CHAPTER 9 COMMUNICATION SKILLS - PBworkspvkketcho.pbworks.com/f/Chapter9.pdfHotel managers communicate with the hotel’s housekeeping staff about complaints by guests. In doing so

LE A R N I N G OB J E C T I V E S

READING STRATEGIESAs you read

● PREDICT what the section will be about.

● CONNECT what you read with your own life.

● QUESTION as you read to make sure youunderstand the content.

● RESPOND to what you read.

200 CHAPTER 9 COMMUNICATION SKILLS

CHAPTER 9CHAPTER 9COMMUNICATIONSKILLS

When you have completed this chapter, you will be able to:

� Understand why business managers need effectivecommunication skills.

� List the skills needed to listen actively.

� Name five ways that business managers can improvetheir writing.

� Name four ways that business managers can improvetheir oral communication skills.

� Identify which form of communication is appropriate indifferent business situations.

200-221-C09-865017 9/10/04 2:42 PM Page 200

WORKPLACE CONNECTIONS

For further reading on man-agers and management go to:www.businessweek.com

“Labor negotiations between Boeingand the IAM have been a long andthoughtful process. Both sidesbargained hard. We approachedmany issues from differentperspectives. But from the verybeginning, the Boeing team wascommitted to produce a contractproposal that we would be proud topresent to you for consideration andratification. At the same time, wewere determined to stay competitivein the difficult business environmentin which we compete every dayagainst Airbus.”

—Phil Condit, Former Chairman and CEO, Boeing

“MANAGEMENT TALK”

201

UnderstandingManagement

In 1999, aircraft manufactur-er Boeing negotiated a contractwith its workers, represented bythe International Association ofMachinists and AerospaceWorkers. After IAM leaders andBoeing management agreed on acontract, Boeing workers wereasked to vote on the contract.The majority of workers voted“yes.” The contract was ratifiedwith the help of good businesscommunication skills.

Analyzing Management Skills

What should managers do in order to communicate effectively with employees?

Applying Management Skills

Recall a time that you, a friend, or fami-ly member successfully worked througha disagreement with a supervisor or co-worker. How was the dispute resolved?

200-221-C09-865017 9/24/04 5:12 PM Page 201

www.businessweek.com

DEVELOPING COMMUNICATION SKILLS

➤ Why communica-tion is important inthe business world.

➤ How to assess anaudience.

➤ Develop skills tolisten actively.

➤ Understand how toread nonverbalcues.

Managers spend mostof their time commu-nicating, so it isimportant that theydevelop effectivecommunication skills.

• communication• active listening• nonverbal cues


Section 9.1

What Is Communication?is the act of exchanging information. It can be

used to inform, command, instruct, assess, influence, and persuadeother people. Communication skills are important in all aspects of life,including business.

Managers use communication every day. In fact, they spend asmuch as three-quarters of their time communicating (see Figure 9–1).Good managers develop effective communication skills. They usethese skills to absorb information, motivate employees, and deal effec-tively with customers and co-workers. Good communication can sig-nificantly affect a manager’s success.

Communication

WHAT YOU’LL LEARN

WHY IT’S IMPORTANT

KEY TERMS

COMMUNICATING IN THE BUSINESS WORLDFigure 9–1

More than half of employees’ time at work is spent listening. About aquarter of their time is spent talking. Why do you think businesspeoplespend so much time communicating?

WORKING WITHGRAPHS

LISTENING55%

SPEAKING22%

OTHER ACTIVITIES23%

200-221-C09-865017 9/10/04 2:42 PM Page 202

Communication as a Management Skill

Communicating effectively is an important management skill forseveral reasons:

• Managers must give direction to the people who work for them. Man-agers who fail to give clear guidance often find that employeesperform their jobs poorly because they do not understand whatis expected of them.

• Managers must be able to motivate people. Good managers usetheir ability to communicate to get other people excited abouttheir jobs.

• Managers must be able to convince customers that they should dobusiness with them. Effective communication is the key toconvincing a customer to pur-chase a product or service. With-out good communication skills,managers will find it difficult toattract customers, even if theircompanies’ products or servicesmeet the customer’s needs.

