I admit that I am slow to learn on some things. After 17 years as a hospital CEO and then 4 years as a serial healthcare entrepreneur, I have shaped some strong opinions on communication etiquette. What I have learned is my bad habits have cost me a lot of opportunities over the last two decades.

As an example, last year I received a voicemail message, actually three voicemails in three weeks, from someone that I thought wanted to sell something to me. I ignored him until one day when I accidentally returned the call. What I learned has still shaken me. I thought that he was calling me to sell me something but actually he is now my client. The result is over the past year I have reshaped my habits and our bottom line is reflective of my new communication practices.

Following these lessons will improve your efficiency and your bottom line. I am not perfect but I strive to follow my own advice.

1.    Respond to the Call – Answer the Telephone, Respond to the Voicemail

Too many times, we let a call go to voicemail even if we could have answered it. This will cost you business and delay closing deals. Also, I hate Unknown Caller and for 20 years I usually let it go to voicemail but you should answer to explore opportunities. Related to voicemails, sometimes you do not know the whole story until you return the call. Of course, if it is a robot calling or unsolicited sales call (car dealership), I do not respond and usually block the number.

2.    Leave a Voicemail

I admit that one of my pet-peeves is someone calling and not leaving a voicemail. I will not return those calls. If it is important enough for you to call, it is important enough to share why you called in my voicemail.

3.    If you give out your mobile number and/or email and someone contacts you, they deserve a timely response.

It is simple courtesy. If you do not want to be contacted, do not give your personal contact information.

4.    Respond to the Email.

I always respond even if it is just to decline the opportunity. No one wants to be badgered but a lack of response creates the possibility that perhaps you did not receive the email and the contact will continue.

5.    The 24 Hours Response Rule in Stupid, but 7 Days is Reasonable.

I was trained early in my career to respond in 24 hours to calls and emails. I had always wondered why this was a “rule” and I have since decided it is not. In fact, it is inefficient as you should prioritize your activities. Sometimes I need to think about a voicemail or email message or dig a little deeper until I have a response. Of course, this does not apply to your top priority list of your superiors, subordinates, key clients, or those important to you but it does apply to those who are not on the top priority list. I recommend a 7 Days response to provide feedback.

6.    Be honest.

Sometimes we are just too nice and we do not want to tell someone we are not interested. Honesty is the best policy to build and maintain relationships. I would rather be told “no” or “not now” than not receive a response.

The Bottom Line: Business communication is all about courtesy and limiting your missed opportunities. Answering with a response costs you little but could pay big dividends.

Dr. Tom McDougal is a serial entrepreneur, author, speaker, and adjunct faculty professor. He currently leads three companies he founded including AlternaVisit, Gylen Castle, and Kerrera, all based in Birmingham, Alabama.