Business Communication Tip
Don't Hide Behind Email. Know When to Pick Up the Phone Instead.

by Nina Sunday

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I've been asked a lot lately about how to know when to pick up the phone rather than email. Ever found yourself writing and rewriting the same paragraph over and over in an email? Or struggling to find just the right words to convey the correct tone?

That's a sure sign to pick up the phone instead.

You want to persuade someone to say 'yes', or there's been no response to a request - pick up the phone. 

You are reaching a deadline and need to convince them of the urgency - it's time to phone.

You have to convey disappointing news?  Pick up the phone and dial.

UCLA Professor, Albert Mehrabian, demonstrated that words alone convey only 7% of the message.  Tone of voice is 38% of the message, while facial expression and body language is a whopping 55%.

What does this mean when writing emails? It means we need to include words that add 'conscious positive tone' and friendliness to our emails. 

For example, start with a friendly opening such as:                           

- Hope you are well.                          
- Thank you for your e-mail.

 If a friendly phrase is absent, your email might sound too abrupt.And make sure every time you make a request you include the word 'please'.  (You'd be surprised how often that magic word is missing.)

Consider the attributes of a phone call:

1.  It's a dialogue. (Email is a monologue).
2.  You don't have to say everything you are thinking all at once.
3.  You can monitor or adjust what you say, even as you speak, based on your listener's reactions.  Even their non-verbal guttural sounds ('Oo!, Hmm?, Oh) can express much.

4.  Your vocal tone influences how the message is received.

With e-mail there's a lag between when you send it, when it's read, and when you read their reply.  Any confusion or ambiguity can fester during this limbo period.

5.  With a phone call, you can generally tell if you're getting your message across.

Case study:

One of our clients scheduled our Business Communication one-day workshop in response to their experience with junior members of the team who tend to over-rely on email.

As a PR exercise, the firm decided on a client mailout to inform clients about upcoming changes to tax law. 

This information was only useful if it was sent out before the end of the financial year, so clients could take appropriate action.

Members of staff assigned the task of executing the mailout simply sent an e-mail informing Admin staff this is going to happen.

No request, 'Would you be willing to assist the firm raise its profile with its clients?'
No perception of choice.

Instead of a Planning Meeting explaining the benefit to clients and to the firm, generating enthusiasm for the extra effort involved, an e-mail was sent.

The emails were simply ignored by the recipients, until the deadline loomed and there was a mad rush to complete the mailout, (which included a weekend shift!).

With any special project, first win the hearts and minds of the people involved.  It's hard to lead an extra effort through email alone.Know when the power of influence is better gained face-to-face or over the phone.

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Copyright Nina Sunday 2011.  All rights reserved.  Published in Sydney, Australia.

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For Business Communication training for your group of 10-16 staff in your organisation's training room, visit our Business Communication web page
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