With Only 7 Seconds, Can You Save Your Sale?

Did you know that the first 7 seconds of your customer interaction sets the tone for your entire conversation?

That’s about the length of time it takes to say “good morning” and your company name. And it’s barely enough time for them to state their own name, or their reason for calling.

First impressions are critical to your customers, and your business. The first 7 seconds will be the basis for whether the customer decides to do business with you, or take their account elsewhere.

So, what can you do to ensure the message you’ve carefully crafted doesn’t fall apart in 7 seconds?

First, be aware of your voice. Your voice, and not your words, will make the most impact on your customer’s first impression of you . If you are enthusiastic and smile during the conversation, they will hear this in your voice, and hopefully adjust their own demeanor to match yours. If you are short and terse, the customer will get the impression that they are bothering you, and their instinct will quickly tell them that you are not an easy person to deal with.

You need to be aware of your voice, whether it is the first call, or the 21st call of the day. If you are having trouble determining what you are doing wrong, try recording your telephone greeting, and using the playback to improve your tone and inflections. Or let others hear the playback and tell you their own impressions. A little constructive criticism could help you win your next contract.

Secondly, use their name. One way to grab their attention is to say their name at least twice during the conversation. If they didn’t state their name, make sure you ask as soon as you get a chance, and make an effort to get the pronunciation right. Building a rapport with your client could be as simple as periodically using their name during the conversation.

Names have an emotional connection, so you’re more likely to strengthen the relationship, and give them the impression that they have your undivided attention. Be careful though, and don’t go to extremes by overusing their name. Your customer will quickly become irritated or uneasy, and develop a flight reaction.

And lastly, always ask questions. Make sure that you are actively listening during the conversation. Ask questions that keep the conversation progressing and evolving. In my early years as a marketer, I was told over and over that people enjoy talking about themselves, but they don’t enjoy having to repeat themselves because you weren’t listening. Everyone wants to know that their own opinion is worthwhile, and if you give them an outlet, you’ll get tremendous marketing value out of every interaction.

Asking your potential clients questions about themselves and their goals, whether they have committed to purchasing your product or not, is extremely cheap market research. It’s an opportunity to gather new information about your existing and potential market. The more specific questions you ask, the more likely they are to feel understood. If they feel you understand them, the impression that your business is the solution to their problem will likely grow.

Your online marketing campaign has worked, and now they’ve made the commitment to pick-up the phone and inquire about purchasing your products, or hiring your services. With so much competition on the internet, you need to make every effort to make a favorable, and lasting impression on new, and even existing customers.

Pamela Weir

Pamela Weir is a Small Business Marketing professional specializing in Promotion Development, Online Marketing, Search Engine Optimization and Content Copywriting. If you would like to hire a copywriter for your next project, contact her today to see what she can do for you.

Copyright (c) 2008 Market to the Moment