As is common practice for me, I was doing some product category research the other day. Funny; this practice is very similar to how a consumer might do research.  Look on the Internet.  Find a few local retailers.  Call to get a human’s insight.  Prepare to visit the store that sounds the best.  I have been writing this monthly ditty since July 1993 in one form or fashion.  About 21 years.  I observe from my contemporary experiences, such as this most recent research project and a review of the archives that some issues are always relevant.  In this case it is THE PHONE.  I first discussed this important business device in print, in March 1995.

Some DOs…

• SPEAK CLEARLY.  When answering, speak clearly so that the caller does not have to verify who he called.  It is not very welcoming for the caller when the guy answering the phone sounds annoyed or sloppy.  SPEAKING CLEARLY indicates your interest in the caller.
• QUALIFY.  How’d you hear about us?  Where did you learn about this product?  It is important to learn the problem for which the consumer is seeking a solution.    
• ADD VALUE.  Teach him something he doesn’t already know about the best solution to his particular issue.  The chances of making this guy your consumer increase dramatically if he thinks you “know” and are “the expert at this stuff”.
• ENCOURAGE A VISIT.  Be sure to answer enough questions and add enough new information to compel the consumer to want to visit your store.  This kind of discussion generally includes you complementing the consumer on “doing his homework” and “having such good taste” that a “visit to our store is simply a must for a guy like you”.

Some DON’Ts…

• SHORT ANSWERS.  “Yes.  No.  No.  Yes.  Yes.  Of course we beat all prices.  Thank you.  Good by.”  No chance the consumer will visit unless he finds you have the lowest price.
• STEER THE CONSUMER ELSEWHERE.  “You should check the brand’s website to get the accurate information.”  This is tantamount to giving your daughter a bus ticket to the local federal penitentiary on grooming hygiene day in order to get her fingernails trimmed.  She may indeed get groomed but the rest of the experience may not make you feel so good.
• LOCK YOURSELF INTO A CORNER.  “It only takes an hour to install”.  The consumer will expect to come in at noon and leave at 1:00pm.  This takes away all of your flexibility for other walk in business and/or unanticipated install challenges.  Such circumstances create incredibly frustrated consumers.
• SOUND SURLY.  Treat the caller as if he has interrupted your work.  The caller/consumer on the other end of the phone is your work!   

Before you scoff at this bit of advice as “Well duhh”.  Go outside, take this article with you, and call into your store and play consumer.  If you tick off the DO bullets.  BULLY FOR YOU.  Congratulate the staff.  If you tick off any of the DON’T bullets.  Be concerned.  Do training to correct this failure. 

To paraphrase Captain Renault in Casablanca, “Rick, how extravagant you are throwing away customers (“women” in the movie) like that, some day they may be scarce.”