FAQs About FAQs: How to Effectively Handle Customer Questions

Being responsive to your customers' questions is one of the most important parts of the job. Here are some FAQs from small business owners about the FAQs they receive, and tips on how to effectively handle them.


How often does a customer call, text or email you with a question? If you said “rarely,” then you’re either very good or very lucky. Stop reading now and go do something fun instead. If you said “often” or “a lot,” then read on—this one is for you. We are taking a look at questions small business owners like you have regarding customer FAQs.

Q: How important are customer questions?
A: Very!

Our operational assumption is that effective, efficient and engaging customer communication is essential for any business to survive, let alone thrive. That said, responding to customer questions quickly, clearly and courteously is a critically important aspect of customer communication strategy.

Customers rarely have the technical knowledge to assess how good your product or service is—that’s why they need you. But they can also quickly judge your company’s values by what you do and say in responding to their questions. 

Q: When should I expect questions from customers?
A: Any time and all the time.

Prospective and current customers will have questions the first time they visit your location, search your site or call in. They will also have questions throughout the shopping and sales process and long after they buy your product or service. 

So, you and your customer-facing staff need to always be ready to respond to questions consistently—and be sure to always follow your company’s strategy and plan. If you don’t have a strategy and plan for questions because you thought it was obvious, wrong answer. Always have a plan.

Q: What should I say?
A: Initially, Nothing! But then…

Instead of trying to jump in and answer their questions as they are speaking, be sure to listen intently to their comment or question. This is especially important face-to-face. You must not only actually listen, but you also must show them that you are listening. 

Once you have listened attentively, verify your understanding by saying something like “Let me make sure I’m understanding…”  or “So, what you’re asking is…”

Then, answer and respond clearly and concisely. And after you do so, don’t follow up your response by saying “Did I answer your question?” That implies you might not have answered the question. Simply say, “Do you have any more questions or is there anything else I can help you with?”

Q: What if I don’t know the answer or can’t respond immediately?
A: Say so! But then…

If you really don’t know the answer to a customer question, be honest and tell them that you don’t know. But then indicate when you think you will have an answer or response. Ask them if they would rather stay on hold/stay in the store or have you call them. Do what they ask. And a good rule of thumb is to always respond sooner than you said you would. 

If the right answer is “I don’t know,” consider instead choosing the words “I’m not exactly sure.” Selecting these words will be better for your credibility.

Q: Should I have an FAQ page on my website?
A: Absolutely!

Every business should have an FAQ page—just be sure it’s easy to find, clear and comprehensive. When someone calls you, ask if they’ve already visited the site. This is a subtle way to remind them to do so for next time. 

While an FAQ page is important, such a page is static—it sits there waiting for someone to read it. Consider including all of it or parts of it in regular customer communication. If they already know the answer, no problem. If not, they might appreciate the gesture. If you have a customer blog or e-newsletter, feature a regular FAQ section in each issue. And, once is never enough—keep repeating the important questions. Few people will notice the repetition and no one will mind.

Q: How do we know which questions are important?
A: They are all important!

Assume all customer questions are equal, but some are more equal than others, (Thank you, George Orwell). Keep track of questions manually if you have to or by hit frequency on your site. Usually the questions asked the most often are the most important, or at least impact the most customers. 

So, make the most of FAQs for your customers and your value proposition. Turn every frequently asked question into a frequently answered question. And make sure to send in your questions about questions (email Marie Zickefoose) so we can respond to them in our article next month. Any questions?

Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.   

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  • Next up: Federal Payroll Tax Deferral Guidance

    Federal Payroll Tax Deferral Guidance


    On August 28, the Department of Treasury and Internal Revenue Service released guidance (Notice 2020-65) that implements President Trump’s recent memorandum directing the Secretary of the Treasury to allow employers to defer certain payroll taxes if they so choose.

    The deferral applies to wages or compensation paid from September 1 through December 31, 2020.

    Employers that defer the tax collections from September 1 through year’s end will need to collect unpaid taxes from that period starting on January 1 and remit them by April 30.

