Has anyone asked you to “call the office” or “book some time on my calendar”? If that left you feeling “less than,” you’re not alone. Now think about your own life; are you guilty of the same thing in an effort to save a little time here and there?
It’s so easy to lose sight of the importance of personal touch in favor of convenience. Every time we fob off a client to someone else or make them conform to our workflow, we’re building barriers. Ever wonder why customers love one-person outfits so much? No barriers. Once a business starts to scale, up come the barriers (the road to hell is paved with good intentions). Here are a few examples of “barrier building” with accompanying “barrier busting” antidotes:
“Book a time on my calendar link.”
We get these all the time from well-meaning colleagues. No doubt it’s easier for the sender. However, it’s hard to deliver the request without sounding “too cool for school.” While efficient, it can come off as impersonal or hierarchical if not paired with warmth or context. Consider a reply like, “My calendar is below. Feel free to grab a slot or reply back with two or three dates and times that work for you.”
“Call my assistant” or “Call the office” vs. “No problem. I will take care of it.”
Maybe we feel a chip on our shoulders because doctors and lawyers “get” to say this. It doesn’t change the fact that it doesn’t feel good when someone redirects you. The customer doesn’t have to know that you’ve delegated the issue. You’re making it happen and solving their problem. When you say, “I will take care of it,” you’re letting the client know the buck stops with you.
Too many layers between the client and the decision-maker
I’m sure you have salespeople, project managers, installers, and others involved in a project. When a client asks a question, they want an answer, not a wild goose chase. If you receive a customer concern, carry it all the way through until it’s resolved. If it’s a PITA to get clarification, ask what could go differently next time. If you’re frustrated, imagine how the customer feels.
Also by Henry Clifford: Leveraging FUD For the Win
Referring people to a website or form for basic info
I know this one is tricky. Thanks to Covid-19, the world is a little more used to doing business online. It’s still not uncommon to have one of our older clients ask to “have someone call me.” Instead of arguing with them or telling them how great our website is, I just respond with “no problem.” Will we send a follow-up email with a link to our online appointment scheduling page? Sure. Will they try that next time? Maybe.
Putting process before people
Has anyone ever said “that’s our policy” to you? How did it make you feel? I’m guessing not great. To further frustrate, this phrase is usually uttered by someone not approaching the world from a place of curiosity. Feeling like we’re stuck talking to a script-driven, dogmatic drone is maddening beyond belief. Are your employees governed by rules or standards? Are they empowered to “make it right” for the client? At my CI business, Livewire, all our employees are empowered to spend up to $1500 to resolve a customer concern. This one comes right from the pages of the Ritz-Carlton book The New Gold Standard by Joseph Michelli.
Overexplaining staff or admin processes
This one is a huge pet peeve of mine. Saying how something will get handled (“Jenny will do this, then Mike will follow up…”) instead of just saying “We’ll take care of it” makes the interaction feel bureaucratic.
I have a good friend who’s also my lawyer. We text, call, etc. He never makes me feel like I’m imposing, and I’m careful to respect boundaries. Whatever I ask about gets dealt with very quickly. I’m not sure he sleeps. Meanwhile, we booked an appointment with another lawyer to deal with some family business, and she overinvolved her assistant in the booking process and then had the same admin visibly bring her coffee during the meeting in her small-town conference room. I’m pretty sure my buddy has an army of admin people and I’ve never heard them referenced. The small-town lawyer, on the other hand, has woven in “admin” into her schtick as some sort of “you-can-take-me-seriously-because-I-have-an-admin” credibility builder. So tired.
Also by Henry Clifford: Job Gone Sideways? Send Daily Recaps For the Win
There are plenty more barrier/buster combinations to consider — too many to include here. At the end of the day, if we treat others like we want to be treated, our customer happiness (and revenues) are sure to rise commensurately.
What are you doing to bust through your business barriers?
Stay frosty, and see you in the field.
