How Accessible Are You?

A potential client was trying to book a mobile DJ whilst being filmed for a reality television program. His comment, after yet another failed call, was 'You'd think people in this business would be easier to contact'.

We put this to the test by contacting 200 Mobile DJs to let them know about the local DJ Meet-Ups in their area... well actually, we tried to contact 250 DJs but couldn't reach the rest of them.

Here's a summary of our experiences with some ideas to overcome the obstacles...

'Hello, is it you I'm looking for?'

Are your contact details easily found on your website? Surveys have shown that the average internet user favours minimum clicks. Having a contacts page that isn't immediately obvious could be a major obstacle and like having a shop on the high street with the door around the back.

Some examples we found included the use of a drop down box or a small email icon hidden away in the corner. Even if your 'Contact us' page is easily accessible also consider having your contact details visible on every page of your site.

Many DJs favour using an enquiry form on their website and not making their email address visible. If someone wants to send a quick question or update an existing enquiry, it can be quite laborious filling in the form each time.

If you prefer not to display your email address, consider having two forms; one for enquiries and one for quick questions. There are also many ways to display your email address so that it isn't picked up by bots (image, JavaScript etc)

'All I want is easy action'

Many marketing experts refer to a 'call to action', which simply means encouraging the client to make contact. This can be achieved with a short statement such as 'to find out more call Peter...' or 'for an informal chat call Peter....'

'Who are you...oooh, oooh, oooh, oooh'

Do you have your name on your website or are you a faceless company? People buy people and also like to know who they are going to be dealing with from the start.

The majority of mobile disco companies are single operator status but many like to give the impression they are larger than that. This could actually be detrimental and, even if you are a large company, having 'Phone Angela on ....' works far better than 'Phone us on ....'.

'Like a rubber ball I come bouncing back to you'

What a fantastic method of communication emailing is. A message can be sent in the wink of an eye...ahhh...then bounces back to you just as quickly because the recipient's mail box is full. Allowing your inbox to fill to capacity could be preventing potential clients from making contact.

It's worth noting that free email accounts tend to be much smaller than a private one attached to your site. You can also adjust your settings so that the message is removed from your email host account either immediately after it is sent to you or after a set number of days.

'Return to sender, address unknown'

On the subject of free accounts, many are fickle about what they consider is junk. The inclusion of a link in the message can be enough for it to be blocked. Certain hosts are also blanket banned (ie all mail from that server). Unfortunately you could be blissfully unaware that some emails are not reaching you.

Another reason for emails bouncing is the filter could be set too high - far better to spend a few minutes each day deleting the unwanted messages than to miss a potential booking.

'Don't leave me hanging on the telephone'

Your telephone number is like your lifeline in business. When you are out of contact, what happens to those calls?

Research shows that if a client doesn't get a reply and there isn't the facility to leave a message, they are more likely to call one of your competitors instead. There are many solutions to this problem; an answer machine, voicemail (for mobiles), call minder (for landlines) or have the calls redirected.

The telephone is also often the first direct contact that a client has with you so it is vitally important that you give a good first impression. Using a professional greeting is essential for building rapport and creating confidence. Just 'Hello' can come over as abrupt, 'Who is this?' or 'What do you want?' are even worse! Answering with 'Hello, Jethro speaking' or 'Hello, Snoopy Entertainments', comes over as much more professional.

To Summarise

Your business relies on potential customers being able to contact you. Have you made it as easy as possible or do you have obstacles the size of the Hoover Dam which could ultimately deter a discerning client and lose you a booking?

Until next time....make sure those clients can get hold of you - easily!