• Managers must be able to absorb theideas of others. Business managersinteract with many people, includ-ing co-workers, customers, andsuppliers. To be effective, theymust be able to understand andaccept other people’s viewpoints.

• Managers must be able to persuadeother people. Managers often haveideas that others oppose. To per-suade other people to accept theirideas, managers must be able tocommunicate effectively.

Developing Communication Skills Section 9.1 203

� COMMUNICATION APPLICATIONS Good managershave excellent communication skills. What are someof the ways they use these skills?

PREDICT

Why is it important for managersto be able to communicatepersuasively?

200-221-C09-865017 9/10/04 2:42 PM Page 203

Learning to CommunicateManagers communicate in writing and verbally. Before they can

master either form of communication, they must be able to identifythe audience, develop good listening skills, and understand the impor-tance of nonverbal communication.

Understanding the AudienceBusiness managers communicate with many different kinds of peo-

ple. Hotel managers, for example, communicate with hotel guests, foodand beverage managers, housekeepers, maintenance people, architects,travel agents, furniture salespeople, and many other types of people.They also may deal with senior management from the hotel’s corporateoffice. Each of these groups of people represents a different audience.

To communicate effectively, managers need to determine theiraudience. Specifically, they need to be able to answer the followingquestions:

1. What does the audience already know? 2. What does it want to know?3. What is its capacity for absorbing information?4. What does it hope to gain by listening? Is it hoping to be moti-

vated? Informed? Convinced?5. Is the audience friendly or hostile?

� COMMUNICATION PREPARATION Before communicating, aspeaker must size up the audience. What kind ofinformation about the audience should this manager

gather before making her presentation?

204 CHAPTER 9

200-221-C09-865017 9/10/04 2:42 PM Page 204

Hotel managers communicate with the hotel’s housekeeping staffabout complaints by guests. In doing so they must inform the staff ofthe problem and motivate them to work harder to prevent complaintsin the future. They would not need to provide background material onthe nature of the housekeeper’s role. The audience already under-stands what that role includes.

If a lawsuit is filed against the hotel, managers must inform man-agement about the situation. In communicating with the hotel’s cor-porate management, they would describe what was being done to dealwith the situation. They would also provide detailed background infor-mation that would allow the corporate officers to fully understand thesituation.

Developing Good Listening SkillsOne of the most important skills a manager can develop is the abil-

ity to listen (see Figure 9–2). Good listening skills enable managers toabsorb the information they need, recognize problems, and under-stand other people’s viewpoints.

Managers need to learn to listen actively. involves absorbing what another person is saying and responding to

Active listening


ARE YOU A GOOD LISTENER?Figure 9–2

Listening is one of the most important communication skills a managercan possess. What happens when managers fail to listen carefully?

WORKING WITHCHARTS

• Are you open to what other people say to you, or do you makeup your mind about things before you hear other people’s views?

• Do you become bored when other people speak?

• Do you interrupt people when they are speaking?

• Do you daydream at meetings?

• Are you hesitant to ask clarifying questions?

CONNECT

Imagine that you are the managerof a rental car business. Whataudiences might you expect toaddress?

200-221-C09-865017 9/10/04 2:42 PM Page 205

the person’s concerns (see Figure 9–3). Learning to listen actively is thekey to becoming a good communicator.

Most people do not listen actively. Tests indicate that immediatelyafter listening to a ten-minute oral presentation, the average listenerhas heard, comprehended, accurately evaluated, and retained abouthalf of what was said. Within 48 hours, the effectiveness level drops tojust 25 percent. By the end of a week, listeners recall only about 10 per-cent or less of what they heard.

Managers need to work at being active listeners. Many people day-dream or think about an unrelated topic when someone else is talking.Some people become angry by a speaker’s remarks and fail to fully


FIGURE 9–3

Using Active Listening to Handle Customer Complaints

LISTENINGKnowing how to listen is an important part

of dealing with customers.Using active listeningskills helps managersunderstand why custo-mers are dissatisfied.

