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What Does Your Telephone Say About You?

By: BIG Mike McDaniel

What Does Your Telephone Say
About You When You Are Away?

Your Small Business Image
can be Shattered by Your Phone

by BIG Mike McDaniel

Business to Business relationships come to
expect a certain level of professionalism,
from the first telephone call to the
final delivery.

Your business can be on the Really Big
500 list, employ only a handful of people,
or be a business of one but what is said
by that business to other business customers
will reflect the personality of that business.
It can be a PR boost or a PR blowout.

Have you called the telephone company or
your long distance provider lately? Chances
are you will get a machine telling you to”
listen closely because the menus have changed”
(as if they know you called last year).
When you do listen closely, chances are there
is not a choice on the menu that sounds like
the reason you called. Worse, you could choose
a selection and be directed to an area
that does not answer with no way to get
back to real people. What does that
say about the company? Terrible impression.
Only the company’s bean counters will
argue that all that “select and press”
boogie-woogie is good for the company.

Word of mouth is faster and cheaper than
any other form of advertising, and very
widespread. Have you talked with anyone
that thinks voice mail menus are nifty?

Same if you have to call an insurance
company, or credit card company. Now, it
seems, more and more calls are greeted
with the “all our agents are busy, please
hold” message. Can you imagine how that
one got started? “Look, Herb, if we
put the main line on voice mail, we
can trim our customer support staff in
half, just have the machine say ‘everyone
is busy helping other customers’, we
can save really big bucks!” Not much for
PR is it? Even worse if they ditch the
800 number and make you pay for the call.

For years I have told my clients to look
to the big boys to see how they do things.
Now I hedge my advice, by pointing them
at the big boys that are doing it right,
because so many have made more than one
wrong turn on the road to a professional,
caring image.

The telephone is only one part of the
puzzle, but one of the most important parts.
I tell my clients with small to mid
size businesses to call the office from
time to time to see how the phone is
answered. I cannot count the number of
times I have had to ask to person answering
the phone to repeat the mesh of words
that just flew by. Hundreds of times
I have been ka-thudded on hold with
not so much as a “Hang on Bub!” It is
true, you can hear a smile on the other
end of the phone. You can also hea....[MORE]

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