Chapter 5 The Power of Effective Communication

Effective Communication

How do you avoid the pitfalls of poor communication and build productive business relationships? It’s best to always communicate in a timely manner and in the method that your customer prefers. That may be easier said than done. Here are six tips that can help you increase your chances of making your communications effective.

Tip 1: Empathy Is Essential

One of the key elements of being a good communicator is having empathy. That means thinking about your communication from the receiver’s point of view. It’s focusing on what she wants to learn as a result of your communication, not what you want to tell her. Empathy is about demonstrating that you care about the other person’s situation. Think about when you received your acceptance letter from your college; the letter probably mentioned what an exciting time it is in your life. The author of the letter demonstrated empathy because she focused on the situation from your perspective. A purely factual letter, without empathy, might have said that you were accepted and that now the school can make their budget since they met their enrollment goal. That would be quite a different letter and would make you feel very different (and probably not very welcome). Although it’s always best to be candid, you should deliver information from the receiver’s point of view and address her concerns.Steve Adubato, “Empathy Is Essential to Effective Communication,” NJBiz, http://www.stand-deliver.com/njbiz/2008/020408.pdf (accessed July 14, 2009).

Empathy is an integral part of emotional connection, one of the elements of a brand that you learned about in Chapter 1 "The Power to Get What You Want in Life". (Keep in mind that when you are in sales, you are the brand to the customer.) It is especially important to have an emotional connection and empathy when apologizing to customers. Chances are the customer is already angry, or at least disappointed, when you are not able to deliver as expected. You can express empathy in your communications by saying or writing, “You have every right to be upset. I understand how you must feel. I apologize for the late delivery. Let’s work on a new process that will help prevent it from happening again.”Mary Ellen Guffey, Business Communication, 6th ed. (Mason, OH: South-Western Publishing, 2008), 280. Some of the best brands have disappointed their customers but showed empathy when they apologized. For example, the letter from then JetBlue CEO David Neeleman shown in Figure 5.3 "Letter of Apology from JetBlue" is an example of a letter of apology that demonstrates empathy and emotional connection and also offers corrective action.

Figure 5.3 Letter of Apology from JetBlueJetBlue Airways, “An Apology from David Neeleman,” http://www.jetblue.com/about/ourcompany/apology/index.html (accessed February 18, 2010).

Listen Up

While you may think you are ready to communicate, it’s a good idea to stop and listen first. Creating your message is only half of communication; listening is the other half. But it’s difficult to listen because we listen faster than we speak—that is, based on what the other person is saying, we are already constructing responses in our minds before they have even finished. As a result, many people are guilty of “listening too fast.”Jeffrey J. Denning, “How to Improve Your Listening Skills, Avoid Mix-ups,” Ophthalmology Times 26, no. 10 (May 15, 2001): 28. Cicero once said that it is good thing that humans were given one mouth and two ears, in light of the way we use them.Patricia M. Buhler, “Managing in the New Millennium: Six Tips to More Effective Communication,” Supervision 70, no. 7 (July 2009): 19.

Listening, in fact, is so important that companies like Starbucks believe that it may directly improve profits. According to Alan Gulick, a Starbucks Corporation spokesperson, if every Starbucks employee misheard one $10 order each day, it would cost the company one billion dollars in a year.Tayla Bauer and Berrin Erdogan, Organizational Behavior (Nyack, NY: Flat World Knowledge, 2009), 169. That’s why Starbucks has a process to teach their employees how to listen. Although listening may seem passive, it is actively linked to success: One study conducted in the insurance industry found that better listeners held higher positions and got promoted more than those who did not have developed listening skills.Beverly Davenport Sypher, Robert N. Bostrom, and Joy Hart Seibert, “Listening, Communication Abilities and Success at Work,” Journal of Business Communication 26, no. 4 (Fall 1989): 293. So it’s worth it to hone your listening skills now so that when you get into the business world you can be successful. Here are a few tips:

• Use active listening. Confirm that you heard the sender correctly by saying something like, “Just to be sure I understand, we are going to move forward with twelve cases for your initial order, then revisit your inventory in five days.” Review the communication model above and take notice of the importance of decoding. If you decode a message from your customer incorrectly, the communication is ineffective and could even be costly. In the example above, the customer might have said in response, “I meant that the initial order should be five cases, and we’ll revisit the inventory in twelve days.” That’s a big difference.
• Ask questions. Questions are a way to gather more information and learn about your customer and their business. They are also an excellent way to demonstrate that you are communicating by listening. You learned in Chapter 2 "The Power to Choose Your Path: Careers in Sales" that asking the right questions is critical to being a successful salesperson. Focus on listening and asking the right questions, and you’ll be rewarded with great information.
• Focus. Although multitasking has seemingly become a modern virtue, focus actually helps create more effective communication. Stop and focus on your customer when he is speaking. This is a sign of respect, and this concentration allows you to absorb more information. Take notes to remember exactly what you discussed. There’s nothing more important than what your customer has to say.Jeffrey J. Denning, “How to Improve Your Listening Skills, Avoid Mix-ups,” Ophthalmology Times 26, no. 10 (May 15, 2001): 28.
• Take notes. While it may seem like you will remember everything that is said at a meeting or during a conversation, taking notes signals that you are listening, and it provides you with an accurate record of what was said. “The palest ink is better than the best memory.”“A Lesson on Listening,”Selling Power Pharmaceuticals eNewsletter, April 9, 2008, http://www.sellingpower.com/content/newsletter/issue.php?pc=814 (accessed March 16, 2010).