1

RESPONDINGThe way managers respond to complaints

can be just as importantas the way they solve thecustomer’s problem. Busi-nesspeople should alwaysbe courteous and friendlywhen dealing withcustomers. They shoulddemonstrate interest indetermining what wentwrong and figuring outwhat they can do to solvethe problem.

2

200-221-C09-865017 9/10/04 2:43 PM Page 206

absorb what the person is saying. Others become impatient and inter-rupt, preferring to talk rather than listen.

Learning to listen actively involves the following steps:

1. Identify the speaker’s purpose. What is the speaker trying toachieve? Why is the speaker speaking?

2. Identify the speaker’s main ideas. Which of the points are the keypoints? Which points need to be addressed by the listener?

3. Note the speaker’s tone as well as his or her body language. Is thespeaker angry? Nervous? Confident?

4. Respond to the speaker with appropriate comments, questions, andbody language. Use facial expressions and body language to

MAKING SURE THE CUSTOMER IS SATISFIEDManagers need to

determine whether theyhave satisfied the customers’needs. To do so, they mustinterpret the feedback theyreceive from the customer.

3

207

QUESTION

Why is it important to “listen” to aspeaker’s body language?

200-221-C09-865017 9/10/04 2:43 PM Page 207

express the emotions you want to express. Establish eye con-tact, sit up straight, and lean toward the speaker to showinterest. Ask a question or make a comment from time totime to show that you are listening attentively.

Managers who listen actively incorporate the feedback theyobtain. In the 1990s, Whirlpool adopted a policy of “When con-sumers talk, Whirlpool listens.” The company mailed surveys toabout 180,000 customers, asking them to rate Whirlpools prod-ucts. The surveys revealed that customers claimed to wantkitchen ranges with touch-pad controls similar to those used onmicrowave ovens. When it came time to purchase a range, how-ever, the same customers who indicated a desire for touch-padstoves purchased traditional stovetops equipped with knobs theycould push, turn, or adjust. By listening carefully to consumers’survey responses, Whirlpool figured out that consumer reluctanceto purchase touch-pad stovetops had to do with the fact that suchunits were not as simple to operate as the control knob stovetops.Using this feedback, Whirlpool engineers designed a stovetop

with touch-pads that was so easy to operate it needed no instructionmanual. The unit became one of Whirlpool’s hottest models.

Understanding the Importance of Nonverbal Communication

People communicate in many subtle ways. They do so by estab-lishing eye contact, using facial expressions, and raising or loweringtheir voices. The way they dress and the way they walk also commu-nicate information that other people use.


� NONVERBALCOMMUNICATION Nonverbalcues help managers evaluatepeople. What nonverbal cuesshould this manager belooking for during this jobinterview?

SOLICIT FEEDBACKCommunication is madeup of three parts: thesender, the receiver, andthe feedback itself.Effectively communicateby asking open-endedquestions. A questionthat can be answeredwith more than a simple“yes” or “no” willinvolve your listenermore thoroughly.

EADING THE AY

LWEADING

THE AY

200-221-C09-865017 9/10/04 2:43 PM Page 208

Section 9.1 Assessment

FACT AND IDEA REVIEW

1. About how much of their time do man-agers typically spend communicating?

2. Name two reasons why it is important formanagers to be able to communicateeffectively.

3. Name three things a speaker or writer needsto know before addressing an audience.

4. Define active listening.

CRITICAL THINKING

1. Drawing Conclusions: Why is it importantfor business managers to listen actively?

2. Predicting Consequences: What may hap-pen if a manager fails to identify the audi-ence correctly?

3. Cause and Effect: Why would nonverbalcommunication be a factor in a manager’smarketing presentation?

ASSESSING SPEAKING SKILLS

Together with a partner, role-play a customercomplaint situation. One student should playthe role of the customer. The other should playthe role of the manager. The student playing thecustomer should try to persuade the manager toprovide a refund and $500 in compensation fordamages suffered as a result of the defectiveproduct. The student playing the managershould listen actively to the customer and try toresolve the situation as effectively as possible.