    The guidance allows employers to defer withholding and paying the employee portion of the Social Security payroll tax if the employee’s wages or compensation during any bi-weekly pay period generally are less than $4,000, calculated on a pre-tax basis, or the equivalent amount with respect to other pay cycles.

    Additional tax relief related to the COVID-19 pandemic can be found on IRS.gov.

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  • Next up: Find Your 2020 Summer Intern

    Find Your 2020 Summer Intern


    The Greater Cleveland Partnership’s Internship Central program is again collaborating with Tri-C to offer GCP members the opportunity to participate as an internship host employer for Tri-C’s 5th annual Summer Internship Program. The internships will be 100 hours in duration, i.e. 20 hours/week for 5 weeks or 10 hours/week for 10 weeks, from May 26 to August 7, 2020. Employers are able to host more than one intern.

    As an external host employer, the company would be placed with an intern that best matches your needs. Tri-C manages the HR functions of the internship such as hiring, placement, background check, and internship compensation. Students will be compensated by the college at $11 per hour.

    Other benefits to the host employer include:

    • Screening of interns for 2.0 minimum GPA, active student status and other requirements will be conducted by the College.
    • Speed networking internship fairs (opportunity for employers to interview potential interns) hosted by the College.
    • Students will be considered Cuyahoga Community College employees (on Tri-C’s payroll).
    • Thorough background check and drug screening conducted by the College.

    The host employer is responsible for:

    • Providing the internship job description by 12/6/2019, click here for the job description template
    • Attending an information session on 2/11/2020 (Metropolitan campus 9:00am-10:30am) to learn about the role of the host/employer, timelines for hiring and next steps
    • Providing supervision, coaching, feedback, and support to the intern during the internship period
    • Providing meaningful work and learning experiences for the intern
    • Developing and sharing a work plan for the intern, outlining objectives and deliverables throughout the 5 or 10-week internship
    • Ensuring the internship is complete between May 26, 2020 and August 7, 2020.
    • Providing a workspace and other resources (e.g. access to computer, reference materials, and telephone)
    • Attending ONE of the Internship Fairs. Attending an internship fair is essential because this is where you will meet and interview potential interns and make your top intern selections.
      • Metropolitan Campus (downtown Cleveland) – Friday, March 6, 2020,
      • Western Campus (Parma)- Tuesday, March 10, 2020

    Internship host opportunities will be filled on a first-come, first-serve basis.  If you are interested in hosting a student during summer 2020, please complete the Summer Internship Job Description and return to Angela Finding at afinding@gcpartnership.com by December 6, 2019. For questions regarding the program, call Angela at 216-592-2385.



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  • Next up: Rooted in Our Communities: First Federal Lakewood Helps Businesses Weather Uncertain Times for 85 Years

    Rooted in Our Communities: First Federal Lakewood Helps Businesses Weather Uncertain Times for 85 Years


    “Our vision and mission is that all people have a right to affordable housing,” said John Habat, President/CEO at Greater Cleveland Habitat for Humanity.

    First Federal Lakewood is helping Habitat for Humanity realize that vision with access to funding through a business line of credit and more recently, a loan through the CARES Act Paycheck Protection Program (PPP). 

    “Nobody was coming forward offering us a line of credit. I said, ‘Let me try reaching out to First Federal Lakewood.’ What they did was arrange for us to have a line of credit,” said Habat. “There’s just no comparison. You go into the bank and they know you.”

    Habitat for Humanity again turned to First Federal Lakewood to apply for a loan through the PPP to be able to keep its workers on the payroll. Habat said he was on the phone right away with someone at First Federal Lakewood. “In 10 days, we had our approval. When your banker comes through for you like that, that’s just the best,” he added.

    Helping Local Businesses Thrive
    Habitat for Humanity is just one of hundreds of organizations and small businesses First Federal Lakewood works with to invest in the local economy and help local businesses thrive.

