A business telephone is like a window: The telephone allows a person to 'see' into your company without ever walking through its doors. Moreover, you have to open the window to let in fresh air, and to hear what's going on outside.
On the other hand, opening it too widely or at the wrong time allows distractions, such as noise, wind, rain, and bugs. Warm or cool air may also escape.
Just as the window can refresh a room or make it unlivable, your telephone techniques can enhance or damage your relationships with customers and prospects. The telephone may well be the most powerful communications tool in your office; you must capitalize on it and still control it.
Customer service in the insurance business is usually handled by telephone, particularly when it is reactive-that is, reacting to your customer's need for assistance. An average of 11.5% of business is lost each year, and 68% of that is a direct result of negative telephone treatment. Obviously, telephone techniques must be fine tuned to improve this alarming situation.
Here are some helpful hints for conducting yourself professionally on the telephone:
INCOMING CALLS should be answered by the end of the second ring. Why are you in business if not to help customers with their needs?
ANSWER-Identify the company/agency and yourself by first AND last name.
GREET-Be grateful that the customers have called you instead of someone else. Even if they're upset or have called only to complain, they are giving you a second chance. Take pride in remembering their names. Use their first names only if they've invited you to do so; until then, use their titles (Mr., Ms., Dr.).
DIRECT the caller to the appropriate person. Tell the receiver who the caller is to allow him or her to prepare mentally and physically-quickly, of course.
- Voice Mail. Voice mail is processed digitally. Digital technology does not rely on moving parts (as many answering machines do). Using voice mail, you need not worry about broken or worn tapes, garbled messages, or power failure. A message is captured every time someone calls; the caller receives no busy signal, but is instead directed to the voice system. Voice mail is also easier to access than answering machines: You can skip messages, back up, repeat, and speed up or slow down.
- Back-Up Employees. When you leave the office, make sure others in the office know when you'll be available again. Ask an associate to take your calls for you.
HOLD-Always use your hold button. It's better for your callers to hear silence, messages, or music than background noise. If your agency or company subscribes to on-hold messages, make sure you're familiar with them (customers may want additional information). Be aware of callers whose calls have already been passed to several people; their patience may be unraveling.
ASSIST-Identify yourself and your responsibilities. For example, say, 'Hello, this is Nancy Hiller, Personal Insurance Agent.' This confirms that the caller has reached the appropriate person. Stop whatever you are doing to help them; don't behave as if they've interrupted you. Be an active listener: Focus on what they are saying as well as what they're NOT saying. Build an understanding. You are there to provide service, so respond to their needs. Give callers as much information as they need to accomplish the purpose. Speak sincerely and immediately. Give people a choice when you can, to engage their support. Keep notes of the questions asked most often (these can be made into on-hold messages).
Be diplomatic. When a person requested is not available, the following responses are unsuitable:
- 'She (he) is not in yet.'
- 'She (he) should have been back by now'
- 'Hasn't she (he) called you back yet?'
- 'I told him/her to call you.'
- 'He/she is in the bathroom.'
- 'I don't know where she/he is.'
- 'Who's calling?'
- 'He/she is out of town.'
Since nothing is more important or distinguishing to people than their names, always use first and last names. For example, 'Melinda Nordhaus' office, this is Mary Beth Bolen.' Try to establish a priority for the call. The following are correct responses for someone calling an unavailable co-worker.
- A very important call: 'Just a moment please, while I attempt to page her.'
- Somewhat important: Quickly determine whether you or someone else in the office can assist. ('I can probably help you with that,' or 'I'll give her your message when she calls in.')
- Not very important: 'I'll be happy to leave her a message.'
- When someone is unavailable, never release personal information; be as general as possible. ('She'll be away from her office until [time]. Can you call back after that, or may I take a message?')
- Out of the building: 'She is away from HER office. May I take a message?'
- Out of town: 'She is away from THE office and will return [date of return]. Shall I take a message, or do you prefer to call back?'
When answering for someone who is available, say, 'Yes, may I say who's calling?' Never ask who's calling and then say yes or no.
Close your call with a positive statement. Make every attempt to leave the caller feeling satisfied about doing business with your agency and with you. Allow the caller to hang up first.
FOLLOW-UP when you've promised to call someone back. Don't tell customers you will if you know you can't. At least give them an approximate day or time you'll be in touch again; overestimate the time if you must. (It's far better to underpromise and overdeliver than to overpromise and underdeliver.)
Beware of using insurance jargon and especially some of the abbreviations you are so familiar with inside the office. For example, you may be tempted to refer to 'Comp' when the customer only understands 'Workers' Compensation.' Bodily Injury should not be abbreviated to BI, and never say 'full' or 'all-risk' coverage without tempering the statement with 'exclusions applicable.' Be careful not to use them too much; if you do, the caller may begin to focus on the verbal tic instead of listening to the message you're trying to convey. Similarly, prefacing statements with 'you know,' 'I mean,' 'like,' 'um,' may become a distraction.
Outgoing Calls
SCHEDULE-When you call others, you interrupt them. Schedule the call in advance just as you would schedule an appointment. If you cannot do that, be prepared so as not to waste their time.
PREPARATION-Always identify your primary objective(s) before dialing the telephone number. This will keep you focused. Your goal is to get your item to the top of their pile of things to do. When returning a call, note key points you want to cover on the reverse of your message slip. Plan your outgoing calls for times of the day when people are most likely be in. Doctors, for instance, typically conduct business on Wednesday afternoons (contrary to the myth of Wednesday golf days). Salespeople are usually in their offices early in the mornings. Keep a log for a month or two of whom you called, their primary work activity, and the times of day you connect with them most successfully. Make this log the basis for planning your outgoing calls.
INTRODUCE yourself, the agency or company you represent, and the reason for your call. Verify that you are calling at a convenient time.
REQUEST the information you need. If the person you want to reach is gone for period of days or weeks, offer to call back rather than leave a message (which will just add to their pile of things to do upon return). If your request is urgent, tell the receptionist and ask if the individual can be paged. Explain enough of your purpose as is necessary to gain your objective. Manage conversations by asking open or closed questions (based on how much or how little information you want), summarizing responses, and stating the next action step(s).
DOCUMENT-Keep a chronological log of customer contacts. Just before future contacts with each customer, you can consult this history for a quick reminder of pertinent issues.
LEAVING MESSAGES-When leaving information with someone, limit it to your name, agency, and subject of the call. Also leave your telephone (or fax) number and the time you're most likely to be available for the return call.
Here are some suggestions for improving your communication style via the telephone:
- Record several telephone conversations you make, always letting the other party know you are doing so. Then listen to areas in which you need improvement.
- Think before you speak; silence is golden.
- Repeat questions before answering them. This allows you time to prepare a concise response.
- Ask others you trust (friends and family members) to let you know if you tend to use annoying words or phrases.
Your telephone is a powerful tool that provides a convenient link to your customers. Use these techniques to improve your chances of keeping customers satisfied for the lifetime of their insurance purchases.