In today’s sales environment, with an abundance of digital media and sales enablement tools, reps now use a broad mix of channels alongside the phone.

But, whilst a multichannel approach is vital to any sales outreach, in an age when we are less inclined to pick up the phone to speak, it is important not to lose sight of the value of this highly personal channel.

A strategic and data-led channel such as the phone can accelerate the sales process and improve ROI across all your channels whilst delivering actionable insight to keep your strategy on track. It can also reassure and build trust at times of uncertainty, laying foundations for mutually supportive, profitable relationships.

If phone outreach isn’t already a key part of your sales strategy, here are six reasons why it should be: