If I asked you when you last got pitched a product or service via email, the chances are the answer is today. If you haven’t, it’s likely because you’ve set up a strong filter system to doing the “weeding out” for you.

The reality is that we’re all bombarded with emails. Reading and responding to emails can feel like a full-time job and incline us to conveniently “delete” the emails we aren’t expecting, especially those that appear to have a sales agenda.

My objective here isn’t to get you offline. There is indeed a valid place for email marketing and building a pre-qualified list of potential clients who have expressed interest in what you do or offer.

But – if you ask me – email should be treated as a reinforcement tool, not an initial relationship builder.

The ultimate sales tool that is being tragically underutilized by entrepreneurs today to make and close sales is none other than the telephone.

In a world where we connect via Facebook and LinkedIn, the truth still remains that the phone is one of the most effective ways to reach the right person, close the sale and provide quality customer service.

Why is that?

A phone conversation is much more personal than words typed into an email or social media message. When you send an email, you don’t get to hear the person on the other line articulate their needs, concerns or reservations. On the phone, there is an authentic back and forth that simply cannot exist online. Over the phone, you can more accurately and authentically convey your tone, personality, intentions, and values, setting the stage for a valuable business relationship.

Another reason the phone is so powerful is because everyone, everywhere has one. Tucked in our pockets or placed on our desks within reach, our phones keep us accessible. Whether you’re checking in with an existing client, making prospecting calls to potential customers, or following up with clients to ensure they’re happy with the service you’re providing, the phone is the lifeline of a healthy business.

Here are 3 tips to keep in mind when conducting business over the phone:

1. Words are Powerful

While phone calls are more personal than emails or social media messages, they still lack added dimensions of a face-to-face conversation. On the phone, you can’t read your prospect’s facial expressions or body language. For that reason, it’s important that you choose each and every word you use carefully. If you fail to communicate clearly, your message could be misconstrued or even perceived as offensive. Write a script and get feedback from someone you trust to ensure your word choices reflect your intended meaning.

2. Don’t Drag On and On

We all have busy schedules. When you make a prospecting call or complimentary sales call, it’s important to respect people’s time. Cut out unnecessary small talk and jump right into the meat of your message. With only a few minutes to make an impression and identify the needs of the person on the other end of the line, it’s critical to use your time wisely.

3. Use your Voice

The way that you deliver your message can have just as big an impact as the message itself. If your voice inflection and tone are flat and dull, you’ll be less engaging and easy to forget. A powerful sales pitch is not only thoughtfully constructed but also well rehearsed for maximum impact. You sometimes have only minutes to make a sale, so your delivery needs to pack a punch. Record your calls so that you can play them back and identify areas that need improvement.

At Celeste Giordano Coaching, I teach my clients the importance of making time first thing every morning for revenue generating activities — and that means getting on the phone. Set a specific, realistic target of how many complimentary sales calls you’d like to make each day, and work diligently to hit that target.

One of the reasons why so many entrepreneurs avoid phone calls is because they fear rejection. Without self-confidence and the right mindset, rejection in sales can be demotivating, discouraging and downright painful.

At Celeste Giordano Coaching, my clients learn to break the habit of hiding behind their computer screens. They develop the confidence and skills necessary to pick up the phone and sell effectively. One of the key elements of my program is teaching entrepreneurs to overcome objections.

When you learn the art of overcoming objections and commit to making a set number of prospecting and complimentary sales calls each day, all you have to do is consistently run the proven system I teach and the powerful results will follow.

Some business owners make the mistake of turning their hot leads over to a telemarketer. A hot lead is as precious as a gold bar. I’d be very reluctant to entrust that bar to someone motivated by minimum wage. Without a doubt, you are the best advocate you have for the services you offer.

Armed with a telephone, the proper mindset and – importantly – the right skills, you can “Double Plus” your income this year. Contact me today to learn how to capitalize on every call you make and exponentially increase your sales outcomes.