I was thinking the other day of how no one writes letters anymore. Take this blog for example…in the old days (the 90’s) I would have created a monthly “Newsletter,” printed it and sent it out by mail to my clients and prospects. Now it’s a BLOG. It’s a little easier on everybody concerned, isn’t it?
But what about YOUR customers or prospects? How do you “stay in touch”? Primarily thru email and occasional telephone calls, I suspect. But today’s technology offers a number of different ways of maintaining that important line of communication, as well as further building your business and personal relationships. Here are a few ideas:
TELEPHONE: Of course. And today we not only have our business or home phone, but cell phone as well. It’s the oldest “synchronous” method of communication (the oldest of course is face to face!). Its major advantage is the ability to hear the tone of voice, and instantly adjust your commentary to “manage” message appropriately, whether on a business or personal call.
EMAIL: Love it or hate it, it’s probably one of the most important tools you use to communicate. Since email is not “in synch” with the person receiving it, it’s an example of an “asynchronous” communication. You communicate at one time and response is not immediate. There is also no “tone of voice” or “body language” to rely on for clues to listener “acceptance.” That means that your email can be read any way the reader wants to “hear it.” This can be potentially dangerous, so special care should be taken to not only “content”, but “style” and “tone” as well. One of my personal email triggers: When there are more than two or three emails from the same person about the same subject, it’s time for a “synchronous” meeting (telephone or in person).
VOICE MAIL: Another love it or hate it asynchronous communication method. But before you go into your rant about how much you hate voicemail, think about you business life BEFORE it existed. You either didn’t leave a message, or left one with a receptionist or secretary who conveyed the message with their own interpretation. Voice mail at least offers the opportunity to leave a message in your own voice, using “tone” to your advantage. And it needs to have impact or it probably won’t be answered. Short – sweet – and to the point; spoken CLEARLY with your number at both the beginning and end of the message. And remember, voicemail is NOT for sales pitches, or conversations. K-I-S-S.
MAIL: Yes, it still exists; and sometimes, it just might be the BEST way to communicate. Simply because so many people do NOT use it anymore! A cleverly crafted PERSONAL letter will separate you from the hundreds of communications your client gets throughout the day and week. Caution: Like email the “written word” can be misinterpreted. Make sure you say what you want to say…clearly and simply…and with STYLE. And since it is another “asynchronous” form of communication, response won’t be immediate. Yet it remains a very effective tool…especially when combined with some of the other methods. (More on that later).
FAX: Remember when this was a vital way of communicating and transmitting documents? Most of us probably still have fax machines in our office, and still print that important number on our business cards. When was the last time you used it? Can you remember? Regardless, it has its proponents, and occasionally is still used. (HINT: If you cant remember the last time you used it, cancel the extra fax lines and buy eFax software. It operates the same way, except that you send and receive all faxes electronically…no more hard copies to file! The recipient, however, still receives it on his fax machine if that is his preference.)
FACE-TO-FACE COMMUNICATIONS: When communicating F2F we have it all: Sight – sound – tone – inflection - facial expressions - body language…a total experience. It is the ultimate “synchronous” touch point. But make a mistake on any of its elements, and you risk miscommunication. It remains an “art”. Study it.
INSTANT MESSAGING (IM): This form of communication is gaining traction in many large companies for internal communications (between and among employees). It’s quite handy for short “conversations” between two or more people who cannot physically get together. It is much less formal than email, and is subject or content driven…and of course, asynchronous, since the receiver may not be at his computer. (A related, yet different, form is “texting” using your cell phone. There are many personal reasons to use it…and few business ones.) Emerging mobile and hardware technologies will no doubt grow the use of --- and the ease of --- IM over time.
There are other emerging forms…
· Video conferencing
· Webcasts (both synchronous and asynchronous)
· Podcasts
· Server-based streaming video-casts
· You Tube (yes, really! It can be used for business!)
…to name just a few. But the best solution for businesses is to mix your forms with regular clients or prospects. Sending emails constantly…or leaving voicemail constantly, brands you as dull. Mix up your messages, your form, and your “spin and angle.” Such an approach will undoubtedly lead you to a successful F2F encounter. And isn’t the experience of “The Roar of the Greasepaint, the Smell of the Crowd” what we all want in the end?