Photobiz-In Focus

Why would the company president work the telephone order line?

With today's technology, you can connect with your customers anywhere, anytime.

Because I want to know my customers, and I want them to know me.  I want them to know that Pro Studio Supply has the knowledge, experience, expertise and products to offer customized solutions for whatever needs they have.

Dealing directly with customers has many marketing advantages for customized service businesses like mine and yours.

I am the company. A few years ago I was reading an article about a Fortune 500 CEO who answered his own phone.  No secretary to dodge around.  This impressed me.

Your customers should always be able to talk to you.  No one should be so self-important to not be accessible, either by phone, email, IM, twitter or an ever-increasing number of direct communication possibilities.

I don’t sell; I solve. When customers call with certain requirements, I advise and fit them with the right products.  At times what the customer thought was the answer isn’t the best answer and will cost more time and money in the long run.

It’s the same when a customer calls to schedule a sitting or has certain expectations or requirements.  A photographer can often counsel a better deal and offer up better solutions.

I build customer relationships. Not that I can remember every customer, but database management allows me to make notations about the transaction so I can recall details the next time the customer calls.  Customers comment on the personal care and attention.  Not every transaction is smooth; problems do occur with shipping and delays.

Still think about it.  If you use a gas station a few times, soon the owner calls you by name and makes conversation.  You’re not only apt to continue using the station, chances are you’ll refer friends to the station too.  That’s all because of the customer relationship.

Something so simple will work for you too, and more effectively than all your direct mailers.  It’s called word-of-mouth marketing and it’s the most effective marketing there is.  We will talk more about this in future blogs.

I get direct customer feedback. Answering the phone, I get it the good and the bad…direct and unfiltered.  That being said, I can address issues right then and there.  No getting lost in the shuffle or someone not bringing it to my attention.  The customer deals with the owner, so the customer knows the issue is getting top attention.  It doesn’t linger.  This is the 60 second manager at its best!

Of course not everyone can be on the phones full time.  But put aside an hour or two a day to deal with customers.  Outstanding customer service is the best way to bring in referral customers.  It must be job 1 from everyone in your organization.