Telephone etiquette: An HBSDealer analysis
In today’s modern world, our lives are full of internet, email and text communications; but what about the tried-and-true telephone?
When a customer calls your hardware store, what happens? Who answers? How are the calls treated? Have our phone skills diminished? How good is simple phone etiquette in today’s digital world? Is the art – and tact – of live conversation getting lost out there?
HBSDealer wanted to know how well retail hardware businesses handle incoming phone calls.
A couple dozen independent retail hardware stores around the country were called at random on the phone by this editor – who remained anonymous on the calls – simply to get a feel for how our collective hardware store phone skills are doing in this age of all things computer.
Here are a few examples of what was learned in these recent “undercover” phone call interactions:
• In Chicago, the CEO himself of a hardware store answered the phone. He was polite and friendly and answered my general question about the availability of a tool quickly and with knowledge and courtesy.
• In the mountains way out West the person working at the counter answered the phone, identified herself by her first name, asked me if I was having a nice day, was pleasant and responsive to my request to talk to the owner, politely asked me my own name, and got me over to the owner quickly and politely – and then that owner answered her phone, also greeting me by my first name.
Phone tips from a sales pro
“Good phone etiquette is a fundamental aspect of any business’s professionalism,” writes Kailey Boucher, content marketing specialist at Podium. It’s not just about answering the phone promptly—it’s also about how you communicate with those on the other end.
Podium, a technology company headquartered in Lehi, Utah, develops software related to messaging, customer feedback, online reviews, selling products, and requesting payments. The company identified the following dos and don’ts:
• Do greet the caller warmly and professionally—that’s what people calling want to hear;
• Do listen actively;
• Do speak clearly and professionally, a must during business calls;
• Don’t sound distracted by multitasking on the phone;
• Don’t interrupt the caller; and
• Don’t use slang.
• In the southern Rocky Mountains the woman – who answered the telephone on one ring – was pleasant and bubbly. Her bright attitude came through the phone and made me smile. She had a fast response to get me the owner on the line who was cordial and answered my question quickly and politely.
• In the Northeast, the person answering was harried and talking with someone else as he said hello. This was a distracted voice, a quick answer to a tool question, and a quick goodbye.
• In Georgia, the owner of the hardware store answered. He was pleasant, informative and helpful in details about the tool – and also offered options for me and I learned something about the variety of the tool category. I could tell, even over the telephone, he made time for me.
• In the eastern Midwest the person at the counter was polite but was helping a customer at the same time and set the phone down, not on hold, just down on the counter while ringing up the purchase and chatting. Eventually another team member said hello and helped me with my question.
• In the northern Midwest, one of the co-owners of the hardware store, who identified himself as such, answered the phone and, in a happy tone, helped me with my question with great thoroughness.
• In the Carolinas, the team member on the phone was matter-of-fact in providing information about upcoming seasonal items that hadn’t been stocked on the shelves yet; he was cheerful and honest.
• In the Dakotas, the team member fielded my question about paint brands. She was a little foggy on what I meant so I ran through brand names. She identified the one they carried; then hung up.
• In California, the counter person was friendly with me even though he was clearly helping someone standing right there. He was efficient with giving me information and said thanks for calling their hardware store before ending by wishing me a nice afternoon.
Overall impressions
As an anonymous caller reaching out to a retail hardware store for information, I felt in most cases that I was talking with a personable, knowledgeable representative of each business.
There was a definite sense of politeness and a friendly feel to the person answering the telephone.
It was noteworthy that in several instances either the hardware store owner or CEO themselves answered the general phone line of the business, and they were upbeat, pleasant and helpful.
Other than a couple exceptions, there was never a feeling the person answering the phone was too busy or too distracted to chat.
This was, of course, only a small scattering of calls – but it did provide a little bit of insight into the importance of the skill in handling phone calls, in which anyone, from a pro to a DIYer, might be calling up your retail hardware store asking for information and help.
That phone call could be a hardware store’s first touchpoint with a new customer. Hardware store owners can benefit by keeping up with team member training on phone etiquette.
As a caller, you really can feel that positive vibe from the person answering the phone. And it feels good as a potential customer who is calling your hardware store seeking out your help.
