Those who know me well are aware of my interest in letter writing,  business or personal. I still get a flutter of excitement when a personal letter drops through the post. Sadly email doesn’t hold the same thrill factor but the I do like the fact that it enables us all to keep in touch to a much greater level, and that is a good thing. When delivering communication courses I always include a section on written communication with reference to writing the content in the style of the reader. Lynn Gaertner-Johnston the founder of Syntax training has written a lovely article about just that - taking into account your reader when you write. Lynn has included some great tips on how to recognise different styles which is really easy to follow and interesting too!  I know which style I fall into

Take a look at it here and maybe you can spot your own style. Feel free to get back to me to let me know how much you enjoyed it: http://www.syntaxtraining.com/articles_biz_writing1.html

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I am just in the process of collating some information about how we use the telephone. Considering all of the modern day inventions the telephone for me is by far the best. I am currently working from my friend’s apartment in Spain and they set me up to use SKYPE on my PC. It still leaves me astounded how we can speak to, and hear clearly someone in another country. I used the SKYPE this morning to call Joanne at the office and the conversation was as clear as if I was standing next to her.

So as I mentioned I started to take a look at some articles that would enlighten me more about how we use the telephone.

I came across a really straightforward piece that reminded me of a few tips when talking on the telphone.

I am particularly mindful of point 3 which suggests we unplug the phone for a period of time in order to concentrate.

It made me think about the occasions I have called people and they have answered only to tell me they are in a meeting and can’t talk. If that is the case why asnwer the phone in the first place?

Then I realised I am equally guilty of the same thing. Why do we do it? I can only speak for myself in this situation - I’m too nosey! I see a number on the phone that is not familair to me and just have to answer it! It could be the contract that leads me to an early retirement! To date it never has been - as you can see I’m still working. It may be someone I know and just failed to recognise the number, it may be someone selling something, it may be a social call. Whoever it is you can guarantee that if I’m busy I say - sorry busy at the moment I’ll call you back, or in a meeting can you call back later. The message it sends to the caller is ‘I’ve ansered the phone but now I know who you are, I have realised you are not important enough to interupt what I’m doing’. What a great put down and fabulous route to making someone feel inferior. In the same situation I know my thought has always been, why did you answer the call then. Who were you hoping to speak to? Not a good message to send out.

I shall certainly be thinking twice about putting ‘free from telephone’ time aside in the future. I shall also be thinking about how I answer if I am actually busy. My inital thought is to say something in the vein of:

‘Thanks for contacting me, though I am tied up at the moment I didn’t want to ignore your call.  I just wanted to check if it’s OK to call you back in about an hour when we can talk at length without interuption?’

No doubt I will improve on this phrase as I start to use it. It has two benefits that come to my immediate attention

1) I’m sure it will go someway to letting the caller know they are important and that I haven’t dismissed them and made them feel uncomfortable.

2) My natural nosiness can be nurtured!

The last point made in the linked article gives another timely reminder to - which of the six will help improve your telephone talk, let me know your thoughts?

You can find it here:   http://visualizationmeditation.com/telephone-can-be-a-time-waster/138/

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One of my favourite aspects of Neuro Linguistic Programming (NLP) is ‘Representational Systems’. The discovery that some people communicate in visual mode, some in auditory and others kinesthetically suddenly created a huge ‘penny drop’ for me.

As a high visual it was a huge surprise to me to hear that some people cannot ’see pictures’ or visualise a conversation to digest what is being communicated to them. The representational system tells us that:

Visuals use words in phrases such as

It looks good to me,    I can see what you mean,   Is it clear to you?   Picture this

Auditories would say:

It sounds good to me,  Can you hear what I’m saying,  Is this ringing any bells?

Kinesthetics would say:

It feels good to me,  What are your thoughts,  I’ve got a handle on that now,  Shall we touch base.

