Why Calls Build Trust Better Than Messages

We’re hearing all about areas where technology has already, or will replace humans. I’m here to share one area where I’m seeing the opposite trend, and I’ve got an idea why. You’re a customer of a technology solution, and like all tech vendors, they’re sure they’re the product you care most about, so they send you email/newsletter/in-app updates about “new and exciting” features … often! At some point, one of those features really is new and exciting, but you’ve glossed over it like everything else, because technology made it way too easy to overcommunicate, and you’re saturated as far as text communication is concerned. In your next call with your account rep, they show you the feature and your first reaction is, “why the hell didn’t you show me this sooner!?!?” You see the exhaustion on their face as they decide whether or not to tell you they’ve messaged you 8 times about it already. Here’s the thing, I TRUST a good account rep, but I don’t trust an email, or a newsletter, or the in-app tutorials to be perfectly curated to my needs. I don’t trust those things to make good use of my time, so I often skim or skip. I’m living this right now. I’ve been on 20+ calls in the past two weeks showing customers a new feature that is included in all of our agreements (in other words, these are not sales calls) - 100% of the customers have been excited about this feature, and yet very few people we haven’t spoken with live are using it. One customer told us it’s saving her 10+ hours per week. PER WEEK! And yet, others with similar use cases haven’t adopted it before we get on a call to explain the use case. To be clear, this isn’t a dig at those people. I get it. We’re all overwhelmed. And yes, we can do better to communicate updates that are meaningfully impactful - none of that makes this any easier. Sometimes we just want a trusted person to walk us through it, answer questions on the fly, and make the process feel comfortable. People matter. Trusted relationships REALLY matter.

“𝐓𝐡𝐢𝐬 𝐝𝐞𝐚𝐥 𝐢𝐬 𝐠𝐨𝐢𝐧𝐠 𝐬𝐢𝐝𝐞𝐰𝐚𝐲𝐬. 𝐒𝐡𝐨𝐮𝐥𝐝 𝐈 𝐣𝐮𝐬𝐭 𝐞𝐦𝐚𝐢𝐥 𝐡𝐢𝐦?” That was the question Priya asked during one of our executive presence group coaching sessions. She was navigating a complex negotiation with a senior client. High stakes. High tension. Her instinct? Draft a “firm but professional” email. The real driver? She wanted to avoid discomfort. But here’s what we explored together: 𝐏𝐫𝐞𝐬𝐞𝐧𝐜𝐞 𝐝𝐢𝐬𝐚𝐩𝐩𝐞𝐚𝐫𝐬 𝐛𝐞𝐡𝐢𝐧𝐝 𝐚 𝐬𝐜𝐫𝐞𝐞𝐧. Email might feel safe—but it’s often a trap. Emails strip away nuance. They don’t carry your tone, your energy, your ability to read the room. And when the stakes are high, relying on email can cost you the very thing that sets leaders apart: leadership gravitas. I asked her to do the uncomfortable thing—make the call. She hesitated, then leaned in during the evening break of the training session. She started with, “This is probably not the call you were expecting…” Instant shift. The client softened. A real conversation happened. They reached alignment—and trust. That’s the power of executive presence in action. It’s not just how you speak—it’s choosing the right moment to speak up, with confidence and calm. Here’s the mindset shift we teach in our sessions: 🟡 Use email to confirm—not to convince. 🟡 Use your voice to express leadership—not just information. 🟡 Presence builds trust. Email builds distance. I’ve never had a leader say, “I wish I sent that email sooner.” But I’ve heard plenty say, “I should’ve just picked up the phone.” Every interaction is a chance to either build or break connection. Choose the medium that shows gravitas, not just convenience. When was the last time your voice changed the outcome of a deal? #ExecutivePresence #LeadershipGravitas #CXOConversations #Influence #Presence #LeadershipDevelopment #StrategicCommunication

Sales and order taking may seem similar but differ fundamentally. Order taking is simply processing requests, while true sales involve understanding and meeting customer needs, building relationships, and actively guiding them toward solutions. Calls are often more effective than emails for genuine sales conversations. Unlike emails, calls allow immediate, personal dialogue, letting salespeople handle objections, clarify misunderstandings, and pick up on customer tone—building trust faster. Emails are great for updates and logistics, but they lack the real-time interaction that turns inquiries into long-term relationships. For driving growth and engagement, calls offer more depth and impact than emails or order-taking alone.

My "Rule of Three" for Digital Communication I killed a €50,000 deal by sending an email when I should have called. The message was perfect.  The timing was right.  The price was agreed. But I chose the wrong medium. And that single choice killed months of relationship building. Here's the thing: HOW you communicate often matters more than WHAT you communicate. After years of closing (and losing) deals across cultures, I developed my "Rule of Three" for choosing the right communication channel: The Rule of Three: Match the medium to the moment 1. The Complexity Check If it takes more than 3 paragraphs to explain → Pick up the phone If there are 3+ decision-makers involved → Schedule a meeting If you need to clarify 3+ points → Don't email, call 2. The Cultural Context In Sweden: Email first, call later (respect their planning culture) In Bosnia: Call first, email for confirmation (relationships before documentation) With Americans: Text for speed, email for record With Germans: Everything in writing, even after calls 3. The Emotional Temperature Good news? Any medium works Bad news? NEVER email - always call or meet Confusion or misunderstanding? Video call beats 20 emails Negotiations? Face-to-face wins every time 📧 Email is best for: Documentation and follow-ups Non-urgent updates When time zones make calls impossible 📱 Calls are best for: Building rapport quickly Clarifying complex issues Delivering sensitive information 💬 Messages (WhatsApp/Slack) are best for: Quick confirmations Informal check-ins Time-sensitive but simple updates 🤝 Meetings are best for: Major decisions Relationship building Creative problem-solving Remember: The most perfectly crafted message fails if delivered through the wrong channel. What's your rule for choosing how to communicate? Have you ever lost an opportunity by picking the wrong medium?