email - when it's a GOOD choice

One of the commonest criticisms of email is that it’s replaced conversation – you hear people saying “Why doesn’t he just pick up the phone and TALK to me?”. And I think that sometimes this is a valid criticism. I think there are two situations when a phone call is the beset choice: If there is going to be some to-ing and fro-ing then the quickest way is to make a phone call. Also if you want to judge their body language, for example you want to see their reaction to a proposal, or you want to negotiate, then it’s got to be a phone call or even better a face to face meeting.

But there are four situations where an email is indeed best:

First, if you don’t want to get drawn into a long conversation with a chatty person, it’s quicker just to send an email. In fact, if you DO find yourself often saying “Why doesn’t he just pick up the phone and TALK to me?” it could be that you’re a bit over talkative – I mean, it’s food for thought isn’t it?

Second is when you want evidence of what was said, maybe at the start of a project, or if you suspect that things are a bit political. It’s a shame but it can be necessary.

Third is when you don’t want to intrude into their busy day by barging in with a phone call. An email is a bit softer I think, and can still be friendly and personal – it just gives them the choice about when to deal with it, which a phone call doesn’t. Email can be ore subtle than a phone call, which is unexpected I think.

Fourth is when you need time to write it carefully, or you think they’ll need time to read it carefully and think about it – maybe that’s better than bouncing them into something complicated. They can always call you once they’ve read it and digested it.

I mentioned face to face visits just now, and I would say that when I get enough time to visit a customer and actually see them it always leads to discoveries and insights, a deepening of the relationship, and often more sales for me – so it’s a good idea to make the effort to go and see people every now and then. And the same is true to a lesser extent with a phone call rather than an email – if you call them, even about something simple where an email would probably be enough, it often leads to extra avenues which you didn’t expect to go down, to the benefit of both of you.

But a final thought is to use the medium that the OTHER person likes best. If you email them and they call you right back then clearly they like the phone, so next time, call them. If you call them and leave a message and they email you later, it looks like they prefer email, so next time email them rather than calling. Good customer care extends to bosses and colleagues too, so use the medium that will make them happiest, and you’ll get a better result too.

Do you have a preference which might lead to too much emailing, or not enough emailing? Are there some situations where you should maybe phone someone rather than email them? Or even go and see them?