Verbal Communication

An introduction, a presentation, a telephone conversation, a videoconference call: these are all examples of verbal communication because information is transmitted orally. Despite the ubiquitous use of technology in the business world, verbal communication is the most common method of exchanging information and ideas. Verbal communication is powerful, fast, and natural and includes voice inflections that help senders and receivers understand the message more clearly. The downside to verbal communication is that once it is spoken, the words are essentially gone; they are preserved only in the memory of those present, and sometimes the memories of the specific words spoken vary dramatically. The he-said-she-said argument is an example of this. No one really knows who said what unless the words are recorded. Recall is rarely exactly the same between two or more people.

Voice inflectionVerbal emphasis on certain words., the verbal emphasis you put on certain words, can have a significant impact on the meaning of what you say. In fact, the same words can take on completely different meaning based on the inflection you use. For example, if you say the sentence in Figure 5.4 "The Impact of Intonation" with an inflection on a different word each time, the sentence communicates something completely different each time.

Figure 5.4 The Impact of Intonation

Source: Based on ideas in Kiely, M. (October, 1993). When “no” means “yes.” Marketing, 7–9.

You may also enjoy hearing recognized selling expert Zig Ziglar discuss the importance of intonation in a sales call.

Verbal communication may take place face-to-face, such as an in-person conversation or group meeting, speech, or presentation. It could also take place by phone in an individual conversation, a conference call, or even a voice mail. Other forms of verbal communication include videoconferencesA meeting that takes place in at least two remote locations and includes technology support to see and hear people in all locations simultaneously., podcastsAn audio broadcast transmitted via an MP3 player., and WebinarsA meeting that takes place on the Internet that allows participants in remote locations to view what is on the screen and hear the speaker and ask questions., which are increasingly common in business. All these methods allow you to use inflection to communicate effectively. Face-to-face meetings also provide the opportunity to use and interpret other visual cues to increase the effectiveness of your communication.

Verbal communication is especially important throughout the steps of the selling process. Your choice of words can make the difference in someone’s decision to first hear your sales presentation, and your presentation can determine whether that person will purchase your product or service. You will learn more specifically about how communication is used throughout the selling process covered in later chapters.

Nonverbal Communication

Imagine that you are in a retail store buying a suit for an interview. When the salesperson approaches you, she smiles, makes eye contact, and shakes your hand. You respond positively. You notice that she is dressed professionally, so she makes you feel as if you will receive good fashion advice from her. When you make your choice, the tailor comes over wearing a tape measure around his neck. You know he is a professional and you can trust him to alter your new suit properly. On the other hand, if the salesperson waits on you only after you interrupt her personal phone call, doesn’t make eye contact or shake your hand, acts as if she is bored being at work, and is dressed in worn jeans and flip-flops, it’s unlikely that you trust her to help you choose your suit.

You have, no doubt, used and noticed nonverbal communication in virtually every personal encounter you have had. Think about it: A gesture, a smile, a nod, eye contact, what you are wearing, the fact that you are frequently checking your cell phone for text messages, and how close you stand to someone are all examples of nonverbal communication.

Nonverbal communication is extremely powerful. In fact, some studies indicate that the influence from nonverbal communication such as tone and visuals can have a greater impact than the spoken words. Dr. Albert Mehrabian, a famed psychologist and professor emeritus of psychology at University of California, Los Angeles, is considered a pioneer in the area of body language and nonverbal communication. His research includes an equation, called the Mehrabian formulaFormula used to explain situations in which verbal communication and nonverbal communication do not match; in other words, when facial expressions contradict words, people tend to believe the facial expressions.,Albert Mehrabian, “Silent Messages,” http://www.kaaj.com/psych/smorder.html (accessed July 15, 2009). that is frequently used to define the relative impact of verbal and nonverbal messages based on experiments of communication of feelings and attitudes. Dr. Mehrabian developed the formula shown in Figure 5.5 "The Mehrabian Formula" to define how communication takes place.

Figure 5.5 The Mehrabian Formula

The Mehrabian formula is used to explain situations in which verbal communication and nonverbal communication do not match. In other words, when facial expressions contradict words, people tend to believe the facial expressions.“Mehrabian’s Communication Research,” Businessballs.com, http://www.businessballs.com/mehrabiancommunications.htm (accessed July 15, 2009).

Your Handshake Says It All

In some countries, you might bow when you meet someone; in others you might kiss; but when you meet someone for a business meeting in the United States, it’s best to shake hands.Terri Morrison, “Kiss, Bow, or Shake Hands,” http://www.getcustoms.com/2004GTC/Articles/new011.html (accessed July 23, 2009). Although fist bumps and high fives may be trendy as friendly greetings, neither is appropriate in a business setting.

Figure 5.6

Your handshake says a lot about you.

© 2010 Jupiterimages Corporation

Be Memorable

Here’s a networking tip: When you shake hands with people at a meeting, they are two times more likely to remember you than if you don’t shake hands, according to a recent study conducted by the Incomm Center for Trade Show Research.Rachel Zupek, “The Worst Way to Shake Hands,” CNN.com, http://www.cnn.com/2007/LIVING/worklife/11/05/cb.hand.shake/index.html (accessed July 13, 2009).

