Catch them here or risk losing them forever

If you are set up like most businesses, the telephone will be one of the most common ways that prospects initiate contact with you. Typically a prospect will find your telephone number through an ad or by word of mouth and then call to inquire about your products or services, pricing, opening hours and so on.

Given that callers are essentially raising their hand to say they are interested in doing business, it is astounding how little thought most business owners give to how their business is presented on the telephone – and how little is done to capture these callers and convert them into paying customers.

Planning what to say when a prospect calls – and creating a basic script to ensure that your message is consistent – is such a powerful strategy that you could literally double your business for zero cost and very little effort.

Do the math. If you get 100 telephone enquires per week and you currently convert 2 of those callers into customers, your conversion rate is 2%. Implementing even a basic script could raise your conversion rate to 4% – doubling the amount of business that flows via the telephone.

Here’s what you can do today to knock your telephone conversions out of the park.

First you need to review how you currently handle telephone inquiries. If you are the person that usually answers the phone sit down and think about what you say. Better yet, use a tape recorder to record yourself during the next few telephone inquiries.

If you have staff members answer the telephone then go outside your premises and call your business telephone number from your mobile. Ask a typical question and listen to the way the staff member deals with you.

Once you’ve taken stock of how your business currently handles telephone inquiries it is time to sit down and ask yourself the following questions:

• Am I friendly, courteous and helpful to callers? And is the image I project congruent with the overall image of my business?
• How can I communicate the unique benefits of my products or services to callers – in a natural, conversational way?
• What discounts, bundles or event based offers can I make on the spot that will be irresistible to the caller?

Convert your answers to the above questions into a simple script that you can use on all new callers. Instruct your staff members on how to use the script and talk about the image you would like to convey.

Then, stand back and watch you telephone conversion rate skyrocket!