GIVE BETTER PHONE
The other day I called a dermatologist to set up an appointment. Immediately I got a long voicemail message. I was told whom to call in case of an emergency (for a hemorrhaging pimple?) then given 9 options.
It seemed to take forever.
Finally I found out how to reach the appointment desk. I pressed the button, which placed me "On Hold." I countered with "Speakerphone."
I had the vague feeling of being in a wrestling match with a machine.
On Hold
Instead of pleasant music, that same leisurely voice started in on this doctor's glowing credentials, impeccable standards, plus a list of procedures I had no interest in. The harangue made it impossible for me to focus on the task in front of me.
After 3 minutes I hung up.
I ended up going to another provider.
Promotional On-Hold Messages
That experience prompted me to devote this issue of A Cut Above to your office phone etiquette — specifically any promotional on-hold messages you may be using.
Promoting yourself via on-hold messages seemed like a good idea about 15 years ago. You had a captive audience,  why not do a little selling?
That worked before the Internet, Smartphones and other factors buried us in 24/7 information.
- Today these sales messages are just more annoying clutter.
- They sound self-aggrandizing. They're out of sync with the self-deprecating-humor tone that's emerged in advertising.
Besides being in questionable taste, there are practical reasons to stop using on-hold advertising:
1. PEOPLE WILL HANG UP IF THEY'RE AT WORK. Everyone multitasks with the speakerphone on at work. Announcing breast augs and tummy tucks can embarrass
them.
2. PEOPLE WILL HANG UP IF THEY'RE AT HOME, TOO. A spouse or child may be nearby, another situation rife with the potential for humiliation.
3. BAD FOR YOUR IMAGE You're seen as the kind of doctor who keeps people waiting — without mercy.
Not to Mention, It's So Anticlimactic
You spend a fortune getting people to call, developing  leads and marketing your services. When the phone rings, this is your big moment. Seize it.
Answer the phone! Train more staff to answerphones during busy hours. A Class Act
If you must put people on hold, provide something soothing while they wait. Allow the call to become part of the warm, thoughtful, classy experience your practice is famous for.
In a still-iffy economy, how you treat callers is more important than ever.
Although I don't provide phone etiquette services (I only do e-newsletters) I can point you to two excellent sources if you're looking to review your phone presence. Just click on the logos to learn more:
Exceptional Receptionist Training with Cosmetic Image Marketing:
http://www.cosmeticimagemarketing.com/scripting.php
Aesthetic Practice Check-up with Karen Zupko Associates, including Front Desk Phone Skills Assessment:
http://www.karenzupko.com/resources/plastics/checkup.html
Yours in continued prosperity,
Joyce Sunila
President
Practice Helpers
By the way, feel free to share this message with your colleagues.
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