The exact history of the handshake is unknown; however, at one time it was used as method to prove that you had no weapons in your hands.Rachel Zupek, “The Worst Way to Shake Hands,” CNN.com, http://www.cnn.com/2007/LIVING/worklife/11/05/cb.hand.shake/index.html (accessed July 13, 2009). A good handshake is essential in business; it is the first nonverbal cue that you give to the person with whom you are meeting. It’s so important to have a good handshake that a recent study conducted at the University of Iowa showed that during mock interviews, those students who scored as having a better handshake were also considered more hirable by interviewers. According to Greg Stewart, a business professor who conducted the study said, “We found that the first impression begins with a handshake and sets the tone for the rest of the interview.”“Good Handshake Key to Interview Success,” BC Jobs, http://www.bcjobs.ca/re/career-advice/career-advice-articles/interview-advice/good-handshake-key-to-interview-success (accessed July 12, 2009).

Do you think you have a good handshake? Believe it or not, it’s worth practicing your handshake. Here are five tips for a good handshake:

1. Extend your right hand when you are approximately three feet away from the person with whom you want to shake hands.Rachel Zupek, “The Worst Way to Shake Hands,” CNN.com, http://www.cnn.com/2007/LIVING/worklife/11/05/cb.hand.shake/index.html (accessed July 13, 2009).
2. Keep your wrist straight and lock hands connecting your hand with the same part of the other person’s hand.John Gates, “A Handshake Lesson from Goldilocks,” Free-Resume-Help.com, http://www.free-resume-help.com/handshake-interview.html (accessed July 12, 2009). Apply appropriate pressure; don’t crush the person’s hand.
3. Shake up and down three or four times.“Good Handshake Key to Interview Success,” BC Jobs, http://www.bcjobs.ca/re/career-advice/career-advice-articles/interview-advice/good-handshake-key-to-interview-success (accessed July 12, 2009).
4. Avoid the “wet fish” handshake.“Good Handshake Key to Interview Success,” BC Jobs, http://www.bcjobs.ca/re/career-advice/career-advice-articles/interview-advice/good-handshake-key-to-interview-success (accessed July 12, 2009). This is where practice is really important. The more you shake hands, the less nervous you will be.
5. Smile and make eye contact.“Good Handshake Key to Interview Success,” BC Jobs, http://www.bcjobs.ca/re/career-advice/career-advice-articles/interview-advice/good-handshake-key-to-interview-success (accessed July 12, 2009). This is your opportunity to use multiple types of nonverbal communication to get your meeting or interview off to a good start.

Link

Shake on It

What does your handshake say about you?

http://www.howcast.com/videos/105154-How-To-Shake-Hands

Written Communication

Although verbal and nonverbal communications usually take place in real time, written communication has a longer consideration period. The sender must encode the message in words to be communicated on paper or a screen.Tayla Bauer and Berrin Erdogan, Organizational Behavior (Nyack, NY: Flat World Knowledge, 2009), 171. Business reports, proposals, memos, e-mails, text messages, Web sites, blogs, wikis, and more are all examples of written communication. Each of them is created over a period of time and can include collaboration from multiple people. Collaboration is especially important for communicating, planning, and creating documents so many people use tools such as wikisA collaborative Web site that allows multiple people to share information, documents, videos, and pictures. to share documents. To see how a wiki works, watch this video.

Written communication is preferred to verbal communication when careful consideration is important or the information needs to be permanent, such as a company policy, sales presentation, or proposal. Written communication can also take place when verbal communication isn’t an option, like when you need to respond to an e-mail or text message at 1:00 a.m.

Although verbal communication is faster and more natural than written communication, each has its pros and cons. Generally, written communication is better at conveying facts, while verbal communication is better at conveying feelings. Verbal communication has another significant drawback: consider the fact that humans listen much faster than they speak. For example, the average public speaker speaks at about 125 words per minute. Although this sounds natural, the average person can listen at 400 to 500 words per minute. That means that listeners’ minds have time and space to wander, which can impact the effectiveness of verbal communication.Tayla Bauer and Berrin Erdogan, Organizational Behavior (Nyack, NY: Flat World Knowledge, 2009), 172. (You may have noticed your mind wandering during a class lecture—even if you found the topic interesting.)

Written communication requires a good command of the English language, including the rules of grammar and spelling. If you think that business exists solely on quick instant messages and text messages, you might be surprised to learn that they are only a portion of the communication within a company and between the company’s vendors and other partners. Because the nature of written communication is such that it allows time for consideration and composition, the standards for writing are much higher than for a casual conversation. Customers and colleagues alike expect clear, concise written communications with proper grammar and spelling. And because written communication is long lasting—whether on paper or on the Internet—errors or misstatements exist for an irritatingly long time. So whether you are writing a proposal, a presentation, a report, a meeting recap, or a follow-up e-mail, it’s best to take the time to think about your communication and craft it so that it is effective. Consider using the following tips:

• Be short and sweet. Shorter is always better when it comes to business correspondence. It’s best to include all pertinent facts with concise information. If you write your communication with the receiver in mind, it will be easier to make it shorter and more effective.
• Grammar, please. Sentences should be structured correctly and use proper grammar, including a subject and a verb in each sentence. Business correspondence should always include uppercase and lowercase letters and correct punctuation.Patricia M. Buhler, “Managing in the New Millennium: Six Tips to More Effective Communication,” Supervision 70, no. 7 (July 2009): 19. If writing is not your strong suit, visit your campus student services office or learning center to provide information about upcoming writing clinics and access to other tools that can help improve your writing skills.
• Check spelling. Use the spell-check tool on your computer. There is no excuse for a misspelled word. Text abbreviations are not acceptable in business correspondence.
• Read before you send. Reread your document or electronic communication before it goes out. Is everything complete? Is it clear? Is it something you will be proud of days or weeks later? Take the extra time to review before you send. It’s difficult to revise a communication as revisions cause confusion.
• Just the facts. Stick to the facts to maximize the impact of your written communications; leave the emotional topics for verbal dialogue. For example, send an e-mail to confirm meeting time, date, and location; use a verbal communication for the content of the meeting to be discussed, such as a negotiation.

