📞 The Hidden Cost of Automation: Why It’s Time to Pick Up the Phone

I know—it’s ironic that I’m writing you an email about how emails aren’t working as well anymore. But hear me out, because this might strike a chord.

I recently came across a LinkedIn post that said:

*”The hidden cost of Outreach and SalesLoft: They taught a generation of SDRs that:

Volume beats quality
Templates beat thinking
Automation beats effort
Scale beats skill
Now email doesn’t work anymore.
And they don’t know how to actually sell.”*

It’s a hard truth, but one that reflects what I hear from sales leaders time and again. Automation tools made it easy to send more emails, but in doing so, they created a generation of reps who lack the confidence and skills to pick up the phone and sell.

Now, many sales leaders find themselves in a frustrating position:

• Their reps are complaining they can’t get anyone on the phone.
• Calls that do happen aren’t moving the needle.
• The team seems stuck in a cycle of blaming tools, lists, and “the market.”

This leaves sales leaders facing two tough but necessary realizations:

• The team needs outside help to build their skills.
• Phone selling is not dead, but it requires a specific skill set—one that many reps simply weren’t taught. If your team is struggling to connect with prospects, it might be time to invest in a program that equips them with the structure, confidence, and skills to succeed.
• Some individuals may not be the right fit.

As harsh as it sounds, some reps may lack the willingness or ability to learn and adapt to today’s sales environment. Leaders must ask themselves: Do I have the right people in the right seats?

The consequences of ignoring these issues are significant. Reps will continue spinning their wheels, hitting fewer quotas, and dragging down team morale. Meanwhile, competitors who embrace the phone and prioritize quality conversations will be closing deals your team could have won.

🔑 What can you do?

Here’s what the top-performing teams are doing:

• Shifting focus from volume to quality. Targeted, meaningful outreach stands out in today’s cluttered inboxes.
• Re-embracing the phone. Nothing builds trust or uncovers opportunities faster than a real conversation.
• Reinforcing a framework. A proven, repeatable structure gives reps the confidence to navigate calls and close with less rejection.

If any of this resonates with you, it might be time to reflect on your team’s approach to sales. The tools are helpful—but they aren’t a substitute for skill, effort, and connection.

I’ll leave you with this: In a world of automation, the human touch is what sets great sales teams apart.

And should you decide your team needs a little extra help, I’m a phone call away.

Best regards,

Michael Pedone
Founder, SalesBuzz.com