If you are selling to a non-technical user, phone calls give them a hint of your support. Email support is horrible. Turn around times are too slow. This is the reason I wont buy another framework laptop.

Counterpoint: Recently dealt with a vendor at work and asked their support several highly technical questions together with a bug report for an issue we were having.

They not only answered in 1 day, but also provided a real solution / workaround for our issue, as well as a technical answer to the questions and a technical analysis of why the bug occurs.

Outstanding support, and I would never have guessed it from their website.

I've had both great and terrible email support (great where L1 immediatelly involved L2 support and I got a straight up solution in 15 mins, for instance), but getting something done over a voice call has never been that great!

If L1 can solve things for you, a call sometimes can work, but really, if they can't, it meant multiple calls with L1 and multiple calls with L2 (in one recent example, it took 4 months for an issue to be resolved by internal support at BigCo where I was repeatedly asked for the same screenshot, including them recording me get to it a number of times, until I pinged their manager's manager via email pointing how they have the solution in there if they only read my emails, and got it resolved 2h later).

You can get around this objection by simply being punctual with email.