Order Takers vs. Order Makers

During strong economic times, shops struggled to answer every phone call and timely fulfill every order. As the market slowed and business dropped, phones did not ring as much, and companies began to worry about the future of their companies. Demand for highly efficient products changed the way business was done as well. There are so many different products with numerous features and benefits. Our customers do not know the latest and the greatest.

There are 2 questions that need to be answered: 1) How do companies hold on to business when it comes to them? and 2) how do customers get the right information about the product in order to make an educated decision? The answers are simple: employees need to be order makers, not order takers. When times were good and overly busy, a phone call might have gone something like this:

• Employee: Thanks for calling ____, how can I help you?
• Customer: Yes, I am looking for some pricing on ____.
• Employee: Ok.
• Customer: Can you help me?
• Employee: Yes, let me just finish up what I am doing…
• Customer: Ok.
• Employee: What you will need to do is bring in your plans, and we can
  give you an estimate. We are open from 8:00 am to 6:00 pm, Monday
  through Friday…
• Customer: Ok, Thank you.
• Employee: You’re welcome, good-bye.

This is an example of an order taker. As business owners, we cringe to think that this is the level of service our customers receive, busy OR slow times! An order maker takes control of the conversation with a positive, upbeat tone. The customer feels taken care of and at ease. Notice the difference:

• Employee: Thanks for calling ____, this is ____, how can I help you?
• Customer: Yes, I am looking for some pricing on ____.
• Employee: Wonderful, you have called the right place! May I have your
  name, please?
• Customer: Sure, it’s ____.
• Employee: Thanks, ____, I can help you get pricing on ____.
• Customer: Great! Thank you!
• Employee: Why is it that you are looking to replace……….?

You will notice that the order maker is actively engaged in the customer’s request. The relationship starts with a friendly greeting and an exchange of names – a real relationship! As this 2nd scenario continues, the order maker asks questions, share features and benefits that make their company stand out, and will educate the customer on the newest and most innovative products. An order maker also commits the customer to come in or set up an appointment. They will not let the customer get away unsatisfied.

Don’t leave money on the table in your business! You spend a lot of money to get customers to come in the door and get the phone to ring! Make sure each one of your employees are held accountable to become an order MAKER.

Mitch Wasden
Executive Sales Trainer
ContactPoint: NGA WDDA