CASE ANALYSIS

You have been asked to present a 15-minute talkat a regional conference of computer engineers.

Apply: Make a list of the information youwould like to know about the conference atten-dees and conference program before preparingyour speech.

Business managers must learn to use nonverbal means of commu-nication effectively. They must also learn to read the nonverbal cues ofothers. are pieces of information acquired by observ-ing rather than listening to other people. Nonverbal cues sometimesprovide more information than verbal cues.

Sara Fielding, a marketing manager, uses nonverbal communica-tion when she conducts job interviews. To put job candidates at ease,Sara greets them with a warm smile and a firm handshake. These non-verbal cues reinforce Sara’s verbal message: “I’m so happy you couldcome in this morning. I’ve been looking forward to meeting you.”

Sara also uses her knowledge of nonverbal communication toevaluate the candidates’ performance during their interviews. She isput off by candidates who fidget in their chairs or fail to maintain eyecontact with her during the interview. She is impressed by candidateswho dress professionally and appear to be listening thoughtfully.These cues give valuable information about how candidates might per-form if given the job.

Nonverbal cues


200-221-C09-865017 9/10/04 2:43 PM Page 209

TYPES OF COMMUNICATION

➤ How to preparememos, letters, andreports.

➤ Why business man-agers need to haveexcellent verbalcommunicationskills.

➤ Techniques forimproving writtenand verbal commu-nication skills.

➤ How to determinewhich method ofcommunication ismost appropriate.

Business managersneed to be able tocommunicate both inwriting and verbally.

• memos• business letters• reports


Section 9.2

Written Communication Managers communicate in writing every day. They send e-mails,

write letters, and draft reports. To communicate effectively, managersmust be able to write clearly, concisely, and persuasively.

Before actually writing a business document, managers need tothink about what they want to achieve. They must identify the pur-pose of the document, the audience, and the main point they want toconvey. Using a form like that shown in Figure 9–4 can help themwork through this stage of the writing process.

WHAT YOU’LL LEARN

WHY IT’S IMPORTANT

KEY TERMS

IDENTIFYING THE PURPOSE, AUDIENCE, AND MAIN POINT OF A DOCUMENTFigure 9–4

Managers need to think carefully about what they want a report to say before they prepare it.What are some of the kinds of documents managers write?

PURPOSE

• Why am I writing this document?• What action do I want the reader to take after

reading it?

AUDIENCE

• Who will read this document?• How much does the reader already know about

the topic?• How will the reader use the document?• Are there any special sensitivities I should be

aware of?

MAIN MESSAGE

• What is the main message I want to convey in this document?

• How will I support that message?

200-221-C09-865017 9/10/04 2:43 PM Page 210

Principles of Good WritingMany business managers have difficulty writing well. To improve

their writing, managers can apply several basic principles:

1. Write as simply and clearly as possible. Avoid writing in a waythat is difficult to understand (see Figure 9–5).

2. Be sure that the content and tone of the document are appropriatefor the audience. Do not waste readers’ time communicatinginformation they already know. However, do not assumethey are as familiar with the topic as you are. Always use apolite tone, especially when writing to customers.

Types of Communication Section 9.2 211

Tips

Use language that is easy tounderstand. Avoid using jar-gon or bureaucratic language.

Use short, simple sentences.

Use restrained, moderate language that is not overly emotional.

Avoid the passive voice infavor of the active voice.

Use gender-neutral language.Avoid sexist language.

Examples

Weak Writing Strong Writing

TIPS ON IMPROVING WRITTEN COMMUNICATIONFigure 9–5

Being able to write well is an important skill for business managers. Why do you think managers need to beable to write clearly and persuasively?

WORKING WITHCHARTS

Interfacing with foreign counter-parts is likely to continue in thefuture at an accelerated pace.

After three years of decliningsales, corporate managementdecided to adopt a quality-improvement program, whichwas instituted in all productionunits last month, with plans forexpansion throughout the com-pany by early April.

Sales were terrible this year!

The decision was made to createtwo new brochures.

Every man in this company doeshis best to increase companyprofits.

We plan to work closely withforeign partners.

