose them in the transfer
process. After a transfer, check with the individual you
transferred the customer to and establish if they were able
to help them. If not, you have the opportunity to once again
call the customer and establish their exact needs. Your
attention to detail will indicate to the customer you are
conscientious and will always keep their needs in mind.
End the call on a positive note. Thank them for
calling or indicate "I enjoyed speaking with you."
People reflect on the last few minutes of a conversation
more then the beginning. If the call is ended on an upbeat
note, the individual will have positive feelings about you
and your organization.
In 1990, over 300 billion telephone calls were being made on
an annual basis in the United States. This is expected to at
least double by the year 2000. The average executive conducts at
least 50 percent of their business using the telephone. The
telephone is a tool that can enhance any business's image or
turn customers away. If an individual calls your company only
once, they will base 90 percent of their impression of your
organization on that one call. Take the time to create a
favorable business image and make a lasting impression with
positive telephone skills.
©1999 Eileen O. Brownell, Chico, CA. All Rights Reserved.
FREE: For 10 more customer service telephone techniques,
send a Self Addressed Stamped Envelope to Eileen Brownell, 153
Picholine Way, Chico, CA 95928.
Eileen O. Brownell is
President of Training Solutions, a Chico, CA based firm. For
over 25 years, Eileen continues to be noted as the ‘high-energy’
speaker and trainer who captivates her audiences and makes
learning a lasting experience. Her expertise is in the areas of
customer service, conflict resolution, communication, and team
development. Eileen wants to work with companies that want
repeat and referral business, and with people who want to exceed
customers expectations. She can be found in Who’s Who in
California, American Women, Professional Speaking and
Outstanding Young American Women. Call Eileen at 888-324-6100
(e-mail Trainstars@aol.com)
for more information on her speaking/training services and
learning tools.
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