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Greetings!
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 We're all looking for ways to stand out in an increasingly challenged economy. Why not start with the simple and free stuff, such as how we communicate to our clients and the world at large?
Read the feature article, "Watch What You Say," for a look at how we all unwittingly abuse our clients with our assault on the English language. |
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 We all skate through our encounters using a stew of English liberally mixed with gibberish, which is fine for casual conversation. In our business dealings, however, it's more important than ever to think before we speak. With customers minding their money tightly, they're more sensitive to service--and the linchpin of good service is good communication.
When it comes to mangling the language, we cling to a maddening lexicon of old standbys. For your consideration, a few from the Department of Redundancy Department:
"Vehicle Identification Number" (VIN) is often stated as "VIN Number," which stands for "Vehicle Identification NumberNumber."
"Personal Identification Number" (PIN) is often stated as "PIN Number," which stands for "Personal Identification NumberNumber."
"Automated Teller Machine" (ATM) is often stated as "ATM Machine," which stands for "Automated Teller MachineMachine."
Other Yogi Berra-isms include stuff we've picked up over the years and didn't bother to ascertain the meanings. People say "I could care less" when they mean "I couldn't care less." They produce made-up words such as "irregardless" and "orientated." (The latter is actually a word in the UK, but what do they know about English?)
The most damaging communication makes businesspeople appear distracted, lazy, dense, or worse. We say "probly" instead of "probably," "defly" instead of "definitely." On the phone, our attention often seems to be everywhere but on the conversation. Here's a common exchange:
YOU (to receptionist): I'm returning Mr. Blue's call. He left a message with me earlier today.
RECEPTIONIST: Mr. Blue is away. I'll have him call you back. Does he have your number?
You're thinking, wow, Mr. Blue just called me. Of course he has my number!
Here's another one. You've been chatting with a client for several minutes, and suddenly you begin a sentence with one of the following:
"To be honest..."
"To be frank..."
"I'll be honest with you..."
So, the client supposes that you've been lying to them for ten minutes straight, and you'd now wish to announce that, with this upcoming statement, you will at last begin telling the truth.
Here's a classic: You're about to make a statement you feel needs to be prefaced with, "Don't take this the wrong way, but..." My advice: Shut it down. Shut...it...down.
Seemingly innocent, accommodating language can send a message of negativity. Coleen Sterns, president of business marketing firm Marketing Matters, points out the widespread use of "no problem." On the surface, it seems helpful, doesn't it? Yet the phrase contains the words "no" (a negative) and "problem" (a negative connotation). Worse yet, "no problem" also commonly doubles as a response to "thank you," substituting for "you're welcome," which features only positive connotations.
Another negative where a positive should be: "Let me see if I can't find that..." What client in their right mind would want you to attempt NOT to find something? That's the type of language that would drive Master Yoda straight up the wall.
A way to gauge if laziness and odd idioms have crept into your business language: Pretend you're teaching English to immigrants taking the citizenship test, so that they can become proud, taxpaying Americans. Which phrase would they more likely understand...?
"Let me see if I can't put my hands on it."
"I will try to find it."
With consumers' heightened attunement to both good and bad service, it's more important than ever to know that what you're saying to them is exactly what you meant to say. It's actually pretty easy, if you cut down on the canned responses and clichés, and form new thoughts for each new conversation. I'll be honest with you: it should defly be no problem, irregardless of how the situation is orientated.
I'm sure I've just scratched the surface. Email your favorite communication fiascoes to charles@sellthroughsolutions.com.
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Upcoming Newsletters from STS This Summer
The Technology Issue: The annual STS geekfest for the traveling computer user.  Highlights include:
- Illustrated hands-on with the new Microsoft Windows 7
- Utilities that make you and your PC work better
- Building the Perfect Beast: How to configure the ultimate PC
- Conquering the Ribbon interface in Office 2007
- More stuff as new technology emerges before press time
The Green Issue: Resources to make your business both profitable and  environmentally responsible. Highlights include:
- The best Electronics Recycling programs
- Profitable green products you already sell
- Your business role in the Green movement
- Environmental resources for you and your clients
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Sell-Through Solutions has been recognized for email marketing excellence by Constant Contact (the distributor of this newsletter). The Constant Contact All Star designation goes to companies exhibiting sound newsletter marketing and best practices.
Email newsletters mean nothing if they're not read, and a big part of the All Star award is you, the recipient, actually opening and reading the newsletter. So we'd like to thank you for making this award possible, and we'll work even harder to make future newsletters both enjoyable for you and profitable for your business. |
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