Sales fell for three consecu-tive years. In response, corpo-rate management put aquality-improvement programin place in all productionunits. By April, it hopes toexpand the program through-out the company.

Sales were weaker than management had expected.

The marketing departmentdecided to create two newbrochures.

Everyone in our companydoes his or her best toincrease company profits.

200-221-C09-865017 9/10/04 2:43 PM Page 211

3. Proofread the document. If you are using a com-puter, use the spell-check function. If you are notusing a computer, use a dictionary to check thespelling of words you do not know. Always readthe document for incorrect grammar or usage.

Types of Business DocumentsMost managers engage in some kind of writing every

day. Each form of communication serves a different pur-pose and requires slightly different skills.

MEMOS The most common form of business com-munication is the office memorandum, or memo.

are used to communicate with people within thesame company. They can be used to announce staff changes orchanges in company policy. They also can be used to share new ideasor report on developments that are of interest to others.

All memos must include certain basic information. They mustinclude the name of the sender and recipient of the memo, the date,and the subject of the memo (see Figure 9–6).

Many companies use e-mail to send memos. Sending memos via e-mail is less expensive than distributing hard copies and saves time andpaper. Using e-mail also means that employees all over the worldreceive the same information at the same time.

Memos


OFFICE MEMORANDUM

To: Marketing Department Staff

From: James Wilson

Date: December 20, 20--

Subject: Theresa Donnelly

I am very pleased to announce that Theresa Donnelly willbe joining the Marketing Department next Monday as aMarketing Assistant. Theresa is a 2003 graduate of NotreDame College, where she majored in marketing. She is anavid backpacker and enjoys cross-country running. I lookforward to having her join our team and hope that you willwelcome her to the department.

SAMPLE OFFICE MEMOFigure 9–6

Memos are used to communicate with people within a company. What information must beincluded in a memo?

Tips from Robert Half Many executives believe a

good team player is one who canmeet deadlines. Everyone musthelp keep a project on track. Ifyou don’t, everyone else has towork harder to compensate.

200-221-C09-865017 9/10/04 2:43 PM Page 212


Management Careers in Focus

Controller

as are computer skills in spreadsheet and wordprocessing software.

� Salary RangeAssistant controllers earn $41,000 to

$81,000; controllers earn $47,000 to $138,000.Salaries vary with responsibility, experience,industry, and size and location of firm.

CRITICAL THINKINGWhy are word processing skills necessary toa high-level accountant such as a controller?Why are spreadsheet skills necessary? Whatkind of person do you think would make agood controller?

INDUSTRY OUTLOOK Controllers monitor

the loans a companyobtains from banks orother financial servicescompanies. Like banks, financial service com-panies lend money at interest, charge interest,and offer many lending products that suit busi-ness needs. They are less regulated than banksand are not insured by the Federal DepositInsurance Corporation (FDIC).

� Nature of the WorkControllers are responsible for the prepara-

tion of all a company’s financial reports,income statements, balance sheets, and specialreports, such as depreciation schedules. Theymay oversee accounts payable and accountsreceivable, audit, or budget departments.

In publicly traded companies, controllersmake sure all reports meet federal guidelines.They monitor the flow of cash receipts andpayments, and determine whether the com-pany needs a loan to meet financial obliga-tions. They decide when to invest extra moneyin interest-bearing instruments.

Controllers work in all profit-makingindustries and non-profit organizations. Withthe demand for qualified accounting profes-sionals, experienced controllers can choosewhere they will work.

� Working ConditionsControllers work in comfortable, well

lighted offices with a support staff. They maywork long hours and sometimes work underpressure.

� Training, Other Qualifications, and AdvancementTo become a controller, you need a bache-

lor’s or master’s degree in finance or account-ing. The CPA exam can also be helpful. Stronganalytical and organizational skills are necessary,

For more information on management careers, go to: busmanagement.glencoe.com

BUSINESS MANAGEMENT

200-221-C09-865017 9/10/04 2:43 PM Page 213

busmanagement.glencoe.com

LETTERS While businesses use e-mail for internal communica-tions, most contact customers and suppliers by sending formal busi-ness letters. should include the date, the recipient’sname and address, the purpose of the letter, and the name and job titleof the sender (see Figure 9–7). Letters should be neatly typed on com-pany letterhead. Senders of business letters should make copies of theletter to keep for their own records.

