I
just got off the phone with a man who was concerned about
his writing. "I have a high level job," he explained,
"and I always had someone who wrote my correspondence
for me. I would explain the details and the finished product
would be brought to me to sign. It worked well and I looked
great.
"Now
the system is changed. I'm expected to do more and write
my own letters. I realize I don't know how to write and
my grammar is not the best. I've been sitting on a report
now for ages because I don't want my bosses to see how badly
I write."
Does
this sound familiar? Nowadays we are expected to do more
with less support and do it as well as-if not better than-in
the past. In addition, there is an increased emphasis on
customer and quality service. Yet few people really understand
the concept.
A
friend of mine gave a mug bearing his company's logo to
a potential client. The rep from a competing company saw
the mug and immediately sent the prospect two monogrammed
mugs. A third rep entered the fray and brought in a mug
filled with candy. The client then phoned my friend and
laughingly asked what he would do to up the ante.
One
cup, two cups, or a cup full of candy. Are any of these
going to make a difference to which company is chosen as
vendor? Not likely. What about the product or pricing? There
is not a vast difference now between quality products, and
prices are usually cut close to the bone anyway. So what
will make the difference? It is the relationship or rapport
that is established between the two companies. In others
words, how the people involved communicate with each other.
Writing
Writing
is the hardest means of communication, and one that very
few business people are adequately trained in. However,
effective writers can go far. In the 1930's four inmates
of Alcatraz prison, while working in the warden's office,
wrote a powerful letter to the governor recommending their
pardons. The governor was so impressed he ordered the men
released. They promptly disappeared. Later the charge of
forging the warden's signature was added to their records.
But
often times, speaking or calling a meeting is more appropriate
than writing. A prime example is the six-page memo Bill
Gates wrote his staff,
a
few years ago, lamenting the challenges facing them. The
document was leaked to the press and Microsoft's stock on
Wall Street plummeted. Gates's "paper fortune"
dropped $40 million. Understanding which communication skill
fits the interaction is important.
Speaking
Another
important communication skill is the telephone-the front
door into your organization. Does the receptionist give
your company "spot" commercials or turn callers
off. Or, perhaps you are using electronic messaging. How
many levels of button-pushing does a caller have to go through
to get his needs met? If you say four or more, you are irritating
your public.
Consider
how well you and your staff handle phone calls? Several
years ago I tried to renew my car insurance. I mailed my
cheque on time but didn't receive the renewal slip. When
I finally reached the woman processing my policy, she explained-very
nicely-that she was too busy to work on it that week. When
asked what I should do, she seriously suggested "Perhaps
you had better stop driving." Please keep in mind I
have never had a speeding ticket, never made a claim and
was a long-standing customer. My call to the president quickly
remedied the problem; however, the next year when I was
approached by another insurance company, I switched. This
is a perfect example of how customer service had not been
communicated to the front line workers.
Listening
How
about the listening skills of your staff? Do they know how
to actively listen to clients, colleagues and managers?
Or, are they rooted in their own misconceptions or beliefs?
Some friends were toying with the idea of buying a house.
However, the woman was extremely busy with a business proposition
at the time and wanted to leave the final decision to her
husband. As she explained to the male realtor, "He
has a lot more 'must haves' on his list than I do. If you
can find a house that meets his needs, it will definitely
meet mine." The realtor had some preconceived notions.
"I only deal with women. They're the ones who decide."
The woman was too busy to return his phone calls or arrange
a time for viewing and, as the realtor would not work with
just the husband, the realtor did not close the business.
Meetings
Another
communications area to check is how well your staff make
presentations or run meetings? What sort of an image do
they present when they attend a meeting? Do they understand
that being an attendee means more than just being a warm
body?
A
communications audit of your company completed by both customers
and employees will reveal some interesting information to
assist your future planning.
Everyone
has their own panacea for building rapport with staff and
customers: mission statements, teamwork, improved customer
service, quality management etc. I agree they are all essential.
However, at the root of all of these is giving and receiving
better communications-both internally and externally.
