Since communication is one of the essentials of radio sales, I thought I'd share with you this month's Complete Selling newsletter from John Chapin:
Most problems and complaints arise from poor communication, as a result, this month we will look at the steps to effective communication.
Twenty Three Steps to Effective Communication
1) Have a clear objective for your communication.
The key in this first step is to stop and think about what message you’re trying to convey and how you can maximize the results of your communication.
2) Decide what form of communication is most appropriate.
Is it more appropriate to communicate verbally or through written means? Should you send an e-mail, should you pick up the phone, or should you visit the individual in person?
3) Prepare for your communication.
Make sure you have all your facts straight and decide what you want to say. Prioritize the various points and put them in order from most to least important. In addition to preparing to present your communication, prepare for how your communication will be received. What are the possible reactions and how will you respond to those reactions?
4) Communicate positively.
Even if you are dealing with a bad situation, try to focus on the positive side. You don’t want to don’t sugar coat the situation as if there is no problem; however, if you can find some positives, start with those and then lead into the more serious situation at hand. Most important, remain professional.
5) Be direct and specific.
Your communication can’t be wishy-washy and unclear. Don’t dance around a subject. Say what you mean and mean what you say. Here is an example:
Non-direct: “Your report was good but needs work in a few areas.”
Direct: “The overall idea and content of your report was very good. I did notice some spelling and grammar errors that I’ve marked for you.”
If you want something specific, you need to be clear instead of giving vague instructions that are open to misinterpretation. Here is an example:
Non-specific: “Could you please go to the store and get some apples?”
Specific: “Could you please go to XYZ Supermarket and get six McIntosh apples?”
6) Keep your communication simple.
Use as few words as possible while still giving all the detail necessary. Use language that is easy to understand. Don’t use fancy words, abbreviations, acronyms, or industry jargon unless the person you are talking to will know what you are talking about.
7) Speak clearly and with confidence.
When you speak clearly while looking the other person in the eye, you exude a certain air of confidence and credibility. Don’t mumble, cover your mouth, or drop your volume. Whatever you are saying, make sure that others both hear and understand you.
8) Always be truthful when you communicate.
Do not deny truths or give wrong or misleading information. Always be honest with people. In addition, if you’re reacting to communication, always strive to know the truth and have your facts straight. If a story gets out, or the rumor mill starts up, you may have to do some investigative work to get to the bottom of things. If people are talking, you need to nip it in the bud. If you do not have all the facts, let everyone know you are aware of the situation, are working on it and will get back to them as soon as you have the facts.
9) Whenever possible, communicate directly with the person or people you want to get your message out to.
“If you want a job done right, do it yourself” is true with communication. When you ask someone to give information to someone else, your message will not have the same meaning as if you deliver it yourself. The message may be only slightly different, but it will be different. In addition, you may give the recipient the impression that he is not important enough for you to take the time to deliver the message personally. Gauge the importance of the message. If the message is important, deliver it yourself, if it is not of major importance, you can delegate it—just make sure the person ultimately delivering the message is clear about the point you’re trying to convey.
10) Communicate differently with different people.
Some people require a more direct, business-only delivery, while others respond better to a softer, more personalized approach. Know whom you’re talking to and how best to communicate with that person.
11) When you want someone to do something, ask directly.
Ask him to do it, explain what the objective of the task is, and let him know why the task is important. When you ask in this way, you show consideration for the other person and make him feel important. As a result, the person will generally do a better job for you.
12) Make sure your timing is right.
A conversation on Monday morning will sound different from the same conversation on Friday afternoon. Pick the right time to communicate. You want to catch people when they will be in the best frame of mind to respond the way you want them to.
13) Document communication when appropriate.
Having the facts in black and white will make sure everyone has the same understanding and is on the same page. This will also help establish responsibility and a timeline.
14) Communicate often.
A lack of communication can lead to problems. When you don’t communicate with someone, you begin to slowly grow apart from him.
15) Don’t avoid communicating bad news.
One of the biggest customer complaints is a lack of communication. Letting bad news sit can only make the situation worse. People realize that things won’t always go perfectly, and while they won’t be happy to hear bad news, the majority will appreciate it.
16) Keep all appropriate people in the loop.
Make sure your boss and other interested parties are kept informed of what is going on. Nothing will annoy a manager more than being blindsided by a bad situation that he knew nothing about. Also, keeping colleagues with a vested interest in a situation up to date shows that you respect them.
17) If you are communicating about a problem or challenge, go into the conversation with some solutions.
If the situation puts you in a position where you need to compromise, know in advance what you are looking for, how far you are willing to bend, and what you are willing to accept.
18) Don’t argue or find blame.
Try to take a team approach to the problem and put yourself on the same side of the table as those you are communicating with. Give the benefit of the doubt wherever possible.
19) Watch the emotions you include in your communication.
If emotion helps you convey your message in a positive way, use it. On the flip side, negative emotions rarely get you anywhere. Be careful of the emotional tone of your communication.
20) Take notes when communicating if appropriate.
If you are given a simple task you probably don’t need to take notes; however, often communications can quickly become complex. Take good notes and read them back to make sure you understand them correctly.
21) Act on communication as soon as possible.
The facts are the clearest in your mind immediately after the communication has taken place. If you wait for several days to act, or even several hours, you may find that you have forgotten crucial pieces of the conversation.
22) Communication is a two-way street.
In addition to delivering your message, you need to listen well.
23) If appropriate, conclude your communication with a summary of what was discussed and determined, and what will take place next.
It can be as simple as stating what steps each person will take next, and when he or she will take them. If necessary document the results of the communication in an e-mail or formal letter.
We realize those are a lot of steps to keep straight. However, not all steps will apply to every communication. Just keep this list handy and take a glance at it before you communicate something important.
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