An argument for branded language (no matter the business size)
Since Covid it feels like the movement to an online business world has taken over. Yes, many big corporations and banks are moving their people back to offices, but a lot of us little guys are staying remote (or at least with a remote mindset).
Many small businesses that hire me to help improve their sales process, finish with a locked in way of speaking about what they offer to their prospective clients.
One thing I hadn’t considered until recently was how they take this language, and use it internally.
For example, how do your VA’s or team answer difficult questions? What is the protocol for customer service issues? What is the branded conversation that helps avoid scope creep?
The subject jumped into my mind this week when I was at a nail salon in Puerto Escondido Mexico. The salon was full, and each person was working with a customer. A lady walked in and asked about an appointment for two people. The technician looked at them, stunned.
It took several seconds and then she answered that they did not have space today. Another long pause. The customer then had to take it upon themselves to ask when they did have available appointments.
This awkward and somewhat directionless conversation took about two minutes to conclude that the woman could come back on Friday for an appointment.
That moment stood out to me.
I considered how much effort it would take for the owner to train each person on how to greet everyone who walks in the door with a friendly smile, even if they are busy at that moment.
To have them ask how they could help them today.
And some simple training on banter and appointment setting.
If I had been on the other end of that original conversation, I may not have bothered coming back for the appointment. I certainly would not have felt welcomed. I certainly would not have had a ton of confidence in the quality of my work.
So a question you can ask yourself would be, what do these interactions need to look like when they’re online?
When it comes from you? When you have staff that are customer facing?
I would even go so far as to explore how your online presence and communication automation could be adjusted to make people feel like they have a direction and that they are welcomed.
Mike
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