Answering Emails Is The Least You Can Do

If a potential customer writes this about your company, you’re doing it wrong:

This is a screenshot I took from a Facebook industry page I belong to. I’ve blacked-out the name of the company because there’s no need for me to sully their name here, but it’s a major company you’ve heard of.

When a potential customer emails you, email them back. This is one of the simplest things you are tasked to do as a business owner. “Answer emails” is right up there with “turn on the lights”, “unlock the door” and “have product on the shelves ”.

If you are so lousy at answering emails that someone writes a Facebook post begging for someone to answer their email, you need to go back to the drawing board on how your company handles customer service,

We understand that things can happen. Emails can get deleted or lost in a Spam folder. You can forgive a one-off every now and then. But it’s clear from this message that this person has repeatedly had trouble getting in touch with this company.

There are all kinds of reasons that people might not do business with you, some of which you can't always control. Inclement weather, competition, supplier problems, road construction....sometimes, despite your best efforts, people will choose not to do business with you.

But this is not best effort. This is a fundamental failing of business basics.

We invite you to see this as an opportunity. Be just a little better than the unnamed company in this story. Just like there is business to be gained by staying open one hour later than your competitor, there is also business to be gained by answering emails promptly. Or by answering the phone politely. Or by smiling when people walk into your store.

All of these things are free. And they will bring you more business. Do them.