Is Dead Air Killing Your Calls?

Dead air.  I mean, it starts with the word dead – That’s not typically a positive word to begin with so it stands to follow that dead air really isn’t going to be a positive for your business and calls, right? Right.

When I first started my career on the phones (we won’t talk about how long ago at this point) I was given one very basic piece of advice when it came to dead air (and hold but that’s a different post) “For the customer it feels 2 to 3 times longer than it actually is.”  As a result, dead air has become a pet peeve of mine.  Studies have shown that about 4 to 5 seconds is where dead air starts to become an issue for most people.  While even 10 seconds may not seem long to a rep who’s looking up information or inputting data, for the customer it can seem to be an eternity.  Listening to calls for a living, I can confirm this.  As a customer I start to get antsy if the rep is silent too long and as a coach, I’m watching the counter and saying in my head “Just say something!” especially if the customer was the last one to speak. 

In today’s technological age and having the option for social media, texting, email, etc if a customer is picking up the phone and calling then there is an unsaid sense of urgency – They want their issue fixed and fixed now. It may be a running joke about how young people of today would rather text, but there is a thread of truth – so if they are calling you, then you know they are serious about talking. 

Common Causes of “Dead Air”.

So what causes dead air?  It could be any number of issues – a lack of experience on the phones that means they don’t know how to minimize dead air or they could be unsure in their role so can’t respond immediately as they are formulating an answer.  Perhaps it’s the tools at their disposal – A slow computer or software that takes too long to pull up information so they are waiting for it to catch up.  Or maybe it was just an unusual or difficult question that requires a little more time to research. 

What I hear more often than not is simply a lack of response leading to dead air.  The caller provides information and the rep just gets to work. The problem is this means the customer has no idea what is going on and frustration can begin to mount.  It can start to undermine their confidence in the rep and decrease customer satisfaction.

In an industry already troubled by negative stereotypes, we want to rise above – So here are a couple simple tips to help avoid those dead spots:

1. Simply explain what you are doing.  So often the easiest fix is the best – A common example of a period of dead air is when reps pull up an account or vehicle information.  The customer gives their number or name and bam, 10+ seconds of nothing.  A quick “Thank you for that, give me a moment while I pull your account up/pull up that information.” can avoid that.  If it’s taking longer than it should, “I apologize, our system is running a little slow today.” or “I’m still in the process of getting the account pulled up” is fine.
2. Training.  Knowing and understanding how to maintain control of the call and drive the call forward is key.  If they control the call there is a much lower chance of dead air.  Along with knowing the call flow inside and out drilling on common objections until they are second nature should be done regularly as well so the rep doesn’t stumble if an objection is offered. 
3. Promotions, incentives, offers.  Depending on the reason for the call, use this time to show value in your dealership or offer a service.  Example: If you are processing a payment and should be offering the customer the option to set up automatic payments – take the time while the payment processes to make this offer to the customer.  In service and waiting for the calendar to load?  What current promotions do you have running that could benefit the customer?  Regular sales call – What sets your store apart from others?  If you haven’t already shown the caller the value of doing business with you, you can use the dead air to do so.
4. Set clear expectations.  There are going to be times where there could be longer periods of dead air.  Not so much in the automotive industry usually, but it can happen and at that point, letting the customer know to expect it is better than saying nothing at all.  Then use brief check ins to let them know you are still there.
5. Offer a to research offline instead.  “I can get that information together for you and have that ready for you when you come into the dealership!” or if they want it prior to coming in, set up a phone follow up, but make sure you finish the process.  And of course when you callback, don’t leave the information on their voicemail if they don’t answer – let them know you have it and drive that return call to you so the conversation can continue.
6. Use hold instead. Not an ideal option because hold can negatively impact customer satisfaction as well, but if you know it’s going to take a little bit and don’t want to chance a callback, use hold – as long as you have hold music.  If you don’t, then it really is no different. 

Recap:

Is there every a time when dead air can be a good thing?  Absolutely!  Pausing for a response can be a great sales tactic when used correctly.  For example – when asking for an appointment or a sale, if the customer doesn’t respond right away reps often jump in and backtrack from their question – Instead just waiting for the customer to respond or giving a gentle nudge, “Sir/Ma’am?” can often get a response as people really don’t like dead air.