Welcoming business communication postWould you slam a door in the face of a potential customer? How about an existing one?

Of course, you wouldn’t. Yet unintended business communication actions may trigger door slamming.

The twenty-third post of our alphabetic journey through business communication unveils less than welcoming business communication missteps.

Learn how to replace those missteps with a welcome mat invitation through better business communication.

Welcoming Business Communication

By 2019, the U.S. digital marketing forecast for costs is expected to be over $100 billion. Global marketing continues to expand with budgets growing for the 32nd successive month.

That’s a lot of business communication. And shrinking attention spans seem to indicate you have one shot to get it right.

Even if you’re a small business owner with billions but a dream, business communication helps determine your destiny.

So the last thing you want to do is turn off your audience with less than welcoming business communication.

The following are three common missteps that may feel like a slammed door in the face of your customer.

1. The Unknown Caller

bigstock-Man-With-Paper-Bag-With-Smiley-79393309Remember the days of door-to-door sales? For those of you (I fear most of you) who are too young to remember, please use your imagination.

Talk about a tough gig. More than a few were on the receiving end of that closed door.

Now picture a salesman coming to your door with a bag over his head. Would you welcome him into your house?

There are several ways you bag business information your customers would welcome.

Impersonal or Missing About Page

An “About” page that is a long history lesson of the company, replete with building pictures is as about as exciting as that paper bag.

  • Readers want the face behind the business – not the face of the building
  • Site visitors want information that helps solve their problems or needs (Hint: make it about your reader and how you can help)
  • Impersonal or missing About pages place a bag over information your reader is looking for

Design your business communication to deliver the information customers want or need.

Contact Conundrum

Is there anything more frustrating than searching for contact information?

  • No contact form
  • No phone number or email address
  • No sale (at a minimum)

A site with difficult-to-find contact information is nearly as bad as having no contact information at all.

Recently, I purchased a wearable health tracker. The device came with a faulty battery (and other issues).

Try as I might, I could not find a customer service phone number or ticket submission form. Instead, the site linked me to their Community Forum. That may help if all I wanted to do was whine but I don’t think the “community” could fix a faulty device.

I ended up whining on Twitter to their support account. They sent a link to a support ticket form that I would have never found (and probably never will again).

Another Hint: Invest in business cards. They are incredibly inexpensive and a simple solution for sharing contact information when you are out and about.

2. Language Barriers

bigstock-Learn-word-translated-differen-64937776Language barriers come in all shapes and sizes (hey, just like customers).

From simple to serious, the following are a few language barrier examples.

I love the funny translation stories. Some get a bit *ahem* embarrassing.

One G-rated version example ~

In 2009, HSBC Bank had an “Assume Nothing” marketing campaign scrapped when overseas translation became “Do Nothing”.

Language barriers in your business communication are unwelcoming, and may leave customers feeling like outsiders.

3. Unprofessional Behavior

bigstock-Angry-Business-Man-Punch-Lapto-94633295I know what you’re thinking.

Who would be unprofessional to customers or potential customers?

That would be like slamming a door in their face.

But consider this.

  • You read a post on a social media platform.
  • You completely disagree with the position of the person posting it.
  • So you blast them – a full-on rage-filled response.

What you don’t know is your ideal customer – your killer client – is reading your response. They remember that response when you come calling. It doesn’t matter that your killer client agrees with your position. He or she hates the delivery. Oops.

My health care niche has plenty of passion. I recently read a LinkedIn long post that started with the author asking commenters to keep responses civil and to respect the right of personal opinion. He then proceeded to direct words like “idiotic” and “stupid” to commenters who disagreed with his controversial post.

Um, kettle – black

Welcoming Wrap

I bet when you review this post, there is more than one example you experienced first-hand.

  • Missing or hard-to-find contact information
  • Technical terms you didn’t understand
  • Unappreciated name-calling

Did the experience feel very welcoming?

  • Channel that feeling
  • Ask customers what they want
  • Then deliver welcoming business communication

What door-slamming missteps have you experienced in business communication? Share your stories in Comments.


BigStock Photo Credit

Note: This is the twenty-third in a year-long alphabetic journey for better business communication.  We’ll share topics from A to Z that keep business communication simple, clear & uniquely yours.

Get a front-row seat on the rest of the alphabetized business communication journey. Sign up for updates in the sidebar.


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