A Truth that may Shock You
As you plan strategies for growing your business, consider this shocking irony of marketing. The people and organizations that need your services the most are often the last ones you should be targeting. For example, people who live paycheck to paycheck would benefit by engaging a professional financial planner. Unfortunately, they may be financially strapped because they choose to buy lottery tickets instead of putting that same money into an RSP. As a financial planner, you'd be better off targeting higher net-worth individuals who use financial planners; focusing those who sense they are not getting enough attention from their current planner. That's why - when you're talking with an ideal potential client - less of your message needs to be about your product and service benefits. And more of your message should be focused on what makes your services different than others in your industry.
Can I Speak with the Manager?
As a manager who sometimes deals directly with customers, are you too popular? Do customers, phoning with minor questions, often ask to speak with you directly - even though your frontline staff could take care of them? While it's flattering to be in demand as a manager or business owner, it's a poor allocation of resources. The challenge is how to get your customers to willingly opt to deal with frontline employees. My suggestion - have the employee say to the caller, 'Pat isn't available right now. If you'd like to leave a message she typically returns calls at the end of the day. Or perhaps there's something I can help you with right now?' Also a tip from my call centre seminars - ensure the employee enunciates (crispens consonants and rounds-out vowels) and speaks with a slightly lower pitch. That way, customers sense they're already dealing with an intelligent competent person.
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