Only two months ago, we were all heading for cover…uncertain of what the future held for us, our families, colleagues, and businesses. So we all did what we were told! And thankfully now Australia is starting to resurface from the crisis. While we still have a way to go, helplessness has turned into hopefulness and there is a general air of confidence and positivity about. Business is starting to pick up as the government stimuli roll out and the cash starts to flow again.
For most businesses, this means enquiries are starting to roll in.
Now your mission is to convert these enquiries.
If you are a business owner you will know how much it costs in money, time, and resources to entice new customers.
From an updated website, endless search engine optimisation, professional networking fees which can add up to many thousands of dollars per year, media advertising…the list goes on and on. It can sometimes feel as if you’re filling a bottomless pit with your marketing dollars and getting nowhere.
So when you do see some return on your hard investment as enquiries start to happen, you know you’re getting closer to striking gold! Do you and your team know what to do next…how to turn those valuable enquiries into customers? In fact, have you ever considered what your customers experience when they first contact your business?
Is your team making a positive enough impression to help steer the conversation and convert those hard-earned enquiry calls?
Research suggests that the customer perception of your business is based on the impression formed within the first 3 seconds. For your customer, this becomes their reality and will determine whether, or not, they choose to do business with you…or your competitor. One thing’s for certain, if you don’t look after these valuable enquiries, they will find someone who DOES.
So, how can you build rapport and instill trust in your potential customers to make YOUR business the obvious choice?
There are three simple things you and your team can do that will convert more enquiries into profit.
- STOP AND SMILE
Before you answer the phone, STOP what you’re doing and SMILE. Show in your voice tone that you’re genuinely pleased to hear from your potential customer and interested in them and their enquiry. If you attempt to multitask while answering the phone, your caller will hear that that distraction in your voice and perceive you as disinterested or bored. Imagine you are opening your front door to a good friend and inviting them in for coffee. Be fully present when you pickup the phone or greet a customer at the counter. This is their first impression and you’ll only get one chance, so make it positive. - SHOW INTEREST
Recent research has shown top of the list of things that turn customers off are; a/no interest being shown and b/not enough questions being asked. Your customer’s initial enquiry is your cue. Listen well to discover their needs and ask the appropriate questions to steer the conversation and make it as effortless as you can for your potential customer. This is make or break time, so be as helpful as you can. This is the time to build rapport so your potential customer will start to trust you. People buy from people they trust. They also have more confidence in people they trust, so interactions will be much smoother and stress free once trust is established. - MAKE IT EASY
Your potential customer may be expressing interest in taking the relationship further during that initial phone call and they just want you to make it easy for them. Offer to follow up by email or mail (their preference) with some information or a free sample. This is also a great way to get their details so you can follow up later. Offer to help by recommending a product or service that suits their needs, an appointment, or a free consultation. This is not selling…it’s service! People don’t like being sold to but always will respond positively to great customer service. You may be thinking that you don’t like to appear pushy. And customers don’t like pushy either…but it’s all in the delivery – if you maintain a smile and a helpful attitude, you will come across as genuinely wanting to help. And that is the most attract-ive thing a customer can experience. Make it easy for your customers to do business with you.
Remember that potential customers will often send out a few enquiries to get a feel for who they want to do business with – which business cares most about them and their needs and which business necessitates the least effort for them…who they can trust.
Statistics show that only 9% of customers are interested in price only…and a massive 67% are more interested in your attitude towards them.
So show your potential customers that you care and you will reap the rewards.
And remember that if your product or service is not for them, you want them to be so impressed they’ll tell their friends about their great experience…and that’s the most cost effective form of marketing you’ll ever do.
The businesses that take action to make an impressive first impression every time will be the ones that convert more enquiries.
It can be immensely beneficial to see your businesses through the eyes of your customers by making a few phone calls or visits to your business…or engaging a mystery shopper to do this for you. We can help you! If you’d like to discuss how else Edge can help shape your customer experience for the better, contact us now for a chat.
