TITLE

Respecting Your Receiver

AUTHOR(S)
Oliva, Ralph A.
PUB. DATE
May 2004
SOURCE
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p40
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article discusses guidelines on business-to-business electronic communication systems. One of the key principles of successful communication is respect for the receiver. It is important for the receiver to know the caller. This avoids the receiver having to ask the caller's name, and, if it is his or her business to screen incoming phone calls or prioritize them, it makes their job easier. The same is true with any communication. The source needs to be clearly identified. Especially in communications between trading partners, the nature of the message is considered and the medium to it is matched. If the nature of the message can be described as precise and deliverable in numbers, crisp words, and well-formed concepts, then electronic-mail can be a good choice. If, on the other hand, the message is somewhat amorphous, contains nuances, shading, and some emotions, electronic-mail may not be the answer. Electronic-mails, in some ways, are far more sinister than regular mail, particularly when they are carrying negative messages. Electronic communication should be reserved for things that have a more positive tone and attitude and are more definable. In working with trading partners, the more a business can deliver genuine value in every communication, the less likely it will be viewed as spam.
ACCESSION #
13468357

 

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