Act Now

When a prospect or customer is ready to do business with you, don’t delay. Strike while the iron’s hot. Wait until tomorrow, and the customer might be your competitor’s newest customer.

There are many times when I encounter situations when a business takes a long time to service a customer or respond to a request. In today’s world, time is valuable to almost everyone and the longer you wait to call a customer back or respond to their email, the less important they feel. Put yourself in your customer’s shoes when considering every business decision. After all, you are in business to service customers and without them you have no business.


  • When a customer sends you an email. Set a policy or a commitment to respond back to emails within 24-48 hours. Responding to email later than 48 hours may represent a lack of responsiveness to your customer
  • Return phone calls within 24 hours but no later than 48 hours. As a best practice, customer phone calls should be returned the same day if possible.
  • If you meet a prospective client at a networking event, seminar, expo etc. Be sure to follow up with that prospect as soon as possible to see what their needs are and to find out how you may help them.
  • If an employee will be out of the office, be sure to have someone fill their space when they are out. Customers still should be serviced even when key employees are out of the office.
  • If you do find yourself not responding to customer request or service needs in a timely manner, be sure to follow up with a phone call and apologize for the long delay. Don’t give an excuse to the customer, that’s the last thing they want to hear. As a rule of thumb,“Phone call before email”

Remember: There are many competitors out there who would love to do business with your customers, so act now and don’t delay customer requests.

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