Business Building Corner


Business by Phone is Not Extinct

Be honest: how often do you use the phone for your business needs? Not “video chatting” or texting. Not screen sharing or skyping. Picking up the telephone to call a customer, make a pitch and be faced with the very real fact you are communicating with another human being, and not a robot-typing instruction guide.

Telephone communication can be a fear-inducing proposition, especially to a generation that grew up communicating by text. The fear of rejection seems to be the main reason people avoid the phone. Excuses to text or email range from not wanting to bother people, to the convenience of being able to multi-task, but the bottom line is making a phone call shows you are invested in the outcome of the perceived conversation. You are ready to bring your “A-game,” deal with awkward silences, have answers ready and be prepared for hearing the word “no” or “not now.” Kind of scary, right?

The result may end in disappointment. You might plan what you want to say, work up your courage to make the call and then get a voicemail. Or worse, the person picks up and says, “Can I call you right back?” and you are left waiting by the phone, wondering if he/she means right back, 20 minutes from now or some time at the end of the day (or possibly even the next day).

But here’s why the telephone is actually a fantastic way to still conduct business. First of all, voice tone gives dimension and emotion to words, increasing the effectiveness of the communication. Certain body language, such as smiling and standing while talking may come through in the conversation. Texting and emails are simply words open to interpretation by the receiver, without the benefit of voice tone or body language.

Finally, taking the time to make a phone call carries more weight than an impersonal text or email. Without the opportunity for two-way communication, sensitive issues may be misinterpreted. The telephone call, which connects a caller with a human voice, is still an important business component.

Because of their rarity, phone calls are now interpreted as more important than a text or email. If you’re calling, the person on the other end of the line knows you have something to say directly to him/her. You’re not copying and pasting a mass text message and changing the name. That personal element makes you seem more genuine and shows you care. Plus, it’s a lot easier to say “no” to someone via email or text, and you’re more likely to get a “yes” or at least a “maybe” via phone conversation.

The next time you find yourself hesitant to make a business call, ask yourself the following questions:

  • Am I avoiding the phone because I don’t want to make the other person uncomfortable?

  • Am I unsure of my own level of commitment to what I want to propose to the other party?

  • Is it to my advantage to have this conversation over the phone rather than through written word?


If you answered "yes" to any of the above questions, go ahead; pick up the phone. And if the customer you call annoys, bores or angers you, feel free to roll your eyes, shake your fist or otherwise in engage in behavior that can neither be seen or heard. After all, you’re only human.

When sharing the LifePharm Products or Opportunity, there’s nothing better than real, face-to-face communication. When that’s not possible, opt for an old-fashioned phone call to get things started.