Turn away time wasters - small business management

Nation's Business, March, 1988 by Sylvia Blishak

Turn Away Time Wasters

People who want to use your time in ways that produce no gain for your business are simply time wasters.

As a business person you can and should develop tactics to deal effectively with those who don't respect your time. And you can accomplish your purpose without losing your customers' good will.

Some people who are paid salaries don't understand the concept that "time is money" for many of us who own and operate small businesses. We should tactfully yet firmly let them know that we are professionals and that our time is valuable.

It may be tempting to try to convey a "nice guy" image with such people, but unless we keep conversations with prospects under control, we can find ourselves trying to answer endless questions that serve us no purpose.

One way to keep the upper hand in such instances is to ask the customer specific questions that will either close the sale or cause the casual shopper to lose interest.

Another way to give time wasters the polite brushoff is to try to steer them to an alternative. Although people resist being told "no" when they are seeking something, they will usually welcome an alternative. See if you can give them one.

In the travel agency that my husband, Ted Blishak, and I own and operate in Menlo Park, Calif., we find that we are particularly vulnerable to people who are just looking for free information.

For that reason, Ted keeps a list of phone numbers under the glass on his desk top so that he can quickly direct such people elsewhere.

"Tourist bureaus, the local commuter-train company and the passport office are all staffed to help travelers with specific information," he notes. "You can get time wasters off the phone quickly by referring them to the proper phone number; usually they will thank you."

Browsers can be time wasters, and so can buyers. The following are a few types to watch for.

Parents with unruly youngsters. You may find yourself rearranging your furniture and desk accessories just to keep overactive children from injuring themselves or damaging your property.

In such instances we tell people they needn't wait while we finish the paperwork for the sale. "You need to be able to concentrate to avoid making mistakes," Ted says, suggesting that, when possible, you tell the customer that the transaction can be completed by phone or by mail.

Complainers. Letting complainers go on and on can waste your time, disrupt your staff and upset other customers.

"If it can't be solved immediately, express your sympathy, but explain that you need details in writing so that you can arrange a satisfactory solution," Ted suggests. "Hand the complainer a stamped, self-addressed envelope to emphasize your point and end the conversation."

Talkers. Lonely or retired people sometimes want to tell you about their family or their health, and they don't realize they are imposing on your time. Try saying, "It's been nice talking with you, but I'm going to have to get back to work now."

Occasionally the time waster reaches you by telephone.

Unsolicited calls to sell you advertising or equipment, or to ask you to make a charitable contribution or take part in a survey can use up large chunks of your valuable time.

Since no customer good will is at stake in such calls, be ruthless. Don't even let the spiel begin. Interrupt at once, explain that you have a customer at your desk or you are working against a deadline, then hang up.

If the pitch is being made by someone who has dropped in at your office, you can offer the same explanation and then ask the solicitor to leave.

Being determined to spend your time in a profitable manner, and defending that determination with assertive yet polite responses, requires practice and tact.

But it is worth the effort. You'll have more time and energy to devote to worthwhile customers and activities.

Photo: Since your time is money, that's what you lose if you don't politely yet firmly divert the time wasters who come in the door or reach you by telephone. Whether they want your ear, free information, a donation or just a place to while away their idle hours, they must be reminded that your hours are your livelihood.