I recently shared how to ‘post-actively deal’ with rejection. But all-too-often you hit ‘customer rejection’ during their intial phone call! (This happens before you can pre-inspect the house or turn in a commercial proposal.) So you must…
Treat each phone call like the golden opportunity it is!
Here’s the problem. We can all get complacent (slamming down the phone) while yelling: “GRRRRR! Another stinking price-shopper!”
NOTE: I tell every SFS Training session: “The vast majority of callers who ask ‘How much do you charge?’ it is because they don’t know what else to ask!” After all, a prospect calling you for the first time is ‘wary’. (Given our industry’s reputation can you blame them?) And yes, we all crave the ‘Illusion of Control’… even when making the initial phone call asking about a service!
Instead of wearily sighing (“Wow… let me guess. another #*&#!^* price shopper!”) as you reach for the ringing phone I want you to get OCD over every single call from a new prospect! If you doubt me reflect on the fact that…
#1 Every time your phone rings it costs you money! Simply add up your total monthly advertising/marketing budget and then divide by the total number of ‘new inquiry calls’ you receive each month. Your pro-rated cost per call result may slap you in the face!
NOTE #1: One very sharp SFS Training graduate worked his cost per call numbers. He then shared with his next SFS class that his pro-rated call cost was… (wait for it!)… over $80.00 per call! Now that is a motivating number! But this ‘phone plot’ thickens when you consider…
#2 The actual job loss. Fail to ‘convert’ this caller and you may be walking away from 100’s of immediate dollars. (That’s what I loved about the residential side of my company– the virtually instantaneous cash inflow!) Now also meditate on your…
#3 Downstream income loss! Far too many carpet cleaners are only focused on getting a one-time job. (Given that $80.00 ‘call acquisition cost’ in the NOTE above this is VERY short-sighted!) You, on the other hand, will be obsessed with developing a loyal recurring client and to get there you MUST ‘convert’ the initial call! STILL not convinced on the need to never ‘blow off’ another caller? Then examine…
#4 The terrible price you pay by not making a Cheerleader! What’s a Cheerleader? A delighted client who has been so impressed by your Value Added Service they sing your praises from the rooftops (and even better online!) to everyone they meet!
NOTE #2: I tell every SFS Training Event that IF your Critical Mass Business can consistently create Customer Cheerleaders (without you having to be there 24-7) then you’ll sell your company for a ton of money! OR even better… why sell out? Instead, keep your ‘smoothly running cash flow machine’ to finance your luxurious retirement! Then let your heirs either keep your Critical mass Business or sell it- either way you’ll be leaving your kids a very valuable asset! (Sound good? Then quit burning the years and GET STARTED NOW!
So now you have the WHY of ‘converting’ understandably suspicious callers into loyal clients. (And hopefully into ecstatic online Cheerleaders!) Maybe we should focus real soon on the HOW of ‘converting’ a phone caller!
Steve