There are many no-cost or low-cost steps you can take to encourage repeat business, build your brand equity, and create a positive and memorable customer experience. One of the most basic is to train or remind everyone on your staff to be a pleasant, helpful human being when using your company’s telephones.

We all know that customers are more likely to buy from people and companies they like and feel good about, yet, every day, bad impressions are cemented and potential business is lost when:

a) Employees answer the telephone with an unprofessional attitude or a complete lack of enthusiasm (the “Is it Friday yet?” mentality).

b) Receptionists speak so quickly or incoherently that prospective customers question if they’ve called the right number.

c) Operators treat customers as if their calls are interruptions, rather than the reasons for their jobs.

Now ask yourself if your company’s callers are being treated with the level of care and attention they deserve?

Customers are more likely to come back to you again and again - and spread good word-of-mouth about you – when they feel genuinely welcomed, when they feel valued and respected, and when they feel that you identify with their needs. So, it’s very important to create those positive feelings right away, the very first time customers call.

If your staff’s phone skills and manners are not playing an active and positive role in your marketing, adopt these five simple rules as quickly as possible.

Rule 1: Apply the Golden Rule to every caller. In other words, treat them the same way you’d like to be treated as a paying customer.

Rule 2: Answer the phone with a smile. Yes, actually smile! It’ll give you a more positive attitude, and callers will “hear the friendliness” in your voice. Remember, you’re trying to make a positive impression, whether the person on the line is a first-time caller or one of your most loyal customers. (Here’s a great program to help with telephone etiquette skills.)

Rule 3: Whenever possible, refer to your callers by name. Most people like the sound of their own name, and hearing you say it tells them that they’re important to you and your company.

Rule 4: Speak slowly and clearly. If you hurry or slur your way through your initial greeting or when providing information that needs to be written down, you’ll only frustrate your callers and force them to ask you to repeat yourself.

Rule 5: Be friendly, but use courteous, respectful language. You never know how the caller may be judging you and, by extension, your company. Replace the words “yep” and “yeah” with “yes ma’am” and “yes sir.” And the words “please” and “thank you” are just as important on the phone as they are in any face-to-face social situation.

These rules may seem basic, but how many companies are living by them? If your competitors aren’t placing enough importance on the caller experience, your mastery of telephone skills and etiquette will further distinguish your company.

And remember, successful companies are often built on the basics, like a customer-centric attitude and an understanding that every phone call is an opportunity to build customer share and create brand evangelists.