Madonna sang about expressing yourself in 1989 as did NWA and Labyrinth. It’s a popular theme.
But what happens if some else is expressing you, your business? When and how you want to be portrayed, viewed and recalled is being expressed by someone else?
In business, creating the first impression in just three seconds virtually or seven seconds face to face is critical. But who is creating that first impression of your business?
If it is you, then good job! But if it is not you, there is the potential for missed opportunity.
Take the established law firm investing in SEO with a new website and proud of their LinkedIn posts, created by a very exclusive marketing firm. The combined posts, blog and searches had seen increased web traffic, and higher click throughs but to date, little conversion. Today a new prospect, Mr Adams is about to call. He has viewed the site and seen the LinkedIn posts and is interested in having them in his corner.
A frazzled, breathless receptionist interrupts the answer phone and answers eventually, “Hello, Bill, Bull and Blythe, thank you for calling Bill Bull and Blythe, how may I help you?”
The prospect asks to speak with Mr Bill, creator of the LinkedIn post.
“Mr Bull,” replies the frazzled receptionist, “Mr Bull is in meetings all day, he is very busy, he has a twenty minute gap at 2pm if would you like to call back then? Thank you, bye!”
The call ends. No name, number or reason for call noted. Nothing!
The prospect does not call back. The opportunity has gone, vanished, flown. In fact Mr Adams is on google, looking for another number, ready to phone a direct competitor of Bill, Bull and Blythe.
When the prospect contacts your firm they are almost ready to commit. At 60% through the buying cycle, they have done their homework, checked you and the company out and have a feel for what you offer.
When they contact you, the response needs to be extraordinary, outstanding and delight your future clients.
The prospect called Sid, Slaw and Slack. The call answered in two rings, “Good morning! Thank you for calling Sid, Slaw and Slack, Sophie here, how may I help you today?” Sophie listened to the request to speak with a senior partner. The reply, “Absolutely, Mr Adams! Would it be ok if I took your contact details, email a test message whilst you are on the line and then ask a senior partner to call you straight back, certainly within the next ten minutes?”
This receptionist was noting the prospect’s details, striking up a conversation about their location, building a little rapport, thanking him for calling Sid, Slaw and Slack then asking “What else can I do for you, Mr Adams?”
Mr Adams received a call with ten minutes, a Zoom was scheduled for later that week and Mr Adams became a life-long client. Most calls to this firm result in business.
However slick your CRM, sales process and marketing may be. However on point your content, powerful your testimonials or great your offering, even with the slickest sales team, if all your people are not reflecting your business as you would like it expressed, opportunity is being missed.
When working with organisations to increase sales and create happier customers, the first thing is to note its service. Delivering sales opportunity to a company unable to serve will not deliver a long-term return on investment. Service first, every single person in your organisation expressing how proud they are to be a part of the company and how excited they are to nurture relationships with new people.
Sell more, put service first!