By Ron Smith
Supposedly, email is killing the art of letter writing. I fear intelligent phone dialogue is on life support, too. We think we're saving time by shooting off a quick email to someone. Or if we receive an email, we just assume we should answer in kind.
Here's the problem:
A prospect recently emailed me with a question I thought had no quick answer. After I had written, and re-written, and sent the response, I had not only developed a serious case of carpal tunnel syndrome, but I had also completely bungled the question.
It turns out he wanted a simple "yes" or "no." When he called me shortly after my message arrived in his inbox, he was polite. "Thanks for all that information," he said. "Now, about that question I asked..."
My mistake was automatically replying by email. I wasted time when I should have picked up the phone instead. In about 30 seconds, I could have clarified and then answered the prospect's question while maintaining feeling in my hands.
Phone conversations can't always replace face-to-face meetings, but they often are better than email.
If your goal is to communicate clearly and efficiently with prospects and clients, relying too heavily on email can easily lead your digital conversation into the weeds. Even if someone emails you first, often the best way to respond is by picking up the phone.
It's true that you can't tell if the person on the other end is rolling her eyes, but her tone will give you a pretty good clue. That's not the case with email.
What Do They Really Mean?
Unless the sender uses emoticons (heaven help us) there's little nuance to email communication. Here's an example:
A prospect writes, "How long does it take to implement your service?"
The question seems simple enough on the written page. You assume the sender is asking because she has a fast-approaching deadline. You imagine the urgency in her voice. But then you hesitate.
Maybe she's asking because your competitor claims their startup time is faster than yours. Or perhaps she has a long checklist in Excel. (Implementation time is simply an item she forgot to ask about during your previous conversation.) What if there is another reason altogether for her question?
You could shoot off a lengthy email covering all possibilities, or you could just pick up the phone and call her.
"Our typical startup time is five days," you say. "If you need to start sooner, I would be happy to discuss that possibility.
Even if you have to leave a voice mail message that says the same thing, you can save a lot of keyboarding time. Yes, some people prefer communicating via email, but they like prompt, accurate information even more.
Getting Snared by the Filter
The seemingly fickle nature of email filters compounds the problem of counting too heavily on digital communications. Spam filters regularly let through email about amazing business opportunities in Nigeria, but they sometimes seem to have a bias against email from legitimate senders – such as you.
To make sure an urgent or critical message gets through to the recipient, don't rely completely on email. Particularly when sending an attachment, follow up with a phone call to let the recipient know it's on its way.
Even if you have to leave a message, it's a nice, professional touch, and it gives you another opportunity to solidify your personal relationship with your prospect or customer.
Follow-ups are Easier via Phone
Rarely does any dialogue end with the prospect's question and my answer. The response to any query is usually followed by a clarifying question or two of my own, which can make email cumbersome. The most effective way to accomplish ongoing dialogue is via live conversation – the kind where lips move.
Here's a typical example: My company trains customers how to use online registration software. Prospects often ask how deeply we'll be involved in helping them set up their registration forms.
Email-to-email scenario:
The prospect: Will you set up the registration forms for us?
Me: Absolutely. You don't have to worry about a thing.
It seems like the right answer, but some prospects don't want a lot of help. They like to be in control.
Email-to-phone call scenario:
The prospect (via email): Will you set up the registration forms for us?
Me (via phone): I received your email. Yes, we can create the forms for you. Is that what you prefer? We can also train you how to do it.
Prospect: We definitely prefer to do it ourselves. We don't want to have to call you every time we need something changed. Golly, you're amazing. Send me an agreement ASAP.
Lesson Learned
If an email response requires more than one or two sentences, I now pick up the phone. When I have an important question to ask, or a response, I give my typing fingers a rest once in a while and use them to punch in the phone number instead.
Ron Smith is a small business entrepreneur with a background in marketing and journalism. He is a partner with ABC Signup. You can reach him at rsmith@abcsignup.com.
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