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However, when I am initiating the call I really "want" another human
on the other end of the line. I don't want to be put in "voice mail jail"
and being warned that the phone calls are taken in the order they are
received and if I hang up and call back I may be waiting until
doomsday to get to someone. I must admit I have stayed "on the line if
you have a rotary phone for the next available agent"; not really
remembering when I last SAW a rotary phone. Want to have a real
laugh? Ask a teenager what a rotary phone is. It will either make you
laugh or maybe cry at their response!

No matter which type of phone caller or business owner you happen to
be, this communication tool, no matter how big or small is here to stay.
It is important to know how to use it efficiently and effectively. With
so much cell phone usage, right or wrong, that adds another dimension
to the mix.

Regardless how fancy your Bluetooth, or cell phone or rotary phone
with, heaven help us, a cord, is, it is important to address and put into
practice, correct phone techniques.

I challenge businesses to think that every time their phone rings, it is
their paycheck calling. I also challenge businesses to look at their
phone with as much respect and interest as they look at their
merchandise, their marketing, and their employees; it is a reflection of
their "brand". Dr. Janelle Barlow, in her book, "Branded Customer
Service" says, "Reinforcing a brand through every customer touch
point, therefore, can provide the repetition necessary to inspire repeat
purchasing decisions".

She also spends a great deal of time discussing being "on brand" or
"off brand". In other words, you may say in your advertising literature
and in store signing that the customer is number one, but if your
customer can never get someone to answer the phone when they call,
then your standards for answering the phone are "off brand".

When you think about your phone calls that way, you are more apt to
answer the phone with a little more expectation in your voice rather
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