If a tree falls in the forest and nobody hears it, did it really happen? Who cares, it doesn't really matter.
If a phone rings in the office and nobody hears it, did it really happen? You bet it did.
Here's a challenge. Pick up your area yellow pages directory and call five random domestic service providers during regular business hours. It doesn't matter who or what, just call them. My guess is that at least three don't answer the phone. Instead, a recorded message picks up and you get the same, tired message that you'll receive again tomorrow when you call back.
The economics of the unheard ring is staggering. One new customer doesn't mean just one new customer. One new customer means that you have another means of marketing at your disposal. Think of a new customer as a seed. By itself, a seed is just that, a seed. Once cultivated, a seed grows and enables other growth to form around it. Eventually, a lawn is formed or a garden is born. That one tiny seed has worked with other tiny seeds to create something much bigger.
That's how you should treat every new customer. Make them happy and you can expect them to spread your message.
If you don't answer the phone, then you lose that opportunity. That lost customer could have potentially resulted in hundreds of new customers.
And all you had to do was answer the phone.