Sales is like a relay race: Keep the baton moving to win the deal
Closing deals is like running a relay race. Each touchpoint—email, SMS, and calls—is a crucial baton pass. A smooth hand off keeps momentum, while hesitation leads to lost opportunities.
Just like in a race, hesitation or a dropped baton can cost you the win. Deals hit roadblocks, prospects vanish, and pipelines lose momentum.
Every sales team faces this challenge. A promising lead suddenly stops responding. A deal that seemed like a sure win gets stuck in limbo. The silence grows longer, and the chances of closing shrink.
But top-performing sales teams don’t just wait and hope; they take action. They use SMS and email strategically to reignite conversations, push deals forward, and accelerate closing.
Sales teams must use SMS and email strategically to maintain momentum and close deals faster.
Passing the baton: When to use SMS vs. email
Both SMS and email are powerful sales tools, but knowing when to use each can make all the difference.
When to use email
For detailed follow-ups – After a call or meeting, send a recap and next steps.
To share documents and proposals – PDFs, contracts, or pricing sheets are best sent via email.
When personalization is key – Emails allow for deeper customization and storytelling.
For longer decision cycles – In B2B sales, email keeps the conversation professional and organized.
When to use SMS
For urgent follow-ups – If a prospect hasn’t responded to an important email, a quick text can prompt them.
To confirm meetings – SMS reminders reduce no-shows.
For short, time-sensitive messages – Flash promotions, expiring discounts, or limited-time offers get higher engagement via SMS.
To re-engage cold leads – A well-crafted text can revive stalled conversations.
Pro tip: A well-timed SMS gets attention, but overdoing it can feel intrusive. Use it wisely!
Perfecting the hand off: How to craft messages that convert
The key to successful SMS and email communication is relevance and clarity. Here’s how to craft messages that prompt action.
Writing high-converting emails
Strong subject lines – Keep it short, clear, and curiosity-driven. For example, "Quick question about your Q2 goals."
Personalization – Use the recipient’s name, reference past conversations, and tailor your message to their pain points.
Clear CTA (call to action) – Every email should have one specific ask. For example, "Does Tuesday at 3 PM work for a quick chat?").
Concise & value-driven – Get to the point quickly while offering something valuable.
Writing effective sales texts
Be brief – SMS isn’t the place for long messages. Example: "Hey [Name], saw your email—should we lock in a quick call to go over details?"
Sound human – Avoid robotic messages. Keep it conversational.
Use urgency (when appropriate) – Example: "Last spots available for our early-access pricing. Want in?"
Provide a next step – For example, "Reply YES if you'd like me to send over the details."Pro tip: Test different wording to see what resonates most with your audience.
Training for the win: When to automate or go manual
Automation saves time, but human touch builds relationships. The best sales teams strike a balance.
When to automate
Lead nurturing sequences – Use automated email workflows for new leads.
Meeting reminders – Send automated SMS reminders to reduce no-shows.
Post-demo follow-ups – Schedule automated emails with recap notes and next steps.
Abandoned deals – Set up automated SMS nudges to re-engage cold leads.
When to go manual
Personalized outreach – For high-value prospects, craft one-on-one messages.
Objection handling – Responding manually allows you to address concerns effectively.
Negotiations & deal closing – Final-stage discussions need a human touch.
Pro tip: Use automation for efficiency, but always personalize messages where it counts.
Sprinting to the finish line: When to call or set up a meeting
While SMS and email keep deals moving, knowing when to have a real conversation is crucial. A well-timed call or meeting can break through roadblocks and push deals forward.
When to call or set up a meeting
After a prospect engages with your email or SMS – If they show interest but haven't committed, a direct conversation can provide clarity and momentum.
To handle objections in real time – Calls and meetings allow you to address concerns immediately and provide tailored solutions.
When a deal is near closing – A live discussion can help finalize details, negotiate terms, and get the deal signed.
For high-value or complex deals – If multiple stakeholders are involved, a scheduled call or meeting ensures alignment and smooth decision-making.
For in-depth discussions or demos – When a deal requires strategic planning, presenting a proposal in person or over a video call can make a significant impact.
To strengthen relationships – Regular check-ins with key clients help maintain trust and credibility, leading to long-term business growth.
Pro tip: Use SMS or email to confirm calls and meetings, reducing no-shows and ensuring clear communication.
The power of SMS & email in sales
Having the right tools can mean the difference between a stalled deal and a closed one. With Zoho’s suite of sales and marketing solutions, you can streamline communication, automate engagement, and personalize outreach to keep deals moving forward.
Zoho products for email outreach & automation
Zoho Mail – A robust email client for managing all sales-related communications.
Zoho Campaigns – Ideal for sending bulk email sequences, nurturing leads, and running automated drip campaigns.
Zoho Marketing Automation – Automate lead nurturing with targeted email sequences, personalized workflows, and analytics-driven engagement strategies.
Zoho products for SMS engagement
Zoho Marketing Automation (SMS gateway) – Run hyper-targeted SMS campaigns without relying on third-party integrations.
Zoho CRM + SMS integrations – Send timely SMS follow-ups directly from Zoho CRM to keep conversations warm.
Zoho products for calls & meetings
Zoho Meeting – A full-fledged video conferencing and webinar platform for sales meetings.
Zoho Voice – A cloud telephony system for outbound sales calls and follow-ups.
Zoho Telephony integration – Connects with VoIP providers to make calls directly from Zoho CRM.
All these powerful tools come bundled within Zoho One, a comprehensive suite that includes 45+ unified applications. With Zoho One, businesses get an all-in-one solution to streamline sales, marketing, HR, finance, operations, and ecommerce, all under a single subscription.
By leveraging Zoho’s ecosystem, sales teams can create a seamless communication flow, balancing automation with personalization to increase engagement and close more deals.
Crossing the finish line: Close more deals with SMS & email
Deals don’t move forward on their own. A strategic mix of SMS and email can help you break through the noise, re-engage leads, and secure more revenue.
Sales is all about momentum; use SMS and email wisely to keep your pipeline flowing and your deals closing.
Comments