You answer the phone one day and find out that the caller dialed the wrong number. How do you answer?
Like most people, you’ll probably say, “Oh, sorry, you got the wrong number” and then hang up. Next time, consider taking the opportunity to do a quick launch for your business. No “hard sell”; enough to plant a seed in the caller’s mind.
One morning, a woman called to place an order on behalf of her company. I quickly realized I had the wrong number, but instead of just hanging up, I used the time to promote my services and those of my clients. The conversation went something like this:
TF: I think you have the wrong number, but if you can use some writing services I can probably help you. What kind of marketing do you do?
Caller: We advertise in magazines and have a website. But we do it at home.
I market to my clients and partners whenever possible, so I did some more research.
TF: Do you need office furniture?
Caller (laughing): I’m not allowed to buy that.
TF: What about web services, e-commerce sites and such?
Caller: We do it internally, but we are always looking for new sources..
So I mentioned a company I work with and provided their web address. I then discussed my business and provided my name and number. The entire conversation took only a couple of moments.
The point is that a call that would have otherwise gone nowhere can turn into a soft sales pitch.
Some points to keep in mind:
1. Be brief. The caller is involved in some project and cannot spend much time on the phone. Keep the conversation under two minutes. You can cover a lot of ground in that time.
2. Ask an open question that stimulates discussion. It suits your business, of course, but it can be something like this:
What banking services do you use now?
What are some of your concerns regarding your health insurance program?
Why did you choose your current courier service?
What kind of shape is your parking lot in?
3. Try to refer clients or partner firms. You may not be able to meet the caller’s needs, but one of your customers can. Ask a couple of questions that will determine if you can recommend the business. See yourself as a solution provider, regardless of whether you receive a direct benefit.
4. Provide a quick review of your services and be sure to provide your name and contact information. Remember, the caller ran into you by accident and does not have your name or number.
5. Thank the caller for their time and move on.
It is impossible to say if you will ever hear from that company again. Still, the conversation took perhaps two minutes of his time. What do you have to lose? She would normally just hang up the phone. Instead, she used the opening to promote his business and, in the process, potentially help another business solve a problem. It can be a win-win situation for both of you. All it takes is the foresight to spot the opportunity when it calls.
Empower your people, particularly front-desk and administrative staff, to answer these calls in a new way. (You can also use this tactic when scoring poorly.) Who knows where that call may one day lead?
