Use effective communication skills and techniques to build business relationships
Communication skills
To build upon your business relationships, the right communication skills will need to be used. To make sure this is done correctly, you will need to be clear on your communication objectives.
Communication objectives may include:
➢ Sharing of information
➢ Providing/seeking advice
➢ Negotiating agreements or joint requirements
➢ Reaching agreements
➢ Resolving issues and differences
➢ Building the organisation’s reputation
➢ Raising the organisation’s profile.
All communications should have a fundamental basis in effective and good use of interpersonal skills. Communications should be started and conducted appropriately to completion, no matter the outcomes. If a communication objective is unsuccessful on one occasion, it is wise to end the interaction on a friendly note, so that good business relationships are maintained and future business is possible.
Basic communication skills include:
➢ Use of eye contact and open body language to show you are approachable
➢ Speaking or communicating confidently and clearly
➢ Being honest and truthful in communications
➢ Treating others with respect and dignity
➢ Being inclusive to all diverse groups, e.g. use of language
➢ Listening to and understanding what others communicate to you
➢ Responding appropriately to the recipients of your communications.
Once objectives are known, communication approaches and strategies can be appropriately developed. Some skills that can be used in discussions and negotiations are shown next.
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Problem-solving
Problem-solving is an essential skill for determining causes and in taking actions. A logical process is applied to resolving problems that may be encountered in the course of business.
This includes:
➢ Looking at all possible outcomes and consequences
➢ Choosing one solution that best fits the problem
➢ Committing to the chosen solution and monitoring the outcome.
Active listening
This technique requires the listener to repeat back what they have heard from the speaker by re-stating, or paraphrasing in their own words. This enables all parties to ensure the correct understanding has been made. This can be a useful tool in business, as it enables you to clarify information straightaway, and directly with the person(s) involved.
Reflective listening
This is essentially the same as active listening, the difference being that the listener also interprets the emotions and feelings of the speaker when listening. This is then conveyed back, along with the words, to confirm understanding on both meaning and feelings.
Critical listening
Critical listening involves thinking clearly and objectively on comments and views given by others. It is reacting rationally to what has been said and taking the time to understand the logic behind this. All sides should be considered before formulating a return response. It involves reflective and independent thinking that doesn’t immediately fall in with the majority view. This skill is vital for applying an objective viewpoint that takes into account what is best for achieving the objectives.
Questioning skills
Questioning skills are important, when used effectively they can obtain information, maintain focus and help advance objectives. Open-ended questions can be used successfully to promote a dialogue; they require more than a one-word response and allow individuals to participate fully, e.g. ‘What do you think about the effects of this in the workplace?’ this will require the audience to give their own views and thoughts.
Closed-ended questions require a simple but direct response, e.g. ‘Can you meet next Monday to continue discussions?’ will require either a ‘yes’, ‘no’ or a short dialogue such as, ‘yes, but I will need to confirm a time later this week’ answer. These can be used to confirm understanding and agreements.
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Techniques to build relationships
Techniques to build and maintain your business relationships can be used to ensure that you stay in contact on a regular, or agreed, frequency. This can be a simple phone call once a month to discuss ongoing business agreements and services; it may be a meeting twice a year to review how contracts are working for all parties.
If you are unsure of how often you should contact your customers and associates, consult your company’s policies and procedures for guidance. Alternatively, you can always ask/agree with the customer/business contact with regards to a suitable contact timetable – that way, you both know what is expected.
Techniques may include:
➢ Visiting your business contact at work
➢ Inviting your business contact to attend trade
shows or networking events as your guest
➢ Inviting your business contact to attend your
sponsorship events
➢ Arranging a regular meeting to discuss work
arrangements
➢ Telephoning to discuss business/industry
news and updates
➢ Sending/emailing organisational newsletters
and relevant information
➢ Meeting face-to-face when needing to send
business materials.
Your customer relationships can be maintained through providing a high quality customer service, this includes providing quality products and services at a competitive and reasonable cost. Customer contact should be managed appropriately, such as sending information on new products/services and relevant industry news. When customers request a change in service or provide you with relevant information, ensure that you act on this and update customer records accordingly. Your after sales service needs to be as efficient and as well-managed as your sales service.
Customer relationship management (CRM)
Customer relationship management is about building and maintaining good relationships in business. These relationships may be with your customers and with your business associates and contacts.
This practice involves managing customer/business contact information that is gained and using this appropriately to conduct business and maintain relationships. Information should be held safely and securely, without infringement of data security or privacy. It should be gained transparently from contacts and should never be passed on to other businesses or persons without first obtaining consent.
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Gathering customer/business contact information allows you to understand your contacts better and provide more meaningful and appropriate interactions. It allows you to get to know individuals and build mutually rewarding relationships.
CRM systems
Information that is gained is usually kept by electronic methods; a CRM management system is most commonly used on computer systems. Specific software applications capture contact information securely and allow users to organise information, analyse data, and target communications and marketing initiatives. Data can be filtered and functions can be automated making it easier to conduct communications.
Contact Information captured on a CRM database/system includes:
➢ Name and contact details, e.g. address, telephone numbers and email
➢ Relationship to the business, e.g. supplier, business peer or customer
➢ Information on past interactions, i.e. any business that has been conducted, when it was conducted and the outcomes
➢ The main organisational contact appointed to the individual (the relationship manager for the contact)
➢ Other notes of relevance such as business contact preferences and likes/dislikes in business dealings.
It is useful to remember that the information you have will need to be managed on a regular basis to ensure it remains current. Contact details may change; some contacts will notify you of changes but many may forget to do this. Having dedicated relationship managers assigned to your business contacts will help to ensure this is managed.
Customer information may be more difficult to manage, especially if contact is infrequent. Procedures should be in place to check contact information so that after a period of inactivity, records can be closed.
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