by Jack Guarnieri, PinballSales.com & ShuffleAlley.com 

Telephone Tales

I'm on the phone seemingly all day. Sometimes I'm on two phones at once and emailing at the same time. That's pretty rude when I think about it, but I always try to be available to whoever is calling me. I hate the sound of a phone that goes unanswered for more than three rings.

When it's not ringing, I pick up the phone and call somebody, sometimes anybody, just so I am on the phone. I know I spend too much time talking to my customers, but I enjoy it and they seem to enjoy talking to me too.

Some of the calls I get are about industry gossip. You know the kind, like who has their company for sale for $375,000 or what distributor is buying "certain assets" of the other. Since we are in the amusement business, some of the gossip is very amusing.

People will be people, and no matter what industry they are in, they must gossip. It's a requirement. In fact, if they did not do it, more people would be more productive in their day, and who wants that anyway?

There is such a thing as being too accessible. It is rare, but thanks to caller ID I sometimes let my calls go to voicemail. I cannot take any more calls when the caller asks, "Can I speak to the person who takes care of your long distance?" Substitute healthcare, payroll or "Can I speak to the boss or owner?" Since I answer my own phone, I get them all. It depends on what kind of mood I'm in, but I usually am polite and end the call quickly. I like the callers who say, "Can I ask you a question?" I say, "You already did, goodbye," and hang up.

How about a stockbroker cold calling to ask me to invest? They still do that, and I say that I'm already fully invested. They ask me what I'm invested in, and I say: "Stock in my own company. At least I know what the owner is doing when he is awake." Then I say thanks and goodbye.

I get many calls from website developers and Internet search engine optimization experts telling me they can fix my website or drive more traffic to it. Maybe they can, but it's just fine for me. They ask me who maintains the site, and when I answer that I do it, most of them laugh or are surprised. When I tell them how they can easily drive more traffic to their websites, they are even more surprised!

It's no secret that I love Google. Whenever I get an order, I enter the customer's phone number in Google and check to see if it matches the name and address that comes up. Sometimes the number is not listed, but most times I can match up what's what, and I know I'm not being scammed.

Sometimes, when caller ID does not identify the caller's name and just the phone number is displayed, I go to Google and quickly enter the phone number. Many of you are probably getting calls from toll-free numbers that seem to hang up when you answer. I have entered those numbers into Google and come up with telemarketing companies who log what company is answered when the phone is picked up. Perhaps it's for another telemarketing company to call back another time. I made a list of them, and I pick up the phone and hang up on them. It's fun!

The phone and more recently the cell phone have become a real problem too. My wife Joanne got me an iPhone for Christmas, and I love it. Of course, they just introduced a better one, but I'm not trading up. The good thing is that I have assigned pictures and ring tones to all of my favorites.

When I'm at dinner I don't answer the cell phone unless it's an important favorite, and then I make it quick. I see young couples out to dinner with food on the table sitting on their cell phones or texting someone instead of talking to each other and eating their meals.

My kids would rather text than talk on the phone. I can understand why. It's the same reason I email some people rather than call them.

Skype is great too. The best is that your caller ID phone number comes up all zeros so that really confuses everyone. Use Skype to call people who would otherwise avoid you or those who owe you money.

Years ago, I learned Morse Code and Semaphore, but there was no talking involved. It was not as much fun as being on the phone. Email is good, but there is so much more that we hear than just words in speech. I think my first choice is to talk person-to-person. Second best is talking on the phone. I guess I'm addicted to the phone, or maybe I just like to talk?

Jack Guarnieri started fixing electro-mechanical pinball machines in 1975 and has been involved in every phase of the coin-op game business since then. He operated a substantial game route in Brooklyn, N.Y., developed amusement centers and was called in as a consultant to manage Mondial Distributing and State Sales in New Jersey. In 1999, he founded PinballSales.com to sell coin-op to the home market. In 2002, he founded ShuffleAlley.com and released the Parker Bohn III Pro Bowler game, reviving the shuffle alley. His positive attitude, honest insights and opinions have made him a popular figure in the trade. While managing and growing his businesses, he still consults inside and outside the industry, and his marketing, promotional and business management expertise are widely sought. He's very active in his church, community and charitable causes as well. You can learn more at his websites (www.PinballSales.com and www.ShuffleAlley.com) or by phoning him at 866/323-JACK. Email is Jack@Pinballsales.com.

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