REPORTS are documents that provide a lot of informa-tion on a particular topic. They are used to provide managers with theinformation they need to make decisions. For example, regional salesmanagers may write quarterly reports documenting sales and identify-ing strengths and weakness during the period. Their reports help themand higher-level managers to develop strategies for increasing sales.

Reports

Business letters


Sylvan Instruments

200 Lancaster Avenue

Bryn Mawr, Pennsylvania 19010

610-585-9399

July 18, 20--

Ms. Juanita MarquezDistrict Sales ManagerABC Products465 York RoadTimonium, Maryland 21245

Dear Ms. Marquez:

Thank you for coming by last week to discuss ABC’s newline of products. I plan to review the material you left meand make a decision about a new supplier within the nexttwo weeks.

Sincerely yours,

John WilliamsPurchasing Director

SAMPLE BUSINESS LETTERFigure 9–7

Businesses generally correspond with people outside the company through the postal service,rather than through e-mail. What elements must a business letter include?

QUESTION

What are the main differencesbetween a memo and a letter?

John Williams

200-221-C09-865017 9/10/04 2:43 PM Page 214

Writing reports requires much more thought and organization thanwriting memos or letters. To help organize their ideas, business managersoften use the following checklist:

□ Analyze the purpose of and audience forthe report (see Figure 9–4).

□ Brainstorm ideas and determine what kindof information to include in the report.

□ Group ideas under headings. □ Make an outline of the headings. □ Check to make sure the order of the head-

ings makes sense. □ Create a first draft. □ Edit the draft for grammar, spelling, clarity,

and style. □ Make the report look as attractive as possi-

ble by using bullets, numbered lists, head-ings, short paragraphs, and charts.

□ Proofread the final version of the report.

Oral CommunicationNot all business communication is done in writing. In fact, most

business communication is done orally. Some oral communication is formal and takes place at meetings or

interviews. Most oral communication is informal. It takes place inoffices and hallways, next to the water fountain, in the cafeteria, andover the telephone.


� VERBAL COMMUNICATIONOral communication takesplace constantly in thebusiness world. Why is itimportant for businessmanagers to be able tocommunicate well verbally?

INDIAIn India, it is common to askpersonal questions of potential

business partners and to be very hos-pitable. Indian culture values interper-sonal understanding, sharing, andfriendship because these things oftenbond people together and allow themto understand each other better. The

formality typical ofmany business rela-tions in the UnitedStates is less commonin business relation-ships in India.

W O R K P L A C E

D I V E R S I T Y

200-221-C09-865017 9/10/04 2:43 PM Page 215


As the art of letter writing goes the way of the 32-cent

stamp, more and more of whatpops up in our mailboxes athome is nothing but garbage.So is it asking too much to wantour e-mail boxes, especiallythose at work, to be junk-free?

Don’t count on it. A studyfrom Internet security consul-tant Worldtalk Corp. says thatalmost one-third, or 31%, ofcorporate e-mail is junk. Andunlike the innocuous super-market sales fliers that jam upthe mail slot at home, thisjunk mail is causing financialloss and service interruption.“Internet e-mail abuse is worsethan we expected,” saysSimon Khalaf, who oversawthe study at Worldtalk, basedin Santa Clara, California. The

study was compiled from net-work surveillance of morethan 31 million messages insystems worldwide.OTHER FINDINGS: Employeesspend, on average, 30 minutes a day sifting through theirdeluge of e-mail. Spam-mail—unsolicited messages from

The Mess Made for Business by Junk E-Mail

unknown senders—can cost a5,000-person organization morethan $12,000 per day to process.That’s 50 cents per employee,to check and delete junk-mailmessages.

