In today’s digital-first world, sales conversations are happening more and more over email—and for good reason. Email is fast, trackable, and easy to manage when your day is packed with quotes, order confirmations, and follow-ups.

But there’s a catch: Efficiency doesn’t always equal effectiveness.

When we rely too much on email, we fall into “order processor” mode. We check boxes, send confirmations, and answer questions, but we risk missing the bigger picture.

What opportunities are you leaving on the table by not picking up the phone?

If you want to grow accounts—not just maintain them—it’s time to rethink how you use your inbox.



Inbox Strategy: Know When to Call Instead

The solution isn’t to abandon your inbox, it’s to prioritize it smarter.

Here’s a simple shift you can make: Start scanning your inbox for “call triggers.”

Not every email needs a phone call, but some do. What if you picked just 1–2 emails per day and decided to call instead of emailing?

Look for emails like:

• A customer reordering the same thing they always do
• Questions about product specs, lead times, or safety features
• New contacts reaching out for the first time
• Comments that hint at a bigger project, hiring spree, or office move
  
  

These are not “just reply” moments, they’re potential revenue generating moments.

How a Phone Call Can Be Faster (and More Effective)

Pressed for time? Pick up the phone.

In the words of Kipp O’Connell, recently promoted Sales Manager at Airgas in Henderson, Nevada:

“When I get an email request, I don’t respond to the email, I call them. I’ll say, ‘Hey, do you know what project this is for?’ A good chunk of the time the purchaser says, ‘No, not really. I’m not the end user.’ Then I’ll ask for the end user’s info because I need more details. There are so many questions. A lot of it is knowing the products and businesses you’re working with and taking the time for discovery.”

A five-minute call often saves you from a ten-email back-and-forth, and unlocks information that leads to larger, more meaningful orders.

The Power of Picking Up the Phone

Phone-driven reps average 6.8 “quality conversations” per day, compared to just 3.3 via email. (cognism.com)

The phone helps you spot ‘Expansion Signals’:

• Repeated orders? Suggest bulk discounts or bundling.
• New hires? Offer onboarding supplies.
• Busy season? Recommend stock-up programs or auto-ship options.
• Compliance needs? Suggest safety products, signage, or ergonomics solutions.

Bottom Line: Conversations by phone drive growth and yield twice as many meaningful exchanges, where needs are uncovered and solutions explored.

Practical Strategies You Can Use Today

1. Use the “Before I Let You Go” Technique

At the end of every call, ask:

• “Before I let you go, is there anything coming up I can help you prepare for?”
• “Before I let you go, are there any upcoming projects where you’ll need extra support?”

2. Use Statement + Question Pairs

Example:

• “I noticed you’ve been ordering more ______________ this month, are you stocking up for a project?”
• “A lot of my customers are doing more and more online and my goal is to make our site easy for you. Are there any products I can add to your favorites list so you don’t have to search?” 

3. Go Beyond the Single Contact

Ask: “Is there anyone else on your team I should be helping?”

This helps you build relationships across the account, not just with one buyer.

Start Prioritizing Your Inbox & Having Conversations that Drive Growth

At the end of the day, sales is about connection. Email helps you keep the wheels turning, but the phone is what helps you move the needle.

If you’re serious about growing accounts—not just taking orders—it’s time to prioritize conversations over confirmations. The next time you’re tempted to send a quick reply, ask yourself:

“Could a call turn this into something bigger?”

Chances are, the answer is yes. And there’s no better time to start than now.

Here’s your challenge for this week:

• Pick 5 regular customers you’ve only emailed in the past month.
• Call them. Use the “Before I Let You Go” technique.
• Track how many new needs or opportunities you uncover.