With the economy in a downturn, the Dow Jones losing steam and fuel prices at an all time high, small business owners must seek efficient and effective ways to maximize their bottom line. What many don't consider is that every telephone call coming into their business is potentially worth CASH. Not paying acute attention to each call may result in potential sales left on the table. How can you turn your customer calls into cash? Consider applying the following guidelines:



1. Create an exceptional first impression that leaves them WOWed and boosts your image, every time. Image is EVERYTHING! To that end, you should not be answering your own phone. You do not want to be too available. Select unavailability reads "in demand". We all (even customers) want what's in demand as it helps us validate our choices. The experience your customers have when they reach out to you will instantly and permanently shape their view of your company and its ability to perform. A single misstep can translate into lost revenue. The end benefit of being WOWed: your customers feel comfortable working with your company and referring you to everyone.

2. Sweat the "small stuff" and create a Ritz Carlton customer experience. The Ritz Carlton's standard of service is what sets the hotel chain apart from its competitors and establishes it as a world-renowned leader in customer satisfaction; a position any company in any industry can aspire to achieve. The Ritz Carlton's "Three Steps Of Service" simply translated here, are all easily employed in your telephone communications and are sure to inspire confidence:

A. A warm and sincere greeting. Use the customer's name. "Good morning, Mr. Jones." B. Anticipation and fulfillment of each customer's needs. "Is there someone else here who may help you?" C. Fond farewell. Give a warm good-bye and use the customer's name. "Your are welcome, Ms. O'Neil. It's my pleasure. Thank you for calling and have a good day."

Continually delivering a level of service and professionalism above and beyond expectations will set you apart from your competition as well.

3. Make each call count and keep them out of voicemail. More than 60% of customers report anger and frustration using an automated system. Once left to navigate the voicemail maze, it's easy for a customer to think he or she is not getting the immediate service and attention they deserved. Arm your front line to maximize and capitalize on every call by scheduling appointments. A scheduled appointment makes your customer feel he or she is soon to receive the desired attention they seek.

4. Your receptionist should be helping you increase your productivity. The person answering your calls must be fluent in your business language. Recognizing those calls requiring immediate attention while messaging less urgent ones will keep you focused on your genius. By having a gatekeeper, you also don't have to engage in a full conversation. A well-trained receptionist can screen calls, relay messages and schedule appointments to help keep you focused.

5. Create an automatic follow-up plan including appointment confirmations. If you are not confirming your appointments you are missing out on an opportunity to ensure that people don't miss appointments and to boost your image. Perception IS reality. An automatic follow-up call says you are as big and professional as any company with an on-site personal assistant.

Make each call count. Working smart during these challenging times will mean more money in your pocket.

Copyright (c) 2008 Victor Mataraso