Telephone answering machines became common place in most homes in the late 1970's.  Answering machines allowed for a short simple incoming message. "Thelma, this is Louise.  Call me about dinner," was usually the extent of the message and doable in 10-20 seconds. Outgoing messages were much the same. Most recorders allowed a 15-20 second message.  A typical statement was "we're unable to answer your call, so please leave your name and number and we'll call you right back."

Thanks to advances in telecommunications systems, business phone systems have been revolutionized in the 1990's.  Frequently, organizations now have voice mail, automated systems and direct lines to the employees. Callers can be given options by a recorded message when they call; "For purchasing dial 61. For personnel dial 85." While the telephone systems of today have helped us to conduct business more efficiently, it has also presented some challenges. Without a human being on the other end of the phone, a business can appear less caring and even more impersonal in our rapid pace world.  Potential customers develop a first impression of your organization from your phone systems. It is imperative, staff use it wisely and to the companies advantage.

There are numerous simple techniques that can be used by staff to help create a well organized and caring image.  When receiving or leaving voice mail messages try the following suggestions to create a positive business phone image.

State your name and number first and last.  If leaving a message for a client, state your name then number immediately.  No one wants to listen to a lengthy message several times to find out who is calling and where to return the call. State your phone number only as fast as you can personally write it. You will frustrate a customer rapidly if they must rewind the recording several times to catch the number. State your number again at the conclusion of the call so the individual can check their notes easily.

Give your first and last name.  Be sure to leave both your first and last name, so there is no confusion about who you are and why you have called. Your customer may not have a positive feeling about someone with your same first name.  When you leave your last name it eliminates the possibility of confusing your identity with someone else.

Smile. A smile can be heard as well as seen.  It projects friendliness to the caller and adds warmth to your message. You will increase your chance of a return call if your message is warm and friendly.

Be brief. If you have several items to discuss with an individual, leave a short message requesting a return call.   "I have numerous alternatives for your consideration.  Please give me a call so we can discuss them."  No one wants to listen to a five to ten minute recorded message.  A recording does not give the individual an opportunity to ask questions as they arise.  The simple statement that the individual has alternatives also indicates they are in control, let's talk.

Return all messages within 24 hours. In our rapid pace world, people want a response now!  If you will be away on business, a vacation, on jury duty or unable to return a call within a 24 hour period then give the caller an alternative.  Provide the name and number of someone they can talk with in your absence. Give a phone number where you will be receiving messages. Indicate you will not be available and when you will return their call. Your rapid response within a 24 hour period is an indication you want the individuals business. 

If your business has an automated phone response system, consider the use of the following concepts to  present a positive and helpful phone image.

Articulate and speak slowly. My father is in his eighties and wears hearing aids. He becomes extremely frustrated with phone systems that provide directions and alternatives at a fast rate.  He is not able to understand the information when it is related quickly.  Information stated at a fast pace, also appears hurried to a potential customer who may then believe you do not have time for them.  Remember your phone presentation is often the first impression a potential customer will have of your business.  You want it to indicate we care about you.

Keep the alternatives to a minimum. The fewer alternatives a customer has to select from, the easier it is to use an automated phone system.  A maximum of three choices is ideal.  It is difficult for a caller to remember more then three choices.  The more alternatives they have to choice from, the more confusing it can become, especially if the caller is unsure of who can best respond to their need.

Make a real person available. Some callers may not know exactly what department, division or individual can respond to their specific needs or questions.  I once called an organization who's opening statement was "You have reached XYZ company.  If you know the extension of the individual you want to talk with, dial it  now.  If not, using your touch tone keys, indicate the first three letters of their last name."  Then after a long pause the system restated the directions.  Since I did not know who I needed to talk with, I punch ‘O' assuming I would get an operator.  Instead, the automated statement was "there is no such person with that last name here.  Good-by."  I was immediately disconnected and very frustrated to say the least.  Be sure your system allows the caller to reach a live person in the event they have questions.

Be personal. Automated systems are impersonal.  We have all been caught in the labyrinth  of automation when one choice begets another choice to another choice. A friendly voice on the recording can ease the caller into using your system.  Remember most people do not actually listen for the first seven seconds of a conversation, so any information presented initially needs to be a "warm-up" to the directions the phone system may present.  A personal and friendly voice will ease the transition from "hello" to "here are your alternatives."

Answer within three to four rings.  People have become accustom to having phones answered within three to four rings.  If your business is using an automated system make sure it responds to the customer rapidly.  Most people will not hang on beyond five rings.  If they do, by the time they  reach your phone system or the individual they need, they are frustrated or angry. If they are calling to request information about your product or services, they may not hang on beyond the fourth ring and your organization has lost a potential customer.

The telephone presents your initial business image and must be positive to keep individuals calling back. As more organizations use automated telephone systems to save money, time, and expedite service, it is imperative, we do not loose sight of the personal touch with their customers.  A warm friendly voice message that articulates at an understandable pace will do much for your business phone image.

©1999 Eileen O. Brownell, Chico, CA

Eileen O. Brownell is President of Training Solutions, a Chico, CA based firm. For over 25 years, Eileen continues to be noted as the ‘high-energy’ speaker and trainer who captivates her audiences and makes learning a lasting experience. Her expertise is in the areas of customer service, conflict resolution, communication, and team development. Eileen wants to work with companies that want repeat and referral business, and with people who want to exceed customers expectations. She can be found in Who’s Who in California, American Women, Professional Speaking and Outstanding Young American Women. Call Eileen at 888-324-6100 (e-mail Trainstars@aol.com) for more information on her speaking/training services and learning tools.

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