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No 51                                                                               February 2005

The Phone : Your Home-Office Lifeline

You're connected to the virtual world through your Internet connection, your fax machine hums while it supplies you with another important digital transmission, and your doorbell just rang -- another package pickup from the courier. Your home-based business is rife with communications options and tools, yet your most vital lifeline to the outside world -- your prospects, customers, and vendors -- is probably your telephone.

Since it first appeared on the scene more than 100 years ago, the telephone has supplied individuals and businesses a quick and easy way to communicate with their friends, family, and customers. But are you using your telephone to its best advantage? Here are some tips to help you get the most out of your phone.

For many home-based business people, the phone must take the place of a firm handshake, a warm smile, and well-tailored business attire. You're not there to look your prospect or customer in the eye and fill him or her with confidence. The phone can sometimes be a cold substitute for the real thing. With that in mind...

Ask a friend or your spouse to critique your phone voice. Do you sound authoritative and clear? Is your energy level up? Or does your voice trail off into garbled nothingness?

Try to avoid taking phone calls when you're in a negative mood. Your demeanour will come through loud and clear even if your words are positive.

Since subtle gestures can't be seen over the phone, exaggerate. Laugh out loud if something is amusing; if you agree with what's being said, don't just nod your head -- voice your agreement.

Pay attention. It's easy to drift aimlessly or lose your concentration during a protracted phone call. If you feel the person on the other end has entered the Twilight Zone, ask if they have any questions or if you can clarify anything.

Try to minimise both interruptions and background noise. Nothing is more irritating -- and unprofessional -- than hearing a barking dog, a crying baby, or a beeping microwave oven.

Determine how you'll be using your phone in your home-based business. Some features mentioned below are available from your local phone company, while other features are available on certain types of phone hardware. Either way, the appropriate feature will help your business run more efficiently.

Do you expect multiple calls at any given time? If so, you might consider a multiline phone system.

If you don't expect the volume of calls to warrant multiple lines, yet you hate to miss a call, consider call waiting.

If you dial the same numbers all the time -- especially long-distance 10-digit numbers -- think about a phone with a speed dialing option.

Most phones nowadays come with automatic redial, allowing you to redial the previous number you called with the push of a single button.

If you'll be doing a lot of running around and know where you'll be, you can order call forwarding from the phone company to send your incoming calls to another phone.

Speakerphones can be handy if you need your hands or need to move around the office while you're talking. Another option is a headset -- especially useful if you spend a lot of time on the phone.

Answering machine, voice mail, or answering service? It's important to leave a good impression of your business by giving a caller the opportunity to leave a message if you're not there. Don't ever let a prospect or customer hear your phone ring and ring with nobody -- not even a digital voice -- to answer.

Beside features and gadgets, you also need to determine what type of phone service you want.

If your business depends on the calls of customers who order products, you might want to consider an 800 number. By posting this toll-free number in your advertisements and other marketing channels, you'll be giving your customers an opportunity to order your goods or services without spending any of their money. Ask your phone company about how you can get an 800 number for your business.

A 900 number may be another small-business option to consider. Your customers or prospects can call your 900 number for either a per-minute charge or a flat fee (you split the fees with the service provider) and receive some timely or important "know-how" information. Although the 900 number field is full of scams and rip-off artists, many legitimate businesses offer a valuable service through the use of 900 numbers.

An essential business tool, your phone can become an even more productive piece of office equipment if you use it properly. Customise your phone and its usage to fit your business style and its needs.

Make Your Buiness Card Work for You

Take a good look at your business card. Is it white, with black block type? Conventional to the point of a yawn... or is it a real talking point?

When you think about it, your business card is far more than just a card with your name and phone number on it. It is a mini advertisement. It is your "shop front". With imagination, you can make it actively SELL you and your product.

Cards can "carry" the product to the recipient. Like the one I've had for a year in my drawer for a plastic laminating firm. For some reason, I just couldn't bring myself to throw it out, because it was itself, superbly laminated. And the other day, someone asked did I know of a good laminating firm! I've heard of someone (a financial adviser) who has a 5 cent coin laminated into his card. Expensive? Maybe, but when you measure the "life" of that card in the drawer of the recipient, and the business it generates, it's just a good investment.

So what can you look at when redesigning your cards? The texture and colour are vitally important. Select card stock that "says" something about you. if you think it's not that important, watch the next time you give a card to someone. They almost always "feel" the card as they talk. Give them something nice to feel. They may keep it!

The next thing they do is turn the card over. Has YOUR card got white space on the back? You are wasting a valuable selling opportunity if it has. Just as copywriters will tell you "the more you tell, the more you sell" in your ads, the same applies to your business card. Remember, while YOU know what your business does, and the full range of products and services you provide, the prospect may not. Print useful information there. Even ONE more sale may pay for that card a thousand times over.

Can you make your card USEFUL? I have a card here that provides useful service from a national tyre chain. Apart from having a lot of useful information on them, their cards have a "tread gauge" die cut into one edge. Chances are you'll keep that ... just to check your tread one day, some time, don't know when, but it might be useful. So who comes to mind when you want tires?

Cards with a colour photo? Yes, they keep you in the mind of the prospect. but, if you can, take it a step further. Picture yourself doing whatever you do... at a computer if you are a programmer, beside your Rolls fleet if you're in the limo business...

Have you won any awards for excellence in your field? Don't keep it to yourself... put them on your business card. it is a testimonial in miniature .

Finally, as much as I respect, and work closely with printers, please don't "save" money by getting your printer to come up with a design for your business cards. or for that matter, your letterhead. Send them a strong draft of what you want or go to a good graphic artist. They may charge you what seems like a fortune... but it is a good investment. If you make do with a poorly designed card, you'll pay more for it in the long run... in lost sales and image.

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