Polite or cowardly?

Yes, we live in a digital world. And yes, we not only use emails as a matter of course, but also business messaging service providers such as WhatsApp. But although these digital systems offer many advantages, the question remains as to whether we, as participants in the popular online dialog, would sometimes prefer to have a human contact.

The fact is and remains: Face-to-face conversations are often much more purposeful – and more appropriate for many situations. However, it is temptingly easy to “just” send a message, both to request a written offer, for example, and to send it. This may work well in an established business relationship, but is it really effective when dealing with new customers where both parties do not even know each other?

Who is bothering whom?

The sales manager says to his employee: “What happened to the offer you sent the customer? Wasn’t that about a big order?” The employee replies: “Nothing has come of it yet. I have already sent him two emails asking if he has made a decision yet. But he hasn’t replied. I guess we will have to be patient a little longer.” This kind of behavior makes some managers’ hair stand on end – and often leaves employees shrugging their shoulders. Because in situations like this, they often say to themselves “I don’t want to be a nuisance and be pushy, so I can’t just call them. If the customer is interested, they will get in touch. But if I really need to follow up, I’d rather do it by email.”

And the boss? He is at a loss and wonders what is wrong with his employee – you can just pick up the phone! That’s what he used to do …

A delicate balance

Very often, communication is a balancing act between intrusiveness and indifference. Admittedly, hardly any customer likes it when salespeople are annoying. But on the other hand, do not customers also want to feel wanted and desired? Who has not experienced the disappointment of having to run after the waitress in a restaurant?

And is it not often a case of “getting the order” or “not getting the order” in everyday business life, or in other words, all or nothing? After all, orders are usually only placed once. And if you are too passive here, you run the risk of not being awarded the contract.

Of course, there are people who happily make inquiries here and there – and insist on a written rather than a personal dialog. Right from the start. But can it be right to provide an enquirer with an offer almost on demand if they are not even prepared to speak to the provider before the offer is made?

Is it not even a clear alarm signal that this request is highly unlikely to result in an order? Why do providers invest a lot of time and money in elaborate offers if the enquirer clearly communicates from the outset: “I set the rules for how you have to work!”? Are such behaviors really the basis for solid business or an appreciative and prosperous cooperation?

Providers need rules of the game

An analysis of the inquiries that come in via different channels and the resulting completion rates are a valuable indication of where specific changes are required. The bottom line is that some companies are better off if they do not blindly send out offers, but define minimum requirements before taking the next step.

For example, if the interested party is ready for a further open qualification meeting after their inquiry, whether on site, on the phone or online, then the next step is taken and an elaborate and meaningful offer is prepared. If not, then they will not receive a detailed and individualized offer due to a lack of order probability, but at best a standard offer.

Salespeople need ideas

If salespeople are reluctant to call the enquirer, there is a reason behind it. Possibly not only the concern of disturbing the call, but perhaps also the fear of being spontaneously overwhelmed by the reaction of the person called. The prospective customer could react in very different ways: from polite and eager to the point of being dominant and dismissive.

Who really wants to end the conversation and regret the call because the person called has pushed them to the edge of their possibilities, with or without malicious intent? Even though this risk is quite low, it still exists and it will influence your decision to call or not, even if you are not even aware of it.

My tip: exchanging ideas with experienced colleagues, regular training and an increasing number of tasks to be carried out on the phone can help many employees to enter customer meetings with more courage and confidence.