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The Power Of The Inbound Call

The phone rang persistently in the little shoe store where I was buying a pair of shoes. Finally, after six rings, the clerk at the counter said, "dammit, I'm busy", but grudgingly answered the phone. Guess how he must have sounded to that caller!

This attitudinal error must occur a million times a day in every type of business, as the incoming call "interrupts" the "important" work.

Somehow, you must educate, motivate and staff so that the response to the inbound call is enthusiastic - it's OPPORTUNITY CALLING!

Every inbound call is an opportunity to impress, make a friend, make a sale or upsell.

Inbound Call Management can dramatically improve a business' profits.
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The Power Of A “Stick Procedure”

For years, I've used and preached the importance of following up the sale and delivery of merchandise with a "stick letter" - designed to make the sale all over again and make the sale "stick." (REFERENCE MY BOOK, THE ULTIMATE SALES LETTER). These days, many of my clients employ very sophisticated, complex, multi-step "stick procedures" to reduce refunds - and they are usually highly profitable.
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The Power Of Customer Retention As Marketing

In SUCCESS MAGAZINE, telemarketing consultant George Walther described how U.S. West Cellular's "retention group" had turned keeping customers into an important profit center. It then cost the company about $700.00 to get a new customer, then about 7 months to recover that investment before beginning to reap profits from the relationship. But half of all new customers were dropping out before that "magic" 7th month. Analysis revealed that cutting the monthly cancellation rate by just 1/10th-of-1% would add one million dollars to the bottom-line. An elite taskforce, "The Retention Team", was created to place Welcome Calls to new customers, to explain their first bills to them, and respond to customers who wanted to cancel service. Retention group soldiers are paid bonuses on 'saves'.
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The Power Of Congruent Customer Service

As I'm writing this, I'm particularly peeved about a jewelry store in Phoenix (Weisfields). Last year, for Christmas, I bought matching Tag Huer watches for Carla and myself there. Not a cheap purchase. On my last trip, I dropped mine on the carpet and the band broke. Carla took it in and was treated as a nuisance.....told it'll take 4 to 6 weeks to get it repaired and that she'd probably do better handling it with the manufacturer herself. If you buy a Timex at Walgreens, that kind of non-customer service would be expected and accepted. But when you buy two very expensive watches from a jeweler, that is NOT the kind of service that should exist. (It's also incredibly dumb to tee off a customer like this right before the holiday shopping season.)

The result is that I'll spend money elsewhere this year and every year thereafter, will never spend another dime there, and will give them lots of negative word-of-mouth advertising, just as I'm doing here.

Different levels of customer service are required for different businesses, different clientele, and the differing expectations established through a business' positioning, advertising, marketing and pricing. Lots of advertising dollars are wasted if not supported by congruent customer service.
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The Negative Power Of The

Sales Prevention Department
In every business, small or large, there is an inherent struggle between "operations" and "sales", and far too often "operations" win.
the correct process is, all operational issues and staff preferences aside, what is the best thing to do to maximize sales - then it is "operations"' job to figure out how to support that approach.
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The Power Of Checking On Yourself

Periodically call your own office phone, your order-taking service, your stores, etc. and "play customer/prospect".
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www.glazerkennedywebstore.com

The Power Of Being In Touch With The Customer

As a business grows, it's easy (and hazardous) for you to get distanced from the customers. I think you should read your "white mail" (customer correspondence) at least a few times every month, get on the phone or face-to-face with customers at least several times a month, and work on the front lines of your business at least one out of every 90 days.

The CEO of a restaurant chain, for example, ought to get into one of those restaurants and seat people, wait on tables, and bus tables every once in a while.
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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com