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What your employees say to your customers over the telephone speaks volumes about what it is like to do business with you. If you or any of your employees are still using any of the following no-no’s over the telephone, you should continue reading this article. 

“Hundreds of millions of dollars are leaking through phone wires just because of the way callers are treated,” says Nancy Friedman, president of Telephone Doctor, a St. Louis-based firm. 

Surprising new information is coming to light that even common phrases such as “Who’s calling?” “He’s not in,” or even “Can I take a message?” are losing customers. Every time the phone rings, it’s a sales opportunity, a business opportunity...won or lost by how the caller is treated. Here are some high-impact phrases you and your employees can start using immediately on the phone to smoke out and snare new customers. 

Average: (Brrr-ing) XYZ Distribution. This is Susan speaking. 

Better: (Brrr-ing) Good morning. You’ve reached XYZ Distribution. And this is Susan. 

The human brain needs several seconds to accustom itself to a new situation – even a voice on the phone. A phenomenon psychologists call “brain clutter” occurs when anyone hears a new voice. So if you want callers to remember the name of your company, you should first use a buffer phrase like, “Good morning,” or “Good afternoon.” The advantage of saying, “And this is Susan,” rather than “Susan speaking” is because callers tend to remember the last word they hear, so you want customers to remember “Susan” when they need help, not “speaking.” 

Average: “Who’s calling?” 

Better: “Of course, I’ll ring his office. May I tell him to whom he’ll be speaking?” 

At least this way the caller feels welcome. Few callers even realize that they’ve been screened when the name request comes after, “I’ll ring his office.” If the person prefers not to take the call, the person answering the phone should come back with a phrase like, “I discovered that Mr. Smith isn’t available just now. My name is Joan, his assistant. I work closely with Mr. Smith. Is there any way I might be able to help you?” The caller never knows he/she was screened. 

Average: “She’s not in.” 

Better: “Ms. Hamann is at lunch. She’s expected to be back at 2 p.m.” The key is to be precise. 

Tell the caller where Ms. Hamann is and when she’s expected back. When you give specifics, it communicates both credibility and a desire to help. Suggestion: When Ms. Hamann leaves the office, she must remember to let the appropriate people know when she will return. 

Average: “May I take a message?” 

Better: “Mr. Smith is in a sales meeting until 4:30. If you’ll give me your name, I’ll see that he gets your message the minute he gets out. What’s the best time to reach you?” 

When a caller hears, “May I take a message,” the usual response is, “No, that’s okay, I’ll call back.”...but will they? If it’s a new customer, they probably won’t. Equally good: My name is Joan. Although Mr. Smith is not in right now, I work closely with him. Is it possible that I might be able to help you or direct you to someone who can?”  Whenever possible, have the person answering the telephone begin the process of at least attempting to satisfy the customer. 

Average: Please hold. (Click). Please precedes a request, not a command. 

Better: “Are you able to hold?”  Be sure to wait for the caller to answer. It’s always a good idea to try to give the caller some idea how long they are likely to be on hold. Thirty seconds? One minute? If you find you’re going to be longer, be sure to come back and check with the caller. On-hold messages: An informative on-hold message will make the time the caller is on hold seem to pass faster. 

Average: “What’s your number?”  This question is subconsciously invasive and tends to insult the caller. 

Better: “...And your number?”  

Although this is the same question with only a slight twist, Friedman says it’s important to make asking for the number just part of the conversational flow and not a new interrogation. 

Average: “I don’t know.”  There is no excuse for anyone who represents your company to say, “I don’t know” – ever! Except for sensitive information, the person answering the phone should have access to any information a prospective customer might want or be able to transfer the caller to someone who does. 

Better: “That’s a good question. Let me try to find out for you. Do you have a minute to hold or shall I call you back?” 

Callers hate to hear, “I don’t know.” But they love to hear compliments. “That’s a good question” compliments the caller for their intelligent curiosity. Make sure your people don’t commit telephone suicide.