What do my customers hear when they call my business?

An incoming call may be the first and only opportunity to make an impression on a potential customer.  Every caller hangs up with “a lasting impression”.  What impression does your business make? Are callers enthusiastic and excited about the potential of doing business with your organization? Set aside fifteen minutes to focus on this important area of your business. Sometime today, call your main business number and use the checklist below to assess the call.

Does the person answering the phone:

• Use a proper opening to identify the business and make the caller feel welcome?
• Clearly enunciate and speak at a comfortable volume?
• Use positive phrasing?  For example, “I can find the answer for you” is much better than, “I don’t know.”
• Speak at a pace comfortable to the caller?
• Listen and ask clarifying questions?
• Summarize the call?

If necessary, schedule training time to make sure every person who phones your business is consistently greeted in a helpful manner.  If callers regularly reach voice mail, seek online tips to make your message as effective as it can be.  When you’re done, celebrate moving your business forward one small step.

Sue Kinch, president of Fresh Eyes Business services helps small business owners move their businesses forward by providing objective input, affordable services and encouragement.  For more information visit  www.FreshEyes.cc or call (248) 572-4405.

Are my print advertising materials effective?

“Quick, throw together a flyer; we’ll hand it out at the Chamber lunch!” We’ve all done it, an opportunity to get the word out comes along and we throw together a print piece.  CAUTION!  Consider using a professional for all print material.  Professional design and printing is sometimes less expensive than printing flyers in your office. Too many print pieces unintentionally convey unprofessionalism.  If we don’t care enough to create professional advertising material for our own businesses how can potential customers have confidence we’ll take care of them in a professional manner?

If you have a pressing deadline, just love spending money on ink cartridges or are simply wired as a      do-it-yourself kind of person ask yourself the following before creating any print material:

• Will this piece support my marketing plan? (Do you have a marketing plan?)
• Who is the target audience? 
• What do I want them to do after viewing the material?
• Have I communicated compelling benefits so they will take the next step? (Use headlines, subheads and bullets.  Too often benefits are buried in paragraphs of text.)
• Have I given the reader the information they need to take the next step?
• Does the look strengthen my brand and convey professionalism?
• Do the fonts, headlines and content convey the desired feel?
• What is the most cost-effective way to have the material printed?
• How will I measure the return on investment?
• Who can I ask to proof read before sending to print?
• Is contact information complete and accurate?

If you use print material as a strategic part of your marketing plan and they compel people to take action, celebrate!  If not, take 10 minutes to decide what you will do differently for future print projects and celebrate moving your business one step forward. 

Sue Kinch, president of Fresh Eyes Business services helps small business owners move their businesses forward by providing objective input, affordable services and encouragement.  For more information visit  www.FreshEyes.cc or call (248) 572-4405.