Every business owner knows how critical effective communication with employees and customers is to their success.
But even with the best of intentions, leaders of organizations are often not understood, or misinterpreted, or ignored. Being an effective communicator is hard work and one of the greatest challenges any small-business owner faces.
We recently caught up with our go-to person on this topic, Michael Buschmohle. Buschmohle owns a communications consulting firm, Applause Associates, in Issaquah. He also teaches continuing education communication classes at Everett Community College and Bellevue College. We asked him to share some of his common-sense strategies for improving communications skills. The highlights of our conversation follow:
Question: Sending effective e-mail can be challenging, especially with communicating the right tone. What are some rules of thumb for e-mail?
Answer: Make your reader feel important. Compliment the reader. Never write anything negative. If you can’t say something nice about someone, at least say something vague.
Write to one reader, not groups. Reading is performed by individuals. It’s Dear Friend, not Dear Friends. Not Dear Team Members, but Dear Team Member. Never write “many of you,” “some of you,” or “all of you” in any written document. Talk to that one special reader.
Put the word “you” or “your” in the first sentence of everything you write. Examples: Thank you for. … I have a favor to ask you. You asked when my budget would be ready. Your ad on the Internet caught my eye. In this report, you will find. …
Get your message within the first three sentences. Your message is what you want the reader to know or do? Use the rest of the e-mail to explain, give data, justify, persuade.
Q: An important end result of effective communication is persuading others. How can the small-business owner improve in this area?
A: To persuade and get what you want, begin with benefits — follow with advice, directions or features. To create benefits, consider the action you want someone to take and ask yourself four questions to generate benefits you can begin with.
•What will this do for the person or group?
What will this enable the person to do?
What will the person gain?
What will the person save or protect?
Example: In payroll, instead of just, “ Please send in your paperwork by Tuesday morning,” try, “To get your paycheck on time, please send in your paperwork by Tuesday morning.”
Q. What are some strategies for improving your listening skills?
A. Listening is not a skill that I have, listening is an action that I take in the present moment. It’s a choice, a gift. The most difficult listening today is to listen without resistance to people we disagree with and to be willing to be influenced by what they say. The best way to listen is to clear your mind, lean forward, look the person in the eyes, and keep saying or maintaining a tell me more attitude. To show respect for the person you’re speaking with, consider taking notes as the person speaks so that you don’t forget something important.
Q. What is the best way to handle customer complaints?
A. Respond first to feelings, then the facts. People complain when they don’t get what they want. They are suffering, so respond with empathy and compassion. Instead of apologizing first with, “I’m sorry I (was wrong, made a mistake, goofed),” use the phrase that conveys compassion: I’m sorry YOU… as in I’m sorry YOU ( had to wait, had that understanding). Then get the facts and try to fix the situation by asking, “What would you like me (us) to do?” Afterwards, follow up: send e-mail or call and ask if the problem was solved. Take complaints seriously. People remember us for how we make them feel.
Q. What is the best way to make a good first impression with potential customers?
A. You should smile the instant you see a customer, look deeply into the person’s eyes as you greet the person and shake hands if appropriate. Greet the person with, “It’s a pleasure to meet you.” Or, “Welcome to our store.” Or, “It’s great to see you again.” Avoid the tired, empty question, “And how are you today?” If you are serving people in a line, glance up from the customer you are working with and catch the eye of someone in line and with your eyes communicate three messages: I see you. I’m happy to see you. I’ll be with you in a moment.
Pat Sisneros is the Vice President of College Services at Everett Community College. Juergen Kneifel is an Associate Faculty in the EvCC Entrepreneurship program. Please send your comments to entrepreneurship@everettcc.
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