If you have a doubt about something (an order, a customer need, etc.) and you need clarification, pick up the phone and call. Don’t hide behind an email. I sent this sales tip earlier this week as a tweet and I was amazed at the response.

Why is it so hard to pick up the phone and call? We’re in sales and yet for some reason, too many salespeople have come to believe that using a telephone to talk to someone is not necessary to be successful. What concerns me the most is when salespeople believe there’s a problem of some sort with the customer or they might be a little difficult to handle on the phone, so instead of calling, they send an email.

Don’t hide behind an email. Make the phone call. I prefer this for a couple of reasons. First, it shows initiative and that you’re willing to be pro-active. Second, if you do reach the person on the phone, you may just find out some very important information that will help you a lot. Finally, even if you do reach their voice mail, you can leave them a message that you tried to reach out to them. Again, this shows initiative.

Sometimes, the best thing you can do is pick up the phone and call. The more you use this technique appropriately, the more you will gain the confidence of your customers.