The telephone as a marketing tool.

Everyone knows how to use one? Not necessarily in the business context

In all aspects of business, including long-term care, the telephone has become a primary means of communication. Although most of us have used the telephone for as long as we can remember, many people do not put a lot of thought into its appropriate use in the business context. Certainly, effective telephone salespeople are trained in the art of using good speaking skills and proper telephone etiquette - in fact, some businesses do not allow their sales staff to begin making sales calls until certain telephone skills have been mastered.

The same customer-focused telephone skills used by salespeople can be applied by business professionals, including nursing home management. They can be applied in interactions with families, with other healthcare professionals, with vendors and, more and more these days, with managed care organizations.

Good telephone skills can help you, the manager, establish yourself as an influential, competent, powerful and caring professional. Any savvy business professional, regardless of his/her service or product, shows concern for others and responds to callers, both within and outside the organization, as if the person on the other end of the line is his/her biggest "customer." Here are some basics on good telephone techniques based on customer-focused thinking.

* Everyone has a right to have his call returned as soon as possible, preferably within two hours. A prompt response conveys your interest in the matter and increases your chance of reaching the person on your first callback attempt. If the topic of the call is not something with which you are able to assist the caller, a prompt reply will enable the individual to try another resource without unnecessary delays.

* Regardless of your position, treat everyone with whom you speak as if he or she is your business partner and that person's success is critical to your success.

* When speaking with a caller, try to visualize the person on the other end of the line - and then carry that one step further: try to perceive what that person is thinking or feeling and how the caller might be perceiving you. To do this, you have to let your guard down and really be honest with yourself. We tend to perceive ourselves with some built-in biases; retaining any self-approving biases, though, will impede your self-improvement efforts.

* Hone your listening skills. If you are thinking about your response while the other person is talking, then you're not hearing everything the other person is saying.

* Take notes during a relatively long or involved conversation. This will help you to stay focused and to remember any points you want to make in your response. Summarize your thoughts on paper after the telephone call has ended.

* Train yourself to listen carefully to what you are saying. If you concentrate, you can learn to hear yourself speaking and detect errors and miscommunications as you make them, not hours (or days) later.

* Be willing to "go the extra mile." If you take time to listen to the caller's question, often you will discover that there is additional information or assistance you can provide. Provide it, and you will have a particularly appreciative "audience."

* Always follow through with any commitments or promises, and try to do so as quickly as possible. Your efforts will be in vain - in fact, could be counterproductive - if you promise assistance and then fail to deliver.

* When you encounter a caller who is angry, consider the underlying problems. The anger is probably due to the caller's feeling of loss of control or fear of an undesirable response. Usually, the caller's anger will have to be allowed to vent and abate somewhat before you can begin to understand and deal with the real problem.

* When someone comes into your office for a conference, forward your phone to another extension or to your voice mail. It's very rude to conduct a telephone conversation while someone waits in your office to conclude a business discussion. Take calls only under critical circumstances.

If you are the person initiating the call, these suggestions may be helpful:

* Before you make a call, know exactly what you are going to say. If you need to refer to written documents, have them in front of you.

* If you are calling to obtain complex or technical information, write down the main phrases of your conversation before you initiate the call. This will help you to get your point across and make a favorable impression. You will be able to avoid "stumbling" for correct terminology, to make your point as quickly as possible and to convey exactly what information it is that you are seeking. This approach is especially helpful if you reach the other person's voice mail and the time available to record your message is limited.

* Be cognizant of the other person's schedule and workload. It's a good idea to ask the person you are calling, "Do you have a moment to speak with me?" If the first person to whom you speak is a receptionist, always clearly identify yourself, the name of your facility and the time frame with which you are working.

* Know when to end the phone call. When you notice that either you or the other person is starting to repeat information, it's time to bring the call to a close. To close the call, make a statement such as, "Let me know if there is anything else I can help you with," or "Good luck with your project."

Voice mail can serve as a valuable adjunct, if used properly. To maximize its potential, keep these ideas in mind:

* Your voice mail greeting should clearly identify both yourself and your facility. The message should let the caller know when you are likely to be responding to your messages.

* When you must leave a message on voice mail, state your name clearly and provide the spelling unless it is a very common name. When leaving your telephone number, say it slowly and don't forget to leave the area code, if relevant.

* If at all possible, avoid leaving bad news on someone else's voice mail (e.g., "Your mother is in crisis; please call" or "Your proposed contract is unacceptable; please call").

In sum, if you become proficient in the use of customer-focused communication, you will discover that you have better relationships with your professional colleagues; you will experience an increase in job satisfaction due to enhanced communication; and outsiders will be presented with a positive image of your nursing facility. In short, the addition of good telephone skills may give you and your facility the "cutting edge" you need to operate in today's competitive healthcare environment.

Lois Churchill is associate director for nursing practice, the Iowa Board of Nursing, Des Moines, IA. For further information, [phone].