Customers and some telephone courtesy

I am not sure who reads this blog. If at all it is read by anyone. My profile views keep going up and it indicates someone, somewhere is reading all this somehow!

I wonder who reads them. Is it a he? A she? A student? A vice-president? Either way, if it is someone who is big enough to have a secretary or works in a company that is big enough to accommodate a receptionist or secretary, then what I am going to write about now might make sense. And for others, it will at least make them smile! No guarantee, though!

It’s about our secretary or receptionist or both. What’s this got to do in a marketing blog, you ask? Good question and I refuse to answer that for the simple reason I don’t know!

Oh, I can give one reason, however remote. It’s about how to treat our customers. Gotcha!

Now for the subject matter. It’s about telephone manners and a few key ones are in order. Never ever have your secretary or receptionist place a phone call and have the client hold until you pick up the phone. As marketers or advertisers, we are suppliers and, as such, we are in business to sell things to our customers or clients. As buyers, they deserve a few grams of respect. Having our secretary phone instead of personally doing it yourself gives an impression that you are more important or busier than the customer or client.

Also, let your secretary or receptionist not interrogate phone callers and put them through police-like inquisitions. “Who may I say is calling?” is a much better rejoinder than ‘Who is this?” Similarly, “You are calling in reference to?” sounds much better and saner rather than the rude “What’s it about?” Don’t expect them to know all this themselves. You have to take the trouble of telling them, teaching them and training them.

Speaking about telephone etiquette, I think you’ll like this piece from Bill Marsteller’s book, ‘Creative Management’:

This morning I called the newly appointed vice president of sales of one of the country’s largest publishing firms to invite him to lunch. I dialed the call myself, as I always do.

His secretary answered, “Mr. Shirt’s office.”

“This is Bill Marsteller. Is Mr. Shirt in?”

“What did you say your name was?”

“Bill Marsteller. It not only was; it still is.”

“How do you spell it?”

“M-A-R-S-T-E-L-L-E-R. Is Mr. Shirt in?”

“What company are you with, Mr. Marsteller?”

“Marsteller Inc. Is Mr. Shirt in?”

“Is that the advertising agency?”

“Yes. Now Miss –“

“Mr. Shirt has someone with him. May I tell him what this is about?”

“Look, Miss, just have him call me please. 752-6500.”

Time passes. The phone rings. I answer “Bill Marsteller.”

“Mr. Stuffed Shirt is calling Mr. Marsteller.”

“This is Bill Marsteller.”

“Will you hold please for Mr. Shirt?”

Time passes. I read the Wall Street Journal and finish Gone with the Wind.

Finally, “Bill? Stuffed here. What can I do for you?”

“Sorry,” I say. “I’ve forgotten why I called you. If it ever occurs to me, I’ll write a letter.”

Possibly to his president!