Making that first call to a new customer can set the tone for the entire relationship. While it can easily go wrong and negatively impact the customer’s perception of your company, possibly permanently, it’s also a fantastic opportunity to showcase your expertise, professionalism and commitment to exceptional service, initiating an instant connection and laying the groundwork for a future loyal customer. Here’s exactly how to do that.
1. Ensure Your Equipment is Working
Before making that all important first call to a new customer, you want to ensure that all your equipment is working properly. I don’t know about you, but I find it difficult to make a good first impression when the customer can’t hear what I’m saying because I’ve accidentally muted my microphone, or because my internet connection has decided that now is the perfect time to reset itself. Here’s a quick list of what you need to check.
- Internet Connection
- Headset – make sure you can hear properly.
- Microphone – make sure it’s not set to mute.
- Camera – it shouldn’t be pointing at anything you don’t want others to see.
- Software – is open and ready to work.
- Pen and paper – because one day, your software will freeze in the middle of a call. You have been warned.
2. Research the Customer Before the Call
Unless you have absolutely zero information about the customer you’re about to call, you need to invest a short amount of time into researching them before ever picking up the phone. That’s because, being armed with the right insights can make the world of difference, and turn a standard introductory call into an impactful conversation that will achieve success right from the start.
Read any notes that you’ve been given about the customer and if they’re an online company, take a look at their website, social media profiles, recent news mentions, and industry reports. Gain a clear picture of their business, including their core values, recent achievements, and the products or services they offer.
It’s equally critical to understand exactly how your product or service aligns with the customer’s needs. Pinpoint specific features or benefits that directly address the pain points the customer is likely to be facing.
Compile all the gathered insights into key talking points that will allow you to seamlessly steer the conversation towards demonstrating that you understand the customer and how you can help them. Being so well prepared will also show that you’re the best person to provide the solution to their needs.
3. Initiate the Call
Click on the dial button and wait for the customer to pick up. When they do, greet them warmly and confidently (even if that’s not how you feel) but professionally. If your company has a script then make sure to use that, otherwise introduce yourself and check you’re speaking to correct person. Here are some great examples of things you can say:
- “Hello, my name is [Your Name] from [Your Company]. Am I speaking with [Customer’s Name]?”
- “Good [morning/afternoon], this is [Your Name] calling from [Your Company]. May I please speak with [Customer’s Name]?”
- “Hi there, I’m [Your Name] from [Your Company]. Could I confirm if I’m reaching [Customer’s Name]?”
- “Good day, I’m [Your Name] calling on behalf of [Your Company]. Is this [Customer’s Name]’s number?”
- “Hello, this is [Your Name] reaching out from [Your Company]. I wanted to ensure I’ve reached [Customer’s Name].”
If someone other than the customer picks up, then ask to speak to the customer. If they’re not available, then ask when would be a convenient time to call back and make a note of it. If it’s a wrong number then a quick apology for any disturbance caused, is a respectful gesture. The last thing you want to do is have a missing customer and leave a lasting negative impression of your company on somebody completely uninvolved with you in the first place.
4. Explain the Purpose of Your Call
Now that you’ve introduced yourself, it’s time to explain the purpose of your call. Be sure to speak in a professional manner, that’s polite and respectful. Talking to customers, especially new ones in the right way is critical to a positive customer experience, establishing trust and building a lasting relationship. In fact, the way you talk to a customer on the phone in general is so important that I wrote a more in-depth article about it which you can find here.
Since it was you who called the customer, you need to get to the point as quickly as you can while still making sure you convey everything you want to in a clear and coherent fashion. Outline what it is you are proposing and be transparent about what the call aims to achieve. Use straightforward language to explain what you’re offering and how it can help them.
As much as possible, personalize the conversation to the customer’s specific situation to show that your call isn’t a generic sales pitch but a tailored and individualized interaction designed to address their unique needs and requirements. This is where all your earlier preparation pays off.
Conclude this part of the process by expressing your willingness to provide further information or assistance as required and your commitment to assisting them with their needs. Remember, the purpose of explaining the call’s intent isn’t just to convey information but to engage the customer making them feel understood and confident in your ability to meet their needs effectively.
5. Invite the Customer to Respond
Once you’ve explained the purpose of your call and shared the details of your offer or proposition, it’s crucial to invite the customer to share their thoughts, questions, or concerns. This allows you to gain valuable insights and demonstrate that you’re committed to meeting the customer’s needs effectively.
To that end you want to create an environment where the customer feels comfortable expressing their thoughts and concerns. Start by asking open ended questions that encourage the customer to share their thoughts or elaborate on their needs. For instance you could say something like, “What are your thoughts on this offer?” or “How do you see our solution benefiting your business?”
