Enhancing Business Communication in the Modern Era

1. BUSINESS COMMUNICATION UNIT I

2. What is Business Communication ? • Communication is neither the transmission of a message nor the message itself. It is the mutual exchange of understanding, originating with the receiver. Communication needs to be effective in business. Communication is the essence of management. The basic functions of management (Planning, Organizing, Staffing, Directing and  Controlling) cannot be performed well without effective communication. • Business communication involves constant flow of information. Feedback is integral part of business communication. Organizations these days are verly large and involve large number of people. There are various levels of hierarchy in an organization. Greater the number of levels, the more difficult is the job of managing the organization

3. Business Communication can be of two types: Oral Communication - An oral communication can be formal or informal. Generally business communication is a formal means of communication, like : meetings, interviews, group discussion, speeches etc. An example of Informal business communication would be - Grapevine. Written Communication - Written means of business communication includes - agenda, reports, manuals etc.

4. Importance of effective Communication Effective Communication is important for the development of an organization. It is something which helps the managers to perform the basic functions of management- Planning, Organizing, Motivating and Controlling. Communication skills whether written or oral form the basis of any business activity. Communication keeps the foundation of motivation. It helps the employer to know how a job is being performed and to improve performance if it is not up to the mark. Communication acts as a source of information and helps in the decision making process and helps in identifying the alternative course of action.

5. MODERN COMMUNICATION METHODS

6. Communication is the key to building relationships. Whether it is with family, business, or loved ones, we have a whole range of modern day tools that allows us to constantly stay in contact. Each medium or channel of communication can influence our relationships in different ways: • Social Media – the public message You may think social media is old news but it is still taking the world by storm and dominating the internet. The long list of social networks continues to grow and each one is gaining millions of users so you’d be mad to avoid it. • Social Media – the private message Social media doesn’t necessarily need to be completely public, although Estate Agents should only use this when replying to a customer who has sent them a private message in the first instance. Private messaging through social networking has the same intimacy as email, but tends to be less formal. Estate Agents need to be careful when contacting members of the public through a private message as this will be easily flagged as spam by the receiver.

7. SMS text messaging We are all aware of the uses of text messaging. They are short and a good way to communicate small bits of information that can be received and replied to at their own leisure. These days people are rarely not within arm’s reach of their mobile device so it isn’t a surprise that more people are using their smartphones then computers so it is a perfect platform to engage with your audience. • Email Marketing Email Marketing has been around forever but is one of the most underestimated marketing platforms, despite being one of the most beneficial. • Telephone The telephone is even more personalised than the channels previously mentioned. The telephone instantly allows both parties to hear the tones and emotions and is arguably the most used communication tool with Estate Agents.

8. Video conferencing This gives greater information by the fact that both parties can see each other. Physical contact is missing but Estate Agents are still able to see body language and facial expressions. This way of communication isn’t as popular as the telephone but is perfect for staff meetings in different geographical locations. • Live web chat You are likely to have seen these on lots of websites already and they can be very helpful if you are able to manage them correctly. Live web chats allow people on your website to ask questions in real time without leaving your website. • Video Marketing Video has really taken off over the last few years with the help of social channels like YouTube, Facebook, Snapchat and Instagram. It also helps that it is easier than ever with smartphones and webcams always handy.

9. Face-to-face The greatest type of communication is face to face. The physical contact provides both parties with information that they wouldn't have previously known and lets people give a much better sense of each other. • Need for a Business Letter • In business, letter writing is a major thrust area of communication. The modern goal of nations for a free global trade and the need to cut across national, linguistic and cultural barriers to promote trade have made the letter an important business tool. • A business letter serves certain important functions : 1. A business letter acts as a representative of the organization. It is an inexpensive substitute for a personal visit. i 2. It seeks to provide information on subjects connected with business. 3. A business letter provides valuable evidence for a transaction and thus serves a legal purpose. 4. A business letter becomes a reference material to future transactions between organizations and individuals. 5. A business letter promotes and sustains goodwill. .

10. 6. A business letter motivates all the people involved in a business to a higher and better level of performance. 7. A business letter enlarges and enhances the business. We can elaborate each of the functions thus. FUNCTIONS OF A BUSINESS LETTER (a) Promotional Functions: Business organisations have to grow and enlarge, improving the quality of their products, by producing new products and providing better services. The customers have to be kept informed through letters these developments. Business organisations have to expand their market by tapping new areas. All round expansion is possible only if the organisation keeps all the people concerned well informed through letters that promote sales and service. (b)  Informational Functions: Business letters provide valuable data about earlier policies, transactions and all other activities of the organisation. Modern business cannot depend on memory as in olden days. Letters are ready references if they are available. New policies can be evolved by studying the earlier ones. It is not only essential to maintain good correspondence but also more essential to make them be available in the files.

