Are you hiding behind e-mail and missing the chance to communicate?

During the last week we have helped a client to solve a problem between them and one of their suppliers (not us!). The core of the problem being a lack of expectation management by the supplier and an assumption by the client that everyone would understand the nuances in their e-mails.

E-mail is a good tool for certain things but a poor “instant” communication tool
E-mail is great in certain circumstances, but e-mail is a poor tool for communicating when an issue needs discussion. The people who send the e-mail assume that the recipients actually read it, and beyond that understand what is trying to be communicated. The recipient skim reads it and takes it for what it is a quick way of sending a message, they take everything at face value, something which can lead to disaster.

Just discuss with your colleagues and friends how many issues have been caused by sending an e-mail that has not been thought through. Let's not forget the number of e-mails that have been replied all, forgetting that some of the information may not have been appropriate for all recipients to see.

E-mail is not a letter
If we all took the same time and effort to compose our e-mails as we do if we ever write a letter, then some, but not all of the problems would be reduced. At the very least there would be greater clarity in the message we are trying to deliver. People would spend more time composing their e-mails, clearly thinking about what they want to say and checking the e-mail before they send it. But then that wouldn't be e-mail and we wouldn't be able to use our Blackberries and iPhones.

So what is e-mail?
It is a quick means of sending an update, a request for information, a broadcast communications tool. It is not an effective one-to-one communications tool.

If you want an effective one-to-one communications tool, the killer app is talk to the person either face to face or on the phone or via an instant messaging application!

In fact if you are looking for a quick update mechanism you may find Instant Message or even Skype's messenger solution better than e-mail. At least you know if they are on-line, and can know if they received the message because you can ask for an immediate response.

So how can e-mail cause problems?
Let me take you back to the issue that I described at the start. The supplier had been carrying out a piece of work, fixed price to a deadline. As is always the case there had been scope creep and the supplier thought he was due additional money, so he sent an e-mail. The scope creep was also causing a delay to the project so the customer e-mailed a response to the suppliers e-mail not addressing the money issue, but focussing on the likely delay of the project. Anarchy ensued, the supplier thought the customer was trying to rip him off, "why won't he reply to my issue over money" and the customer was losing faith in the supplier, "this project is running late and I cannot accept any delay”. In both cases they were focussing on the personal issue and getting emotional over it.

The e-mails were part of the problem as both parties thought they had brought up a clear issue that needs to be addressed, and both parties had ignored the other’s issue.

So what fixed the problem?
A 30 minute meeting solved the problem, both parties met, articulated their issue, understood the others issue and came to an amicable agreement. They also recognised that this problem was in part caused by the use of e-mail as opposed to traditional voice communication, talking. 90% of the issues were due to poor communications between both parties and the associated lack of understanding.

It is a great example of Stephen R. Covey’s fifth habit of Highly Effective People - “Seek to understand first then to be understood”.

But what has this got to do with sales people?
How many sales people hide behind e-mail? When asked the question, "when did you last speak to the client?", the answer given is "I sent them an e-mail last week". When asked "what is the status of the opportunity?" how many people say "I am waiting for a response to my e-mail".

If we truly believe people buy from people, then why do so many sales people think that e-mail is a satisfactory means of communication. You need to speak to their customers.

What can be the impact of moving away from e-mail?
One of our major accounts is the EMEA division of a major PC hardware vendor, their people are spread all over Europe. There are lots of e-mails flying around, but if we need to sort anything out we have a very simple process.

• We are all on Skype so we can see who is on-line
• If we need to speak to the European Marketing Director we send a Skype message asking for a phone call, usually to agree the way forward
• If the discussion is going to be complicated we have a quick call and agree a face-to-face meeting.
• E-mail is used solely to validate the outcomes of calls/meetings, share updates with a wide audience and collaborate on key documents.

How can you use this message to improve your sales performance?
We have discussed how you plan you account activity in the past, and the topic of "customer facing time" has come up. We would suggest that you introduce the concept of "customer conversation time", allocate time in your day where you pick up the phone and speak to your accounts. You will be pleasantly surprised, not only will you reduce the likelihood of confusion, you will identify new opportunities just by speaking to people.

As an aim you should review whether it is appropriate to send an e-mail and whether you should use an alternative form of communication:

• Do you need an immediate response from your communications? - If so call or Instant Message them
• Do you need to validate that the recipient(s) have understood the key messages of your e-mail? If so call or arrange a conference call - you can ask them "have you understood this?"
• Does your e-mail contain bad news? - Call them and personally deliver the news, it will be easier to manage expectations.
• Do you want to get something off your chest? - write the e-mail and then delete it, you will feel better just by writing it down. If it is a serious issue speak to the person, don't hide behind the e-mail.

Do you want to know more?
Either read our Helping business drive sales document or contact either Mark Savinson orFred Nelsonand let Accredit help to enable your sales organisation to maximise the opportunities your portfolio creates.