Scenario 3 – Finally, I pretended to be a market researcher gathering outline details about what tax services firms offered to their clients.
I was looking for:
- A prompt pick up (no more than 3 rings)
- A clear, smiling, greeting
- A helpful response
Results (no names, to protect the guilty!)
I gave up on one office when they still hadn’t picked up after 15 rings. A second firm took 10 rings to answer. Most staff were not smiling when they answered (it makes a huge difference!) and nearly half only said the firm’s name; there was no greeting or sense of welcome. Some of them sounded downright bored and fed up!
However, as the calls went on several made a good recovery. One small firm, whose initial reaction was “Why would we have leaflets like that? We’re a firm of accountants” went on to explain how the Revenue’s leaflets would help. She also pointed out that I could have a free initial appointment. Another sounded very bored when I rang, but warmed up as the conversation went on and was definitely smiling when we finished.
Some receptionists, however, were superb. Their greeting was bright and enthusiastic; they asked about the type of business I wanted to start; and explained clearly and concisely that, no, they didn’t have leaflets they could send out, but thought I would benefit from their free initial consultation with a partner or manager to find out how I would set about starting up on my own.
This contrasted strongly with the 45% of firms whose staff did not have a clue. They made no attempt to gather information from me that would enable them to get the business. They were not really listening so they did not pick up the new client opportunity and pass it to a more knowledgeable colleague. How many more budding entrepreneurs have they lost due to poor reception skills?
It’s not always reception that lets you down. One quite good receptionist put me through to the new business partner (although she didn’t give his name). He didn’t give his name either; hadn’t a clue what type of business I was planning to start and did not ask, at any stage, what it was; and positively barked at me down the phone. He remained unsmiling throughout and seemed totally uninterested. I would not have used that firm; I’d be terrified!
The worst response to my request to speak to someone was “No you can’t. He’s in a meeting and won’t be free until after 12.” I asked if anyone else could help me; did he have a secretary? “Of course he has” but no name was given so I didn’t know whom I’d be speaking to.
In total, 60% of the offices I rang made it hard work for me, the client, to get what I needed. Your potential new business will come from busy people. They might be prepared to deal with the dragon on your reception; it’s more likely, however, that they will move on to one of your competitors whose receptionist is cheerful, alert, courteous and has a genuine service ethic.
The Way Forward
We set out to answer the question “Are accountancy firms giving their clients the equivalent of the doctors’ receptionist or is the shop window warm, well lit and welcoming?”
A well designed shop window gives passers by an idea of the quality of merchandise to be found inside. It is put together to tempt people in. Getting them through the doors is the hardest step; after that, if they find what they are looking for, they’ll spend money.
It is very difficult to offer significantly different types of services from other firms of accountants. It is, however, incredibly easy to brighten up your shop window so that potential clients are more likely to try your door.
As our survey found, far too many firms are let down by the person who answers the phone. Clients, and potential clients, should receive the following as the absolute minimum:
- A SMILE
- A bright voice
- Some kind of greeting
You will begin to excite attention and interest if the initial contact with your firm also demonstrates:
- Enthusiasm
- Courtesy
- Helpfulness – which will come across by asking the caller for their name, telling them whom they’re being put through to and, if possible, why.
The gold standard for your clients will be if they ask a simple question and the receptionist is able to answer it directly and quickly.
Conclusion
Some of the firms I spoke to offered a first class reception, but they were in the minority. One or two were truly horrific. Sadly, the majority were simply mediocre.
If you want your firm to be amongst the good, rather than the bad or the ugly, you need to invest in training your reception staff, just as you would train an accounts junior to move them up and make them a more valuable member of the team. You may also need to train your technical staff (and partners!) on good telephone techniques so that they don’t let the side down either.
Don’t spoil the ship for a ha’porth of tar. Listen to your reception staff, gauge how they must sound to a client or prospect – and either congratulate them on doing a great job or insist that they raise their game.
How do you think your firm would fare?
If you would like to be “Mystery shopped” contact me on judith.fogarty@swat.co.uk