Why Telephone Skills Matter
Your phone line is often the first point of contact for potential customers. Whether they’re inquiring about reservations, menu offerings, or special events, how their call is handled sets the tone for their perception of your restaurant. As Nancy Friedman, the "Telephone Doctor," emphasizes, “Answering phones is an art, not a science.” Training your staff to manage calls effectively isn’t just an operational necessity—it’s a key element of your restaurant’s branding and customer experience.

Common Telephone Pitfalls in Restaurants
Poor telephone etiquette can lead to missed opportunities and frustrated customers. Here are a few common mistakes:
1.    Unanswered or delayed calls: Failing to promptly answer calls, or allowing them to go to voicemail without a timely callback, signals disorganization.
2.    Unenthusiastic or rushed responses: Staff who sound hurried or indifferent can leave customers feeling undervalued.
3.    Inconsistent or incomplete information: Inability to provide basic details such as directions, reservation policies, or menu descriptions reflects poorly on your establishment.
4.    Failure to close the sale: Not proactively securing reservations or bookings during the call is a missed opportunity.

Building Excellent Telephone Etiquette
Here’s how to turn your phone interactions into a strong asset for your restaurant:

1. Start the Call Right
Establish a standardized greeting for your restaurant to ensure consistency and professionalism. A good example is:
"Good evening! Thank you for calling [Restaurant Name]. This is [Staff Name]. How may I assist you today?"
A warm, enthusiastic tone communicates hospitality and readiness to serve. Periodically listen in on calls to ensure the quality of greetings.

2. Provide a Cheat Sheet
Equip your staff with answers to frequently asked questions. Include:
•    Directions to the restaurant.
•    Reservation policies.
•    Menu highlights and dietary accommodations.
•    Details about catering or special events.
This ensures that every staff member can handle inquiries confidently and minimizes reliance on management for routine questions.

3. Embrace Inbound Marketing
Train your staff to proactively secure bookings and reservations during calls. For example, if a customer inquires about your banquet facility, follow up with:
"We’d be happy to host your event. May I reserve the date for you?"
Even if the caller isn’t ready to commit, thank them and invite them to visit soon.

4. Handle Hold Times Gracefully
During busy periods, it’s crucial to manage hold times tactfully. Inform callers of the expected wait time and check in periodically if the wait is extended. For instance:
"Thank you for holding. I’ll be with you in just another moment."
Consider implementing on-hold messaging systems to engage callers with information about specials or events while they wait.

5. Manage Challenging Scenarios
•    Language Barriers: Politely ask the caller to speak slowly and reassure them you want to assist.
"I’m sorry, I’m having a little trouble understanding. Could you please speak a bit slower so I can get everything correct?"
•    Persistent Callers During Rush Hours: Avoid sounding rushed. Instead, say:
"I’d love to answer all your questions. May I call you back once I’ve helped a few guests, or would you prefer to hold?"
Never ask customers to call back—always take the initiative.

6. Ensure After-Hours Coverage
Use professional voicemail systems for calls outside business hours. Include key information, such as:
•    Operating hours.
•    A brief mention of daily specials.
•    A link to your website for menus and directions.
This proactive approach keeps customers engaged and informed, even when you’re unavailable.

Hiring for Telephone Excellence
Strong telephone skills should be a priority when hiring hosts or front-of-house staff. Consider conducting pre-interviews by phone to gauge their tone, clarity, and enthusiasm. If a candidate sounds disengaged or monotone, they may not be a fit for the role.

Training for Success
Invest in regular training sessions to enhance telephone etiquette across your team. Role-playing exercises can simulate common scenarios, helping staff handle calls with confidence and professionalism. Encourage feedback and recognize employees who excel in telephone interactions.

Final Thoughts
A single phone call can set the stage for a lasting customer relationship. By prioritizing effective telephone skills, your restaurant can enhance its image, capture more bookings, and create a welcoming experience from the very first interaction. Remember, every call is an opportunity to showcase your hospitality and win over a new guest. Don’t let poor phone etiquette be the reason you lose out.