What would you rather get: an email address or a phone call?

In all honesty, there’s no right answer. It’s purely personal preference. However, when you’re tasked with developing your database, it’s how you interact with and develop your database that’s important. 

As the internet continues to consume our working lives, emails can often be the go-to response from salespeople when they can’t get in contact with a customer. Sometimes you can’t get the customer on the phone, but you can send them an email.

O2 produced a recent study that showed that the “phone” app on smartphones is only the fifth-most-used app among the general public. 

Ultimately, to meet your sales goals, you have to begin reaching out and following up with your database and work out your best medium to work with. Whichever you choose, be proactive and makes things happen.

Persistence is essential – from how you sound on a call, to how engaging your emails are. Even down to the sound of your voice expresses your genuine interest and enthusiasm. If you want a customer to return your call, leave a message that allows the customer to hear and experience your respect for their time, and let them know you plan to stay in touch.

Phone calls

The telephone has always had immediacy. The other person asks you a question and you can answer it immediately, no need to wait for an email response. Not only do you get to exchange information faster, but you also have the opportunity to make sure it’s being understood properly. We have all been in that situation when the context of an email goes sideways because something is misunderstood.

  • Get your voicemail message ready and waiting. Practice and even note it down. Most people now receive anywhere between 20 – 100 emails a day, but not many people receive more than 10 voicemails. Repeat your contact details so there’s no doubt how they can get back in touch!

There’s no reason to shun the telephone, if it is not your favourite sales medium, set out to make friends with it! A lot of calls you make will go unanswered or not returned. Stop and ask yourself, is that any different than emails you send? 


  • All emails look the same so the subject headings need to be clear and inspire the recipient
  • Emails are normally read quickly and need to be easily understood. Think before you write.
  • Use email to illustrate your persistence, especially after you’ve sent information previously. But remember: Send does not necessarily mean received.
  • If an email is too long it may not be read at all. Remember the 4 S’s when writing an email: Short, Simple, Straightforward and Spelled correctly!

Can you text instead?

You can’t go wrong with phone or e-mail, but what about texting? It might be more acceptable than you think. Text has great results and the best texts are short and call for a reply!

Be aware of the advantages and disadvantages. 

There are still many options available to you, so it pays to know the advantages and disadvantages of each. For example, phone calls may not be popular, but they do have the advantage of creating a dialogue—which emails can’t do as effectively. Know how and when to use them.

Just like you, each customer has their own personal preference of how to communicate with you. Ask them! Work out how your customer wants to respond and embrace persistence, it pays!


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