Say hello to happier customers

From: http://www.bizjournals.com/sacramento/stories/1997/02/03/smallb10.html

Friday, January 31, 1997

Say hello to happier customers
Sacramento Business Journal - by Bill Gallagher

We've been looking at a lot of miscellaneous no-cost and low-cost marketing tips. Here are some more. They deal with how you say hello and goodbye, in person and on the telephone.

When someone comes into your store or office, what do you or your staff say? Instead of "Can I help you?" try out something like, "Hi, have you ever been in our store or used our services before?" or "Good morning, are you a current client?"

No matter what they say, you respond with, "Great! Did you know that this week we have a special on ...?" Answer. "Would you like some information on that?"

On the telephone you might use, "Hello, this is Mary with Acme Construction, where you can always get what you really want." (This last phrase is Acme's slogan. It appears everywhere, on its stationery, on its invoices, everywhere.)

You continue, "Are you a current customer?" Following the answer, you say, "Great! Did you know that this month we have a special on ...? Answer. "Would you like some information on that?"

When you end the conversation, say something like: "I hope to see you soon." Avoid "Have a nice day." While it's a pleasant message, overuse has made it ring hollow to most of us.

Now there are many exceptions to these suggestions, I know, but I'm sure that you get my drift. The idea is to be helpful and, most importantly, original. With a new, fresh approach you'll be much more likely to be heard.

Overall, your firm's general phone demeanor is critical. No matter what words are used, if they sound like, "Wadda ya want?" you're in trouble. I ask clients to put a small mirror near the base of the phone so that they can see how they look. Add some red colored tape or lipstick to the mirror in the shape of a smile. This reminds them to smile while answering the phone. That smile can be heard.

Try smiling, turn to someone else or to the mirror and say something negative and nasty. It just doesn't work out, does it? Go ahead, try it.

How neat and tidy are you and your delivery people? For many firms, the delivery person is the primary contact person with customers. His or her appearance is often overlooked, but critical. Most of us think that if you're that way with your truck, car, briefcase or dress, you're likely to be that way with us.

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.