How is this course different from previous courses I’ve taken?
This Standard Operating Procedure (SOP) course contains both mandatory and optional lessons.
- Mandatory lessons explain what we expect you to do, and how to do it.
- Optional lessons explain why a task or action is necessary, the background or rationale behind a decision, or contain a deeper dive into a topic that you may or may not find interesting or useful in furthering your understanding.
- Optional lessons are not necessary for course completion, but you may earn bonus points for completing them!
- There is an assessment at the end of the course. Your training on this SOP will be considered complete when you have successfully completed the assessment.
We’re always trying to make our courses better, so we encourage you to send your feedback via email to [email protected].
What is an “SOP”?
In a franchise system, there are Standard Operating Procedures (SOP for short) for almost all business processes and activities. Another way of thinking about SOPs is that they describe the correct and expected way to operate your business in a franchise system.
Any SOP, including this one, should be considered an update and/or addition to our Operations Manual. As such, this course is mandatory for all current Franchisees, and will be included in all future New Franchisee Training.
This SOP regarding the use of your business phone is added as of December 1, 2023. It supercedes any previous courses on this topic.
Pros and Cons of our Business Model
Prep’n Sell is a home-based business model – a cost-effective way to set up a business. Home-based businesses avoid the costs involved in having a physical location or office: rent, furnishings, equipment, utilities, maintenance, insurance. A Prep’n Sell franchisee is also able to operate, at least at first, without the added expense of staff.
There are some drawbacks, though: one is how our customers find and contact us without a store-front or office where our customers could walk in and speak to staff.
Alternative ways of contacting a business to inquire about their products or services have increasingly become the norm, even when a business has a physical location. These include webforms, social media messaging, email, SMS texts and the old-fashioned phone call.
Our marketing programs are how we help customers find us.
Once they do, what happens when they contact us by phone is covered here.
What you’ll learn:
In this course, you can expect to gain an understanding of these aspects of handling your business phone:
- Answering Incoming Calls Procedure
- Creating and Recording Your Outgoing Voicemail Message
- When NOT to Answer the Phone – and Following-up on Missed Calls
Why This Course?
You might be wondering why we need a course on how to answer the phone. It seems like a basic skill that can’t be messed up, right?
Uncovering Issues and Identifying Opportunities for Improvement
A while back, we tested a Google Adwords marketing initiative, which included paid ads that directed interested people to a landing page, which in turn provided a virtual phone number to call to reach our franchisees. A dashboard allowed us to record every call that came in through the virtual phone numbers, and our President, David Collier, listened to every call recording. What he heard was enlightening, and highlighted the need to standardize how every franchisee is expected to manage their business phone. This course is the result.
We listened to every call recording from across our franchise system … and uncovered some concerning, yet invisible issues.
By listening to the voice recordings of every incoming phone call originating from the 2023 Google Adwords campaign, we discovered some eye-opening issues with how our franchisees are answering the phone.
Franchisees may know how calls should be answered, but aren’t consistently applying good call management techniques on every call. This means we’re missing an easy opportunity to demonstrate our professionalism to our potential customers.
The good news is that there is a lot of room for improvement just by applying some small changes consistently. Small changes at the start of a customer interaction add up, and have a big impact on the customer’s impression of you, their overall experience with our company, and your results and bottom line. Here’s how that can snowball, positively:
- Callers will have a better initial experience when they contact you
- Potential customers gain a better first impression of you
- This naturally converts more leads into customers
- More customers means increased sales
- Increased sales keep your trade partners busier; a steady stream of work from you means they earn more and are happier to work with you, and they’ll prioritize your projects
- A committed trades team equals better quality work, and your job of scheduling and supervising is easier and less time-consuming
- Less time supervising job sites means you have more time to market your business, earning you higher profits
- All of this snowballs into happy customers who leave positive online reviews (social proof for people they don’t know personally) and provide word-of-mouth referrals to people they do know personally.
There’s no better lead source than a personal recommendation from a client.
The not so good news … we identified the same problem-patterns repeatedly when we listened to the call recordings:
- Calls weren’t answered. Franchisees routinely allowed calls to go to voicemail instead of picking up. Their reasoning was, “If the call is important, the caller will leave a message.” The dashboard recorded both live calls and voicemail messages, this proved not to be true, especially for first-time callers (first-time callers = new business). Busy lives mean callers probably have limited time to get through to someone who can solve the problem they have right now. They may be calling on their work break or lunch. They need an answer now, not tomorrow.
- Calls were answered unprofessionally. Franchisees who answer calls with “yes”, “hi” or “hello”, instead of clearly identifying themselves and their company leave a negative first impression. Callers should never have to ask, “Is this Prep’n Sell?” or say, “I’m trying to reach RENOmagic. Is this the right company?”