Listen to the words that others use and communicate with them in their chosen style. Example if you hear people using a lot of visual words in their dialogue, use visual words in your responses, likewise with auditories and kinesthetics. Doing this will help build rapport with the person you are having a conversation with. If you are unable to determine which style they prefer they may be comfortable with more than one so include all three styles in your communication.

Follow this link to check out some more info on this subject particularly in respect of how it can help build better business relationships:

http://www.pertinent.com/articles/communication/spilgrim8.asp

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The majority of Beyond The Box’s  interpersonal and communication training programmes make reference to the use of emails and their impact on communication. The written word has to rely soley on the words selected, puncutation and how the sentance is constructed.

When the written word is used as a communication tool body language and the way the words are spoken are no longer evident as ways to help the receiver understand the message being sent. When the spoken word is used collectively both of these mediums account for approximately 93% of the communication process. That means we rely on the 7% accounted for in words.

Good punctuation comes into its own by making the sentance logical and when used incorrectly it can change the meaning completely. Many of you may have read the book ‘Eats shoots and leaves’ by Lynn Truss. http://www.amazon.co.uk/Eats-shoots-leaves-Tolerance-Punctuation/dp/1861976127 

which explains the importance of using punctuation.

Emails are an important and major part of both our personal and working lives. They can enhance both of these areas or have the opposite effect by alienating friends and customers alike.

You may want to check out this article by Chris McClean for more information.

It’s worth taking a look. 

http://www.pertinent.com/articles/communication/chrisCom1.asp

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Those who know me well, know I am an avid collector of points on my licence, earned as a result of having my picture taken on the highways of Great Britain far to frequently. On the most recent occasion I was offered the option of another 3 points or my attendance at a national speed awareness course. I opted for the latter in pursuit of having a licence which for once in a period of a few years would mean that I have less than 12 points. I am so pleased I made that choice. I attended the course yesterday and came away totally enlightened. It’s some years since I took my test - over 30 if I’m being honest and things have changed since then. Apart from loss of memory in relation to some road signs the highway code has been updated to a point of unrecognition on my part. I learnt loads in fact most people present did.

The word enjoyable seems a strange word of choice to demonstrate how I received the information - after all the overall outcome of the programme is to save lives by reducing road traffic accidents  so enjoyable sounds somewhat insensitive.

I did though I really enjoyed it, the trainers were easy to talk to, never judged anyone and made the content interactive and fun. The course was packed with facts and information that will certainly help to remind me to read the road and watch my speed and have a greater understanding of how anyone hit at over 30mph has less chance of surviving.  I’d recommend anyone who is faced with the same option to take it. It could be the reason you or others are not a casualty of a road traffic accident.

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A couple of weeks ago we were invited to return to Ben Sherman and deliver some further training at their November sales conference. The subject Coaching For Leaders followed on from the programme we delivered in June. The day was excellent with some fantastic involvement and ideas being generated by the managers as a result.

We always have great successes with our Coaching for Leaders programme. Managers are impressed and delighted with the motivational angle it presents. The results are rewards are huge often with the outcome that teams naturally work closer together and individuals take more ownership and responsibility for their own development.

Dawn in full flow with Ben Sherman

 Group activities

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Neuro Linguistic Programming (NLP) was founded by Americans John Grinder and Richard Bandler back in the 1970’s. Its origination is fascinating and its uses vast.

Study of the subject will shed light on and create a greater understanding of the communication process. Considering that the key for sales is good communication it could be worth taking a look at. 

Representational Systems – probably one of the most interesting areas is the discovery that everyone has their ‘preferred language’. The selected words in sentence construction will give a good indication of someone’s preferred language.

Some of us use visual words in conversation such as: see, looks; picture this, and other colourful and bright words! A visual may say ‘Can you see what I mean?’

Those who prefer auditory words such as: listen, hear. Sounds like, would possibly rephrase the afore mentioned sentence as ‘Can you hear what I’m saying?’

