Communication the Key to Increased Sales

From the Trend Tracks Magazine...

The way we communicate with our customers can increase their overall satisfaction with the service and increase additional sales.

To increase sales in the home we must communicate honesty, integrity, and conviction of our services. What I mean by that is, your message to the customer must be believable. Studies have shown that there are three elements that communicate each time we speak:

• Verbal

• Vocal

• Visual

When these elements are not balanced our communication is not believable. Each of these communicators plays a role in our message, but not an equal roll. What do you think is the most important element of our communication? If you said "visual" you are correct. These same studies have shown that the believability of your message is based on these percentages.

Verbal          7%
Vocal          38%
Visual         55%

So when does increased sales communications begin? Just before you leave and you offer FOURGUARD protective coating? Of course not, it begins when you have your first contact with your potential customer. The visual aspect of your ad piece may be the first contact or perhaps a recommendation from a referral source. It is important to ensure that all your pre-communication pieces are consistent with your overall message. Your ad pieces, your business card, your referral letter and coupon, even your vehicle is a visual communication element.

Do you care?

The next contact will most likely be when you receive a phone call. Notice that the vocal element is actually more important than the verbal element (38%). This means that the way you use your words must be consistent with the overall message. You should answer the phone on the second ring with a cheerful enthusiastic voice. This may require some practice and conscious effort; it will pay in increased sales. Did you know that we can hear a smile through the phone? We can also hear tiredness, apathy, boredom, anger, etc... Can you communicate a sincere concern and desire to care for the customers needs by voice mail?

Did you remember to say "Please" and "Thank You"?

After the customer's phone call to you, effective communication could include a letter or E-mail. This will give you the opportunity to thank them and confirm the appointment. Once again ensure that this contact is consistent with your overall message. Will this add time to your already busy day? Yes. Will it save even more of your time by eliminating cancellations, and preparing the customer for your visit? Yes. Beyond that it will increase sales in the home and increase referrals if handled correctly. This thank you and confirmation letter can be one of the most effective parts of your communication process. It can be automated without too much difficulty, there are even software programs built for our industry that incorporate this into the booking process.

No Surprises

OK you have kept your message consistent through the customer acquisition process. Now you are at the day of the appointment. Does the communication process begin when the customer opens the door? No. If you do not call to let your customer know that you are on you're your way and on time they may assume you are not. There are times when they have forgotten even though you called them yesterday to confirm. Calling ahead will allow them to make final preparations such as moving the last of the small items off the floor and in some cases getting out of bed and getting dressed. Next time I will discuss what happens after the front door opens.

Until then, Happy Cleaning!