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All rights reserved under International and Pan-American Copyright Conventions. Published in the United States by LearningExpress, LLC, New York.
Library of Congress Cataloging-in-Publication Data
McManus, Judith A. Effective business speaking / Judith McManus. p. cm.(Basics made easy) ISBN 1-57685-146-X 1. Business communication. 2. Oral communication. 3. Public speaking. I. Title. II. Series. HF5718.M436 1998 658.4'5dc21 98-26231 CIP
Printed in the United States of America 9 8 7 6 5 4 3 2 1 First Edition
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Page iii
Contents
1 The Importance of Effective Communication
1
2 Creating a Great Impression
7
3 Overcoming Your Nervousness
15
4 Considering Your Audience
23
5 Knowing Your Purpose
33
6 Creating a Beginning, Middle, and End
43
7 Supporting Your Opinions
55
8 Being Aware of Language
67
9 Delivering Your Presentation in Style
85
10 The Importance of Audiovisual Aids
97
11 It's Important to Listen
109
12 Evaluating Your Performance
115
13 Increasing Your Vocabulary
125
14 Handling Conflict at Work
133
Page iv
15 Meetings That Pay off
143
16 Telephone Skills
155
17 Successful Workshops
165
18 Relating to All Cultures
175
19 Questions and Answers about Effective Communication
185
20 Tips That Take You to the Top
193
Appendix: Additional Resources
199
Page 1
Chapter 1 The Importance of Effective Communication
Being able to communicate effectively is a highly valued skill in the workplace. Many surveys indicate that executives in business and government rank good communication as a top priority for their employees. Why? Because each day in businesses around the world, thousands of hours are spent on the creation and dissemination of oral messages. These messages are delivered in meetings, interviews, sales promotions, customer service relations, and formal presentations. Research indicates that you spend a minimum of 50% of your time at work communicating with others. If you're a manager, salesperson, or customer service representative, the average time you spend talking to other people jumps up to 80%.
It has also been estimated that millions of dollars are wasted each year due to poor communication skills. Recent surveys indicate that 70% of customers do not return to businesses at which the service is poor. In addition, research shows that a dissatisfied customer will tell approximately seven people about the problem. And then those people will tell
Page 2
others about the poor service. In many cases, customer dissatisfaction is caused by, or at least aggravated by, poor communication between customers and service providers. The bottom line is that poor communication can amount to a cascade of lost revenue for a company.
Effective Communication Means Good Service
More than likely your company has many competitors that offer the same product or service for the same price. Effective communication and excellent service may be the deciding factor that distinguishes your business from another. An article in Training/Human Resource magazine cited a study that rated communication skills as the second most important skill in a businessperson's success.
Sunil Padiyar, an executive for SalesLogix, a multimillion-dollar computer company, aptly states, "In today's competitive world, effective public speaking is critical to the success of an individual and the company he or she represents." Another top executive, John Jacobs of Eller Media, points out, "Our employees must have good communication skills with a focus on organization, delivery, and service." The bottom line is that whatever your job and whatever your aspiration, you need to deliver your message in a clear and coherent manner.
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