I Picked Up My Phone and Money Came Out

In our little Web 2.0 giddy world, I realize that talking about something as old as the telephone is probably not sexy.

Trust me, I have no hopes that this is going to make it to the front page of Digg.com.

But yesterday, I was reminded how much human dimension is removed from sales transactions when you’re selling stuff from your website or via email.

And it got me to thinking just how much potential business internet entrepreneurs scare away because they’re too busy “automating everything.”

Listening and Talking Sell

Just yesterday I had the opportunity to talk with a prospective customer in one of my businesses.

He left me a message saying he had a question… so I called him back. I guess his question was, “I need to make sure I can get the product soon because I have a time deadline.”

Simple enough right?

If he had asked that question via email, I would have given him my best answer. It probably would have taken me about 40 seconds to write the email.

But if I had done that, I might be out of a sale. I really don’t know if he would have ordered or not. He probably would have, but I can’t be 100% sure.

Either way, I know that without that phone call, I would definitely be out of a new relationship… one that, in the future, could be worth many sales.

A RELATIONSHIP from ONE Phone Call?

Can it be so?

Can you really build a relationship with a stranger in one phone call?

The purpose of the phone call I’m highlighting was for the guy to get the answer he needed.

But in the end, that was only a small part of the call.

In fact, even on the phone, his question would have probably taken a total of 60 seconds. 1 minute to ask a question and get an answer.

But according to my phone, the call lasted 9 minutes.

So what happened the rest of the time?

He talked, I listened…

I talked, he listened….

And at the end of the call, he placed an order.

In my opinion, that one phone call built more of a relationship than 400 “tweets” that no one has time to read on Twitter®

I’ll take quality over quantity any day.

The New Positioning: BE REAL

Is helping people ever a bad way to position yourself?

Maybe it used to be.

I know there are people out there telling you to never answer your phone, be hard to get, all in an effort to “position yourself.”

I guess that’s supposed to show other people you’re important.

I used to listen to those people. Not one of my brighter moments, but hey, we’re all learning.

But I think the days of using those types of “marketing tactics” are coming to a close.

Personally, I think a lot of folks (especially folks my age) aren’t impressed by “importance,” by degrees, or by money. We’re all just people now.

I’m sure people have built entire businesses controlling their perception in the marketplace, but I have a simpler idea:

BE REAL

Then you can throw out the books on positioning and just get to work.

Customer Service as a PROFIT Center

How about viewing talking to prospects and customers in real time (aka customer service) as a possible profit center, not as a line item expense?

That means you have to divulge your phone number. And you have to actually pick up your phone, or at least return your messages.

But how can you make money by doing this? How can you make customer service accountable for more investment of your time and resources?

Making Service Pay

You wouldn’t outsource your company’s money making activities would you?

Maybe that would be right for some, but in my experience, most internet entrepreneurs stay pretty close to their sales and marketing operations – the stuff that generates the dough.

So would you outsource “customer service” if it was a profit center?

Maybe not.

Here are some ideas to get you thinking about how to turn “service” in profits:

1. Stop viewing customers as a hassle and start viewing them as people who are bringing possible opportunities to deliver value and sell.
2. Be faster. How quickly can you respond? Does it look good or bad for you to respond to your customer calls in a week or two? Whenever I do that I feel just plain dumb.
3. Make sure your customer service person is a SALES person. And a good one. Someone who can turn problems into sales AND help someone at the same time.
4. Customer service is not transactional. The job of the company representative is not to be an order taker and get the caller off the phone as quickly as possible. His job is to be a professional.

Okay, time to put my money where my mouth is.

Folks, my phone number is 928-255-5328. I might not be able to pick it up when you call, but I’ll definitely call you back.

Related posts:

1. Where’d We Get the Money Guilt?
2. (Real Stats) Making Social Media Pay
3. Cancellation Hell
4. Stop Following the Herd: Double Opt-In is Crazy