It seems we use email more and more for our business contacts. It is certainly a handy tool, and I use it quite a bit. However, too many people are using email in place of direct contact with clients and prospective clients. It's too easy to send an email, when you should be making a phone call or better yet making a sales call.
Sales is all about relationships. I just don't see how you can begin a relationship with email. When you speak directly with someone you can pick up all kinds of signs and nuances that you won't in a written correspondence. Tone of voice alone will tell you how someone is reacting to your questions or proposals.
Even using email to contact existing clients can be a trap. If you don't get out and meet with your clients, or at least speak directly with them on the telephone, you risk your business relationship, because you can be sure that some other hungry sales person is making the effort.
The Forgotten Art of Conversation - To learn more about this author, visit Don Zihlman's Website.
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