Issue link: https://read.dmtmag.com/i/995042
32 • JULY 2018 • WORLD FENCE NEWS Last month we talked at length about the costs and residual effects of the callback. We discussed the negative effect on our profit margins brought about by the additional in- curred expenses. But perhaps the most important, difficult to quantify effect is the impact of callbacks on our re- peat or referral business if they are not handled in a satisfactory manner. Now I'd like to share some possi- ble ways to cut down on the "anxiet- ies" of the callback process and per- haps even reduce them. Let's start at the beginning – be- fore the sale is even made. Establish- ing a positive relationship right off the bat can help ease problems down the road if issues do come up. The receptionist or the individ- ual getting the first contact with the prospect should ask pertinent ques- tions regarding the prospect's needs, and the reaction from the "telephone interview" might help to determine the sense of urgency the prospect has, as well as the initial reaction as to the level of pleasantness or business-like manner in which the prospect comes across. If properly presented to the sales person or the individual who is going to return the phone call, it might help to pave the way for a better start to the business relationship. If the inquiry comes via e-mail, the individual responsible for the fol- low up could be critical in getting off on the right foot. However, remember this: If you choose to communicate via the inter- net, make sure that A) you respond to the inquiry in a timely manner, and B) you are prepared to follow up, espe- cially when you quote a project. In my judgment, you should indi- cate that you would follow up within 24 hours to ask any questions that you might have. If you pass on the pros- pect's information to a salesperson, make sure that they call to set up for an appointment and make sure that the appointment is kept in a timely manner. Remember, you'll never get a sec- ond chance to make a good first im- pression. This may provide the setting for a much more positive relationship. Another possible way to reduce callbacks is to make sure that your salesperson acts in the best interest of the customer at all times; that includes fitting the right product for the right needs of the customer and not be mo- tivated by the commission alone. I know that sounds harsh and per- haps presumptuous, however, over the course of time and talking with dif- ferent fence contractors, the failure of THE HUMAN LINK by Jim Lucci Management Motivational Associates Second of 2-part series Callbacks – Every contractor's "thorn in the side" continued on page 35