The E-mail Cop-Out

More and more I am hearing from salespeople some version of this statement: “People don’t want phone calls; they only want to communicate by e-mail.” Have you heard that? Have you said that? I’m going to seriously risk ticking some people off on this subject, but I’m wondering if that comment isn’t based more on the preference of the salesperson than the customer.

The fact is that the phone call has become a lost art as more and more salespeople give in to their own discomfort and send an e-mail instead. Meanwhile, inboxes are filling up with ignorable form letters while the relational aspect of the voice-to-voice phone call is ignored.

I’ll grant you that some customers would prefer communication via e-mail, but it seems that many salespeople just assume this is the preference without even trying to make the call.

Here’s my suggestion: before the customer leaves your sales office, say to them, “I’ll tell you what – why don’t I call you on Monday when you’ve had a chance to talk to your Realtor and see where you are at – does that sound good?” The strategy is to tell them that you are planning on calling. If they’d prefer an e-mail, they will say so. Otherwise assume the call.

Get relational. Get on the phone!