Entrepreneurs use the telephone for everything from ordering lunch to completing multimillion–dollar business deals. Most people see the phone as a convenience, but for savvy small business owners, it's more than that — it's a powerful marketing tool. Use these tips to maximize your effectiveness on the phone and boost your business to greater profits and success.
Be aware
Try to be fully "present" when you use the phone. A casual attitude toward the telephone can undermine your best marketing efforts. It's easy to take the phone for granted, but doing so can cause us to overlook the messages we send out — intentionally or not — over the wires.
Project a professional and upbeat tone
Answer your phone on the second or third ring, with a professional greeting and a smile in your voice. Make sure your answering machine message contains a professional, clear, concise and current message. Call your own number periodically to check the quality of your message.
Get organized
Establish a part of your office (or desk) as the phone center. Keep information and supplies at your fingertips, so you can answer questions, take orders, or refer to files quickly and easily. Consider buying a headset if you're on the phone for more than a couple of hours a day. If callers reach your phone machine or voice mail, give options for them to get information or reach you in other ways, such as by fax or on–line.
Be prepared
If you're making a call, don't count on being able to remember everything. If necessary, write a script. This may be as simple as a list of bulleted items you want to make sure you cover, or it may be as detailed as the exact phrasing you want to use. A script can help you overcome nervousness or mental distractions and can prevent those embarrassing moments when you finish a call and realize there was one more detail you wanted to clear up.
Be considerate
When calling, state your request succinctly ("Do you have two minutes to talk about the materials I sent you last week?") and present an option. If the person can't talk at that moment, try to get a specific time when you should call back. Especially in these days of excessive telemarketing, it's important to respect the value of your party's time.
Review and confirm your agreements
Repeat back to the other party your interpretation of the call, especially if a verbal negotiation has been completed. Doing so can clarify overlooked details and also communicates to your clients that you really want to meet their needs. Faxing a summary of your notes of the conversation can be an effective way of following up with a client, as it paves the way for clear understanding and provides prompt confirmation.
In our era of instant global communication, the telephone remains one of the best ways of making a "personal" connection across the miles. By using this essential tool effectively and professionally, you and your business can be the winners.
Small business expert Terri Lonier is the author of the award–winning guide to self–employment, "Working Solo" (Portico Press, 800/222–7656). Reproduced with permission from Terri Lonier www.workingsolo.com.
Copyright ©1997 Terri Lonier. All rights reserved.
