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Squared Thinking

Sales Lead Management: Call First, Email Later

Posted by Jerry Wass on Nov 13, 2018


It’s easy to assume that emailing is the quickest and easiest way to reach sales leads and potential clients for the first time. After all, it is the 21st century, right? Most people, by now, have their own cell phone with access to their emails 24/7. However, email is not the most effective or quickest way to contact prospects. Picking up the phone is still the best way to get in touch initially. Through calling, you can get more information quicker, clearer, and build relationships that will help you close the sale later on. 

Call First

An initial phone conversation (especially for strong asks and higher level prospects), is essential. It is more personal, and personable. It helps you gain valuable insights such as customer needs, preferences, operation methods and temperaments - which is something that email is not capable of doing as effectively. 

That’s not to say you shouldn’t use email at all. In fact, you should be using email, just not early on in your relationship with your potential client. It’s like sending an email to someone you haven't even met yet, and want to take out on a date.  With that said, email is a great tool to use as a follow up and to document of your conversation that you had over the phone. 

When to Call vs. When to Email

Time of day and of the week matters. Studies have shown that people are more likely to answer the phone later on in the day, or during the workweek. Generally, after 3pm is a good time to schedule calls, and on Thursdays and Fridays. Meanwhile, emails should be sent out 10 minutes before or after the hour, which is more likely to correspond with “down times” between meetings.


A thoughtfully planned first phone call in your sales lead management can give you the leg up you need to get ahead of your competitors. With one phone conversation alone you will already know way more about your prospect, compared to those who are still only sending out emails. Plus, potential clients are more likely to open your email when you do send them, because they know who it is coming from.

So, what are you waiting for? Get calling! 

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 Catch all the leads with our Lead Generation Cheat Sheet  

Topics: sales leads, Lead Management, Sales Lead Management


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