How To Handle Incoming Phone Calls
For Maximum Profit
By Eric Ruth
To this day I’m still shocked by the inept blundering of so many small businesses.
There is simply too much information, too many resources and too many opportunities to learn effective, tried and true marketing tactics, strategies and systems available everywhere you turn for business owners to have any excuse whatsoever for their bungling of the single most important function of business: getting and keeping customers.
Example: recently I called a specialized computer hardware shop in my town looking for a particular networking solution for my office (I have three computers in my office and I want to network them).
The work that I need done will probably end up costing about $500 to $1000.
I have a need. I know what solution I want. All I need now is for someone to provide that solution.
I’m ready and willing to buy.
When I called this shop – which is not a Comp USA type store, it is a small shop specializing in exactly what I need done – I was greeted nicely, then put on hold for about 2 minutes. When I finally got to speak to someone about my problem, the guy tells me they can help me. I ask a couple more questions regarding time frame and price. He makes no effort to close me or get my contact info. Basically, he just sat on the other end of the phone probably doodling on piece of a paper.
I was so unimpressed, I said, “okay, thanks.”
He says, “okay,” and hangs up.
He let $500 to $1000 on the FRONT END just get away.
What about the back-end? My office is growing, one of my computers is getting old and slow, I probably need some new software and hardware…
…I could be worth ten times the front end to this company in lifetime value.
That knucklehead could have allowed $5000 to $10,000 in revenue just hang up on him!!!
And you know what?
This probably happens every single day!
It’s no wonder so many small businesses are struggling to survive.
They have no clue.
Are you guilty of this type of behavior?
Do you have a SYSTEM for closing (getting the consult) or capturing contact information from each and every caller and then following-up?
This guy didn’t even ask me for my name, let alone a phone number or email address (lead capture – database building).
He didn’t direct me to his website for more information (educating).
He didn’t offer me a free report: “Ten Tips For Seamless And Painless Small Office Networking” (lead generation - educating).
He didn’t inform me of any specials they are currently running (up-selling and cross-selling).
He didn’t ask how I’d heard about him (tracking).
He didn’t do squat to GET MY BUSINESS.
And it would have been SO EASY.
PROSPECTS ARE SILENTLY BEGGING TO BE CONFIDENTLY AND COMPETENTLY LED TO A BUYING DECISION.
There are very few HOTTER prospects than someone WHO CALLS YOU.
Your marketing should be designed to get the phone ringing with hot prospects who are calling you, rather than you chasing them (this is power-positioning).
When you invest in effective marketing that drives prospects to you, you must be prepared to close the deal (get the consultation) and/or capture contact info.
You simply must have a SCRIPTED PROCESS (system) for getting as much information as possible from everyone who calls you.
Something like this:
Incoming phone call.
Jane Glutes (JG): This is Jane of Great Glutes Fitness, may I help you?
Prospect (P): Yes, I wanted to find out what you charge for personal training.
JG: Okay – great. I can help you. May I ask how you heard about me?
P: Yes, I received your letter in the mail.
JG: Oh, do you live in Forest Heights or Lansdowne? (these are the two neighborhoods Jane is farming)
P: I live in Lansdowne.
JG: That’s a beautiful neighborhood. I have a client in Lansdowne, do you know Sheila Smith, she lives on Lansdowne Boulevard?
P: No, I don’t know her.
(close #1)
JG: Oh. Alright. In the letter I sent you I offered a complementary free fitness consultation that includes a nutritional analysis and a free exercise log book, plus my special report: 16 Rapid-Results Fitness Secrets of the Top Personal Trainers. There has been a big response to this offer, and I’ve only got a few consultation sessions available. Would tomorrow at 2 PM or Saturday at 11:30 AM be best for you?
(possible response #1)
P: Saturday is best for me.
JG: Great. I’ll schedule you now. I just need to get a little information from you (get ALL contact info).
(possible response #2)
P: I’m not ready to do that. I really just want to know what you charge.
