Lesson 5.1: Email, WhatsApp and calls: which and when
About 15 minutes
Learning objective
By the end of this lesson, you will be able to choose the right channel for each type of message to a Nigerian partner, and use WhatsApp and calls without losing a clear written record.
Many U.S. companies treat email as the default for all business. Calls are scheduled, and messaging apps are for friends. That pattern works at home, but it can slow you down in Nigeria.
In many Nigerian businesses, phone calls and WhatsApp are the everyday tools of business, including voice notes. Email is used, and it matters for formal documents, but an email may sit unread while a WhatsApp message gets a reply within the hour. A partner who calls you rather than writing is often showing commitment, not avoiding a paper trail.
Why it matters
If you only use email, silence may be a channel problem, not a lack of interest. If you only use WhatsApp, you may lose the written record you need for orders, payments and contracts.
Match the channel to the message
| Message | Usual best channel | Why |
|---|---|---|
| Greetings, quick check-ins, holiday wishes | Personal, fast and widely used; shows you are thinking of them | |
| A short question or a nudge on an open item | WhatsApp, or a call | More likely to be seen quickly than email |
| Discussing a problem, price or sensitive issue | Phone or video call | Tone and relationship carry better by voice; easier to read reluctance |
| Quotes, proposals, specifications, contracts | Email with attachments | Formal, easy to file and share internally with decision makers |
| Recap of what was agreed | Email, with a WhatsApp alert | Creates a record; the alert makes sure it is seen |
| Any change to bank or payment details | Phone call to a number you already have | Protects both sides against fraud; never act on email or chat alone |
WhatsApp good manners
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Ask before you start using a contact's WhatsApp for business: "Is it all right if I message you on WhatsApp?" Many people are happy to say yes.
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Greet before business, even in a short message. "Good afternoon, sir" before the question.
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Before calling, check the time is good: "Is this a good time for a short call?"
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Voice notes are normal. You can reply by voice or text. If a voice note contains a decision, confirm it in writing.
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Keep files small where you can, and say what an attachment is. Some partners may be on mobile data with limited connectivity.
Say it this way
"Good afternoon, Dr. Adebayo. I hope you are well. I have just emailed the revised specification. When you have a moment, could you let me know it arrived safely? Thank you."
Timing across time zones
Nigeria is on West Africa Time (UTC+1) with no daylight saving. It is 5 hours ahead of U.S. Eastern Time in summer and 6 hours in winter. A 3:00 p.m. call from Chicago reaches Lagos in the evening. Aim for your morning, their afternoon. Avoid late-evening calls unless invited, and be aware of public holidays, Friday prayers in the north and changed working patterns during Ramadan. Always write times in both zones.
Calls carry weight
A call shows effort, and it lets you hear what an email hides: hesitation, enthusiasm, a pause before "no problem." When a deal stalls, a friendly call that asks after the person and then asks an open question often achieves more than three follow-up emails. Calls can drop because of power or network interruptions. If a call cuts off, call back or send a short message. It is not a signal of rudeness.
Watch out
Never send or accept bank details, payment instructions or contract changes through WhatsApp alone. Confirm any change by phone using a number you already have on file, and record it in email. Tell partners this is your standard practice so they do not feel distrusted.
Keep the record whole
The risk of a multi-channel relationship is a scattered record. A price agreed on a call, a date changed in a voice note and a specification sent by email can end up in three places. Make it a habit to move decisions into email. A one-line note works: "Following our WhatsApp exchange today, I confirm the delivery date is now 14 March 2027." Save important WhatsApp messages to your customer file.
The transferable principle
In every market, find out which channel your partner actually uses, and meet them there. Use fast personal channels to build connection, and formal written channels to record decisions. In Ghana, too, phone calls and WhatsApp are widely used for business.
Good practice
Use the templates "Second follow-up by WhatsApp" and "Confirming a meeting time" from the Template Library for short, courteous messages that fit the channel.
Worked example: A quote sent two weeks ago has had no reply.
Subject: RE: RE: RE: Quote
Following up again on the quote below. Please advise ASAP.
Good afternoon Engr. Okafor, this is Mark from Prairie Pumps.
I trust all is well with you and your team. I wanted to check whether our quote reached you safely. Would a quick call this week be convenient to go through any questions? Thank you, sir.
Why it works: it moves to the channel the partner is more likely to see, greets warmly, assumes good faith and invites a conversation instead of pressing for an answer.
Check yourself
Apply it
For one partner, write a short channel plan: which channel you will use for greetings, quick questions, documents and decisions, and the best call window in both time zones. Then start your recap template (the module task) with a header line that states the call date, the time in both zones and the channel you will use to alert the partner that the recap has been sent.
From DealDialect (dealdialect.com) by Ayomide Adeyeye, licensed CC BY 4.0.