11. (c) Legal Functions: Business letters can provide evidence in legal disputes, if any, that occur in a transaction. They are useful as legal documents in quotations and offers. (d) Goodwill Functions: Business letters promote goodwill among parties transacting business. They build a good rapport between parties in a business transaction. TYPES OF BUSINESS LETTERS • Sales Letters Typical sales letters start off with a very strong statement to capture the interest of the reader. Since the purpose is to get the reader to do something, these letters include strong calls to action, detail the benefit to the reader of taking the action and include information to help the reader to act, such as including a telephone number or website link. • Order Letters Order letters are sent by consumers or businesses to a manufacturer, retailer or wholesaler to order goods or services. These letters must contain specific information such as model number, name of the product, the quantity desired and expected price. Payment is sometimes included with the letter.

12. Complaint Letters The words and tone you choose to use in a letter complaining to a business may be the deciding factor on whether your complaint is satisfied. Be direct but tactful and always use a professional tone if you want the company to listen to you. • Adjustment Letters An adjustment letter is normally sent in response to a claim or complaint. If the adjustment is in the customer’s favor, begin the letter with that news. If not, keep your tone factual and let the customer know that you understand the complaint. • Inquiry Letters Inquiry letters ask a question or elicit information from the recipient. When composing this type of letter, keep it clear and succinct and list exactly what information you need. Be sure to include your contact information so that it is easy for the reader to respond. • Follow-Up Letters Follow-up letters are usually sent after some type of initial communication. This could be a sales department thanking a customer for an order, a businessman reviewing the outcome of a meeting or a job seeker inquiring about the status of his

13. ESSENTIAL OF EFFECTIVE BUSINESS LETTER A bad letter stands out like a sore thumb for any of its deficiencies, which might be any of the following: 1.Lack of clarity 2.Poor uses of words and expressions 3. Incorrect spelling and grammatical errors 4. Too short or very lengthy 5. Too many ideas crowded into one letter 6. Not accurate or factually incorrect 7. Fails to convey the main purpose 8. Not to the reader’s wavelength 9. Too much jargon and technical words 10. Lacking in aesthetic sense 11. Language used not familiar to the reader 12. Lengthy paragraphs 13. Offensive in nature 14. Absence of personal touch 15. Lacking in courtesy

14. 16. Creates ill-will 17. Written out of context 18. Absence of relevant information 19. Use of poor-quality paper and ink 20. Wrong address 21. Absence of address A GOOD BUSINESS LETTER. • 1. Clarity: A letter must have clarity. The underlying message should be expressed in clear terms. Care should be taken to avoid ambiguity. The purpose of communication should be made clear. Whether it is to inform, invite, reiterate, emphasize, remind, announce, seek participation or clarity and correct the earlier message, the purpose should clearly be stated.

15. 2. Impact: The letter should create the necessary impact. Behind every letter there is an objective and the letter should have a clear purpose. The purpose of writing a letter is not just to reach out to the customer. Every letter has an intended impact which must be felt. 3. Relevant Information: The letter should provide the relevant details forming part of the message. Facts, figures, illustrations and other such information, which are accurate and reliable, as well as relevant to the context of the communication, should be incorporated in the letter. 4. Brevity: Any good communication—oral or written—should necessarily incorporate this essential feature. Brevity is a very important attribute for any business letter. For everyone connected with business, time is of essence. 5. Simplicity: Simplicity is the hallmark of any good communication. Simplicity refers to the ease of understanding. Simple writing is the opposite of complex and involved writing. The art of simple writing is mastered through conscious effort and practice.

16. 6. Timeliness: Business letters, to be effective, should have proper timing. Letters should be written and dispatched on time. Some messages have a sense of urgency. They call for action, which is ‘immediate’ or ‘urgent’, or within a given time frame. Letters which carry such messages should reflect the associated urgency. 7. Language: Language is an extremely important facet of business communication. First and foremost, it is necessary to ensure that the language used is appropriate, i.e., the language with which the reader is at ease. 8. Appeal: A good letter should appeal to the reader’s sensibilities. It should go beyond the message it conveys and make a good impression. It should have elegance, which means taste, beauty and decency. 9. Style: Style refers to the manner of writing. It constitutes the collective characteristics of the writing or impression or way of presenting things. Each person has an individual style. The writing style, to create an impact, again needs conscious effort, on an ongoing basis.