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For example, just when you think it is going to be a quiet day, the phone starts ringing off the hook and you have several people waiting at your counter. And with businesses reducing staff, the likelihood of being overwhelmed has increased.

Even when you are overwhelmed, it is important to maintain control of the situation and remember that every customer deserves the best level of service. Having customers to serve is a good thing, and we can't control when they decide to call or stop in.

A question that I always get asked is who is more important, the customer on the phone or the one in front of you. Of course they are both important and need to be assisted in a professional and memorable manner. No one likes to be subjected to a long wait or be ignored while someone else is being helped.

My response to this question: It depends. I know that is not very helpful, but the answer is truly situational. If you have been helping the person at the counter for a while, then it would be appropriate for you to ask his/her permission to answer the phone.

When you answer the phone, it is also appropriate for you to explain to the caller that you are with a customer, and ask if they would like to hold or if you can call them back. The caller will appreciate the choice. When you offer to call them back, provide an estimated time frame and then beat your estimate. Be realistic -- don't say five minutes when that may not be possible and don't say within 24 hours because that is not helpful. When you do call them back, apologize for the delay and thank them for their patience. It is a great way to start the call.

You may think that if you have to call them back, you risk losing a potential sale. That is a valid point. However, if you take the call while your other customer is in front of you, you will inevitably rush the call and probably lose the sale anyway. You may also upset the customer who is in the store. Even if you call the customer back and they have already chosen a competitor, they will remember that you did keep your word. That is the impression you want to leave with the customer.

Let's flip the scenario a bit. What should you do when you are already on the phone and a customer enters your facility? Is it acceptable to ask the caller to hold and let the in-store customer know you will be with him/her in a moment? If you don't want to put the customer on the phone on hold, then use some nonverbal cue to communicate with your in-store customer that you will be with them shortly. The important thing is to acknowledge the in-store customer in a prompt and professional manner. When you are able to service that customer, apologize for the delay and thank them for their patience.