Shop Management: The Power of Picking Up the Phone

By Jhan R. Dolphin

Communication has evolved in today’s digital age, with texting and emailing becoming the preferred methods for most business interactions.

While these tools offer convenience and efficiency, they often fall short when it comes to building strong relationships, resolving complex issues and conveying emotions clearly. Sometimes, a five-minute phone call can save hours of waiting for responses to emails or texts.

Despite the prevalence of digital communication, the phone call remains an essential tool in the business world. So, why don’t more people just pick up the phone?

COMFORT & CONTROL

Many people, particularly younger generations, prefer texting and emailing because they offer comfort and control. Text-based communication allows individuals to edit and carefully craft messages, making it feel less risky than a live phone call.

This preference is partly due to anxiety around mistakes, awkwardness or the unfiltered nature of real-time conversations. With less frequent face-to-face interactions, younger generations—especially Gen Z and millennials—may feel uncomfortable with phone calls and face-to-face communication, sometimes even experiencing anxiety when choosing a phone conversation over texts or emails.

Here are a few things to consider before you send your next text or email:

1. Fostering Stronger Personal Connections

Phone calls create a level of personal connection that texting and emailing simply can’t match. The tone, urgency, and emotions you convey over the phone are clearer and more easily understood.

This is especially important for building trust, such as in sales, where clients often appreciate the personal touch of a phone call over a generic email. A well-timed call shows you’re invested in the relationship and care about their needs, which could make the difference between closing a deal or losing a potential customer.

2. Real-Time Conversation for Better Clarity

While emails and texts allow you to craft your message carefully, they can lead to misunderstandings without immediate feedback. Misinterpretations can cause confusion or harm relationships.

Phone calls, on the other hand, provide real-time, two-way communication, where both parties can clarify points, ask questions and adjust their responses instantly. This dynamic exchange makes conversations more productive and accurate, reducing the risk of errors.

Phone calls also allow for spontaneous discussions. Whether brainstorming solutions to a problem or negotiating terms, the immediacy of a call facilitates a fluid and adaptable conversation, unlike the back-and-forth of emails or texts.

3. Conveying Urgency & Emotions More Effectively

Written communication is efficient but often lacks emotional depth. A phone call conveys tone, pace and voice inflection, helping ensure your message is understood as intended.

If you’re delivering important news—like a project delay or a significant change—a phone call ensures clarity and allows you to gauge the recipient’s reaction immediately. In contrast, text or email can be easily misinterpreted, leading to unnecessary friction.

For example, when negotiating a sensitive business deal, being able to read the other person’s tone and respond accordingly can lead to a more successful outcome, while written communication might be misread.

4. Building Trust & Rapport

Business is ultimately about relationships. Phone calls offer a unique opportunity to build trust and rapport in ways that emails and texts can’t.

Hearing your voice makes you appear more human, approachable and transparent. It shows commitment to your relationships and can set you apart from competitors who rely heavily on digital communication.

For instance, reaching out to clients or partners via phone shows that you value their time and input. It makes you more approachable and open to conversation, which can lead to long-lasting, mutually beneficial relationships.

5. Efficient Communication in Complex Situations

In complex scenarios—whether troubleshooting an issue, discussing legal matters or negotiating terms—phone calls are invaluable. The back-and-forth nature of texting or emailing can be cumbersome and inefficient.

A single phone call allows you to address questions, clarify doubts and make decisions quickly, without the need for endless exchanges.

While texting and emailing are convenient, they aren’t always the best tools for communication in the business world. Phone calls continue to play a vital role in building personal connections, offering real-time clarity, conveying emotions, building trust and improving efficiency.

In an era where digital communication dominates, taking the time to pick up the phone can set you apart as a thoughtful, efficient and relationship-focused professional.

Jhan Robert Dolphin is vice president of Prefix Corporation, responsible for some of the wildest concept vehicles and prototypes in the industry. He regularly speaks to and trains business groups on the topics of Sales, Customer Service and Promotional Marketing. He can be reached at jhan.dolphin@prefix.com.