Following up by phone rather than email when writing has failed

3 days ago
3 min read

Updated: 11 hours ago

Introduction

Email is the default follow-up channel because it is comfortable. Nobody has to be interrupted, nothing awkward happens in real time, and the message can be composed carefully. It is also the channel most easily ignored, and a buyer who has not replied to two emails is not likely to reply to a third.

A short call is a different proposition. It is harder to postpone, it produces an answer in either direction, and it frequently surfaces in two minutes the obstacle that three written messages failed to identify. It has become unusual enough in some sectors that it is also memorable, which is an advantage rather than an imposition when it is done briefly and well.

1. Following up by phone rather than email produces an answer

The main advantage.

A call resolves the question. Email allows indefinite deferral, and the deferral is what most stalled quotes actually consist of. Even a definite no is a better outcome than another fortnight of silence.

2. Use it when writing has stopped working

The timing.

After two unanswered messages, a third is unlikely to change anything. That is the point to change channel rather than to increase frequency. Changing channel is also less irritating than repeating yourself in the same one.

3. Keep it short and say why you are calling

The format.

Thirty seconds of context, one question, and an offer to leave it with them. A brief call is welcome; an open-ended one is what people are avoiding. Say at the start how long it will take.

4. Ask about their situation rather than your quote

The question.

"Has anything changed at your end?" produces information. "Have you decided?" produces a yes, a no, or an awkward pause, and frequently the last of those. The first question also gives them an easy way to explain a delay they were slightly embarrassed about.

5. Accept a no gracefully and immediately

The behaviour that makes calling acceptable.

If the answer is that they went elsewhere, thank them, ask one question about why, and end the call. Anything resembling an argument is what gives phone follow-up a poor reputation. The graceful ending is also what makes them willing to speak to you next time.

6. Leave a useful message if they do not answer

The voicemail.

Who you are, why you called, and that you will send an email as well. A vague message asking them to call back is rarely returned.

7. Follow with a short written note

The combination.

A two-line message summarising the call, or the fact that you called. This gives them something to respond to at their convenience and records the contact.

8. Respect the channel they chose

The limit.

Somebody who enquired by email and gave no phone number has expressed a preference. Finding a number and calling anyway is a poor way to begin.

9. Watch the time you call

The practical courtesy.

Not first thing, not at the end of the day, not during obvious busy periods for their trade. A call at a sensible hour is a small consideration that changes how it is received.

Be careful about repeated calls to somebody who does not respond. Rules on unsolicited telephone contact vary by jurisdiction and can be strict, particularly for individuals rather than businesses, and persistence after a clear lack of response is unwelcome regardless of the rules.

Conclusion

Change channel when writing has stopped producing anything.

Call after two unanswered messages rather than sending a third, keep it short and state the reason immediately, ask what has changed at their end rather than whether they have decided, accept a no gracefully and ask one question about it, leave a specific voicemail if nobody answers, follow with a brief written note, respect a buyer who chose to communicate in writing, and call at a sensible hour for their trade.