COMMUNICATE THE RIGHT WAY
by Emily Huling
Technology tools can present problems when they’re used carelessly. Some people don’t use the most appropriate communication tool for the circumstances. When choosing a communication method, consider these ideas from Emily Huling.
Technology has been a great boon to the business world. E-mail, voice mail, cell phones, and fax allow communication to flow even when people can’t connect personally. Marketing and selling take place on the buyer’s schedule through Web sites and fax-on-demand. PowerPoint™ can turn the driest presentations into exciting multimedia shows.
DELIVER BAD NEWS
Don’t put off delivering bad news. Not responding to people is terrible business etiquette. As a salesperson, I find it rude and insulting when a prospect doesn’t get back to me after they’ve requested and received a proposal. Delivering disappointing news is best done personally. A brief phone call is the best choice. If that’s not possible or desirable, at least advise the person by e-mail or with a timely letter. The longer you wait, the more difficult it becomes. And even if you choose not to do business with someone, be courteous. Let them know you appreciate their efforts.
DEVELOP RELATIONSHIPS
There are many ways to stay visible and add value to business relationships today. Be sure to use a variety of contact methods. Many of them don’t require a reply. Clients and prospects want you to be attentive, but not bothersome. Send items of interest by fax, e-mail, and snail mail. Avoid overusing e-mail when sending unsolicited information. Before too long, excessive e-mails won’t be read.
SPEAK TO A GROUP
Many people who fear speaking to a group need to do so in their jobs. Presentation technology such as PowerPoint™ has been a great aid for these presenters — almost to a fault. Audiences want good information with a delivery that personally connects the speaker to the audience. Speakers who haven’t mastered the delivery skills of eye contact and audience involvement usually rely too heavily on the information that’s seen on the screen. The result is a bored audience wondering why the information couldn’t have just been sent to them. Use presentation technology as a meaningful addition to your talk. Slides should not just duplicate handouts, but add pertinent information to your message. Handouts and slides, properly used, will keep the audience focused on the speaker.
CONVEY INFORMATION PERSON TO PERSON
When delivering information, consider the communication style of the person with whom you’re doing business. An analytical person responds best when facts and data are included as supporting evidence. A dominant, driving personality has less patience for data, but wants to know the bottom-line impact of what you’re communicating. Expressive and amiable individuals are people oriented and value a more personal touch.
The most successful people understand that it’s not what you say, it’s how well you deliver your message. When in doubt about which communication method to use, ask yourself how you’d feel and react if the situation were reversed. Most of the time, you’ll find the right answer.
You can contact Emily Huling at Selling Strategies, Inc., P.O. Box 200, Terrell, NC 28682, (888) 309-8802 (toll free), fax (888) 309-7355, e-mail [email protected], or Web site (www.sellingstrategies.com)