Should Sales Teams use Email, Telephone or Personal Visits?

In the construction industry, it seems more and more communication is by email, whether conversations are interoffice, between companies, or by sales teams with customers. Using primarily email communication may seem to make us more efficient, but that assumption may not hold water. Our inboxes are swamped. One study indicated that the average person across all industries receives an average of 115 emails per day. The study indicated that 57% of people do not even read all their emails! Many are simply trashed. How efficient is that? The use of primarily email communication is led by millennials, but even older, more experienced employees are depending more on emails instead of a telephone call or personal visit. This habit is particularly questionable in many instances for sales teams and customer service. Even interoffice emailing should be seriously evaluated. Either telephoning or a meeting in person concerning a question or inquiry is often a more effective use of time than emailing. For the sales team the customer’s preferences should be the primary governing factor in how we communicate. Developing strong personal relationships is the driving force for generating growing sales. People still buy from people they know and like. Customers are interested in quality products and service from manufacturers more than the efficiency of a manufacturer’s management team. Personal visits for the professional sales person are the most important method of communication, because they strengthen personal relationships. They should be used as often as possible and in-line with a customer’s preferences. Personal visits allow for the clearest understanding of a customer’s needs. Misunderstandings are minimized. How can a sales person interpret body language, learn what makes a customer tick, and strengthen relationships using email? If a personal visit is not warranted or practical, a telephone call is the next, best way to communicate with customers. The customer support team should use the telephone as often as possible rather than email. This is particularly true when clarifying details of an order or solving a customer’s problem. The danger of the trend toward email being the predominant method of communication is that a single email often generates a long string of email exchanges back and forth.  Often, a simple telephone call can solve a problem in a couple of minutes and save time for both parties. Telephone calls also minimize the chance for miscommunications and misunderstandings. Each call is an opportunity to learn new information about a customer to continue developing that strong relationship. One challenge of telephone communication in the current business environment is that it leads to voice mails. Like emails, voicemail has reduced human interaction. With voicemail, the caller never knows when the voicemail will be answered, if at all....

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