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Why Do You Spend Money To Lose Clients?

Posted by Wes Schaeffer | Nov 20, 2018 12:37:00 PM

When it comes to growing your business everything matters.



This includes how you and your staff answer the phone.

Yeah, I know. Crazy. I mean, with bots and artificial intelligence and virtual assistants and phone trees and marketing automation, who actually calls anymore, huh?

The reality is we live in a crowded, noisy, over-connected world.

Whereas in the past the salesperson was the keeper of the information, now we're the ones who reassure our prospects that they are making the right decision.

We're giving our prospects the confidence to move forward.

We're helping them sort, sift, and separate their options (while we're sorting, sifting, and separating our prospects...but that's a topic for another post on prospecting.)


Business success is really simple when you understand that your ideal prospects do not buy from  you for one of only two reasons:

  1. They don't know who you are.
  2. They do know who you are.

I'll address effective marketing techniques elsewhere. Let's focus on #2.

Sidebar: Barbara Khozam is a customer service expert and she lays out how to grow your sales with great customer service during her interview with me on The Sales Podcast.

Nothing is worse than spending money on advertising, PPC, SEO, direct mail, etc. to generate interest in a lead only to scare that person away forever because your staff has the phone skills, manners and etiquette of Archie Bunker going off on Democrats.

Not only will that prospect NOT do business with you, they will tell 7-35 other people how rude or indifferent your staff was when they called, which means you lose all of their business as well as any repeat business they may normally do with you.

Spending money to have people not do business with you is a sure way to go out of business sooner rather than later.

You must script the entire prospect / client / user experience from the first exposure of your business to your prospect to the 10th time they buy from you.

How To Control Every Sale

Assuming you have advertising and marketing in place you can get 10% to 300% more business from your current efforts by scripting, measuring and adjusting the phone answering process your people follow. This includes:

  1. How many rings before they answer.
  2. Having a live human being actually answer the phone.
  3. The first words that exist their lips.
  4. The enthusiasm (or concern) with which they utter those words.
  5. The speed at which they utter those words.
  6. The clarity with which they utter those words.
  7. How they conclude those opening words.
    1. With a statement. "This is the Search Engine Ninja."
    2. With a question. "This is the Search Engine Ninja. Are you calling about local, regional or national search engine optimization assistance today?"
  8. They pay scale and motivation of the person answering the phone. (One of my clients entrusted a $10,000 sale to a receptionist making $22,000 a year. Sales when up 467% when she was given a list of disqualifying questions then turned the caller over to the Director once she had a qualified prospect on the line.)

Cliches exist because they are based in truth and experience.

You do only get one chance to make a first impression."

How good is your first impression marketing?

Have you ever tested your assumptions?

When was the last time you hired a secret shopper to confirm your assumptions?

When was the last time you had a professional sales and marketing educator work with you to confirm you and your staff are exquisite in this area?

See what I mean when I say everything matters?

If you need more help growing your sales, check out the following resources scattered around this site and a few others I operate, such as:

Good Selling,

Topics: Small Business Marketing, SEO, Professional Development, Customer Service, Digital Marketing, Sales Training

Written by Wes Schaeffer

Wes and his wife just celebrated their 25th wedding anniversary. They have seven kids, which means Wes is motivated to find what works and help you apply it to grow your sales so he can buy diapers, groceries, braces...and bourbon.

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