Business Phone Etiquette: How to Make Each Call Successful

Business phone calls can be a fast and effective way to generate leads, negotiate a deal, or acquire a business partner. Business owners and traditional employees alike benefit from knowing how to make effective business calls.

It’s not enough to just “be polite” (although that is, of course, essential). Read on to learn how to use phone calls to grow a business and build a stellar reputation.

1. Proper Phone Etiquette for Business Calls
2. Types of Sales Calls
3. Phone Etiquette Tips for a Successful Call
4. Preparing for a Successful Call
5. How to Talk with a Potential Business Partner or Customer
6. Conclusion

Proper Phone Etiquette for Business Calls

Following phone etiquette helps professionals to achieve their goals, no matter whether they’re calling a potential customer, investor, or business partner. Business telephone etiquette helps communicators to:

• Make a good first impression: Sometimes, professionals only get one chance with some business calls. Bad phone etiquette can turn someone off very quickly, while good etiquette can help someone build rapport right away.
• Showcase professionalism: Good phone etiquette doesn’t just reflect well on the person speaking; it also reflects well on the company they represent. Phone call participants often associate a positive phone experience with a positive, good business.
• Build loyalty: A good phone call presents a professional with a great opportunity to show the other person that they’re valued, appreciated, and respected, which can lead to a profitable business relationship down the line.  

Types of Sales Calls

One of the simplest steps in showing proper etiquette is recognizing what type of sales call is happening. Just as someone will behave differently when making a business call instead of a personal call, professionals would be wise to approach sales calls differently (depending on the goals of the call). Here are the four primary types of sales calls.

1. Cold Calls

A “cold call” refers to when a small business owner reaches out to a person that they’ve never talked to before; there’s no pre-existing relationship. A cold call aims to tell the other person about the company, learn their pain points, and convince them that the company’s products or services can fix those problems.

Cold calls don’t always lead to an immediate purchase (but they can), so often, cold calls will lead to future calls that might be more profitable.

2. Warm Calls

If cold calls are to complete strangers, then warm calls are calls to someone that a business owner already has some connection with. In today’s digital era, that could mean that the call participants have interacted through email, instant messaging, an online forum, or even on social media. They might have chatted together at an industry event, too.

A warm can feel a little less awkward because it’s more likely to be a friendly conversation; it’s not out of the blue. But from a business perspective, the goal of a warm call is to convert that pre-existing connection into a lead.

3. Negotiation Calls

A negotiation call is a planned call that serves to discuss the terms of a future business deal. They’re frequently used to conduct business even from a distance.

4. Follow-Up Calls

A follow-up call serves to make sure that nothing is stopping the potential customer from making a purchase (or, in the case of a potential business partner, from signing the deal). A follow-up call aims to boost loyalty and nudge the person towards the desired action. These follow-up calls can also serve to check that a customer is satisfied with their service and answer any questions they might have.

Phone Etiquette Tips for Successful Calls

A big part of excellent phone etiquette is simply addressing problems before they happen. Here are some details to address. These might seem minor, but they can make a big difference in professional call handling.

Find a quiet place

Ideally, business owners will make their important business calls away from other people, road noise, and any other background noise that would detract from the conversation. It’s ideal to use a conference room or another location where the call won’t be disturbed.

If it isn’t possible to make the call in a quiet room, it’s a good idea to ask nearby colleagues to avoid talking as much as possible while the call is ongoing.

Consider time zones

Nobody wants to make an inbound call while their intended audience is trying to sleep or while they’re on their lunch break. At best, the caller might get the answering service of their target. At worst, they’ll make their prospective customer’s phone ring in the middle of the night.

Professionals will do everything possible to call during their audience’s normal working hours (unless the client specifically requests a call at another time).

Don’t use speakerphones

Even with today’s incredible cell phone technology, putting someone on speaker tends to reduce the sound quality of the call. Plus, the person on the other end of the line will hear any background noise, which can be unprofessional and distracting. It’s better to avoid speakerphone whenever possible.   

Manage incoming calls wisely

Some business owners find that they’re receiving a lot of customer calls on any given day, sometimes simultaneously. Using toll-free numbers can be helpful for those who need to manage any number of incoming calls at once. Other business owners find it helpful to use a call distributor to help them answer calls. These smart solutions can help a business owner solidify their reputation, improve their brand image, and boost customer satisfaction.

Preparing for a Successful Phone Call

Most people won’t make a business phone call spontaneously; those calls are for family and friends. Here are some important preparations business owners can make to be ready for an important call.

Determine the goals of the call

“One call, one goal.” It’s the fundamental rule of business phone calls. Smart callers will determine the goal they want the call to achieve. Maybe they want their customer to move towards a purchase, or they want to settle on the terms of the deal they’ve been discussing, or they want to collaborate. Defining this goal can help the conversation stay on target. 

Make a roadmap

Just like a good business meeting has an agenda to stick to, a good business call has a roadmap. It’s wise for business owners to write down notes of what they need to cover in the phone call to help achieve that goal. Having this vital information written down (and handy for reference during the call) can help any professional feel more focused and confident mid-call. Plus, the listener is more likely to have a positive customer experience because the call stays on-task and their time isn’t wasted.

Learn more about the other person

The phone remains one of the simplest ways to do business with someone else across distances, but it’s not the only resource a business owner has. In fact, it’s prudent to take advantage of digital tools to learn more about the person who’ll be on the other end of the call.