JG: Oh. Alright. Is it okay if I ask you a couple quick questions so I have a better understanding of your current situation? (this is PERMISSION MARKETING)
P: Well, I’m in a rush and I really just wanted to find out how much you charge for personal training.
(close #2)
JG: Okay. I understand. Here’s the best solution. I offer a variety of personal training services packaged in different ways to meet your needs. They are all very affordable and unlike anyone else I know of, I GUARANTEE your results. What I would like to do is mail you a complete package of information that fully explains my services and my guarantee so you can make an informed decision. Is that okay?
(possible, but not likely, response #1)
P: Can’t you just tell me your price over the phone?
JG: It wouldn’t really be fair to either of us if I just threw out a number. Wouldn’t it be more helpful if you had ALL the information regarding the various services I offer, my total satisfaction guarantee and the various packages and special promotions I’m currently running so you can make an informed decision?
(more likely response #2)
P: Sure. That sounds fine.
JG: Great. I just need to get a little information so I can rush you this package today. What is your first name?
P: Sue
JG: And your last name, Sue?
P: Myers
JG: Is that M-Y-E-R-S?
P: Yes.
JG: Okay, and your mailing address, Sue?
P: 1211 Lansdowne Circle, Heartland, KS 45545
JG: Great. And what’s your telephone number?
P: 616-445-3333
JG: Okay, Sue, I publish a very informative and useful email newsletter that will help you stay motivated towards your fitness goals and provide you with helpful weight loss, nutritional and fitness tips. Would you like to receive my free newsletter?
P: Alright.
JG: Great. You’re going to love it. I’ll send you my current issue today, I just need to get your email address.
P: It’s SueMyers@hotmail.com
JG: Wonderful. I want you to know that your privacy is very important to me. I will never rent or sell your email address. We’re almost done. I just need to know, so I can provide you with the information that is right for you, what your goal is. Do you want to lose weight or get in better shape for a special event like a wedding or are you just interested in improving your health?
P: Well, I’m a little overweight and want to get back into my size 8 jeans.
JG: okay, so weight loss is your primary goal?
P: Yes.
JG: Okay, I can certainly help you with that. I’m a certified personal trainer specializing in weight loss for women. What is your age, Sue?
P: I’m 38
JG: Okay, I offer individual and group training, I’ll send you information on both. Is there a friend or family member who may be interested in training with you?
P: I don’t know. I’m not sure if I want to do that.
JG: No problem. It’s your choice. I’ll send you information on both services and we can talk about that later. The last bit of information I need is just to know what your schedule is like because I offer some discounts for clients who train with me during off-peak hours. What kind of work do you do?
P: I raise 3 children.
JG: Wow. That’s a lot of work. Fitness training is a great way to get a break from the kids and relieve the day’s stress, not to mention all the weight loss benefits. You’ll feel better, have more confidence and more energy. Okay, well unless you have any other questions, that’s all I need from you for now. I’ll get this information packet in the mail to you today. After you take a look at it, please call me with any questions or to schedule your free fitness consultation, okay?
P: Okay.
JG: Thanks for calling, Sue. Have a wonderful day.
Now, you should put together a complete information packet for Sue that contains everything she needs to make a buying decision and get it in the mail TODAY.
Then what?
Follow-up with a personal phone call not more than one week later. Try to close her again on the fitness consultation.
If you still can’t get her to come in for the consult, then what do you do?
STAY IN TOUCH, BUILD RAPPORT, DEVELOP THE RELATIONSHIP.
90% of people inquiring about a solution end up buying something to satisfy that need within one year. Most buy from the last company/person they heard from just prior to making the purchase. If you fail to stay in touch, you will fail to close the sale and your time, money and efforts will have been wasted.
Obviously, this is just one of many different scenarios for incoming phone calls. You should brainstorm each and every possible scenario and have a script for each. Scripts should be kept in a 3-ring binder right by the phone so they can be easily and quickly referred to.
Successful businesses do NOT wing it. They follow specific, tested and proven marketing SYSTEMS.
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