Electronic Etiquette
In 1935, United States citizens were about to be overwhelmed with a nine-digit number -- their Social Security number. For some, it probably seemed very impersonal to be thought of as a "number." Today, technology almost dictates to us to use many numbers for telephones, fax machines, cellular phones, and computer e-mail. Often, these mediums can be very impersonal. However, by applying some "electronic etiquette", we can make our digital communication "warmer".
When I've given presentations on customer service, many businesspeople, who live by "electronic communication" have shared with me their strategies. Here are some of the best:
VOICE MAIL
Keep the message concise and detailed. Speak slowly when giving your name and telephone number. How many times have you replayed a message and became frustrated because you couldn't understand it? As far as the details are concerned, instead of leaving a message such as, "Call me so we can prepare for the presentation," say, "For the presentation this Monday, let's decide on an exact location and time?"
Here's a tip that can dramatically improve getting voice mail messages returned. When you leave a message, the last word to leave, after you say goodbye, should be the person's name. This personalizes the message. It's warmer and friendlier when someone picks up a message and hears, "...thanks, I'll speak to you soon. Bye, Tom." (of course, that's if the person you're calling is named Tom.)
While leaving a thorough message helps, your tone of voice could be even more important. People can hear a "smile" on the phone, and they certainly can hear your attitude. When you leave upbeat messages, it invites the recipient to call you back. One way to test this out is to leave yourself voice mail. Play the messages back and critique yourself.
Also, take into account the length of your messages. When you have to leave a long message, say that up-front. The recipient will appreciate hearing up front the reason for your extended message. For example say, "I'm going out of the country for ten days tomorrow, so please excuse this long message about our unfinished business."
It's been said that, "timing is everything." Returning messages promptly can make or break a deal. Work towards returning every message you get within 24 hours. When people ask you to "call them back," it could be that they're considering another vendor, and want to give you a chance to counter the offer. People don't always say why they're leaving a message. It's your job to respond to them promptly and find out.
FAX
A 1997 Gallup/Pitney Bowes poll revealed that 64% of Fortune 500 employees who now have e-mail said that they would still rather get a fax than an e-mail message. The message for us is that we should make sure that we communicate and use people's "electronic preferences." And since faxing is still a key part of doing business, here are a few things to remember.
For salespeople, a fax can be a great tool to use for following up a phone call. Often, while people feel that the voice mail or e-mail can be easily erased, a fax is a perfect paper back up to make sure that messages have been received.
Faxes can also be a deal "sealer". After you have completed a negotiation, you might want to get something in the customer's hands that confirms your agreement. It doesn't have to be the final contract. Rather, it could be a note that is hand written which says, "Thanks for the order. We look forward to delivering 15 units for $50 each, plus shipping. In the meantime, call me when you need something else."
Whatever the case, ask your customers if they approve of your sending a fax. Since most fax machines are in common office areas, your clients may not want others to see their messages.
While e-mail provides almost instant electronic communication, it's important that we take the time to use it effectively.
Many times we use e-mail to replace what would have been a note, memo, or letter. In using e-mail, make sure it looks professional. For example, what you send might be printed out and be distributed to other people. Therefore, when it's a memo, make sure it looks like a memo. Also, carefully check the grammar and spelling. Many word processing programs help us "clean up" our copy. That's not always the case with e-mail. The correct punctuation and salutation should be remembered.
One thing that is sure to be remembered, is having the "wrong" people see what you sent. We've heard the horror stories, in which confidential messages inadvertently found their way into everyone's e-mail in-box. Therefore, you might need to avoid including sensitive information in an e-mail.
Finally, make sure you add at the end of every message your full name, title and e-mail, phone and fax number. Sometimes the only way people know where it's from is by looking at your e-mail address. If it's "09095QWE@aol.com, chances are they may not know it's from you.
Since e-mail usage is only going to increase, now is the time to get in the habit of using e-mail etiquette.
CELLULAR PHONES
It seems that there was a time when the only people who needed cellular phones were doctors and undertakers. Now, cellular phones are a requirement for many salespeople, especially those who are often "on the road". Regardless of how you might use yours, there are some basic rules to keep in mind.
Since cellular phones go almost anywhere, be sensitive to your environment when you call people. For example, be careful not to stand near a noisy place such as a construction site. Also, be considerate of those around you. Recently I was in a library and someone was loudly chatting away on his phone, while people were trying to concentrate.
Another "call to courtesy" is when you meet with a client in a place away from the office. A restaurant, for example, allows you to get away from the distractions of an office. Therefore, unless you're expecting an emergency call, shut the cellular phone off. Your clients will appreciate it if you're not taking calls with food in your mouth.
Your clients will also appreciate it if you refrain from talking to them on your phone while you're driving. This is because you're unable to give them your full attention. People can sense when we're not completely listening. Remember, it's better to stop the car and then call clients. The conversation will be focused, and you'll be able to communicate more successfully.
All of our electronic "tools" can never take the place of direct interpersonal communication. Take a look at your client list and think about all the numbers you have to reach them. Remember, there are people behind those digits who want to connect with you. Whatever "tool" you use, make sure it will get the job done with grace and style.
When we can be of assistance to you, please contact us at:
420 East 51st Street | Suite 12D | New York, NY 10022
Office: (212) 980-0930 | Fax: (212) 980-4185
andrean@selfmarketing.com
