Their phone went dead!

I rang a prospective new supplier today – at 9.37am. After ringing for ages the phone suddenly went dead. Maybe they weren’t open yet, I thought. I rang again, this time at 10.52am. Again the phone rang and rang and rang. Again it suddenly went dead. Did I try a third time? No!

That company lost what could have been a huge amount of business for them. Why? Well, for any number of reasons. Their phone is left unattended for hours. When it’s not answered it just goes dead; not even a boring answerphone message. At least with an answerphone message I would have known the business still existed. There’s lack of customer care. Lack of organisation. Lack of thought. I could go on. What’s certain is that nothing is saying we really value your business.

So do you know what happens when someone calls your business? Is the phone always answered? How many times does it ring before it’s answered? What is said when it is answered? A bored ‘Hello’ or a helpful ‘How can I help you?’

You could be spending a great deal of money on advertising only for it to be wasted by how your phone is being (or not being) answered.

Why not run a little test? Ring your office the moment it opens, then again half-way through the morning, again just before lunch, during lunch, just after lunch, half-way through the afternoon and lastly just as you are about to close (but not all on the same day). You might be surprised at the results.

I know of a company where the receptionist wore headphones; no one heard the phone ring and no one knew she often didn’t answer it when it did.

In my business the aim is to answer the phone within three rings (by the office staff). Should the phone ring more than three times then the person nearest a phone picks it up. It doesn’t matter who that member of staff is as they have all been trained on the best way to answer a 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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