Which Is Best?

Although verbal, nonverbal, and written communication all play a role in your communication with your customers, you might be wondering which one is best. It depends on your customer and on the situation. Some customers want to work day to day using all the latest technology tools, including text messaging, social networking, Web conferences, wikis, and more. Other customers prefer more traditional face-to-face meetings, phone calls, and some e-mail correspondence. Adapt to the method of communication that your customer prefers and not the other way around. In some situations, a face-to-face meeting is best—for instance, if you wish to discuss a complex issue, negotiate, or meet some additional members of the team. Sometimes, a face-to-face meeting isn’t feasible, so other verbal communication methods such as a videoconference, phone call, or conference call can be efficient and effective if used properly.

Chances are you will use a combination of communication types with each customer tailored to his particular preferences and situation. Be guided by the fact that you want to keep your communication personal in meaning and professional in content. Think about it from the receiver’s point of view, and deliver bad news verbally whenever possible.

Etiquette Tips for Letters and Memos

Despite the use of electronic devices in business, formal written communication such as letters, memos, proposals, reports, and presentations are still major methods of communication in selling. These more official methods of communication reflect factual statements that you are making on behalf of the company. Here are some tips for writing business communications:

• Use company letterhead where appropriate. For example, letters are always written on letterhead, whether in hard copy or in an electronic format that can be sent via e-mail.
• Use the formal elements of a business letter shown in Figure 5.7 "Business Letter Format".
• For a company memo, use the company format. Most companies have a set format for hard copy and electronic memos. See an example of a company memo in Figure 5.8 "Company Memo Example".
• Spell-check and proofread your document carefully before you send it. Be sure it is complete and factually correct and does not include any grammar or spelling errors.
• Use CC to indicate the names of other people who should also receive a copy of the letter or memo. The term “CC” is short for “carbon copy,” which dates back to the days of typewriters when carbon paper was used to make multiple copies of a document. It can also mean “courtesy copy”: an additional copy provided to someone as a courtesy.Mary Ellen Guffey, Business Communication, 6th ed. (Mason, OH: South-Western Publishing, 2008), 175.
• Use BCC (blind carbon copy) to send copies to other people without having the primary recipient see it.Mary Ellen Guffey, Business Communication, 6th ed. (Mason, OH: South-Western Publishing, 2008), 175.

Figure 5.7 Business Letter Format

Figure 5.8 Company Memo Example

Etiquette Tips for Conversations, Meetings, and Presentations

Although common sense should prevail in all business communications, here are some tips that will help make your conversations, meetings, and presentations more effective forms of communication:

• Be prepared; don’t waste anyone’s time or focus.
• Prepare a written agenda and hand it out at the start of the meeting to keep the group focused on the desired topics.
• Speak clearly and at a volume that is easy to hear, but not too loud so as to be distracting.
• Be professional and respectful; don’t interrupt when others are speaking.
• Use eye contact.
• At the end, recap your key points and identify next steps.

In sales, time is money so conducting effective and efficient meetings is critical to your success.

Doodle to Save Time

If you are setting up a meeting that involves several people and it’s difficult to agree on a meeting date and time, you can use Doodle.com to identify the best date and time to meet. You choose the options and e-mail a link to the participants; when people respond, you see the Doodle.com summary that indicates the best date and time for the meeting. Set up an account at http://doodle.com.

Figure 5.9 Sample Poll on Doodle.comKim Richmond, “Poll: Entrepreneurial Series,” Doodle, http://doodle.com/participation.html?pollId=g9cp9d7bn96yy34y (accessed July 17, 2009).

Etiquette for Requesting and Giving Business Cards

Business cards are a branding tool for your company and a way to stay in touch with your customers and other people in your network.Miss E, “The Art of Giving Business Cards,” 123etiquette.com, http://www.123etiquette.com/business-etiquette/business-card-etiquette (accessed July 17, 2009). In fact, giving out and requesting a business card is considered good etiquette.Ben Preston, “Good Business Etiquette Includes Giving Out Business Cards,” Businesstoolchest.com, http://www.businesstoolchest.com/articles/data/20060201225647.shtml (accessed July 17, 2009). Here are some tips to exchange business cards in a professional manner:

• Carry your business cards in a case or protective holder; never give anyone a card that is worn, dirty, or out of date.Barbara Bergstrom, “Business Card Tips,” Orlando Business Journal, July 3, 2009, http://orlando.bizjournals.com/orlando/stories/2009/07/06/smallb3.html?t=printable (accessed July 12, 2009).
• Always put a supply of business cards in your case when you attend a business event.Barbara Bergstrom, “Business Card Tips,” Orlando Business Journal, July 3, 2009, http://orlando.bizjournals.com/orlando/stories/2009/07/06/smallb3.html?t=printable (accessed July 12, 2009).
• Present your card with the print facing up so the recipient can easily read it.Barbara Bergstrom, “Business Card Tips,” Orlando Business Journal, July 3, 2009, http://orlando.bizjournals.com/orlando/stories/2009/07/06/smallb3.html?t=printable (accessed July 12, 2009).
• Never force anyone to take your card.Barbara Bergstrom, “Business Card Tips,” Orlando Business Journal, July 3, 2009, http://orlando.bizjournals.com/orlando/stories/2009/07/06/smallb3.html?t=printable (accessed July 12, 2009).
• When receiving a business card, take a minute to review the information to make sure you remember who gave you the card. Make any notes or comments on it later.Barbara Bergstrom, “Business Card Tips,” Orlando Business Journal, July 3, 2009, http://orlando.bizjournals.com/orlando/stories/2009/07/06/smallb3.html?t=printable (accessed July 12, 2009).

