Are you losing prospects at stage one?

Last week I was in Darwin presenting at a conference for DFK Australia and New Zealand, a Trans Tasman accounting association of some 14 independent firms. After an intense two days on my feet I was keen for a little r&r and decided to treat myself to a massage. In the centre of Darwin, I asked at a pharmacy for a recommendation for a local spa and was enthusiastically told about one right on the water close by. I checked the website – looked fabulous and I was already imagining myself stretched out and being pampered.

But that all changed with one phone call.

When the receptionist answered and I eagerly shared the fact that I had been referred to them and was keen to come visit, what was the reaction? Nadda. No welcoming response. No “that’s great to hear, may I ask who referred you?” Just a bland “what service do you want?” quickly followed by “I’ll transfer you to someone who may be able to help”. A little surprised, I regrouped and repeated the same story to the next person who took the call…… same response, or lack thereof just a “well we can fit you in, but you’ll need to get here in the next 10 minutes and we can only provide a 30 minute treatment – are you booking now, because I need to know right away”….

I ended the call, promising to phone back to confirm. Not surprisingly I chose not to go ahead, feeling somewhat deflated.

What’s the moral to this story? Marketing congruence is vital! Deliver on your promises, especially the impression you are selling through your website, often the first point of contact for a prospect.

How do you respond to a potential new client? Do you pick up on their excitement, anticipation, concerns or questions? If you have staff, how are they responding to potential customers? Is your website communicating one message, whilst your in store or on phone experience communicating something very different? If you receive a referral, do you find out who provided it and contact them with a thank you and explore how you can encourage more of them? And just what is your conversion rate from enquiry to sale?

 Why not take a closer look at your business today to make sure your congruence is showing?

And as for the spa in Darwin, I’m dropping a wee email to the owner today with a polite summary of my experience – I hope he or she finds the feedback valuable.