We all complain about communication.
Not often enough vs too often.
Too detailed vs not enough information.
Not fast enough vs too quick on the draw.
What is the correct balance, and are there right answers to the above communication questions?
The answers lie in a maze that is mysterious to so many. It really boils down to personality and urgency. And those may be intertwined as well. We all respond to things slightly differently.
A few expect only enough succinct communication to be able to make a decision and are not concerned whether it is good, bad, or indifferent. They expect you to respond the same. It is called efficiency.
Others need, and I do mean need, a lot of detail. They need to know the reason behind everything and all the underlying and hidden data so they can make a totally informed decision. They also think you need that depth of understanding. They will stockpile the information and then take time to process it.
Some want high level information now. Right now. They do not want boring details and they will flit in and out of conversation like a butterfly looking for the next flower to visit. Make it quick, make it snappy and make it light. Only later will they complain if things go sideways.
Finally, many, in fact most, want friendly, yet honest talk. They want to know more about the impact than the specific details. No confrontation, coercion, or conceit. They want to know you care. They want to feel good when all is said and done.
These rules of thumb apply to all interactions, personal or professional. It is this difference in both delivery and receiving that cause so many frustrations. Someone not interested in detail will be driven crazy by anyone who, as we say in our family, lives in the weeds.
A person after the Coles Notes will want to walk away from the storyteller who understands the journey is half the fun.
With family and friends, we usually have years to discover how to communicate with each other. There is disagreement sometimes and kumbaya at others, but we generally have something business communications do not have – time.
That is why, in business, it can be so hard to make a client happy. With many options open to us, with social media where the loudest are often the only ones heard and where you usually only have a moment to impress, it is essential to find the right balance.
Let me make a note though.
If a client wants a good, productive interaction, they too must make an effort at effective communication.
That means meeting somewhere in the middle.
Let’s break down my initial questions one by one, taking into consideration the different personality nuances.
First, the question of too often versus not often enough.
Have you ever received a nightly dinner call from a marketing arm of a big organization trying to convince you to buy a service you already own? Then when you have a problem with that service, they are nowhere to be found and leave you in call centre limbo. That is the nature of big business. The marketing and sales teams often talk little to the service side. The consumer is a commodity.
Numbers are all that count.
In most other business transactions, we are talking small and medium business with each client having value. Often the sales and service person are one and the same, or at least share an office together. How frequently should they reach out to you. Often enough so that when you need their service of product again or have a friend in need, you will send the friend to the business you also use.
Why is that important?
Because businesses need clients to stay alive. If you have a company you like to use, you’re probably part of their marketing team. Without referrals and repeat business, they don’t exist. If they truly value you, they will reach out several times a year to touch base. If you value that company, you will welcome the reach outs and in fact you might even initiate them. That frequency needs to increase if you are in the middle of purchase/transaction with them. Then the communication needs to be as often as is required to make a success of the relationship. That could be many times a day if that is needed. Too much is truly not a thing when you are in the middle of a transaction.
Secondly, how much detail do you need or want?
Sometimes they are not mutually exclusive. There are moments when you will need more detail than you think you can manage. If the business you are dealing with knows it is important, be patient. They might have to take you into the weeds to ensure you have the information to make informed decisions. That can be hard, but necessary.
Sometimes clients want more detail than is needed by the majority of consumers. The savvy service professional will patiently explain the details or at least educate the client about what is necessary.
This also works the other way. It is critical, if a consumer wants a positive experience, to be willing to supply the details the service/product provider asks, to help them make a decision. It may seem like they are asking questions that are too personal, but often they need that detail to steer you in the best direction. What you suppress as either not important or anyone’s business might come back and bite back you in the backside if you withhold vital information.
Lastly, in this microwave age of instant messaging, it is often an expectation that a company will respond within minutes of a reach out. When that doesn’t happen in whatever arbitrary sense of time a person has, frustration is a quick follower.
Let’s step back for a moment. Have you ever been in a conversation with a service person trying to get a sale done, or a problem solved and the phone rings prompting the person to put you on hold while they answer? Did that make you feel less important? Sure, it did. So, when you reach out to a company and they don’t answer, it could be that they are already with another equally valuable client. Show some patience, please. Leave a message. Text if you can.
Give the person a chance to respond.
Jumping to the next provider because you didn’t get a response in five minutes is not only unreasonable, but also unfair to someone you were expecting to do business with. If it is an emergency, leave a message to that effect.
Similarly, when you’re facing deadlines, both client and provider need to have a sense of some urgency to respond with something. Anything. Let the other person know you will respond as soon as you are able. Letting everything go into a black hole will only create frustration on both sides.
In communication, it is critical to success for both client and provider.
Before you complain that that other side is not meeting your expectations, have you laid out those expectations?
Bill Leesman, TLCagents.ca
Or did you just assume they wanted and were able to deliver communication the way you wanted.
Detailed vs high-level, fast vs timely, often vs minimal? It also requires honesty. Like in a court of law, the truth will come out. Better to come out earlier than later. That way you get the best solution for you.
You truly get a win-win.
Isn’t that what we all want?