To Email or Not To Email? That is the question!

I received a monthly email blast from a respected sales "guru" that I follow. The emails message was about email titles/content and how to improve your view/open rate.While the article does have some good tips for emails, it dawned on me that nothing was mentioned about how the email should be one of several tools in the arsenal of a sales person.

Me personally, I’m always inclined to reach for the phone first. Emails are secondary or tertiary tactics that I lean on.

Just as an example, I’ve received prospecting emails from a certain sales person at least 4 times in the past month and not once have I responded. What’s frustrating for me, as a sales person, is that I would like to at least discuss the product/service that they’re selling, but I’ve yet to receive a phone call. Some of you may be saying well why don't you at least have the courtesy to respond to her? Or, why don't you call her? My answer is this; this sales person has my contact info but hasn’t tried calling me once….not a single voicemail or call! As a sales person I view this scenario as a reflection that they are either not very good at their job or scared of the potential “no” they may receive from the call…either way she's hiding behind email.

My larger point is that if I’m thinking this way about how someone is prospecting me, how many other prospects like me think this way about sales folks (surely I’m not alone)?? If she simply picked up the phone to call me I’d be more inclined and/or receptive to her attempts. Even better, if she tried calling me and then followed up with an email, she’d have a good 1-2 punch that would get my attention!! Even if I do say “no” she would get her answer a heck of lot faster and could move on or remove me from her prospecting list…sadly I wonder if I’ll remain on her prospect list for several months where all she’ll have to show for it are 20+ emails, zero phone calls, and a dead lead on what may be an already bloated prospecting list.

Questions for the peanut gallery:

• Do you default to email first and phone call second?
• Do you get scared of the phone (does the phone feel like it's 1,000 lbs)?
• When do you mix in mailers or make an in-person drop off?

Don’t underestimate the power of the phone call or in person drop-off, use email as the second or third mode of communication! You might be surprised how your results change or improve.

Is it just me? Agree or Disagree? Please share your insight/comments below!

THANKS!