Who will get to the phone first?!

Communication today is easier than it’s ever been and yet it is still the biggest area where all too many businesses fail; big time. And it is costing those businesses a great deal of future business and, more importantly, profit!

If you are dealing with a customer and they are waiting on something, and it doesn’t matter what that something is, you must contact them before they contact you. If your customer makes contact first you risk damaging your relationship with them and the amount of future business you get from them and the people they know. And don’t think that providing a great service or product makes up for bad communication because it doesn’t. Great service or product is a given.

This week I’ve come across two examples of bad communication from businesses that will affect their future business.

First is a case of a business returning to put right a small problem with some work they had done. Nothing major at all; maybe thirty minutes work and no real cost. But despite promising to return do the work it took a great deal of chasing by phone and email to actually get the company to turn up. The customer was just left not knowing if the work would be done or not and started to look elsewhere to get it done.

The second case was just a matter of being kept up-to-date with a situation. Again nothing major in itself, but the customer was asking for updates and not getting any. A simple “there’s no new information at the moment” would have been so much better than having a customer think that they had been forgotten.

As I say, both of these cases will cost the businesses concerned future business. In one case all possible future work, as the job had a problem and it took a great deal of effort to get it put right. The person concerned not only won’t be using them again, but, worse still, they won’t refer them to anybody else.

In the other example the person concerned now has a doubt in their mind. They will use the business again but they will be more cautious next time and, until they are completely happy again with the service, they won’t refer them.

Both these businesses have lost potential business through poor communication. And, in today’s world of phone, text and email that is just crazy!

So, who should you have got in touch with? Make that call before whoever it is can call you. Do you have a procedure in place for customer communication? What are your rules for ‘Follow Up’?

Better communication will improve your sales in the long term; all you need to do is make that call!

Author: David Wimblett

Business Mentor helping SMEs build their businesses by finding exactly the right customers that are perfect for them. Started my first business as a 21 year old. Live in Chilworth, Guildford, Surrey with my wife. We have four grown-up sons. Author of 'The 10 Year Breakfast' and 'BNI: One Bite at a Time'.

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