For example, if a business owner plans to call a potential business partner or investor, they could check the person’s LinkedIn account to learn more about them and their business activities. That knowledge can help guide the conversation. Similarly, if a business owner is reaching out to a potential client, they can take some time to learn about their interests, unmet needs, and pain points. This attention can be a great way to foster customer trust.

How to Talk with a Potential Business Partner or Customer

A professional phone call is a tricky balance to strike: it’s essential to be friendly but not too friendly; polite, but not too cheerful; goal-oriented, but not pushy. Sounds tough, right? Here are a few useful tips for making a business phone call a success.

Make introductions

“Hi, I’m John Smith, owner of John Smith Construction.” It sounds like such a stock phrase, but it’s an essential part of starting a business phone call. While an introduction is especially important during a cold call, it’s still a good idea for a business owner to introduce themselves on any call, even pre-arranged one. Most people receive a lot of calls, including spam calls, so an introduction helps avoid the possibility that they’ll hang up on instinct (or by accident).

Make the call personal 

Initiating a conversation with a sales offer is a big “no-no.” Small talk is a great way to pave the way for a business relationship and emotionally connect with the person on the other end of the line. For example, a business owner might learn that they and their prospective client went to the same university, or they met at a conference. Using a little small talk can help establish some common ground that sets a positive tone for the rest of the call.

Don’t overdo it with small talk, though. One minute for a warm-up is more than enough.

Tell the reason for the call

Beating around the bush is not a good strategy when it comes to business calls. Following the brief period of small talk, it’s best to get straight to the point by stating the reason for the call. That could be as simple as, “I’m calling because I’m looking for a business partner,” or “I have an offer that may interest you.” When someone picks up the phone, they have the right to know what the caller wants from them (and quickly). 

Be consistent

Smart business owners stick with the basic script they’ve prepared for the call so they don’t deviate from the topic. As they’re speaking, they’ll check in with the other person to ensure they’re on the same page or if they need further clarification about what’s been covered so far.    

Speak clearly

One downfall to using calls for negotiations in a business setting is that the person on the other end of the line can’t see the speaker’s body language. Body language (also called nonverbal communication) actually clues a person into a lot of a speaker’s intended message. So during a phone call, a professional needs to work extra hard to ensure they’re communicating well.

That means speak slowly, keep a reasonable volume, and use clear diction. As simple as those things sound, they’re vital communication skills when making a business phone call.

Use proper language

During a business call, it’s important to avoid using overly sophisticated professional terms that the other party may not be familiar with. Slang and swear words are taboo as well. Stick with neutral vocabulary. Be careful with expressing personal judgments to avoid hurting the other person’s feelings. 

Answer questions professionally

Sometimes, a business professional will be asked a question they don’t know how to answer. The worst thing they can do is change the subject or avoid answering. It’s best for professionals to simply admit they don’t have the answer on hand. They can offer to forward the person to the individual who does know the answer, or they can follow up with another call after they’ve learned the requested answer.

Practice active listening

Smart business owners don’t just talk the other person’s ear off during business call; they also actively listen to the other person. That means that they take notes about the important things the other person mentions, and they ask follow-up questions so they can fully understand that person’s needs and goals. This not only helps the conversation to go smoothly but also helps the other person feel heard and valued.

Keep a positive attitude

Making sales calls, especially cold ones, can be hard. It’s rough, psychologically speaking. Many people who get cold calls (or just lots of business-related calls) feel annoyed at first, or they have a skeptical attitude. Smart business owners take these reactions in stride and do their best to stay optimistic, polite, and friendly. Even someone who was skeptical at first could turn into a valued customer down the line, and not every call will end in a rejection.

Double-check that the other person understands

Earlier, this guide mentioned that a professional on the phone doesn’t see the other person’s body language. They can’t see if that person is furrowing their brow or massaging their temples because they’re confused. It’s always a good idea for a business owner to ask their listener if they have any questions at the end of the conversation.

If it’s been a particularly long call, it’s also a good idea to summarize the conversation to recap what’s been covered (ideally using the notes taken during the call). That way, both participants can help ensure that they’re on the same page.  

Don’t be pushy or draw the call out

Ideally, the average business call won’t last more than 10 minutes. Prudent business owners keep their calls brief, and they don’t pressure the other person into making a decision on the spot. It’s better to give one last promotional spiel and then ask when it’s a good time to follow up later in the week.

End the call smartly

At the end of a long call, it’s tempting to end things quickly. But the way a phone call ends is just as important as the way it starts. Many business owners find it helpful to end the call by outlining any next steps, such as setting up another call or meeting up in person. It’s also polite to thank the other person for their time.

Some professionals find it’s a nice gesture to follow up after the call via email or social media. This could be a brief note thanking the person for their time and saying that it was a pleasure getting to know them. While this is a small, low-effort gesture, it can make a big impression. It’s even possible to use an email with a branded signature or a social media account that showcases the company logo to help keep the business at the top of the prospective customer’s mind.

Conclusion

Today, emails, instant messages, and social media platforms have gained a lot of traction as business communication methods. But despite that, many of today’s businesses continue to rely on traditional phone calls to keep in touch.

While making an effective phone call is not easy, it’s not rocket science, either. Smart professionals take the time to do some groundwork to prepare for a call. They speak clearly and stay focused on their goals while being polite and professional. By following these simple rules, professionals can make the most of business calls to build a solid network of partners and customers.