Too often, the only phone calls I receive are cold calls. Forget about cold calls, try using the phone for a more favorable activity. I’m referring to picking up the phone to follow up from a previous conversation or to extend an invitation to a client or business associate. I see a lot of people making lists of “things to do” or even using their automated CRM tool to remind them to make phone calls, but it seems like this one task gets pushed to bottom of the list over and over again. We would prefer to send an email or Facebook message over picking up the telephone. Since the invention of sales calls, the telephone has been getting heavier and heavier to the point of avoidance. You used to be able to use the phone to sell anything, but now, you need to use the phone to build a connection. Don’t put off calling that client ( you know who I’m talking about), pick up the phone and make a call that starts a conversation.

Right now, if you were to make a list of people you need to follow up with, you could easily come up with more than a dozen names. Even when sales are down, it seems so much easier to send an email. Don’t underestimate the power your voice has in connecting with your clients. People do business with people, and your voice is a very powerful part of your brand. When you pick up the telephone to extend an invitation or to follow up with a client, you help them to relax about your calls. If the only time they hear from you is for a sales pitch, then of course, they will start to avoid you. But if you get into the habit of making phone calls and leaving voicemails, you’ll actually earn more repeat business and train your clients to take your calls.

Here’s how to use the phone in your favor.
1. Don’t make a sales pitch over the phone. Do this in person.

2. Use the telephone to make appointments and email to confirm appointments. This is great for sending written directions or a link to your map.

3. Have a prepared 30-second message, that includes your name, business, reason for call and the action (if any) you want them to take. Then hang up. This is not the time to ramble. And even if you are a thousand percent positive that they already have your phone number, it’s a good idea to leave it again anyways. As a courtesy, leave your phone number at the beginning of your message instead of just at the end. This way, they can save the message, and only have to listen to the beginning to capture your number.

4. Get in the habit of inviting clients to events. These can be networking events, seminars, ribbon cuttings, you name it. An invitation allows you to call on your customers and get them excited about hearing from you. So often, when you call on a client, it’s to get something from them. By extending an invitation, you are offering something to them.

5. Another great habit to form is calling on your clients just to check in. Maybe you haven’t seen them in awhile and your typical plan of action is to send a postcard. By extending this personal touch, you increase your chances of seeing them again and getting more business back in the door. This goes a long way in creating loyal customers. And isn’t that what we’re really after?

How about calling and following up on that sale you didn’t get? Chances are, if they shopped around and ended up buying someplace else, that other company didn’t follow up, so here’s a chance for your business to stand out and shine.

Don’t worry about lost business or what you didn’t do yesterday. Take today by storm. Pick up the phone and make that call. Your customers will be happy to hear from you, because every other call they received today was a cold call.