PHRASES

As consumers, there are many things we like to hear.  Those catch lines or phrases that draw our attention; with our wallets and pocketbooks not too far behind:                                                 

• On Sale         
• Limited Time Offer   
• Special          
• New and Improved     
• No Payments until next year       
• Low, Low Prices      
• Free* (…always accompanied by an asterisk)         
  
  However, there are many more things we do not like to hear.  Those words or phrases are usually spoken by an unsympathetic salesperson, customer service representative, or a recorded telephone message:   
           
• We are busy helping other customers.  Your wait time is currently 13 minutes.             
• Not Available.  Please check back later.           
• No Vacancy                                                     
• Sold Out      
• We No Longer Carry that Item                                                     
• Closed           
• No                                                     

Simply put, we as consumers want to consume.  We don’t want to wait. We don’t want to be told “no.”  We don’t want to be disappointed.                 

So what is a business or organization to do?                 

In our efforts to maximize our ability to sell our services and products and drive loyalty with our customers, we must avoid the negative.  We must provide choice to our customers. Here are some examples:                                                  

• "You are welcome to continue to hold.  A customer representative will be with you shortly.  However, you are welcome to visit our website at www.nowait.com."   
• "The current item is out of stock.  However, a similar item is available.  Would you like to look at it?"
• "Presently, all our rooms are full.  Would you like me to contact other hotels in the area?"   
• "We are all sold out of that item.  Would you like me to place you on our re-order list?"  [Do not say “waiting list.”]                                                     
• "We are open Monday through Friday from 8:00 AM to 8:00 PM, we look forward to serving you then.  In the meantime, you are welcome to leave a message or visit our Web site at www.atyourservice.com."        

Turn the “no” into “yes” by providing choice and options to the customer.  For if we do not take the time to train our employees and provide the necessary scripts, the customer will merely vote with their wallets and pocketbooks, and find the business that will say “Yes.”          

The Bottom Line: unless there is a safety-related issue, illegal, unethical or places your shareholder’s long-term interests at risk, never, never say “no” to a customer.  Find a way to make it happen; provide a choice!            

Until Next Friday,