4 TIMES SALESPEOPLE SHOULDN’T USE EMAIL

Doing business in the 21st century means email is a staple tool for professionals everywhere. 

It's quick, it's convenient, and it lets you reach a broad audience with basically minimal effort. But shouldn’t the general email rules be applied differently to salespeople?

The reality is, there are times when it's not just the best tool to use, especially when trying to sell. And actually, relying on email during crucial moments can often mean the difference between closing a deal and losing a potential client. 

WHEN YOU’RE TRYING TO BUILD RAPPORT

This first one is self-explanatory.

It’s impossible to build rapport via email, something that is the most important thing when selling. 

While you can send a friendly email, it's got no substance in comparison to a genuine conversation. Tones can be misread, engagement is hard to read and let’s face it – people are less likely to open up and explain things in detail over email. 

If you want a lazy alternative, prospects will be able to read that hands down… and no one puts their trust in a voiceless salesperson. 

If you truly want to foster trust and rapport, pick up the phone and allow your prospects to hear the enthusiasm in your voice. It also takes the unnecessary, interpersonal and coldness out of relationship building where whilst you want to remain professional, you don’t want to withhold personality – something that is easy to do through email.

WHEN YOU’RE NEGOTIATING OR OBJECTION HANDLING

Most salespeople wouldn’t intentionally opt to negotiate or objection handling over email but rather have a prospect email them with specific questions or concerns they have about their offering. But one huge mistake so many make is answering that question by email.

Whether you send an extensive reply with multiple paragraphs, PDFs and testimonials, or you just reply with a short, punchy statement, neither will get you closer to a deal. Not only can it lead to misunderstanding, but it doesn’t allow for the conversation to flow freely where you can ask timely questions and gauge enthusiasm. You can navigate objections effectively, clear up misconceptions, and negotiate terms more persuasively over the phone.

Instead, when you receive an email, simply reply by saying something like, “Great question. Thanks for dropping me an email regarding this, it would be great to chat through. When are you free for a call?” A phone call is absolutely necessary in these situations because it allows you to address concerns in real-time, whilst showing genuine empathy and desire to help them out. 

WHEN YOU’RE FISHING FOR ANSWERS

No one wants a nagging salesperson in their emails every day. 

Before you think about what you desperately want from a prospect, think about the fact that you’re still trying to establish a relationship with them and constantly dropping email after email isn’t going to create a good impression of you in their mind.

This isn’t to say you should call back to back either but the great part about phone calls is that you don’t just get information promptly, but it opens up room for conversation where you can get questions answered that you may have not even specifically asked for. As I’ve emphasised throughout this entire blog, you cannot read people over email. 

If you really want to dig for answers and get a feel of where they’re at with your offering, never avoid picking up the phone. And really – the prospect will appreciate that of you being completely transparent over the phone.

WHEN YOU’RE DELIVERING BAD NEWS

No one likes to be the bearer of bad news, but it's a reality in sales. 

Whilst you may have to contact a prospect with bad news, it’s far more common with clients you’ve already brought on. Some examples could be a price increase on their subscription or their normal Account Manager has left the company.

Whilst it can be tempting to just relay this information via email because you’ve already secured the client, bad news can already create rocky ground, so can not take the time out to talk through it properly.

Put simply, not taking the time to give them a call and explain, allow them to ask questions, and assure your client will show them that you don’t care. A phone call is far more personal and empathetic, which goes a long way in keeping long-term customers.

- Written by Shannon Matthews

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