Talk, Talk, Talk

Your Business Could Be on the Line

Communication is not only an essential component of doing business, it can often mean the difference between a business that thrives and one that crumbles. Chances are that when communication is done effectively, your clients will feel more involved. When clients feel involved, they are usually happy, and when they’re happy, you are well on the road to making your business a success.

Communication between you and your clients can take a number of forms. You may choose to communicate through personal meetings, telephone conversations, faxes, and correspondence via regular mail, messenger, or electronic mail. Of the different options, the one that seems to dominate is the good old fashioned telephone: virtually anyone working in an office environment makes or takes dozens of phone calls each week.

So engrained is the telephone in our everyday lives, it would be difficult for most of us to imagine life without one. When promoting its new system for electronic mail, Microsoft Corporation has said that sending and receiving electronic mail will be "as easy as using the telephone". That may sound reassuring, but just how easy is it to use the telephone?

It seems that there is no such thing as a course or tutorial on "telephone usage". Most of us simply learn as young children from our parents and friends. This informal "training", while adequate for everyday personal use, may not be enough to get by with in the world of business. Some people apparently have a lot to learn about telephone etiquette.

Among the more basic things to keep in mind is that there is no substitute for politeness and common courtesy. For example, if a client tells you initially that he or she does not have the time to speak to you, ask when a more convenient time would be. Putting a client on hold, even for short periods, can also be a source of irritation for some. Sometimes, at the end of a conversation, forgetting to thank a client for their time can be interpreted as being unfriendly or outright rude.

The following suggestions can serve to correct some of the more commonly-made mistakes that people make when using their business phone:

1. Avoid Over-Use

Few things at the office are as simple to use as your telephone. The temptation, therefore, is to pick up the receiver at the first sign of trouble. Your clients, though, may not appreciate constant interruptions, and may soon start to view you as an annoyance. Unless you have something that requires immediate attention, avoid making a call until you have at least two or more items to discuss (in most documentation projects, this often does not take very long). To ensure that you do not forget all the reasons for your call and to avoid having to make a repeat call, it may be a good idea to make a list of topics prior to the call, and to check them off as they are covered.

2. Be Honest if You Are Unsure about the Pronunciation of the Client’s Name

Few things are more embarrassing than mispronouncing a person’s name. If you are unsure about the pronunciation of the client’s name, there are some things that you can do to avoid a potentially unpleasant situation. First, if the client has a live receptionist, simply ask him or her to give you the correct pronunciation before you are connected to the client (there is no shame in asking!). If there is no receptionist (as is often the case with automated switching systems), this can make your life a little more challenging. To keep yourself looking like the professional that you are, make the call and start with something like this: "Good afternoon, Mr. (Ms.) Smith. This is Peter Zvalo calling from ABC Writing Services. How are you today? I hope I pronounced your name correctly." If you did pronounce the name correctly, you can pat yourself on the back and move on to the next step. If not, at least you admitted to the client that you were unsure about something that was very important to you (and them), which will help you save face in the long run. Besides, at least now you will have the knowledge, and knowledge is power.

3. Provide the Client with the Information They Need

If you were the one to actively initiate the conversation, it is up to you to provide the client with certain information early in the call. Typically, you should initiate a phone conversation by:

• identifying yourself and the organization that you represent, and asking the client if they could spare a few minutes of their time,
• introducing the general nature of the problem or issue,
• providing the client with some background information (e.g., "I spoke with John Smith, and he gave me your name."), and
• clearly stating what you would like of the client and when you need it by.

Structuring a phone call in this way will help avoid wasting time and possible frustration on both sides of the phone line. Never again will your client be wondering: "So why is that person calling me?".

4. Summarize any Decisions Reached or Actions Required of Yourself or of the Client

Once you have discussed the issues about which you made the call, summarize the conversation, and if necessary, jot down some notes. This will help to refresh your memory and that of your client, and help to avoid potential misunderstandings in the future.

5. Don’t Be Afraid of a Client’s Voice-Mail.

A good deal of "telephone tag" can be avoided by making effective use of voice-mail. If you find yourself talking to a phone machine, include the date and time of your call, along with the purpose of the call. Unless you are dealing with a client with whom you are very familiar, always conclude your voice-mail message by stating your telephone number (your client will appreciate not having to look your number up each time).

Learning and applying effective telephone skills are sure to produce positive results fast. Best of all, once they are a part of your routine, they will never become obsolete.