ow many times has this happened to you? You're on the phone with a merchant and although the conversation is essentially over, it just keeps going.

For example, a specific issue caused one of you to initiate the call, and it was discussed and resolved. But the conversation has continued for 10 minutes, 15 minutes, maybe even longer, and you just can't get off the phone!

If the phone has a call timer, you might look at it and think, "Well, there's 26 minutes of my life that I will never get back."

It's a tough call because so much of your success as a sales professional is tied to relationships. Cultivating and nurturing business relationships not only helps maintain your current client base, but it also helps you win customers through referrals and add-on services. The last thing you want to do is alienate a customer by cutting him off or curtly ending a conversation.

However, time is money. If you have addressed the reason for the call, yet the conversation continues, additional time spent chatting is money lost, for both parties.

Ask Yourself "Why?"

How do you end the call without offending the merchant? First, examine why the call lingers, and see if any sales opportunities are waiting to be discovered.

For example, is the merchant:

• Bored? If the merchant has time to chat, business is probably slow. Take this opportunity to sell some add-on services, such as phone cards or gift cards, which will bring him more customers. He won't be bored, or have time to chat excessively, if he is busy greeting customers and ringing up purchases.

• Lonely? This merchant might simply be looking for someone to listen to him. Staying on the line to avoid hurting his feelings might encourage him to talk longer and call more frequently.

  Try to keep the conversation business-related, and you will have an easier time ending the call. If the topics veer toward personal issues, try to steer them back toward professional topics by asking questions about sales figures or transaction amounts.

• Procrastinating? Perhaps this merchant is putting off a task he simply doesn't want to do, such as balancing the books or reconciling receipts. Ask him what he has planned for the day and listen for items that he perceives as unfavorable or time intensive. Then, review your service offerings to see if you have a solution that will help make these tasks more bearable for him.

Sometimes It's Just Because

Sometimes people like to chat, for no specific reason. When you are ready to hang up and the other person is not, you might need to resort to some creative measures.

Following are a few tactics to use to end calls that inexplicably seem to have no end in sight:

• When you get a chance to get a word in (perhaps when the caller takes a breath) make a closing statement, such as "It was good to talk to you," or "Thanks for your time." With any luck, he will take the cue and let you terminate the call.

• If you are fortunate enough to be near the top of the hour, you might suddenly need to rush to a meeting or appointment. For example, stating "I have a meeting at 2:00 and need to get going but, thanks for your time," might be enough to provide the out you need.

• Of course, there is always the old standby, "Someone just came into my office so I'm going to have to say goodbye." It's OK if this "someone" is an imaginary friend standing in your doorway.

• If all else fails, invest in one of those desktop phone ringers found at novelty stores. The person on the other line will hear it ring, and you can tell him you have to take another call.

As in football, the best defense is a good offense. Once both parties have addressed the issue at hand, start working toward ending the phone conversation politely and professionally.

Don't open any new conversation topics unless you're willing to spend time on them. Only ask questions that you want answered. Finally, never say, "I will call you back" unless you intend to follow through and commit yourself to another 26-minute call.