How to Reach Your Customers in an Omni-Channel Age

4 Minutes

How to start a sales pitch over the phone. Taking an omni-channel approach to communication means giving your team the best chance of success.

As the digital world continues to grow and evolve, so too should the approach taken by sales professionals.

People increasingly use a wide range of channels and devices to stay in touch, be entertained and learn, so it’s vital sales teams are set up in such a way that they can get in touch with different clients at different times, in the places where they’re most active.

Taking an omni-channel approach to communication means giving your team the best chance of success. 

It goes beyond that too. In times of disruption, such as that caused by the COVID-19 pandemic, where many businesses are closed or working remotely and face-to-face meetings are prohibited, being able to use alternative channels to contact clients is absolutely paramount to keep your sales ticking over.

From cold calling to social media, discover some of the most important sales channels in the digital world and how to use them effectively in an omni-channel communication plan.


In a fast-paced world, contacting potential customers via email can be an efficient way to introduce yourself and start your sales pitch.

In some cases, directly emailing your clients can be more effective than calling. Those with busy schedules, for example, might not appreciate a call out of the blue, but may prefer an email that they can dedicate time to when it’s convenient for them.

How to start a sales pitch email

If your sales email is the first communication you’ve had with a potential client, it’s important to get it right, or you risk alienating them.

Personalise your emails. If your email is generic, most recipients will instantly delete it. Give it a hint of personal touch by using their first name and a strong subject line that stands out.

If you’re hoping to sell, it’s important to tell the customer what value you offer them and how you can solve the problems they face.

Add in your own contact details too, to make sure the potential client can get in touch if they want to move to the next stage of the sales funnel.

Sales calls

While it’s not always possible to reach a customer over the phone, cold calling does have its benefits.

Making a sales call over the phone is a quick and direct way to reach your customers. It adds a personal element to your pitch you can’t quite get with an email.

On a call, you can also be sure that you have the customer’s undivided attention, allowing you to better gauge their needs, concerns and field any questions.

For some industries, sales calls are the best approach, such as healthcare and education. Make sure to call your customers at a convenient time for them, considering time zones and working hours when scheduling. 

How to start a sales pitch over the phone

To start a sales call over the phone, you should:

  • Understand the industry you’re addressing. The more you know, the better you’ll be able to target your audience.
  • Call your customer at a time that works for them. If you know their role involves morning meetings, phone them in the afternoon.
  • Curate and stick to a tailored script if possible. You may have to improvise at times, but your professional skills will help with this. Develop a guide through experience of what does and doesn’t work – it should help you stay on track.
  • Follow up after your call. If you’ve promised to get back in touch or set up a meeting, do it.

Social media and online

The consistent growth of social media means there are now more than 3.5 billion users on these platforms worldwide. For salespeople, selling through social media may sound like an alien concept, but it’s increasingly popular as a communications channel, so it’s important to be well versed.

People research products and services on social platforms, as well as interacting with brands in ways they never could before.

This presents an opportunity for salespeople to communicate with an already engaged audience, increasing the chance of success.

How to use social media effectively

The key to success in social media for salespeople is to be contactable. Instagram, Facebook, Twitter and other platforms give customers the chance to directly message brands.

To make the most of this, salespeople should be on hand to answer queries and process enquiries quickly – on social media, speed of response is everything.

For existing customers, you can even keep in touch via WhatsApp for a personal touch, demonstrating that you’re willing to go above and beyond to meet their needs.

Of course, in the digital era, it’s not about mastering just one medium for communications. The modern salesperson needs to be able to take an omni-channel approach, bringing together a range of mediums to contact clients where and when is best for them.

To perfect your sales approach on all channels, our bespoke sales training can help your team get up to speed with priceless sales skills.

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