Etiquette for Business Meals

The purpose of a business breakfast, lunch, or dinner is to get to know someone and build a relationship. As you learned in Chapter 3 "The Power of Building Relationships: Putting Adaptive Selling to Work", to engage in business entertainment is considered part of the sales job description. Table manners are a form of nonverbal communication, and impolite etiquette can reverse all the effort you have put into a relationship. Business meals are so important that many companies use business lunches or dinners as part of the interview process. Whatever the situation, you want to be prepared with proper etiquette for the occasion.

• A meal is considered a business meeting, no matter where it is held.Louise Lee, “Meet and Eat,” BusinessWeek, June 5, 2009, http://www.businessweek.com/magazine/content/09_66/s0906025664520.htm (accessed July 13, 2009).
• To help you remember which dishes and utensils to use, think BMW: Bread plate on your left, Meal in the center, Water goblet on the right.Joe Morris, “Not Knowing Basics Is Simply Impolite,” Nashville Business Journal, November 21, 2008, http://www.bizjournals.com/nashville/stories/2008/11/24/focus2.html?t=printable (accessed July 12, 2009). Use silverware starting at the outside and work your way in as the meal progresses.
• As a general rule of thumb, the person who invites pays. If you are invited to lunch for an interview, your host pays. If you take a customer out to lunch, you pay.Joanne McFadden, “Rules of Etiquette Are Important for the Business Lunch,” Milwaukee Business Journal, October 24, 2008, http://www.bizjournals.com/milwaukee/stories/2008/10/27/focus4.html?t=printable (accessed July 12, 2009).
• If you don’t know what to order, ask your host what’s good. Order a midpriced entrée rather than ordering the least expensive or most expensive item on the menu. If you are the host, make some suggestions so your customer feels comfortable with her choice.Joanne McFadden, “Rules of Etiquette Are Important for the Business Lunch,” Milwaukee Business Journal, October 24, 2008, http://www.bizjournals.com/milwaukee/stories/2008/10/27/focus4.html?t=printable (accessed July 12, 2009).
• Don’t order anything messy; stick to food that is easy to eat.Louise Lee, “Meet and Eat,” BusinessWeek, June 5, 2009, http://www.businessweek.com/magazine/content/09_66/s0906025664520.htm (accessed July 13, 2009).
• Be courteous to the wait staff. Many people observe how you treat other people, even when you think no one is watching.

Etiquette for Thank-You Notes

There’s nothing more personal than a thank-you note. For the most part, you and your customers are very busy, which is why a thank-you note is even more appreciated. Whether it’s a handwritten note or an e-mail thank you, it will go a long way in building your relationship. It’s a personal touch that sets you apart. It’s never inappropriate to say thank you, but it may be inappropriate not to say thank you.

There are many reasons to send a business thank-you note; this video includes some ideas:

Here are some tips for writing thank-you notes:

• Start with a clear introduction and let the reader know right away that the purpose of the note or e-mail is to thank him.
• Be specific about the situation, date, or other information surrounding the reason for the thank-you note.
• Make it personal and make it special by including your own sentiments. A generic message such as “thanks for a great job” really doesn’t fill the bill. Think about exactly what moved you to write the note and be sure your reader knows what she did that was special.Terence P. Ward, “Expressing Gratitude in Writing Builds Business Networks,” May 18, 2008, Suite101.com, http://business-writing.suite101.com/article.cfm/business_thankyou_notes (accessed July 17, 2009).

Being Connected versus Being Addicted

In a recent pitch to a potential client, a marketing executive in Manhattan thought it was strange that his potential customer was so engaged with his iPhone that he hardly looked up from it during the meeting. After ninety minutes, someone peeked over the customer’s shoulder and saw that he was playing a racing game on his iPhone. This was disappointing, but not shocking according to the marketing firm that was doing the presentation; they continued with their pitch because they wanted the business. Some are not as tolerant. Billionaire Tom Golisano, a power broker in New York politics, recently announced that he wants to have State Senate majority leader Malcolm A. Smith removed from office because Smith was focused on his BlackBerry during a budget meeting with him. Recently, in Dallas, Texas, a student lost his opportunity for an internship at a hedge fund when he checked his BlackBerry to check a fact during an interview and took an extra minute to check his text messages at the same time.Alex Williams, “At Meetings, It’s Mind Your Blackberry or Mind Your Manners,” New York Times, June 22, 2009, A1. It’s no surprise that BlackBerrys are also called “CrackBerrys.” According to Maggie Jackson, author of Distracted: The Erosion of Attention and the Coming Dark Age, we are living in “an institutionalized culture of interruption, where our time and attention is being fragmented by a never-ending stream of phone calls, e-mails, instant messages, text messages, and tweets.”Patrick Welsh, “Txting Away Ur Education,” USA Today, June 23, 2009, A11.

