It’s true that systems can
make any company run better and be more profitable in the good times. It also makes
it possible to run your company successfully without you having to ride to the
rescue and save the day, or having to depend on great staff to overcome a lack
of known and practiced policies and procedures.
The real
beauty of known and practiced systems is they help even more during slow times!
That’s
true because now you can’t afford to blow the precious opportunities you get
from your marketing. You can’t afford to squander the incoming calls with
customer service reps (CSRs) who aren’t terrific. And you can’t afford to waste
the sales opportunities of the service calls your people go on.
Each
misstep compounds the next.
It’s also true that every right
step builds on the next. That’s why this is the time to instill the discipline
of proven systems that make sure you’re marketing in a way that obeys the
systematic approach to marketing:
1. A marketing budget that’s
aggressive enough based on a percentage of sales to keep the phone ringing.
2.
A marketing allocation that is better weighted to what will cause potential
customers to pick up the phone now and call you.
3. A marketing
calendar that has marketing reach all throughout the year, but especially in
the known slow times, so you can turn a severe dip into a trough you can
negotiate.
You need to have
CSRs who can both handle the incoming call in a way that makes the caller feel
confident they made the right choice and who can also switch to an Outbound CSR
who actively calls out to create work. This takes scripts that are known and it
takes a load of phone role-playing.
Finally,
you need sales people and techs who are disciplined at how to ask good
questions, take a look around without wearing blinders so they can make
appropriate suggestions, and sales skills from a sales system to make them
maximize every opportunity.
Put the
systems in place now if you hope to weather this economic storm.
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PM magazine and blogs for many other BNP trade
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