- Customers who prefer using the phone will continue to call the next company in their search result, until they get a live person to talk to. Our analysis showed that first time callers were unlikely to leave voicemail messages, and would not send a text message even if the franchisee’s outgoing message requested one.
- Customers have no patience with poor sound quality or dropped calls, no matter the reason. They’ll hang up if a franchisee answers from a noisy environment (outdoors, on a jobsite, from a moving vehicle), or using a bargain-basement mobile phone or discount service provider.
- Calls were answered when they shouldn’t have been, such as while driving, without a prepared plan on how to manage the call and write down caller details. It’s inevitable that calls will come in while franchisees are on the road, but even with hands-free options, franchisees should pull over safely instead of continuing to operate the vehicle. In most provinces, this is the law.
- Shifting the onus to make contact back onto the customer by asking them to call back at a more convenient time or to send a text message with their details. They’ve already made the effort to reach us. Now it’s up to us to ask to call back in a short time – 5 to 10 minutes – then find a quiet location to park and give the caller your full attention. Or let the caller choose a time that works better for them.
- We noted a few inquirers called back repeatedly. Specifically in the case of a pay-per-click ad campaign, that can eat up your budget quickly.
- If using a virtual phone number, remember SMS messaging is usually not included. Don’t ask a caller to send project photos by text to a virtual phone number. Don’t ask a first-time caller to send SMS messages to a different business number if they dialed a virtual number; people are hyper-aware of scams and are suspicious of any attempt to redirect them.
Phone Expectations for Franchisees
We expect franchisees
- To set up their business phone number with a good quality recorded outgoing announcement that will play to callers outside of business hours or while you’re already on the phone.
- To answer their business phone professionally at all times during business hours – at minimum, from 9 am to 5 pm, Monday to Friday, with the exception of statutory holidays – and at all other posted times that your business is “open” on your Google My Business page. If you are away on holiday or off sick, we expect you to arrange that a responsible person will answer your business phone if you expect you won’t be available. Many franchisees continue to answer calls while on vacation. It is an individual choice.
- To return calls promptly – within 15-30 minutes during business hours, or at 9 am the next business day if the call comes in after hours.
These expectations are aligned with our brand standards to be a cut above other general contractors in our professionalism and responsiveness in customer communications.
“Speed to the lead” should be your motto!
Incoming Call Procedures
When your business phone rings, with the exception of calls with a Caller ID number that you recognize, you have no way of knowing whether the call is from a real estate professional, one of your current clients, a trade partner, a potential customer (Lead), your kid’s teacher or somebody selling duct cleaning services.
When You Are Able to Take a Call Immediately:
To keep track of call details, use the Quote template. Keep a few of these printed sheets in your portfolio or briefcase so they are handy at all times.
| What to Say | Why |
| Hello. Thank you for calling Prep’n Sell and RENOmagic of [your territory]. | Clearly identifying your company assures the caller has reached the right number. |
| I’m [your name]. How can I help you? | Identify yourself. Let the caller know you’re eager to help them solve their problem. |
| May I have your name please? … Thank you, [customer name]. | Get their name accurately so you can use it for estimates and invoices. People love hearing their own name, and will associate positive emotions with you if you use it in conversation. Use their name one or two times during this first call. |
| In case we get cut off, is this the best call-back number to reach you? | Ask if their phone number is visible on your phone’s call display. |
| Is there a phone number where I can reach you, or do you prefer to be contacted via email? | Ask if their phone number is not visible on your phone’s call display, or if they respond “no” to the previous question. |
| Whereabouts is the property located? Just the nearest intersection or your postal code for now. | Find out the general location right away. Don’t ask for the exact address right away, especially if you’re speaking with a woman. If it’s in another franchisee’s territory, you must pass the inquiry to them. It may not make sense to travel even to the outskirts of your own territory, so get the location early in the conversation. Remember it is never just one trip, and your trades will travel as well, and want to be paid for travelling time, which will increase your costs and eat into your profit. |
| Oh, unfortunately that’s outside of my service area. | State this is the property is too far for you to travel and still make a healthy profit. |
| That area is serviced by my colleague [other franchisee’s name]. With your permission, I’ll pass your name and contact details to them, and you can expect a call back very soon. | Say this when the address falls in another franchisee’s territory, or it’s much closer to their territory than yours. |
| That’s a great neighbourhood. I’m looking forward to seeing your property. | Say this when the address is in your territory. Sounding enthusiastic about your work makes you a pleasure to work with. |
| Tell me a bit about the project you’d like to do and why. | Ask why they want to do this project, how many other companies are quoting on it, what their desired completion date is, what their budget is, and how they plan on paying for the project – you can diplomatically mention our renovation financing option to transition to discussing payment. Is what they want reasonable? Can they afford it? |
