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CHAPTER 15 Learn To Communicate

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Considering how important written and oral communications are in the business world, it is amazing how little attention is given to these areas. Furthermore, most of us are not too good at either. However, it is encouraging to note that improvements in speaking and writing are easy to achieve and can pay big dividends. This chapter will focus on suggestions for improving your performance in both these areas.

WRITING

Your business success will rely to some extent on your ability to write; so it is important that you assess your talents in this area. The purpose of writing is simply to EFFECTIVELY convey a message to the recipient ... no more and no less. The process has somehow gotten completely out of hand. If you don't believe me, take out one of your insurance policies and try to read it. Is the message clear? If you want a real chuckle, get hold of a government regulation ... any regulation ... and try to understand the message. Can't do it?

You must write clearly and not obfuscate (see what I mean?) the message, since your business survival depends to a great extent on making yourself understood. This chapter provides some tips for making your message understandable.

WRITING GUIDELINES

Think first, then write. EVERYTHING you put on paper becomes a permanent (and legal) record. You cannot take back what you have written and mailed or faxed. Never write when you're angry. In all cases, if time permits, write your message, then come back to it the next day for another quick review. It is true that everything looks different with the morning light.

Keep the recipient in mind. Keep in mind who is to get the message and adjust your text and writing style accordingly. Correspondence to a customer should always be friendly and upbeat even when discussing a problem.

Wrong: "Our warranty clearly states that no returns will be accepted after 60 days. After that time the manufacturer is responsible for any repairs."

Better: "I am sorry you are having problems with your lawn mower. As you know we do not accept returns after 60 days. As noted in the manual, you can return the mower to the manufacturer for repairs. And, because we value you as a customer, we will be happy to loan you our demonstration unit until yours is returned."

Now, make certain there is a big sign on the side of the mower that states, "Loaner courtesy ABC Company." You get free advertising in your customer's neighborhood.

Make your message as personal as possible ... it makes you more believable.

Wrong: "We at XYZ will remain committed to serving you in the future."

Better: "I hope to see you in the store again soon."

Understand the purpose for the communications. Include only what is required for clarity. In other words, don't beat around the bush. Your reader is looking for a certain message ... present that message early in the text, before the reader becomes bored.

Wrong. "We appreciate the opportunity to ... blah blah ... XYZ has been in business for ... and we have furnished similar ... blah blah ... Attachment 1 lists your cost for the items requested."

Better. "Ref: Your request for pricing dated April 2, 1992. [chart of prices]. Thank you and please call with any questions."

People are busy, just like you are, and do not want to be entertained by correspondence. They just want answers.

Obtain an independent review. If possible, have someone review your correspondence for under-standing and clarity. The message may be obvious to you and no one else. There is a story told that Napoleon had his "dullest" foot soldier read all his directives before they were sent to his generals. His thought was that if this foot soldier understood the message, there was no chance that anyone else would misinterpret his orders.

Proofread. It is amazing how many errors can be found in correspondence. When this happens you immediately lose credibility with the reader. Never mind how the error crept in ... it is now too late. Proofread thoroughly. Do NOT rely on your word processor's spell checker ... it cannot interpret what you are trying to say. For example it cannot make the correct decision with respect to words like there/their, for/four, capitol/capital.

Do not rely on any of the software "grammar checkers." They are simply not good enough (yet) to be effective and you cannot afford mistakes. "Sorry, Mr. Jones, but apparently my computer did not understand what I was trying to say."

Write deductively. In other words, make your point immediately and follow up with the supporting facts. This allows the reader to get to the point before losing interest. This ties in with under-standing the purpose of the communications as discussed above.

Organize your writing. Start with an outline and then fill in the specifics. In that manner, you will be assured of an organized document. Now for a few specific Dos and Don'ts for your correspondence. These ideas are not new and are expanded upon in the resource material listed at the end of the chapter.

CHECKLIST #18: WRITING GUIDELINES

• Do pay attention to detail. Your correspondence should be neat with correct spelling, grammar usage, and punctuation.
• Do organize your material to present a clear message.
• Do be precise. Use words with exact meanings.
• Do use humor, if it's appropriate, and especially if the subject is dull ... it will help to keep the reader's attention.
• Don't be verbose. Read any legal document for examples of this!
• Don't try to impress the reader with big complex words. Just clearly state your message.

SPEAKING

There are many situations where speaking effect-ively will make the difference between winning and losing. Most of us rarely consider how we speak or if our message is being perceived correctly.

Every book written about speaking in various situations never fails to mention that speaking in front of an audience is everyone's number one fear (perhaps even edging out death!). Maybe that's true, and with a few pointers, it is amazing how easy and, yes, enjoyable, public speaking can be. Incidentally, an audience of ONE should be treated no differently than an auditorium full of people.

Arch Lustberg's book, "Winning When It Really Counts" is an absolute must reference on speaking. It contains a wealth of excellent tips for effective speaking in a number of different situations. Many of the comments presented here are expanded upon in his book.

When you are speaking, all eyes will be on you! Therefore, everything, both audible and visual becomes important. Your audience, whether one or many, is listening to the inflections and tone of your voice and watching your body language and your facial expressions. You will feel like you cannot afford even a little mistake in either word or gesture. This is probably one of the reasons everyone is so nervous about speaking. The answer to alleviating your fears in this situation is easier than you might think: Be aware of a few basic rules of speaking and then practice. The checklist that follows contains a variety of simple and effective techniques that you can use to get spoken messages across effectively.

CHECKLIST #19: SPEAKING GUIDELINES

• Dress for the occasion but make sure you are comfortable. Look in a mirror before going "on stage." Hair okay? Nothing on your teeth? Fly zipped up? Practice a smile and take a few deep breaths.
• Smile at your audience, when appropriate.
• Do not be afraid to gesture ... it is a great technique for emphasizing a point. But don't overdue it to the point where you are always in motion which can be distracting to the listeners.
• Talk in a conversational tone. Don't "lecture."
• PREPARE. This is obvious and too important not to mention. If you are prepared you will exude self-confidence that will be apparent to the audience. Preparation means researching so you understand your topic.
• PRACTICE. Practice until you are satisfied with your delivery.
• Speak clearly, not too fast, with appropriate inflection, and keep your text simple. Big, impressive words are not necessary and can be distracting when your audience tries to figure out what they mean.
• Make sure your message is organized, clear, and to the point.
• Stand (or sit) tall. Maintain a leadership bearing, erect and leaning slightly forward.
• Maintain eye contact with your audience. Ob-serve other speakers and note how often they are speaking to something other than their listeners. It is very distracting to an audience to have a speaker address the ceiling or podium!
• Use the pause effectively. A second or two of silence is preferred over three or four "uh" or "ums." The stuttering speech that results from those little "uh" and "um" sounds drive listeners crazy and makes it sound like you don't know your material. You lose credibility. So don't do it. Simply pause!
• Do not argue or become confrontational with anyone in your audience. If someone gives you a hard time, do your best to ignore it or offer to speak with him or her at the end of your delivery.
• Be honest. If you don't know something, simply say "I don't know."
• Be yourself. If you put on an act, you lose sincerity and credibility.

SUMMARY

The importance of communication cannot be over emphasized. Learn to write clearly and speak effectively. Follow the basic rules presented above and practice. Keep your written messages personal and to the point. Deliver your spoken messages with sincerity ... be yourself and be honest.