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.