| Thank you for those details, [customer name]. From here, we can go one of two ways: 1. I will make some calls and do some research, and get back to you with a ball-park number and timeline by [date/time]. Or, 2. I can come by to see the property, take some measurements and look things over. Once I’ve done that, I’ll be able to give you a firm quote. Which way would you like to do this? | Learning the scope and desired timeline of the project can save your time and gas if it’s not something worthwhile, it’s beyond your level of expertise, or the timeline isn’t feasible, or the potential client has underestimated costs. Asking the client to chose between two options can give you clarity on how serious they are, which tells you how much effort to put into the project. |
| Shall we start with a ballpark number in a day or so? Then if you decide you want to go ahead, we can schedule a time to sit down together. | It’s tempting to schedule a site visit with every lead, especially for new franchisees. Time is money! Don’t commit to a visit until you’ve qualified the lead, and they’ve committed, at least in theory, to go ahead. Get the sticker shock out of the way if you suspect they have more ideas than cash. |
| Would you be able to send me some photos of the project scope? I’ll text you so you have my mobile number. | It is up to us to make our customer’s life easier. Don’t ask them to write down your direct number. Text it to them yourself. |
| [Customer name] it’s been a pleasure talking with you. I have another call scheduled / appointment to attend / another call-back to make. Thanks again for calling Prep’n Sell and RENOmagic, and I look forward to working with you. | Stay in control of the call’s direction and length. Be friendly and polite, but don’t get dragged into long conversations. You have other things to accomplish today, so once you have your required details: full name, mobile phone number, property location, scope of work, and any other details you think are pertinent, disengage and get off the phone. |
If you’re in a meeting when the phone rings:
| What to Say | Why |
| I’m sorry, I’m expecting a call. Please excuse me while I see if this is that person? | Depending on whom you’re meeting with, it might make sense to take a call. Many people dislike voicemail and will hang up and call the next company on their search results, until they get a human. Let’s make sure you’re the one to answer their call! But first, apologize to the person you’re meeting with. |
| Hello. Thank you for calling Prep’n Sell and RENOmagic. This is [your name]. I’m with a client at the moment. May I ask your name? Thank you, [their name], and is this the best call-back number for you? May I call you back in [# of minutes until you can call back]? Thank you for calling, [their name]. I look forward to speaking with you soon. | It takes only a few moments to answer an incoming call and make arrangements to call back as soon as you’re free. Don’t get drawn into an extended conversation. |
If you’re driving, have a hands-free phone so you’re able to answer the call, but you’re unable to write down details:
| What to Say | Why |
| Hello. Thank you for calling Prep’n Sell and RENOmagic. | Every call starts with identifying the company brands. Make sure you’re speaking clearly, because road noise will make it more difficult to hear you well. |
| This is [your name]. How can I help you? | Next, identify yourself so the caller knows who you are. |
| Who am I speaking with? | Repeat their name back to them so you have a better chance of remembering it since you can’t write it down. |
| Where is the property located? | This is a question you can ask without needing to write down the response. Ask for the intersection or community, instead of the postal code. |
| [Customer name] what would you like to have done, and when do you need it by? | Asking more details at this point is optional. |
| [Customer name], I’m actually driving right now, so I can’t write down your details. Is the number you’re calling from able to receive text messages? Great okay, when I’m parked I’ll send you a text message so you have my direct mobile number, and we can arrange a good time to finish this conversation when I’m not at the wheel. You can send any photos of your project that might help me create a quote for you. Does that work for you [customer name]? Thank you again for considering Prep’n Sell and RENOmagic. I look forward to speaking with you again soon. | This is self-explanatory. Repeat their name a few times during the conversation to make sure you remember it, and do write it down as soon as you’re safely parked, along with the phone number the person called from. Call back as soon as you can safely do so, or at the time that the customer asked you to call. Set an alarm on your phone if you think you might forget. It’s surprising how easy it is to impress a potential client, just by being on time and doing what you say you’ll do. At any point if traffic, weather or road conditions demand your full attention, hang up. Safety first. You can explain to the caller later. |
Creating and Recording Your Outgoing Voicemail Announcement
Expectations for Franchisees
Franchisees are expected to enable voicemail on their business phones, record and activate a clear, professional message that will play after four (4) unanswered rings, using our standard script.
“Thank you for calling Prep’n Sell and RENOmagic of [territory]. You’ve reached the voicemail of [your name]. Your call is important to us, so please leave your name, call-back number, the location of the property you’re calling about, and any details of your project you’d like to share. You can also text us on this same phone number. We will get right back to you. Thanks again for calling. We look forward to working with you.”
Franchisees are expected to configure their mobile phone to allow notifications of voicemail messages and text messages, and to regularly check for messages of all kinds during business hours. The target time to return phone calls is 15 to 30 minutes. Send a text to advise the lead if you expect it will be longer than the target timeframe, providing a time when you will be able to return their call.
