By the time someone has searched for your business, looked through your website and picked up the phone, they’ve already invested time. Nobody expects a receptionist to work into the evening, and no business owner should feel they have to answer every call personally. The issue is about making sure customers don’t reach a dead end when they’re finally ready to get in touch. Is Your Business Ready For The 7pm Test? A missed call at 7pm doesn’t feel like a major problem until you realise how many potential customers never come back.