Finally a kinaesthetic phrased sentence, the third option which focuses on how we feel about something might be ‘Do you get a feel for this?’

Listen and look out for the words people use in conversation. Do they focus on visual words, say more auditory words or do you get the feeling they may be kinaesthetic because many verbs are integrated into the conversation.

Once you have a handle on someone’s style or can picture what their representational system may be, respond back to them by using their preferred language of words. It may not be your preference but it is unconsciously flattering to the receiver and they will also have a better understanding of the content.

The benefit to any sales process is that rapport is built much faster a solid foundation for any sale. During your sales presentation be aware of showing pictures, drawings, processes and samples to stimulate the visuals. Allow the kinaesthetics to handle presenters, portfolios and samples, they need to get a feel for something. Auditories are motivated by sound so be aware of the words you say and if your sample or demonstration product can be switched on/activated then do it, so they can ‘hear’ the quality and pass comment on its actions.  Strategies – We adopt them for anything we do and we normally repeat them every time example do you clean your teeth differently every time or follow the same process?

Any buyer will have a strategy for how they buy. Every salesperson has a strategy for how he sells. Try breaking the habit and match your sales strategy to your prospects buying strategy. If you’re not sure how to do this, simply ask how they prefer to buy something and plan your sales pitch accordingly. Would they prefer to see a presentation, handle samples or simply have a conversation?

Do they make a decision on the day, if not how long do they want to help them think about it. Following on from this is how much information they need to move them towards making a decision. 

Chunking - some customers are fascinated by detail – small chunks of information. Others with top line information – big chunks. Identify which they are by monitoring by closely watching their reactions or by the number and type of questions they ask to gain more information.

If you are discussing something at great length and your customers eyes are glazing over or agitation is setting in and evident to you, cut out the detail and start giving top line explanations, in bullet point format if suitable. Don’t waste your time or your client’s time by discussing the detail if they don’t want it, you could alienate them. Likewise don’t deny small chunkers of their need for detail, to do so will reduce their ability to make a decision because they don’t feel they have all the facts to do so with confidence A real winner is the principle of the NLP ‘meta model’ an absolute must for anyone wanting to cut to the chase in a sale when asked questions or faced with the anticipated ‘objection’.  By using the tools of the Meta Model you will be in a position to identify any missing information your customer may delete from the question or clarify any content that is distorted or could be interpreted incorrectly. The Meta Model will help you to drill down for the information you need to be able to respond accurately and with speed to questions, objections or levels of interest. Try using the words ‘what exactly do you mean, how exactly, where exactly, when exactly, who exactly’. Such questioning techniques will help locate the missing content you need. 

Away from and towards. Your customer will either tell you what they do want – towards, or what they don’t want – away from. This is a great clue as to how they process information. If they are towards i.e. focussed on what they want, explain your benefits in the format of what they will get, example: ‘with us you will have peace of mind’.  If they are away from – geared to what they don’t want, tell them what they won’t have to do, or what they won’t have, or get by owning your product – example: ‘you won’t have to worry when you buy from us’. Chances are that your unconscious mind is directing you to operate in this way already.

How fantastic will your results be in the future now that you know you are aware of the tools at your disposal!  

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I am still amazed at the number of times I go into a store to make a purchase and end up selling it to myself. How do I do this? I end up giving the salesperson all the answers to the questions he doesn’t ask me. I do wait to be asked it’s not as if I jump in and present my needs on a plate before giving an opportunity to be asked anything. If I waited much longer in some stores I wouldn’t be able to sand the silence between us. 