    Thinking Cap Child Care in Cleveland is an all-female, family-owned small business that provides child care services. Thinking Cap’s relationship with First Federal Lakewood began with a PPP business loan. Since then, Jaishawna Bates, Thinking Cap Director, has opened business and personal accounts, and referred friends and family to First Federal Lakewood.

    “Receiving paperwork or an application can be so tedious. They gave me a little push and the reassurance that we would figure it out together. They go above and beyond in wanting to help. I think that it’s a wonderful thing,” said Bates.

    IT-services firm UCG Technologies, which is located in Independence, was looking to secure flexible funding. A business line of credit from First Federal Lakewood was just what the company needed.

    “We chose First Federal Lakewood primarily because of the people. I can pick up the phone and get them on the phone, send them an email or meet with them quickly in person. At other banks, that may not be the case,” said Jim Kandrac, President, UCG Technologies.

    First Federal Lakewood has been committed to Northeast Ohio for 85 years. As a mutual bank, First Federal Lakewood is owned by depositors and not shareholders, so the emphasis isn't on quarter-to-quarter results. That has proven especially helpful during COVID-19 in being able to refocus resources to serve the community directly, providing additional assistance and helping businesses and organizations navigate the CARES Act.

    “We continue to invest in our local economy and embody what it means to be a good neighbor and a mutual bank. We don’t just serve this community; we’re a part of it, too,” said Kurt Kappa, Chief Lending Officer at First Federal Lakewood. “We remain committed to helping our local economy and the members of our community get through good and bad times so they can thrive.”

    Paycheck Protection Program
    When the PPP was announced, First Federal Lakewood’s business team quickly got up to speed to be able to help as many local businesses and organizations connect to PPP loans as possible and weather the ensuing economic storm. The results through early July speak for themselves:

    • 1,259 total loans
    • $105.5 million in total PPP loan dollars
    • $83,722 average loan amount
    • Helped businesses retain 12,377 jobs in our communities
    • 93% of loans less than $250,000
    • 40% of total loan dollars to women and minority-owned businesses
    • 80 non-profits secured loans of more than $12.6 million

    “We believe local businesses, non-profits and local economic development departments are the fabric of our community, working to make each community better. We have been proud to support our neighbors in securing loans through the PPP and a variety of other ways to support our local communities,” said Kappa.

    He said relationships are a hallmark of working with a mutual bank, where clients get the knowledge and service of larger banks along with community knowledge and small-bank relationships—and the ability to form relationships with the decision makers at the bank.

    Jim Kandrac from UCG Technologies agrees with that assessment. “At the end of the day, people buy from people and it’s about relationships. First Federal Lakewood stepped up to the plate, addressed our needs and got it taken care of,” he said.

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  • Next up: Five Small Changes to Uncover Your Blind Spots: How Business Owners Can Become More Effective Leaders

    Five Small Changes to Uncover Your Blind Spots: How Business Owners Can Become More Effective Leaders

    Many small business owners are asking how to thrive within a world where we are over-committed, over-scheduled and over-whelmed. Especially now, we are experiencing a new world since the COVID-19 pandemic struck and we want to know how to move from barely surviving to thriving.    

    At the Goldman Sachs 10,000 Small Businesses program, Executive Director, Patrice Blakemore has advised over 500 business owners and has had the opportunity to witness business owners transform their lives and businesses by making these five small changes. 

    Here are five ways you can uncover blind spots to become a more effective leader:  

    1. Start with your purpose – “What do I love to do and why” will help you articulate your purpose.  Once you answer this question, you gain clarity that lifts the fog of doubt.  In the future, when you have questions about what you should do, you can ask “Does this help fulfill my purpose?”  The answer to this question will guide you.  

    An owner of a disaster recovery company realized that her mission is to improve the quality of people's lives, but her purpose is to protect people's health by improving their indoor environments. Her mission focuses on what she does, while her purpose concentrates on why she does it. Once you determine your purpose, you can use it as a barometer for all of your decisions.

