Using the telephone

Anyone in your company who uses the telephone to communicate with business partners, suppliers, agents, representatives, customers or potential customers, needs to master the basics at the very least:

Telephone skills everyone should master

Notice I'm not saying telephone sales or telemarketing skills yet, just telephone skills.

The incoming call - the "Nobody Home" Syndrome

We can start with the way the telephone is answered. Depending on the size of your company, the nature of your business, and the time of year, to name but three contributing factors, there are doubtless going to be occasions when telephone callers will hear a recorded message. That's quite acceptable, whether it is the main business number or voice mail on your own extension, but:

When did you last listen to the messages on your business telephones - your switchboard, landline or mobile?
What do they sound like? - Are they

• Professional?
• Clear?
• Welcoming?
• Informative?
• Helpful?

The incoming call - "Hello?"...

... isn't what I'd expect to hear when someone answers a business number.

Whoever answers the telephone in your organisation is the company, or at least the voice of the company, to anyone telephoning in. It doesn't take the brain of Britain to realise that the same rules of professionalism, clarity, etc. apply equally to the 'live' response to an incoming call - a call that could be from your biggest customer or your biggest potential customer.

You wouldn't dream of sending out anyone who wasn't thoroughly conversant with your company to sell on your behalf. Yet how many times do you allow just anyone to answer an incoming call? The way each and every incoming call is dealt with right from the outset will affect the image of your company - good or bad.

The outbound call

The purpose of the call will always be uppermost in your mind, but don't forget that whatever the reason for your business call, you are representing your company, so reflect on the overall image you want to present, too.

Telephone skills everyone would benefit from mastering

Okay, I exaggerate: Maybe not everyone but certainly everyone involved in identifying and/or qualifying sales opportunities and growing the business.

Fact: You will better qualify both inbound enquiries and outbound sales opportunities if you hone your telephone sales/telemarketing skills and incorporate their use in your marketing communications mix. You will focus your time on the most promising qualified opportunities rather than chasing after all with equal effort.

Sorry folks; there's no quick fix for this one. But if you are prepared to learn how to use the telephone ethically and professionally you'll be amazed how quickly you'll see dramatically improved results. You'll also find that it gets easier and more enjoyable with practice.