The need to be connected should not overwhelm respect for colleagues and customers. Although texting has become a national pastime, especially among teenagers, it’s important to know the appropriate etiquette for the use of handheld electronic devices when conducting a sales call.

Figure 5.10

Etiquette applies to the use of electronic devices.

© 2010 Jupiterimages Corporation

First, it’s best to turn off your electronic devices before you enter every meeting. If you think you can’t live without checking your text messages, think about how you would feel if you went on a job interview and the person with whom you were meeting was checking his electronic device during your interview. Just because some people demonstrate bad behavior and check their electronic devices for messages during a meeting doesn’t make it appropriate. In fact, it will help you stand out as a good listener, and you will make your customer feel even more important when you focus exclusively on her, as shown in this video.

Etiquette Tips for Telephone, Cell Phone, Voice Mail, and Conference Calls

Sometimes, however, the use of technology is entirely necessary to conduct business when personal interaction is impossible. It’s important that verbal communication that is not face-to-face is effective and professional. Because you don’t have the benefit of using or seeing the receiver’s nonverbal communication, the challenges for effective and appropriate communication are even greater.

Figure 5.11

When you communicate by phone, you don’t have the benefit of nonverbal communication.

© 2010 Jupiterimages Corporation

Here are some dos and don’ts of telephone etiquette:

• Do be aware of the volume of your voice when you are speaking on the phone in the office or on a cell phone.Joanna L. Krotz, “Cell Phone Etiquette: 10 Dos and Don’ts,” Microsoft, http://www.microsoft.com/smAllBusiness/resources/ArticleReader/website/default.aspx?Print=1&ArticleId=Cellphoneetiquettedosanddonts (accessed July 12, 2009).
• Do, when using a speakerphone, conduct the call in an enclosed or isolated area such as a conference room or office to avoid disturbing others in the area.
• Do, when leaving a voice mail message, speak slowly, enunciate, spell your name, and leave your number (this makes it much easier for the recipient to hear your message the first time).John R. Quain, “Quain’s Top Ten Voice Mail Tips,” Fast Company, December 18, 2007, http://www.fastcompany.com/magazine/18/topten.html (accessed July 17, 2009).
• Do, when you leave a voice mail message, be specific about what you want: make it easier for the caller to get back to you and include what time you will be available for a callback to avoid playing telephone tag.John R. Quain, “Quain’s Top Ten Voice Mail Tips,” Fast Company, December 18, 2007, http://www.fastcompany.com/magazine/18/topten.html (accessed July 17, 2009).
• Do customize your voice mail message: create a different message for each of your customers or prospective customers so the message is personal and relevant.Keith Rosen, “Eight Tips on Crafting Effective Voice Mail Messages,” AllBusiness, http://www.AllBusiness.com/sales/selling-techniques-telesales/2975818-1.html (accessed July 17, 2009).
• Do speak with enthusiasm: it’s best to convey a smile in your voice, especially if it is the first time you are calling or leaving a message for someone.Keith Rosen, “Eight Tips on Crafting Effective Voice Mail Messages,” AllBusiness, http://www.AllBusiness.com/sales/selling-techniques-telesales/2975818-1.html (accessed July 17, 2009).
• Don’t take another phone call during a meeting.Joanna L. Krotz, “Cell Phone Etiquette: 10 Dos and Don’ts,” Microsoft, http://www.microsoft.com/smAllBusiness/resources/ArticleReader/website/default.aspx?Print=1&ArticleId=Cellphoneetiquettedosanddonts (accessed July 12, 2009).
• Don’t discuss confidential or personal issues during business calls.
• Don’t discuss confidential issues in public areas—you never know who might overhear a conversation in the hallway, on a train, or in other public areas.Barbara Bergstrom, “Good Etiquette Is Recession-Proof,” Baltimore Business Journal, April 17, 2009, http://www.bizjournals.com/baltimore/stories/2009/04/20/smallb3.html?t=printable (accessed July 12, 2009).
• Don’t leave a long, rambling voice mail message: be prepared with a message that is no longer than sixty seconds.John R. Quain, “Quain’s Top Ten Voice Mail Tips,” Fast Company, December 18, 2007, http://www.fastcompany.com/magazine/18/topten.html (accessed July 17, 2009).
• Don’t multitask during a long phone call or conference call—give the other person or people the courtesy of your full attention.

Etiquette Tips for E-mails, Text Messages, Instant Messages, and Social Networks

Written communication has evolved to include multiple methods, all of which have appropriate places in selling. Notice the operative word here is appropriate. E-mail has become an accepted method of communication in most businesses, whereas text messages, instant messages, and social networks are commonplace for only some companies. That’s why etiquette is especially important when using any of these methods of communication, and you should take time to choose your method carefully. Letters, memos, proposals, and other written communication are considered formal, whether they are sent on paper or transmitted via e-mail. However, text messages, instant messages, and social networking are considered informal methods of communication and should be used only to communicate less formal information, such as a meeting time when schedules have been adjusted during a factory tour. Text and instant messages should never be used to communicate company policies, proposals, pricing, or other information that is important to conduct business with customers. It’s also worth noting that in all these methods your communication is permanent, so it’s a good idea to know the dos and don’ts of electronic communication.