When NOT to Answer Your Phone
Expectations for Franchisees
We expect you to NOT answer your phone when the circumstances would result in a poor customer experience. See the previous section about your outgoing voicemail message.
Below are some scenarios when it might not be a good idea to answer an incoming call, along with how to follow-up afterwards once it’s safe or convenient to do so:
- you’re in a noisy environment
- you’re outdoors
- you are driving, but have noisy passengers (kids, pets)
- you are driving in heavy traffic, in a construction zone, with poor visability or in bad weather conditions
- you are driving and don’t have a hands-free option for your phone
- you are in a situation where there’s lots of ambient background noise that you can’t control
- you are in a meeting with an unhappy customer
In these circumstances, if a call comes in that you can’t answer, as soon as it is safe to do so, check your recent call record and your voicemail.
Following-up on Missed Calls
Scenario 1: Caller Leaves a Voicemail Message or Sends a Text
This is pretty straight-forward: Listen to the message or read the text. Note the details. Call back immediately or as requested.
If the caller answers: Introduce yourself clearly. Introduce your company brands clearly. Apologize for not being able to take their call initially, and thank them for leaving a detailed voicemail message for you. Get the usual details: name, best way to reach them (different number? home/work?). Location of the property. Project details. (See the sections above.)
If they don’t answer: Leave a clear and detailed voicemail message. Tell them you will also attempt to contact them by text message. Follow up with a text message.
Hello this is [your name] from Prep’n Sell and RENOmagic, returning your call. Sorry I was unable to reach you. I left a voicemail [or I was unable to leave a voicemail], and will send you a text so you have my mobile number handy. Please reply with your name, the best number to reach you at, the address of the property where the work is to be done, and some details of the project you are planning. If you’d like to send a few photos, that will help us visualize your project. If you prefer, you can email me at [email address]. I look forward to hearing from you, and thank you for contacting Prep’n Sell and RENOmagic of [territory].
Scenario 2: Caller Doesn’t Leave a Message
Check your recent missed calls. If there is a phone number showing, call it. Start your call, either live or when leaving a voicemail, with, “Hello this is [your name] from Prep’n Sell and RENOmagic. I received a call at [time] from this number. Does someone there need information on our renovation services? How can I help you today?”
If they don’t answer, leave a message, using the same script as above. Instead of typing out a long text message from scratch each time you need the same message, taking unnecessary time and at the risk of missing an important part of the message, we suggest you type it once, proofread it, then send it to your own personal phone number. This way, the correct copy is easy to access, copy and paste into a new message to a Lead.
Self-Assessment
If your phone or computer has the capability, try recording yourself on the phone a few times, periodically. Take the time to listen to the call recordings, listening for bad habits, stumbles, and unclear enunciation. Play them for a firend, and ask them if they are confident they heard everything you said. Imagine you are the customer, calling to inquire about services you need. Be honest in your self-assessment – this is not shared with anyone.
Ask yourself:
- What’s the call quality like? If the reception is bad on only a couple of calls, it might be the caller’s phone that is the issue. If the reception is bad on all the calls, it’s probably your phone that is causing the problem. Is it time to consider upgrading?
- How is my telephone manner and voice? Am I clear, understandable and loud enough?
- What impression does a first-time caller get when they speak to me? Does the way I answer calls leave a positive, professional impression on the caller?
- How am I at managing the flow of the call? Do I get the required information quickly? Am I able to end the call professionally and politely? Do I get side-tracked into listening to the caller for too long?
- Do I end the call too quickly before getting all the required information? Do I know the caller’s full name? Do I have a call-back number and know the best time to reach the caller? Do I know the location of the property where the work will be done? Do I know roughly what the scope of work entails? Do I have an idea of the customer’s timeline? What information should I know before I commit my time and resources to a home visit?
- Listen carefully to your calls, not just for what you said, but for what your potential customer said and asked. Did you answer all their questions, or were you so concerned with planning what you were going to say next that you didn’t hear what they asked? Did you interrupt or talk over them?
- Did you practice good listening skills so you know what the potential client’s concerns are and how to turn this customer into a satisfied 5-star reviewer? Often in a first phone conversation, the caller reveals their primary concerns and tells you what will satisfy them as your future customer: “I have small children or a pet so I can’t have the house too messed up.” “I’m allergic to dust. How can you minimize that for me?” “My in-laws are coming in 4 weeks.” “My husband has been laid off, so we need to sell our home quickly.” Each of these casual statements should tell you something about how to satisfy this client. Being attuned to the client’s concerns and addressing them head on can make the difference between you getting the job, or your competitor stealing it out from under you.
- After you listen to your calls, ask yourself, “What can I do to improve my customer’s experience when they call me?
