Technology for Technology Sake

I was scheduled to talk with a client of mine recently. I reviewed the most recent email she sent me, prior to dialing the phone number, and noticed her phone number at the bottom of her email signature, which I do recommend as a great pragmatic practice. I picked up the phone, dialed the number listed and got the sound of a fax machine on the other end. Thinking I dialed the wrong number, I dialed it again and got the same fax machine sound. I then pulled up her cell number and when finally connecting she asked me why am I calling her on her fax line. I said that I called the number listed in her own email signature. She indicated that she uses that email address only for private communication and her telephone number listed is her home number that is also used as a fax machine. She then asked me to dial another land line number which was not listed in her email signature.

This illustrates a prime example of how technology may actually complicate the ease of being able to contact you. If you require a fax machine, set up a dedicated number and do not run the risk that your fax machine answers human calls and especially those from your prospects and clients. And if you are listing the phone number to contact you in your email signature, which you should, make sure that number leads to you or your voice mail and not your fax machine.

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