Let the customer express themselves fully and without interruptions. Even if you anticipate what they’re about to say because many customers make the same point, let them convey their thoughts fully and completely as this allows the customer to feel heard.
Pay attention to the customer’s tone, pace, and emotional cues as these non-verbal signals can convey additional information about their feelings and the importance they attach to what they’re saying.
Periodically paraphrase or summarize key points the customer has made. This allows you to confirm your understanding, helps ensure clarity between you and demonstrates your commitment to understanding the customer’s concerns accurately.
Use phrases such as “I understand,” “Please continue,” or “That’s important” to acknowledge the customer’s input and encourage them to share more if needed. These verbal cues show you’re actively engaged in what the customer is saying.
Don’t rush this stage. Remember you’re dealing with a new customer so they may not have a well-thought-out response for you immediately. Also, it’s much harder to absorb information over the phone, where all the body language cues that make communication much easier, are missing. So be patient and offer the customer more time to consider the details, while assuring them that you’re always willing to address any queries they might have at any stage of the process.
6. Address All Their Questions and Concerns
Ensuring that every question and concern is acknowledged and thoroughly addressed is a fundamental aspect of providing exceptional customer service. When customers ask questions or raise concerns, it’s an opportunity to demonstrate attentiveness and commitment to their satisfaction.
Start by acknowledging and confirming your understanding of each question or concern raised in the previous stage. This assures customers that their input is essential and that you’re actively engaged in addressing their needs. Then offer detailed and comprehensive responses to each of their points. Be transparent and provide information that directly addresses their concerns. If necessary, provide additional resources or references to enhance their understanding.
7. Guide the Customer to a Decision
Now that you’ve explained the product or service you offer, have listened to the customer’s questions and concerns and addressed them fully, it’s time to bring the conversation to a hopefully positive conclusion.
Start by recapping key points of the conversation. Summarize what you have spoken about: the essential aspects of your offer, concerns bought up by the customer and your responses to them.
Gently prompt the customer to consider taking the next step, whether it’s making a purchase, scheduling a follow-up call, or indicating their interest in moving forward. Offer different pathways or alternatives for them to consider, ensuring they feel empowered to choose the option that best aligns with their needs. Here are some phrases you could use:
- “Based on our discussion, do you feel this solution aligns with your needs?”
- “Would you like to proceed with this option, or is there additional information you need?”
- “I understand this decision is important. Can we discuss any specifics that might help you feel more confident in your choice?”
- “Are there any aspects you’d like to explore further before making a decision?”
- “Would you prefer to move forward with this plan, or should we explore other options together?”
- “Is there anything preventing you from taking the next step, or can we assist in finalizing your decision?”
Whatever decision the customer makes, respect their choice. If they agree to your offer, then continue on to the next step in the purchasing or follow-up process. If they’re not interested, then thank them for their time and remind them that you’re always there if they change their mind. If they need more time to decide, which is the most common response when dealing with a new customer, then offer to follow up at a later date.
8. Close the Call
The way you close a call with a new customer is crucial, because you don’t want to ruin the positive first impression that you’ve just spend time and effort making, with an awful final impression. In fact, the way you end any customer call is so important that I wrote a separate in-depth article about it which you can find here. Nevertheless, here’s a checklist of things you should do to close a call with a new customer in a way that will enhance the positive first impression you’re making.
Summarize Remaining Key Points
Summarize any remaining key points that were discussed after the customer took their decision. Whether it’s purchase or product details if they’ve agreed to buy the product or details of the follow up process, a summary ensures clarity and confirms that both you and the customer are on the same page about what’s been decided.
Confirm the Next Steps
If there are any follow-up actions or if you’ve promised to provide additional details, lay out the timeline and steps, ensuring the customer has clarity about what happens next.
Express Gratitude and Appreciation
Thank the customer for their time and if appropriate, for choosing your product or service. Expressing gratitude reinforces a sense of appreciation and leaves a positive final impression.
Invite Feedback
Encourage the customer to share their feedback about the call. It’s important to let especially new customers know that their opinions are valued and that their feedback helps in improving services.
Offer Contact Information
Provide your contact information or any relevant support channels in case the customer needs further assistance. Assure them that you’re available to help if they encounter any issues in the future.
9. Document and Reflect: Post Call Rituals
Immediately after the call take detailed notes regarding the conversation. Update any relevant records and document key points discussed, issues raised, and any promises made for follow-ups or resolutions. This allows for seamless continuity in future interactions and helps you and other team members understand the customer’s history.
You should also evaluate your own performance. Reflect on what went well and areas that could be improved upon. Assess your communication style, problem-solving approach, and the effectiveness of the solutions provided. Use the insights gained from your post-call analysis to enhance your skills and knowledge.
Then get ready to make the next customer call.