Only a phone call away

Jan. 1, 2020
Answering phone calls is a necessary part of every counterman's job — and it doesn't stop with them.

Answering phone calls is a necessary part of every counterman's job — and it doesn't stop with them. This task is also a vital, and sometimes business-making or breaking responsibility for many other employees. It’s a crucial first step in communication, and doing it right is so important that I cannot express fully the need to handle it correctly.

This sounds simple enough, right? Then why do we screw this up so often?

Two answers : training and technology.

Does your company have a standardized, business-wide method for answering all incoming calls, or do you allow your employees to answer the phone any way they want? Do you have caller ID on your phones, and if not, do you think you need it? Does your phone system have voice-mail, automated answering and call direction? Do you have the ability to have an afterhours message? Do you have on-hold music, or do you utilize programmed advertising?

I know, there are a lot of questions here about such a simple thing, but the answers to them may change how your customers view your business and how your employees interact with your customers.

A standardized answering message provides a comfortable way to begin communication. I do encourage the person answering the phone to announce their name during the initial greeting. Make it short, sweet, simple and happy. No one wants to listen to an endless amount of fast-spoken information, an unfriendly greeting or a boring, uninterested response. Customers want to know where they called and with whom they are speaking.

If you are in a highly competitive market place, caller ID will give you an idea of which parts stores are price shopping you, wanting you to assist them, or trying to price match you.

I HATE price matchers. Public caning would be a worthy punishment, but being able to identify them when they call is something we will settle for.

A phone system with automated answering will enable your counter to answer every phone call that comes in, while call direction gets the caller to the person they need. Voicemail will keep your counter people from answering too many personal calls. These three things will be a big stress relief for you and your employees.

Afterhours messaging is something that should be carefully thought about. Since most of us do not have the voice of Barry White, a simple informative message is best here. Telling the caller simply, "We are closed," followed by a bunch of laughter may seem appropriate on Mondays, but in the long run, will do your business no favors. Apologize for being closed, inform the caller of your hours, and give the caller the opportunity to leave a message.

Be forewarned, if they leave a message, have someone not easily offended review these as some are sure to be risque.

Music-on-hold is a must, but if you are a member of a program group, automated seasonal advertising is available and in my opinion, worth its weight in gold. Typically an inexpensive MP3 player with selectable pre-recorded messages can lend a professional touch.

Remember, you have a captive audience and they may learn a few things about products or services previously unknown. We actually saw a sales increase in paint as a result of this little gem, because I started hearing, "I didn’t know you mixed paint" after picking up calls on hold.

Phone etiquette training and an adequate phone system will do more for your business than you think. Do you remember the last time you talked to a cheery, upbeat counterperson? I bet your customers do, so try to make sure you or your company answers the call.

Do I hear your phone ringinig?

About the Author

Mark Smith

Mark Smith is the former owner and president of Wholesale Auto Parts in Summersville, W. Va. He now is the member services coordinator at the national headquarters of Federated Auto Parts Distributors in Staunton, Va. A recipient of the "National Business Leadership Award," Honorary Chairman by the Republican National Committee, Smith has served on the West Virginia Automotive Wholesalers Association Board of Directors, Nicholas County Board of Education Advisory member, and on his local Rotary Club as Charter President. He also is a former National Advisory Council member for Auto Value/BTB, a former consultant for Epicor Solutions and consultant for GLG Council. He can be reached at [email protected].

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