How To Impress Customers with Professional Business Communication Skills.
Communicating with customers in writing:
Now that we have discussed how important it is to be honest with your customers through your website, let’s take it to the next step – communications with those customers. Let’s assume a few things here for the purpose of illustrations and examples. First, let’s assume your main way of communicating with customers is in writing in either letters or emails.
No one likes to get a stiff, complicated and wordy business letter to read; especially if it is filled with acronyms, technical terms and jargon unfamiliar to the reader. When we get those, it usually tells us the author is stiff, serious and not a good communicator. Ever talk to an insurance salesman? Now be honest, how much did you REALLY understand of what he/she was saying? 10%? Maybe 20%? Don’t be like that to your customers! We should never allow our customers to think that of us if we are trying to sell them something! It furthers the misconception of the buyer that, “If I buy something from this guy, dealing with him will not be a pleasant experience.” They will most likely go elsewhere.
The best way to write any business correspondence is to write it the same way you would explain it to them in person. Practice it. It’s called “Conversational Writing” and has long been taught in good business schools everywhere. For some reason however, not everyone passed the course. Especially lawyers – they are trained to write thousands of words which mean absolutely nothing to the average Joe. That guarantees them that we must hire them to read and interpret what others (or they) write. Don’t make your customers feel like that! Be conversational and leave out complicated words, acronyms or jargon particular to your line of business. If you must use a “special” word, then make sure define it without demeaning them into feeling uninformed. They will be much more impressed with your ability to write plainly and clearly to them than they would be if you tried to “snow” them with overly complicated phrases or words, just to prove how smart you are. It will have the opposite effect, guaranteed.
Many have defined the perfect business letter as “Yellow, Red, Green.”
The first (YELLOW) part means put the greeting up front and briefly state what you will discuss with them and what you expect the letter to accomplish.
Next (the RED part) explain in detail (not too complicated) what you are writing about. Be specific and even add a series of steps for them to perform if necessary.
Thirdly comes the GREEN part. Thank them for their business and assure them that their business is important to you and your company. Leave them happy with a confirming statement.
That should produce a good business letter or email for you. Practice, practice, practice! Then re-read the letter to yourself as if you were the recipient. Is it plainly stated? Is it simple to understand and not contain unnecessary buzz words or technical jargon? Does it accomplish the goal you set for the when writing it in the first place? If you received it, how would you feel?
Tekoa Software, Inc.
www.TekoaSoftware.com
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