Although in the world of digitalisation, there is a strong focus on text and non-talk channels such as SMS, e-mail, social media platforms and more - don't throw the phone away yet, writes Ocular Technologies COO Ebrahim Dinat.
Phone interactions and voice are still very much a part of relationship-building, and as David Rastatter, who blogs for our partner company, Aspect, highlights, when deals are crucial and stakes are high, "there is heavy focus on real-time, fast interactions with their clients and other agents. Although e-mail communications with their clients are important, phone interactions, specifically voice, are the backbone of their relationships".
So why aren't million-rand deals closed on SMS, why is it still the phone that remains the channel of business communication even for the tech savvy and digitally minded consumers?
Rastatter, in his blog, 'Text may be the new talk, but voice is still the best channel for negotiating', notes it is down to the following three elements.
Emotion
While SMS is a great way for to answer common questions or plan a meeting place, only a phone call can truly convey the human emotions needed to win a deal. Because negotiations are emotional, it is important to acknowledge what the other person is saying. It is so much easier to do this over the phone than text or chat. Just think how awkward it would it be to text, "Mmhmm" or "I see" over and over again. Empathy and emotions are two things that cannot successfully be conveyed via text, SMS, or even through increasingly popular chatbots - they will always require a human touch.
Controlling the conversation
Another factor in closing deals and negotiating is changing the energy of the conversations. Controlling the tone of voice that is used in a conversation can do this. This strategy would be incredibly ineffective, if not impossible, via SMS. While SMS is extremely effective in different industries and to handle different tasks, it simply could never fully replace the drastic impact a human voice can have.
Engagement
While talking is key in a negotiation, using silence can pay dividends. Showing you're listening and responding specifically to another person's needs or questions is something that is done best in person or over a phone call. Unfortunately, using pauses when texting or chatting with someone can make the conversation go sideways. The person you are conversing with may think you are ignoring them, are upset or found something more important to do.
As Rastatter concludes: "Businesses are encouraged to offer multiple engagement channels, but they shouldn't under-value voice. In many cases, urgent matters warrant a friendly agent on the other end, and nothing is more real-time than a phone call. Showing customers that you empathise with them, regardless of your issue, can pay dividends ? and voice is one way to do that."
Share