The Best Sound in Business

Anyone who's worked with me knows I have a thing about answering the phone.

I still get excited when the phone rings.

Or when a customer sends an email.

Or walks through the front door.

Maybe it's just how I'm wired, but I was taught early in my career to see every customer inquiry as an opportunity. To solve a problem, offer support, and ultimately be part of the customers success. 

Think about it. Out of all the choices a customer had, they reached out to your company. That's a compliment. They've given you their time and a chance to earn their business.

I've always believed (OK mandated) we should answer the phone by the third ring. Return calls quickly. Respond to emails within an hour whenever possible. Get quotes out fast, accurate and complete, anticipating any and every question the customer may want to know.

That kind of service is purposeful and starts with leading by example.

If we treat every customer inquiry like it's the most important inquiry, our team will too. Energy is contagious for sure, but we need other elements to deliver the true value in the customer experience.

We need good people, clear processes, strong communication, reliable systems, and accurate information.

Great operations are about making your business easier to do business with.

Customers notice that.

They remember who answered the phone.

Who followed through.

Who made things easy.

Over time, that's what keeps the phone ringing.

One of my favorite sales coaching reminders is:

"If you wait to demonstrate value until price becomes the discussion, you've waited too long."

I think that applies to the entire business.

Your company starts selling value the moment the phone rings, not the moment the quote is delivered.

That's why I still smile every time I hear the phone ring.