• Do use an e-mail subject line that clearly tells the recipient about the content of the e-mail.
• Do create a short, concise message that uses proper grammar and spelling—use spell-check to be sure all words are spelled correctly.“Shouting and Other E-mail Faux Pas,” BusinessLine, April 20, 2009.
• Do, in all electronic communications, use uppercase and lowercase letters as grammar dictates.“Shouting and Other E-mail Faux Pas,” BusinessLine, April 20, 2009.
• Do use e-mail, text messages, and instant messages when appropriate, according to your company’s practices, and with your customers to communicate factual information such as to confirm meeting date, time, and location.Patricia M. Buhler, “Managing in the New Millennium: Six Tips to More Effective Communication,” Supervision 70, no. 7 (July 2009), 19.
• Do use social networking sites to join the conversation and add value—you can build your personal brand by creating a blog or joining a professional conversation on social networking sites such as Twitter or Facebook.Norman Birnbach, “10 Twitter Etiquette Rules,” Fast Company, July 2, 2008, http://www.fastcompany.com/blog/norman-birnbach/pr-back-talk/10-twitter-etiquette-rules (accessed July 17, 2009).
• Don’t use all capital letters in an e-mail; it appears that you are shouting or angry.“Shouting and Other E-mail Faux Pas,” BusinessLine, April 20, 2009.
• Don’t use “Reply to All” unless it’s absolutely necessary that all the recipients see your response—be selective to avoid mailbox overload.
• Don’t send an e-mail, text message, or instant message when you are angry: take the time to think about what you send because you can’t take it back after it’s sent.Paul Glover, “Why We Need E-mail Etiquette,” Fast Company, December 30, 2008, http://www.fastcompany.com/blog/paul-glover/surviving-workquakec/why-we-need-e-mail-etiquette (accessed July 17, 2007).
• Don’t use abbreviations like “ur,” “2b,” and others—this is not appropriate business communication.Norman Birnbach, “10 Twitter Etiquette Rules,” Fast Company, July 2, 2008, http://www.fastcompany.com/blog/norman-birnbach/pr-back-talk/10-twitter-etiquette-rules (accessed July 17, 2009).
• Don’t use company e-mail, text message, or instant message accounts to send personal correspondence, and don’t check your personal accounts or pages during company time, as all communication that takes place on company hardware and servers is property of the company.
• Don’t use electronic communication to transmit bad news: talk to the person first, and if follow-up is necessary, reiterate the information in written form.
• Don’t use text messages, instant messages, or social networks to communicate information such as pricing, proposals, reports, service agreements, and other company information that should be sent using a more formal method.

Music to Your Ears

When is an iPod or other MP3 player or a handheld gaming device appropriate at work? Only when it is used for business purposes. “You’re isolating yourself,” says Dale Chapman Webb, founder of The Protocol Centre in Coral Gables, Florida. “You are sending a message that my music is more important than the work at hand.” If you feel the need to listen to your iPod or use handheld gaming devices at work, sales may not be the right profession for you.

Why Go on Informational Interviews

You might think that if you shouldn’t ask for a job, why bother going on an informational interview? There are plenty of reasons to pursue informational interviews.

• You can learn about what it is like to work in a particular industry, company, or job.“Informational Interviewing Tutorial: Potential Results of Informational Interviews,” Quintessential Careers, http://www.quintcareers.com/information_results.html (accessed July 12, 1009).
• You have the opportunity to get to know key people in the industry.“Informational Interviewing Tutorial: Potential Results of Informational Interviews,” Quintessential Careers, http://www.quintcareers.com/information_results.html (accessed July 12, 1009).
• You can learn about jobs that you didn’t realize exist—jobs that are open now or that might be open in the future.“Informational Interviewing Tutorial: Potential Results of Informational Interviews,” Quintessential Careers, http://www.quintcareers.com/information_results.html (accessed July 12, 1009).
• You can learn about where you might fit in a specific organization.“Informational Interviewing Tutorial: Potential Results of Informational Interviews,” Quintessential Careers, http://www.quintcareers.com/information_results.html (accessed July 12, 1009).
• You can ask for referrals for the names of other people in the industry or company with whom you can meet.“Informational Interview Questions,” Career Choice Guide, http://www.careerchoiceguide.com/informational-interview-questions.html (accessed July 20, 2009).
• You can hone your interviewing skills in a low-pressure environment.
• You can get “insider” information that other job seekers might not get, because informational interviews are an underused approach.Kate Lorenz, “How Does an Informational Interview Work?” CareerBuilder, http://www.careerbuilder.com/Article/CB-481-Getting-Ahead-How-Does-an-Informational-Interview-Work (accessed July 20, 2009).

Who to Ask for an Informational Interview

Here’s where your networking skills come into play. Identify people who do what you want to do or do something that you think is interesting. Make a list of people using the following resources:

• Think of people in professional organizations you may have heard speak or may have met at an event.
• Think of guest speakers you may have heard speak in class or at a campus event.
• Talk to friends and family to get ideas for people they may know in the profession you want to learn more about.
• Talk to your professors about people in the industry they may know.
• Visit the campus career center and alumni office to identify people with whom you can meet.
• Use online professional networking to find people whom you would like to talk with and learn from.
• Read local business journals and professional organization publications to identify people who have jobs that you want to learn more about. You can usually find these publications online or in person at your school library or public library.“Informational Interview Tutorial: Identify People to Interview for Informational Interviews,” Quintessential Careers, http://www.quintcareers.com/information_people.html (accessed July 12, 2009).

