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Often times, we overlook the power of the telephone. There have been many times when I left the answering machine on to screen my calls. But I discovered that most people don't like to leave a message. They would rather talk to a real live human being. I saw this trait even in myself. When I was in the market to purchase a modem, for example, I called several companies comparing prices and features. If an answering machine came on, I normally would hang up the phone because I wanted the information NOW so I could make my decision. On modems I was especially interested in buying, I would leave a message. If the company didn't call me back within 24-hours I forgot about them. In the end I chose to buy a modem from a company that had a higher price, but they seemed the most interested in my business and had, in fact, returned my telephone call. Now I realize that as one-person operations, we cannot always answer all our telephone calls, but we can play back the messages as soon as possible and return telephone calls. In fact, almost every time I return a telephone message the customer will say: Thanks so much for calling me back. Some are amazed that I even made the effort. This tells me a large majority of people are losing a lot of business because they are afraid to return a few simple 2-minute telephone calls.

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