This isn’t always the case I admit some salespeople are highly interactive and have mastered the art of good questioning techniques leading to great customer interaction. In these instances the shopping experience is so much more enjoyable and I leave with the product I really need rather than a poor excuse. This happened on one occasion when I was buying a laptop in PC World. The salesperson was brilliant, uncovering every need I had and recommending the right product for the job.  Sadly I can’t say I have the same experience everywhere and I amazed at the light hearted way many salespeople accept the first answer they hear when they do engage in questing in techniques to identify customer needs. So many key generic features appear on most manufacturers products. The key differentials and the ones that could identify if the product is the right solution for the customer. Sadly the questioning stage of the sale rarely drills deep enough to identify it they would be of use and it needs to. When customers arrive in store many are totally unaware what today’s products can do for them to make their life easier, save time, money improve their carbon footprint etc. Quite simply ‘we don’t; know what we don’t know’! and we need the salesperson help us identify if we can make use of them. It could mean the difference between owning the right or wrong product and difference to the retailer in trading up to more marginally attractive sales – everyone benefits!  

The NLP (Neuro Linguistic Programming) Metal Model offers a perfect example of how important it is to drill down to fully understand the customer needs. It uncovers the information omitted in any answer due to deletion distortion or sheer generalisation. 

Deletions – Important information is left out of the conversation 

Distortions – Information is twisted in such a way that choices are limited 

Generalization – One example is taken to represent all and this limits possibilities 

ExamplesDeletions – This camera isn’t right for me. Response – What stops it from being right for you? (we can identify what isn’t right so we don’t present it on the next model) 

Distortions – Your service is no goodResponse – What leads you to believe that? (Their belief could be based on someone’s comment, or past your history. If you know what you are dealing with you can re educate correctly)  

Generalization – I’m always on the phoneRespond with – ‘If we can define always I can help you find the best tariff for your mobile phone. How often is always? (Always can be anything to anybody if we can clarify we are in an excellent position to offer the correct product) 

Drilling down with questioning techniques will speed up the sales process and ensure that your customer leaves with the right product for them a winner if you want them to return.

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As far back as October 1st Sue Abbiss and myself attended the Field Marketing Awards held in London at the Marriot Hotel, Grosvenor Square. Beyond The Box were nominated for the ‘Most Effective Retail Training or Mystery Shop Category’ for the Hoover contract. It was the first time we have been shortlisted as finalists for such a prestigous award which was won by lime for their work completed with Tesco Wines. Many congratulations to lime and all the other finalists and winners on the night. A big thank you to Frank and his team for such a fabulous evening!

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Access to retailer and manufacturer websites are creating a more knowledgeable customer. Salespeople have to be one step ahead of the knowledge that the customer has. There is nothing more frustrating for a customer who arrives in store and is faced with a salesperson who cannot enlighten them on the key features of products and manufacturers USP’s, and there is nothing more embarrassing for the retailer when the salesperson cannot speak to the customer with confidence. This is also unhelpful for a customer who hasn’t accessed the web to help them in their decision making process.  

The issue/problem becomes more compounded because some manufacturer’s websites create unanswered questions for the customer by using ‘Feature Only’ websites and unexplained ‘Marketing Jargon’. Some retailers don’t help the situation by using feature based silent salesmen with limited benefits. They offer little information to the customer and provide an uninspiring script for many salespeople. I remember being in a shop when a customer asked the salesperson ‘I’m looking for a tumble dryer, what’s the difference between these two.’? The salesperson replied by reading the listed features from each relevant silent salesperson. Apart from the fact that the customer could easily have read them for herself the vocalised differences were limited to one feature. My background in the industry meant that I knew there were more additional benefits to the higher priced model, and that the one mentioned by feature alone did little to justify the price differential. So how can the salesperson update their product knowledge?  

• Read instructions books
• Talk to manufacturer representatives
• Study the product and use it

What can manufacturers do to help?

• Enlarge on features by adding real benefits to your websites.

• List clear trade up routes in your literature and copy so that the customer can see and understand why a higher priced model is worth the extra money.

• Visit the stores to ensure your product benefits are known by the people you rely on to sell them to the consumer. Be confident that your ‘in store sales force’ is sufficiently knowledgeable and that they know how to trade up to your brands higher margin products

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