    2. Look in the mirror – When you are faced with challenges, ask yourself what part you have played in the challenge.  You are no longer asking “Why did they do this?” but rather, “What can I do to solve this problem?”  

    A different owner realized that her company’s revenue had been on a decline for years and it would fail if she did not increase sales.  She hired a sales person and now her revenue is increasing every year.  

    3. Be comfortable being uncomfortable – Growth means being uncomfortable.  If you are not growing you are stagnant.  Never stop learning and appreciate discomfort in learning new skills and exposure to new experiences. 

    One owner wasn’t able to discuss her exit strategy because she had an unresolved issue with a family investor.  After a few urgings, she finally had a conversation with the family member and resolved the issue.  She was then emotionally free to explore her future without feeling that selling her business would lead her family investor to shun her decision. If you want different results, make the commitment to do something differently.

    4. Know your end goal – Where do you want your business to be next year at this time? Now, reverse engineer the steps you need to take to achieve that goal.

    An owner’s end goal was to position her company to sell.  She put safeguards in place, created projections and within 3 months, she sold her company, much sooner than she had expected.  Where you want to be in the future is just as important as where you are now.  

    5. Choose good company – Surround yourself with good colleagues, co-workers or employees.  Coworkers are like family, you don’t get to choose them.  But you do get to choose who to trust.

    All of the business owners in the Goldman Sachs 10,000 Small Businesses program appreciate one another because there is a sense of camaraderie and respect.  They support one another, refer one another and become one another’s clients.  You deserve to have positive people in your life.  Be selective on who you choose to be in your circle.

    As you continue your journey, be compelled to choose one goal at a time and most importantly, don’t be afraid to thrive. 

    Heidi Szeltner
    Goldman Sachs 10,000 Small Businesses

    This month’s Guest Column contributor is Heidi Szeltner from Goldman Sachs 10,000 Small Businesses, in partnership with Cuyahoga Community College. To learn more about how you can use the 10,000 Small Businesses program as you plan for this new business world contact Heidi.Szeltner@tri-c.edu or visit www.tri-c.edu/10ksb

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  • Next up: Four Reasons Why ADA Website Compliance is Critical in 2021

    Four Reasons Why ADA Website Compliance is Critical in 2021

    It has always been important to have a business website that is accessible to all people, but the global pandemic has taken this need up a notch. Read on to find out more and discover ways you can ensure your website is ADA compliant.


    Accessibility is a cornerstone feature of the internet that levels the playing field for everyone around the globe. When the internet meets this goal, it opens doors to people with a diverse range of sight, hearing, movement, and cognitive abilities. It also provides them with increased opportunities, including education, jobs, and online shopping for goods.

    However, when poorly designed websites, applications, technologies, or tools are created, enormous barriers that prevent people from accessing the internet can be present. For instance, people living with physical challenges, like blindness or hearing loss, may have issues interacting with a site if it doesn’t include the right accessibility enhancements.

    You may be surprised to know that accessibility can also help those without disabilities. For instance, older people may have difficulty reading smaller fonts with different colors. Other individuals may have issues with slow connections, bad screens, and ‘temporary’ disabilities, such as an inability to read due to blurry vision caused by migraine headaches.

    And, what’s good for the client is good for the business. Websites that incorporate accessibility have been found to have reduced maintenance costs and increased audience reach.

    Four Reasons Your Business Should Have Accessible Websites

    Are you still undecided about how ADA website compliance can benefit your business? Here are four reasons why your company should make your website accessible for everyone.

    1. Reduced Litigation Risks

    Businesses must ensure their sites comply with Titles II and III of the Americans with Disabilities Act (ADA). Under the ADA’s State and Local Governments statute (Title II), these entities must protect qualified individuals with disabilities from discrimination based on disability in services, programs, and activities provided by governmental agencies. 

