More customers would rather send a text than make a call. They want to confirm an appointment, send a photo of a problem or ask a quick question without waiting on hold. For a small business, texting from the same number that’s on your sign and your website is one of the simplest ways to be easier to reach.
As Vice President of Operations at DirecTech Connect, I oversee our managed VoIP and telecommunications services, and business texting is one of the most common requests we get. Here’s what I’d want any owner to know before turning it on.
Use your main number, not someone’s cell phone. When staff text customers from personal phones, the conversation leaves with the employee. Texting from the business number keeps every conversation with the business, where anyone on the team can pick it up.
Expect a registration step. U.S. carriers require businesses that text from a regular local number to register the business and describe how they’ll use texting. It’s a one-time process, but it takes some time to approve, so start it well before you need it.
Only text people who asked to hear from you. A customer who books an appointment and agrees to reminders is fine. A purchased list is not. Make it easy for anyone to reply STOP and be removed.
Decide who answers. A text that sits unread for two days is worse than no text option at all. Pick who watches the inbox during business hours and what the after-hours reply says.
Keep it short and useful. Appointment reminders, “we’re on our way,” and quick answers work well. Long sales messages don’t.
Set it up the right way once, and texting becomes one of the easiest ways customers can reach you.
Danielle Lemons is Vice President of Operations at DirecTech Connect, a Nashville provider of business phone systems, managed IT services, websites and digital marketing. More about Danielle.
