So, you’ve invested a fair amount of time, effort and money to attract visitors to your website – what now? There’s a good chance that the next step for up to 95% of those visitors is to pick up the telephone and call you.
As potential customers reach the next stage of their sales and marketing journey, have you also invested in training the person that answers the telephone to your prospective clients?
Recently I was on this customer journey. Firstly, I scoured the web for ‘Lawyers in Bournemouth’ and then I telephoned the top five practices.
Here is what happened…
First, the positives:
- Each and every receptionist I spoke with was courteous, polite, friendly and wanting to be helpful
- Each of the five took my name and telephone number (None of them took my email address)
Seemingly a great start – but here’s the bad news. In my view, not one made me feel like they wanted me to become a client. Each of them tried to pass me on to ‘someone else’ in the firm as quickly as possible – I assume a lawyer?
By the end of that day, I had had five call backs, but not a single voicemail message.
Here’s how the receptionists could have developed the conversation to make me feel genuinely wanted as a client.
Recep: Oh, I am sorry to hear of your loss.
Thank you for taking the time to call us today and I am certain one of my colleagues will be able to help you.
My name is Jennifer, and if I may, I’d just like to ask you a few questions so that I can ensure we help you as quickly as possible, would that be OK?
Me: Yes, of course, ask away.
Recep: Thanks. May I firstly take you name and telephone number?
Me: Yes, of course. My name is Simon Tucker and the best number to reach me on is: 07790 484477
Recep: Thank you Mr Tucker and may I also take an email address?
Me: Certainly – It’s simonjctucker@me.com
Recep: Thank you.
You mentioned that you require probate for your mother’s estate and that you are the executor, may I please take your mother’s name and address?
Me: Yes, of course. Her name was Gillian Tucker and her address is: 5, Evening Drive, Worcester, WR5 9AW
Recep: Thank you. I am guessing you live somewhere in the Bournemouth area, as you are seeking a local law firm, is that correct?
Me: Yes, exactly. I live in Meyrick Park and would like to be able to deal with the whole thing locally, if possible?
Recep: Yes, that makes perfect sense and I am sure we can help you.
Now, if I may, I would like to put you on hold for a minute to see if I can connect you straight away with one of my colleagues who can answer your questions about cost and time.
Would that be OK, or would you prefer me to get someone to call you back at a convenient time to you?
Me: I am happy to be put through now, if possible, thanks.
Recep: Thank you. I’ll put you on hold now and you’ll hear some music. I’ll be back with you as quickly as possible.
- Hold Music –
Recep: Hello Mr Tucker, it’s Jennifer again. I’m afraid all my colleagues in the probate department are currently busy.
If it’s OK with you, can you let me know what the best time would be for me to get one of them to call you back…?
Jennifer has taken enough detail to pass to her colleague. When that colleague calls me back, they can summarise what they know about me and what I want. That shows me that my details have been handed over in a very professional manner and I also don’t have to repeat it all over again.
If you employ a receptionist, they are THE most important person in your business. All of your enquiries probably go through them first. If your customer-facing team are going to be able to deliver an exceptional first impression, they need to be able to focus 100% on the incoming caller.
They don’t need to be lawyers, just great conversationalists.