Communication Mailbag by Steve Adubato, Ph.D.

Cleaning out the communication mailbag.

Maureen Dunbar, Principal of Dunbar Consulting and sales executive for BDS marketing, says that it is important to keep continuous communication with current and former clients.  Says Dunbar; “It has kept me successful for many years.  I like to refer to it as ‘cultivating communication.’  By expressing genuine interest in a client/contact’s well being, one is able to cultivate long term associations with people as they move up the ladder and change companies.”  Dunbar offers the following advice in regards to ‘always be communicating:’

--Always be courteous and friendly
--Never make a pest out of yourself
--Always use spell check
--Always be professional and cordial
--Stay top of mind…to stay tip of tongue

What a great approach to communication and sales, Maureen.  My thinking is that your advice is an excellent prescription for how all professionals should communicate on a daily basis.  These aren’t simply tools and techniques, but rather a philosophy and overall approach to how you conduct yourself.  Over time it becomes a way of life as opposed to something you have to remember.  The key is getting started. 

Mike wrote in to share additional pros and cons about the BlackBerry, which I wrote about a couple of weeks ago.  Says Mike; “Sometimes it takes a lot of discipline not to look at it at night and weekends.  Though some people expect immediate replies, I sometimes wait 24 hours before I respond to an e-mail that requires thought.  You only get one shot at making a good impression so you better do it right.” 

Mike, you nailed it.  In fact, a recent survey found that 87% percent of the executives polled take it to bed at night.  Nothing wrong with that as long as you keep it in perspective and never forget that with all the benefits of the BlackBerry it will never replace face to face communication and can be a huge distraction in our relationships both at home and at work.  It is all about keeping that all important balance. 

With over 10 years in medical sales, Tom has learned a lot about the reality that hospitals purchase from people with whom they have established strong relationships.  Says Tom; “I have lost out on a number of sales opportunities because of this fact.  I offered a clinically acceptable product at a lower price than my competitor and still lost the sale.  It was because of a lack of a relationship with the key decision makers.” 

It is all about relationships, and too many people in the world of business don’t get that.  They get frustrated when they lose deals or clients cut them off.  Price and product matter a great deal, but the personal relationship will always matter most.  The key is to not see the building of relationships as some sort of “extra” business activity.  We ARE in the business of building relationships and that takes hard work and never should be seen as an after thought.  

Finally, Robert wrote in with his experience as an executive level salesperson; “The Internet has removed the human touch and level of respect from client interactions…I am amazed at how many times you set up a call a week in advance, only to have the person not there when you call or you receive an e-mail ten minutes before the call telling you that something came up, rarely with a ‘can we do it tomorrow.’  Face-to-face meetings are quickly becoming a dinosaur, which is just adding to the problem.  It is extremely frustrating.” 

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.