5 Key Contributors to Answering Service Success
By Peter Lyle DeHaan, PhD
Over the years I’ve seen some answering services get larger, while others didn’t. Before we attribute the difference to bad timing, being in the wrong place, or poor luck, let’s consider some characteristics that can contribute to answering service success. This isn’t a scientific analysis or a guaranteed checklist. Instead, it’s a list of key characteristics that will help tip the balance in favor of growth, profits, and quality.
1. Strong Leadership and Management
Does an answering service need a leader or a manager? It requires both. A leader plans for tomorrow, while a manager handles today. Having one without the other leads to an imbalance in the operation and promotes frustration among staff and clients.
2. A Capable Management Team
When an answering service starts from nothing, the owner needs to wear many hats. However, for existing answering services, having one person attempt to handle everything is a bad idea. They’ll end up neglecting something critical.
That’s why it takes a team to run a telephone answering service. As the answering service grows, the number of people on the team grows with it. Two common mistakes answering services make are growing the team too slowly and growing it too fast.
3. No Weak Links
It takes several departments for a successful answering service. Operations is the biggest. Also needed is sales and marketing, accounting, and technical. A strong leadership administrative team holds them all together. Each of these units must pursue excellence in all they do. There can be no weak links, or the answering service will struggle.
For example, if operations produce high-quality work but sales don’t add enough new accounts, it doesn’t matter how good the quality is because there won’t be enough accounts to serve. Conversely, if sales and marketing add new clients fast, but poor quality and customer service drive them away faster, it’s a losing situation.
4. Attention to Details
Details matter. It matters whether you’re taking a message, programming equipment, setting up a client, sending an invoice, or leading a team. Doing 90 percent of the job isn’t good enough. It requires 100 percent to achieve success.
5. Industry Involvement and Networking
Too many answering services try to function in isolation. They don’t attend industry events, network with other answering services, or work to make the industry better. They toil in isolation, hoping they can figure everything out on their own. And even if this does work, it won’t work as well as if they had regular input from others in the industry to encourage them with new ideas and provide motivation. Though some answering service owners and managers may claim they don’t have the time or the money to get involved, the truth is they can’t afford to.
Following these five tips may not guarantee to answer service growth and success, but they will certainly place the answering service in a better position than had you not pursued them. Look at your answering service operation through the lens of these suggestions. Then determine what area needs attention and seek to improve it. If you do, you could very well end up realizing the growth and success that you seek.
Peter Lyle DeHaan, PhD, is the publisher and editor-in-chief of TAS Trader, covering the telephone answering service industry. Check out his book How to Start a Telephone Answering Service.