How to Ask for an Informational Interview

Informational interviews are usually twenty to thirty minutes long and can take place in person or by phone. Once you identify the people with whom you would like to have an informational interview, it’s time to contact each person and ask for a meeting. It’s always best to request an informational interview in person because you have the opportunity to communicate verbally as well as nonverbally. Although it’s appropriate to send a letter or e-mail to request an informational interview, it’s best to call each person to request the interview or talk to him or her in person. If you use your communication skills, a personal conversation will be much more persuasive than a passive e-mail or letter, which could easily go unanswered.

A telephone conversation should include an introduction along with the reason you are calling. Be clear that you are seeking information; don’t frame your request as a veiled strategy for a job offer. If you are honest about learning about the industry, most people will take the time to help you. You might consider a telephone conversation like this:

If you use this type of approach when you are speaking with someone with whom you would like to meet, you increase your chances of getting a positive response. If you don’t know the person or have a connection to him, it’s still appropriate to call him directly to request an informational interview.

What to Wear, Bring, and Ask on an Informational Interview

Just like any sales call, business meeting, or job interview, you should always be prepared for an informational interview. Treat it as if it were a job interview and dress in a conservative, professional suit.Katharine Hansen, “Informational Interviewing Do’s and Don’ts,” Quintessential Careers, http://www.quintcareers.com/informational_interviewing-dos-donts.html (accessed July 20, 2009). Men should wear a white or light shirt, conservative tie, and dark-colored suit. Women should wear a skirt or pants with a blazer in a dark color. Some things the interview “fashion police” would tell you to avoid: too much aftershave or cologne, low-cut blouse or short skirt, wrinkled anything, and athletic-looking shoes or sandals.

Come prepared as if it were a job interview, even if you already know the person with whom you are interviewing. That means doing research on the industry, company, and person before you arrive. Visit the company’s Web site as well as those of competitors, research the industry on databases such as Hoovers.com, and do a search on Google to learn more about the person with whom you are interviewing. Also, look her up on LinkedIn, Plaxo.com, Ryze.com, or other professional social networking Web sites to learn more about her professional background before your meeting.

Bring extra copies of your résumé printed on twenty-four-pound paper (this is also called résumé paper; you can buy it at your campus bookstore or at any office supply store or Web site). It’s best not to use regular copy paper as it is lightweight and doesn’t provide strong nonverbal communication about your brand. You never know when the person with whom you are meeting will ask for an extra copy of your résumé. And, even if she already has a copy, she may not have it handy.Kate Lorenz, “How Does An Informational Interview Work?” CareerBuilder, http://www.careerbuilder.com/Article/CB-481-Getting-Ahead-How-Does-an-Informational-Interview-Work (accessed July 20, 2009).

This is a perfect opportunity to bring samples of your work. See the Selling U section in Chapter 6 "Why and How People Buy: The Power of Understanding the Customer" for some tips about how to put together a portfolio that helps you show and sell yourself. If you have had an internship, bring clean samples of any projects you worked on; the same is true for any student organizations, volunteer work, or community service that you have done. You should also include a few key class projects to demonstrate your versatility.

Now prepare for the questions. Unlike a regular job interview, you have requested this meeting so you should be prepared to ask the questions. Keep the questions focused on learning about how your interviewer broke into the business and what he can share as a result of his experience. Here are some questions you might consider:

• How did you decide to go into this field?
• What was your first job?
• How did you get to your current position?
• What was your favorite job?
• What is the best thing about your current job?
• What is your least favorite part of your job?
• What is the single most important attribute someone needs to have to be successful in this industry?
• What is the typical salary range for an entry-level job in this industry?
• What advice would you give to someone starting out in the industry?
• What is the outlook for the industry?“Informational Interview Questions,” Career Choice Guide, http://www.careerchoiceguide.com/informational-interview-questions.html (accessed July 20, 2009).

In addition to having your questions ready, also be ready to talk about your brand positioning points (review this concept in the Selling U section in Chapter 1 "The Power to Get What You Want in Life"). Use your communication skills to make your experience and interest come alive in the interview. It’s a good idea to offer to show the samples of your work while you are talking about why you are interested in pursuing a career path in the industry.

Take the time to print out your questions so you are organized during the interview. Put your questions and spare copies of your résumé in a professional portfolio or folder. Don’t be afraid to refer to your questions and take notes during the interview; it’s an excellent nonverbal cue that you think what the interviewer has to say is important.

Wrap up your informational interview by asking for your interviewee’s business card. Also, ask for the names of some other people that you might be able to learn from; for example, “I really enjoyed our conversation today, and I learned so much about the industry. You have helped me realize that I would like to pursue a career in sales. Can you give me the names of some other people I might be able to learn from?”

When to Ask for an Informational Interview

It’s always a good time to meet and learn from experienced people in the industry in which you are interested. However, you should actively pursue informational interviews when you are prepared with your résumé and have compiled some samples of your work. Keep in mind that every contact you make is a selling opportunity for your personal brand so it’s best to be ready as early as possible in your academic career. It’s never too soon to prepare your résumé even as you are building your experience with internships and other jobs. Whenever you meet someone interesting, follow up and ask him for an informational interview so you can learn more about how he got into the business.

Where to Have an Informational Interview

Your interviewee will most likely suggest a location for your meeting; it might be in her office, or you might meet for breakfast or lunch. Some informational interviews might take place by phone. The objective is to connect, learn, and network.

Whatever the location, always prepare and dress for each informational interview as if it were a job interview. Also, always send a thank-you note to thank your interviewer for his time. You should send a thank-you e-mail and a handwritten thank-you note on the same day, so your interviewer will receive your e-mail followed by your handwritten note. That way, you leave a lasting impression and demonstrate your good etiquette.