Email is probably one of the greatest inventions of our time. It has streamlined business -- allowing you to catch up with people on your schedule, and providing a built-in paper trail. But we’ve come to rely so heavily on email that we may be starting to lose the art of more personal communication styles.

There are no hard and fast rules as to when you should use email versus phone, or phone versus face-to-face communication…or even a hand-written note. As an Account Service professional, though, I have learned that communication is an art form with many vehicles. And each audience has unique needs.

At my last agency, I made a habit of including a hand-written note with every package I mailed off to a client. I never gave it much thought – my parents had always encouraged me to maintain pen pals and to always send thank you notes growing up, so hand-written notes came as easily to me as riding a bike. Then one day during a conference call, a client made mention of my hand-written notes. He went on for several minutes, telling the company president how much he enjoyed seeing packages from me come in the mail, because he knew each one would contain a note that I had taken the time to write out by hand. I was very flattered by the glowing review, but it gave me pause. Why are we so quick to hide behind the stark black and white words of the computer screen?

The first rule in sales and client service is that people buy from people. Electronic communication is efficient, but how can a client come to know you as a person through a few sentences hammered out in Arial?

I tend to work by a few simple rules.

1. When an email comes to my Inbox that contains frustration, misunderstanding or terse tone, I always take a few moments to try and understand before responding. A misunderstanding can easily be blown out of proportion by replying too quickly.
2. Then, instead of hitting the reply button and hiding behind keystrokes, I pick up the phone. I always try and put myself in the client’s shoes. “If I were Jack, how would I perceive the situation?” Empathy is an invaluable tool in client communication.
3. If a concept is particularly complex, or if there is a lot of material to cover, I generally try to meet in person. So much can be gained from ironing out details through face-to-face communication. A person’s real facial expressions will tell you far more than a smiley ☺.

One last rule I try to abide by is simple caring. I get to know my clients – their children’s names; their birthdays; their hobbies. By demonstrating that you care about your clients as people and not just dollar figures, you will build relationships that are honest and open – and many that will outlast the companies you each work for.

I have maintained relationships with many client contacts from companies past, and I know it is because I have taken the time to get to know them as people, and have tailored my communication style accordingly with each.

Pick up the phone or pick up a pen…and let your clients get to know you as a person. It will provide you with a valuable edge in today’s electronic, instant gratification world.

Christy is an experienced Account Service Representative, who comes to BIGSHOT with four years of experience handling marketing programs for the restaurant industry. A graduate of K-State (go cats!), Christy is driven by her principles, and has been all her life. In fact, her Kindergarten report card read, "Christy has definite opinions." She loves a challenge and is at her best when she's super busy -- which she is most of the time.  Learn more about Christy.

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