Archive for April 2013
Ok, so maybe not literally 3 seconds, but it’s close. Your customers or potentials are bombarded with thousands of messages everyday and let’s face it, they’re overwhelmed. Today’s information sharing age is rigorous and shows no signs of slowing. Forget about reading, people are glancing at things and you only have seconds to make a good impression…to send the right message.
So, when it’s your turn in front of the masses, let’s say your webpage or article pulls up in a Google search, there are a few things to keep in mind that may help turn a click into a client…
1. Trade places with your audience. Everything you create for your business, your brand, sends a message. From the logo to the content, your brand message should be designed to tell your story in a way that highlights your abilities and plays to your audience. Take the time to look at your message from their perspective and perhaps you may find that the problem isn’t a lack of interest but a confusion over what it is you do and your ability to solve their problem. Ask for feedback from them or others you trust and focus on creating customer centric messages that will resonate with them.
2. Keep it easy peasy. Keep your message simple and natural. If they have to ask you to explain it, you’re talking over them and it’s not going to work. Your primary goal is to put people at ease, so they don’t feel like their being sold to. People buy from those they relate with, and using familiar words is a good way to start the conversation.
3. Write good stuff. A big part of the message you send will center around the content you create. Whether you’re blogging, working the social media circuit, or updating your landing pages, useful information delivered in a consistent manner in the right places sends all the right messages to your audience and they will look to you for answers.
Ultimately, when developing your brand’s message, a good place to start is, ironically, at the end. You have to know where you want to go before you start the car, right? So keeping your end goal in mind as you work through the process of creating the right message for your audience will help you determine the actions needed to get you where you want to go.
The truth is, as a business owner, regardless of the industry you’re in, you are first and foremost in the people business. It’s those people you encounter, be it in person or through social media, that you hope to win over and turn into lifelong clients. Business is very much people business and many of us fail, not at providing solutions, but at our inability to provide a great client experience after the sale. People business is about service and a good way to get and stay ahead of the game is right at your fingertips…your client calls.
Whether your client is calling you with a question or you are reaching out to them, setting your self apart from the rest can be as simple as following these three simple reminders:
1. Set expectations. Do me a favor. Call yourself at work, right now, and let it go to voicemail. What does your greeting say? Standard message..company name, leave a message, have a good day? Well, I challenge you to change this greeting today and everyday going forward. Try this…
Hello and thanks for calling ABC Company. You have reached Jane Doe. Today is Friday, April 5th, and I am in the office today but have either stepped away or am on the other line. Please leave a message and I’ll return your call before the end of the business day. Thank you
This does two things. First, it alerts callers to the fact that you are accessible today. Secondly, it reassures them that they can expect a return call before the day is out. And that’s comforting. There is nothing more frustrating for a client than to keep calling and leaving messages only to find out you’re out-of-town. If you are out of the office, say it and the days you’re out. Take 30 seconds each morning to do this and see what a difference it makes.
2. Use your voicemail We all promise our clients that we’ll be available to them. But the reality is, you can’t take every call. In fact, you shouldn’t pick up every call, even if you’re sitting right at your desk. Letting calls roll to voicemail, believe it or not, has its advantages. First, it helps you stay focused on your current task. It only takes one conversation to derail you. Secondly, it gives the client an opportunity to leave a message with insight into what’s going on and gives you time to do a little research. If there is a problem or even an opportunity, you have time to gather your thoughts. When you call back (before close of business), you have solutions to offer. Preparation equals power. In a Twitter post this week by @AlliPolin, she noted that being responsive does not mean it has to be immediate. Point well made.
3. Call clients first. Nothing replaces regular contact with your clients. Needs change and if you don’t have your finger on the pulse of the situation, someone else is ready and willing to come check for vital signs. This week, I changed financial advisors primarily for this reason. The only call I’ve received from him was after he’d received the notice of transfer. He called every number he had on file. But by then, it was too late. Don’t let the only call you make to your client be the one trying to retain them as a client. Reach out to them first and often so you’ll have a good idea of what’s going on before there’s a problem.
These aren’t earth shattering revelations. They’re simple really. But, the devil is in the detail and you’d be surprised at just how many details get missed.
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