<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

It’s easier to send an email than make a phone call. An email allows you to think through what you want to say, providing you with the ability to go back over what you have written to get things right. Making the call requires that you have chops, that you engage with your client, and maybe even think on your feet. Because it is easier to send the email does not make it the right choice. What matters is that it produces the necessary outcome.

It’s easier to schedule a phone call than it is to show up. It might take two hours to reach your client, and the meeting is only going to last 20 minutes. A phone call may be more convenient for you, giving you back an hour and half of your day. The question, however, is what is the impact of your presence during this conversation?

It’s easier to allow marketing to “nurture” your dream clients, sending them emails that are supposed to be relevant to their “persona.” It’s much more efficient to let someone else attempt to do this work for you, and who knows whether these prospects are even considering changing now. It’s easier to wait until they signal that they are interested. By downloading a white paper? Methinks not. What is the impact of you not being known or proving that you can create value for the client when they do have a need?

There are a lot of things that aren’t convenient. There are many possible ways to be more efficient with your limited time and energy. But much of the time, efficiency is the wrong factor to use to decide. Human relationships are inefficient. They require care and feeding. They require effort. That means that the inefficient is more effective in producing the outcome you need, making it the truly efficient choice—and making what you believe to be efficient to be the least inefficient choice because it doesn’t generate a preference to work with you.

Sales 2017
Post by Anthony Iannarino on November 28, 2017

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square
salescall-planner-ebook-v3-1-cover (1)

Are You Ready To Solve Your Sales Challenges?


Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now is working, even in this challenging economy. Would you like some help?

Solve for Sales

Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my Guide to Becoming a Sales Hustler eBook for FREE!