I hate Halloween.
As a kid, I remember the torture of choosing a costume, sweating under those awful plastic masks and feeling either too cold or too hot during the hours-long trick or treating.
Today as a parent, it’s even more of a nuisance - it’s expensive, inconvenient, messy and meaningless. Call me a poor sport or party pooper all you want. Nov. 1 will remain my favorite day of the year - and I even have to wait an extra hour for it this year, since we turn the clocks back on Halloween.
The one good thing about Halloween this year is that it sparked an idea for this column. In your career and in your business, your communications style either can drive your success or secure your failure. It’s important to include more "treats" than "tricks" when selling to prospects, serving customers or marketing your business.
Here are some tricks and treats you’ll find in business communications.
TRICKS
A good Halloween trick will leave a person either scared, disgusted or shocked. These are not reactions you want to elicit in your prospects, customers or colleagues. Avoid these tricks in your communications.
Misleading or lying about your capabilities
It will always come back to haunt you if you fudge experience or education on a resume or make business promises you can’t keep. Be honest.
Badmouthing competition
This always makes you look worse than your competition ever could. Be gracious even when you lose a job or a deal that you thought you deserved.
Blaming others
Take ownership for mistakes or mishaps that may occur in the course of business. If you are the face of the business, this may mean taking the fall for someone else in your organization. The bottom line is that your customers never really care who caused a problem, they only care that it gets fixed. Be humble.
Reacting too quickly or too harshly
When you feel as if you’re being attacked or wrongly accused of something, it’s easy to react and want to protect yourself. In these situations it’s always wiser to take a breath and slow down. Don’t speak - or hit "send" - until you gain some perspective. Be patient.
Offering radio silence instead of outreach
When in doubt, over communicate. If a deadline is going to be missed, your client will be much more understanding if he hears about it ahead of time instead of having to watch it pass by without acknowledgement. During a sales cycle or project, touch base frequently along the way. Be proactive.
TREATS
Any good Halloween includes more treats than tricks, and it’s the same in your communications. Your key audiences will love you if you shower them with these treats.
Setting expectations and then surpassing them
Be clear and realistic about what people can expect from you, when they can expect deliverables and results they can anticipate receiving. Whenever possible, do even better than you promised.
Giving thanks
Show appreciation for favors offered, referrals given and resources donated. A handwritten thank-you note or personal phone call just to say thank you goes a long way.
Apologizing quickly and sincerely
If you’re human, you will be wrong. You will make mistakes. You unintentionally will offend, hurt or overlook someone at some point in the course of doing business. If you’re smart, you’ll say you’re sorry and mean it.
Sharing the glory You’ll enjoy successes in your career and your business and you should enjoy the congratulations that accompany them. Take the time, however, to consider the people who contributed and make sure they get credit too.
Be transparent
Tell it like it is whenever you can. There always will be situations when a deal or situation needs to remain private. But whenever you can offer information and explanation or an update, do it. It will quell the rumors that quickly can get out of control when people feel left out.
Listening more than talking
The most successful business people use their two ears and one mouth proportionately. Make your prospects, customers, employees and colleagues feel heard and you will make your business dreams a reality.
Happy Halloween - if you can stand it.
Maureen O’Grady Condon, a Framingham resident, is principal of Precision Marketing Group, an outsourced marketing department for B2B organizations. Contact her at Maureen@precisionmarketinggroup.com.
