Consumers have become impatient, demanding answers and service now.
They are also sick of unanswered voice mails. Therefore, it is in your best interest to be available to clients. As technology becomes more complex, the cost of keeping in touch has become a major expense. Because technol- ogy is changing so rapidly, it is difficult to advise new businesses, but here are some basic requirements.
1. Telephones
There is an abundance of sophisticated telephones available, so choose one to suit your needs. If you move around in your business, you might carry a cellular or cordless telephone to ensure that you do not miss calls. Call dis- play and call alert services allow you to identify first and second callers.
Telephone lines If you do not require a listing in the Yellow Pages, home-based businesses can operate efficiently using a residential line. Many phone companies offer special SOHO packages. If you also use a cellular phone, this number can be used to advertise in the Yellow Pages and save yourself the cost of a business line. For a business requiring more than one
telephone, phone systems can be leased or purchased. They are expensive, so plan carefully before ordering.
Different ringing tones using different numbers on the same residential line can be used for either a fax or family line. The ring tone for each num- ber is distinctly different. If you use your residential line for Internet access, an incoming call under the call-waiting service may terminate your connec- tion. You can disable call waiting—consult your telephone company for advice. If you do not use high-speed Internet access or a fax modem, a home-based system should include two residential lines—one for day-to- day business and one for the fax and Internet. Voice mail, call waiting, a cel- lular phone, or a pager may also be necessary.
Add-on services There are numerous bundles and packages available from your telephone company, including that much-hated voice mail. As we can’t always be available to answer the telephone, voice mail is a necessary evil, ensuring that clients can reach you. Other options are available, but may be rarely used and add significantly to your monthly account.
Return Calls Promptly:
Any business commu- nication should be professional, including your voice mail message. “Bill is not available, leave a message after the beep” doesn’t cut it in business. Leave a positive, courte- ous message that informs callers that their call is important to you and that you will return it promptly. If you are going out of town or will be unavailable for a while, change your voice mail message to let callers know that you are unavail- able for a certain period and, when possible, leave an emergency contact number.Long distance If you regularly call long distance, there are some cheap rates available—often up to half what you would pay through your regular phone service. If you move only your long-distance calling to another com- pany, some companies will increase the cost of your package, so ask before making a choice. Choose a long-distance package that will allow cheap rates during business hours, and check with your provider every few months, as they often change rates without letting their customers know.
2. Fax machines
Sending emails with attachments has quickly replaced the need for a fax machine; in fact, these days, most incoming faxes are junk mail. If you use a fax modem, you have the ability to view and delete faxes before printing.
In most cases, a scanner can eliminate the need to fax original documents.
Fax capacity is now an integral part of many printer/scanners (see the sec- tion on computer equipment later in this chapter), so evaluate your need for a stand-alone fax carefully—they cost anywhere from $100 and up.
3. Cellular phones
They are attached to everyone’s ears and have become an integral piece of business equipment. Cell phones have so many options that most people could never hope to understand how to fully use them. If you are regularly away from your business, you need one to check messages (or emails) and for call forwarding. Another toy that quickly racks up the charges, be aware of expensive roaming long-distance costs when you are out of the normal reception area. Or, if you truly need it, get a roaming-free national plan. If you talk on a cell phone a lot or while you are driving, purchase an in-ear microphone to use for hands-free conversations.
Shop and Save:
It’s a competitive business, so shop around. Many companies offer free phones if you sign contracts, with attractive offers such as the first 150 minutes and upward free for as low as $20 a month. You will also pay a monthly access fee of a few dollars, plus taxes.Before you commit, remember that if your business doesn’t succeed, you will be stuck with the phone. Buyout lease costs are approximately $20 a month for each unused month. Some businesses use a pager service (as cheap as $10 a month) coupled with a cell phone for situations when one can’t answer the phone.
CASE STUDY: Stuck with the Bills But No Phone
Perry’s landscaping business was quickly growing, and he realized the need for a salesperson to help with the quoting, marketing, and selling. He hired what appeared to be Mr. Right, who insisted he needed a cell phone.
When the first bill came in, Mr. Right had obviously been making moun- tains of personal calls. After discovering other indiscretions, Perry fired him. The season was coming to a close, so Perry didn’t rehire, but still had to pay for the phone. Early into the next season, he severely injured his back and had to close the business. He found a “friend” to sublease the phone, but she didn’t pay the bills and moved out of town—with the phone.
Poor Perry was stuck with months of unpaid bills, a two-and-a-half-year lease buyout, and no phone.
4. Internet access and email
Nowadays, it seems that if you don’t have a dot-com or at least an email address, you aren’t considered a real business. There are many books on this subject, but here are some factors to consider before hooking up.
Internet access There are two choices for Internet service, slow- or high-speed. A dial-up service requires a separate telephone line to keep the business line free. The connection time can take fifteen to thirty seconds using a modem in your computer. Many telephone companies include the cost of dial-up access in their phone packages. High-speed access, either through your local cable or telephone company, is instant and usu- ally dependable but comes at a higher cost. Monthly charges are approx- imately $30 with unlimited usage and may cost more if you network other computers. After changing from dial-up to high-speed cable, I am absolutely sold. The extra cost is more than negated by the time and frus- tration saved. If you travel frequently, a laptop with wireless capabilities becomes a necessity. With Wi-Fi hotspots available in so many locations, you never need to be out of touch.
Website A website acts as a 24/7 silent advertisement. You can design one yourself or spend tens of thousands of dollars; bells and whistles run the full gamut. An ideal site offers your product or service information, a cor- porate profile, and consumer information. If you are considering a website to complement your marketing, study others in similar businesses and talk to people who have good sites to see what type of traffic they draw and what they are spending to achieve their results.
If you design your own site, ensure that it is professional or you will turn potential customers away. You will have to register your domain name as either a .com, .net, or .org, to name a few, with an annual fee of approxi- mately $75. Monthly hosting fees range from $10 and up, plus the cost of updating, which can range from $50 to $95 an hour. If you regularly submit your name to search engines, this too is an added cost. Know why you want a site and what you expect from it and allow plenty of time to have the right one designed for you. Consult with three different Web design com- panies before making a final decision.