They are your customers. They've purchased products or services from you. They've demonstrated trust in you. So when was the last time you offered them something new? Something different? Something that will enhance and improve their current situation?

If you're like a lot of small business owners, you've probably been busy servicing existing clients and (hopefully) also taking action to attract new business. Nothing wrong with that, provided that you're getting sufficient returns to justify the effort you're putting into it.

Ever heard the expression that repetition is the mother of skill? It's about adopting good and often very basic habits that will serve you in your business (and personal) life. The simplest habits to implement are often the ones that are the first to be ignored. For example, forgetting to agree next steps and set up a time to follow through with people you've met at a trade show or exhibition.

If you've ever made lots of calls, especially first-time or cold calls to other businesses you'll know that it can sometimes be difficult to maintain momentum if you're getting a lot of what you consider to be rejection: Nobody you speak to seems to be receptive to what you're saying, they become defensive, appear to misunderstand you or it's clear that you're just another interruption to their day and they want to get off the phone as soon as possible. The bottom line is that you've become forgettable when you really want to be memorable.

For many who are in the business of selling, the idea of the picking up the phone is somewhat daunting. But before you think that it’s just you, or you’re not cut out for sales calls, first be aware that the majority of sellers fear making the calls for some reason or another, a fear which in the business is often known as call reluctance.

Reaching the prospect’s voicemail is often nerve-racking, often prompting sales representatives to leave un-planned and vague messages which could potentially damage future sales. So obviously the key to leaving the most effective answer phone message is to be prepared.

Firstly, remember that it’s not always worth leaving a message after trying and not getting through the first time. Try two or three times before leaving a message, as the prospect may simply be in a meeting, on the phone, out to lunch etc. Once it is clear that the prospect could be hard to get hold of, then it is time to leave a message.

“Fail to prepare – prepare to fail”

Before you start, ask yourself the following;

• Why are you making this call? Are you clear about your call objectives?
• Have you got enough information to make the call?
• Prospect name and position? Are these details correct? (check with the receptionist before being put through)
• Type of company – what’s their industry sector?
• Company size, turnover, number of employees?
• Do you have the relevant email information if asked?
• Have as much information as possible, search their website, their industry newspapers / magazines