    Some legal eagles have interpreted Title III of the ADA to define websites as “places of public accommodation.” This interpretation has placed website owners at increased risk for legal action if their websites are inaccessible to people with disabilities. Lawsuits related to web accessibility are currently on the rise in the United States. And due to the COVID-19 pandemic, experts expect litigation to skyrocket in 2020 as businesses race to build new technology to handle a glut of online ordering, communication, and additional digital services.

    Several major companies have already faced litigation because their sites don’t comply with ADA standards, including Dominos, Burger King, Red Lobster, T.G.I. Friday’s, Safeway, Winn-Dixie, Amazon and Blue Apron.

    2. Improved Search Engine Rankings

    A second reason companies should build accessible sites is to improve their search engine rankings online. When sites follow the best standards and practices of search engine optimization, they are optimizing your site and mobile apps for accessibility.

    Check out these SEO tactics that support ADA website compliance.

    Image Alt-Tags and Captions: These should have clear descriptions of content about images that allow screen readers to identify and read images properly. It also gives search engine bots indications of what an image is about and if it has a URL attached.

    Video Transcription and Tags: Do you have multimedia on your website? To meet ADA website compliance, you must have a readable transcript for audio-only and video-only media. Spend a few minutes to make sure your text is accurate. You should also add video titles, keywords, and descriptive text that help search engines and users find your content more easily.

    PDF: Small businesses should ensure that all PDF content is accessible by following Adobe Acrobat’s guide.

    RELATED: 5 reasons to invest in SEO for your business.

    Title-tags: These allow users to identify whether the information on your webpage is relevant to their needs. It also allows Google to crawl it quickly and determine how the page should appear in its search results.

    Link-anchor-text: These should be descriptive. Text or buttons that only say “Click Here” are not ideal since they don’t communicate what the result would be. It’s recommended that you use a copy of the link to tell users and search engines what your site links to.

    On-site sitemaps, table of contents, and breadcrumbs: These simple sitemaps contain links to all major sections and pages of your website. They can allow your visitors to understand the contents of your website.

    3. Increased Sales and Conversions

    Another benefit that accessible websites provide to businesses is increasing their website sales and conversions. When you design your website for ADA website compliance, you’ll attract a large segment of buyers that can significantly increase your website traffic. In 2019, disabled Americans spent more than $200 billion online in discretionary spending. With COVID-19, online sales and orders have exploded.

    Accessible websites also improve the overall user experience (UX) for all of your users, not just people with disabilities. For instance, adding accessibility features such as keyboard-based navigation, search by voice, increased content readability improves your site’s flow. Adding accessible elements also allows search engines to discover your website more easily since you can add semantics, micro data, and ARIA tags to communicate the structure and purpose of your site.

    4. Improved Corporate Responsibility

    Creating ADA-compliant websites also improves your corporate social responsibility. According to the Nielsen Norman Group, which conducts research-based user experience, consumers expect companies to be clear, authentic, and transparent. They compare corporate content with third-party reviews to develop their opinions about companies before they do business with them.

    The Nielsen Norman Group also found that companies that donate back to their communities are also seen as more benevolent and responsible than businesses that don’t make the same efforts. They love companies that care about people and the environment. 

    RELATED: Read more by Nachum Langsner.

    ADA Website Compliance is Achievable

    Does your business need an accessible website that helps others within your community and improves your market reach? LocalBizGuru has professionals that can build a beautiful, ADA-compliant website design that reaches all of your customers, or audit and repair your current website to achieve ADA website compliance. In fact, full ADA and WCAG compliance and certification can be achieved in 48 hours and monitored 24/7, and maintained thereafter!

    Learn more about our web accessibility solution—or to schedule an appointment, contact us today. Mention 'COSE' for an exclusive discount to wave the first year's $250 set up fee.

    And, to read more, check out a more extensive LocalBizGuru blog post on this topic.

    Nachum Langsner is the Co-Founder & CMO of LocalBizGuru, a full-service digital marketing agency based in Cleveland, OH. He has over 10+ years of experience in the SEO industry and is a frequent presenter and instructor of digital marketing and SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as COSE, Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.  

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