Despite a boom in the use of social media, the telephone is still the most important communication tool for customers connecting with businesses in the UK.
Currently, email is the only other day to-day channel that comes close to matching the preference for verbal communication. Email is far from an effective form of conversation.
Phone calls deliver instant results for time-poor prospects. Humans generally speak at 125-175 words per minute and can listen at a rate of up to 450 words per minute. In contrast, the average typist does 38-40 words per minute. This might explain why you never seem to get that important email reply.
Insert a call activity into your sales process at the earliest point, both you and your prospect are time -poor, so get to the point and deliver your message. Don’t be concerned about calling at an inappropriate time, be prepared not to connect, then reschedule the call.
That final 2-minute telephone conversation will be the most productive communication you are likely to have. Don’t email your prospect, they don’t have the time to reply.
Stats taken from|: https://hbr.org/2017/07/your-customers-still-want-to-talk-to-a-human-being