And incidents of e-mailleaks aren’t all that uncom-mon. According to the study,some 9% of all corporate e-mail messages include someform of proprietary or confi-dential information, such asproduct plans, and are sent outmaliciously or without thecompany’s permission. Moreand more, “you’ve got mail” islikely to mean you’ve got aproblem.

Excerpted with permission fromBusinessWeek, April 19, 1999

CRITICAL THINKINGHow does junk e-mail affecta company financially?

DECISION MAKINGAs a manager of a company,write a one-page policy for e-mail use in your company. Set standards for personal use and fordownloading junk mail and attachments.

Management Model

BITS & BYTES

What’s in the corporate e-mail box?Business & Personal 69%

Spam 10%

Confidential Information 9%

Profanities 4%

Jokes 2%

Viruses 2%

DATA: Worldtalk Corporation

200-221-C09-865017 9/10/04 2:43 PM Page 216

The Importance of Oral CommunicationCommunicating well verbally is important for managers. Success-

ful managers use their oral communication skills to give clear instruc-tions, motivate their staffs, and persuade other people.

Being able to communicate effectively also is important because itcan set the tone within a department or company. In some depart-ments, managers say “good morning” to as many co-workers as theycan. They invite their employees to discuss problems withthem. In other departments, managers isolate themselvesfrom lower-level employees and make no effort to com-municate. These small differences can have a big effect onemployee morale.

Developing Oral Communication SkillsAll businesspeople need to be able to speak effectively

(see Figure 9–8). Whether they are talking to a colleague orpresenting a keynote address before thousands of people,they need to follow the same rules of thumb:

1. Make emotional contact with listeners by addressingthem by name where possible. When talking face-to-face, establish eye contact.

2. Avoid speaking in a monotone. Use your voice toemphasize important words within a sentence.


Technique

Enumeration (listing key points)

Generalization followed by examples

Cause and effect

Comparison and contrast

Example

Our department is looking for people with excellent technical ability, out-standing communication skills, and the desire to contribute to a team.

We continue to demonstrate our commitment to staff education. Last year wesent almost half of our employees to seminars and training sessions. This year,we expect to include up to 75 percent of all employees in staff education.

We increased our sales force by 25 percent in the Northeast region in 2000.As a result, sales rose by more than $2 million.

Our newest portable computer is as light as our competitors’ and has as muchcomputing power. It is $400 less expensive than our competitors’ product,however.

TECHNIQUES FOR SPEAKING EFFECTIVELYFigure 9–8

Managers use these techniques in both speaking and writing. Why do you think these techniques helpmanagers make their point?

WORKING WITHCHARTS

All About

A T T I T U D ETHE K.I.S. PRINCIPLEThe K.I.S. Principle (“Keep ItSimple”) holds that rather thantrying to impress your groupwith dynamic charts and com-plex formulas, you should pre-sent concepts in a clear andconcise manner. Being able toexplain your premise in 30 sec-onds or less can help you focuson what is truly important.

CONNECT

Have you ever been in a work orschool situation where poor com-munication led to low morale?How could communication haveimproved in order to boostmorale?

200-221-C09-865017 9/10/04 2:43 PM Page 217

3. Be enthusiastic and project a positive outlook. Focus on what isgoing right, rather than what is going wrong.

4. Avoid interrupting others. Even if you know what the other per-son is going to say, avoid cutting other people off or finishingtheir sentences for them.

5. Always be courteous. Avoid getting angry when other people aretalking, even if you disagree with what they are saying.

6. Avoid empty sounds or words, such as “uh,” “um,” “like,” and “youknow.” Sprinkling your speech with empty fillers will make yousound unprofessional.

Choosing the Best Method of Communication

Managers need to master both written and verbal communicationskills. They also need to understand when to use each kind of skill (seeFigure 9–9). In general, verbal communication is most appropriate for


Method ofCommunication

Oral communicationalone

Written communicationalone

Oral communicationfollowed by writtencommunication

• Reprimanding employees• Resolving disputes within the company

• Communicating information requiring futureaction

• Communicating information of a generalnature

• Communicating information requiringimmediate action

• Communicating directives or orders• Communicating information about an

important policy change• Communicating with one’s immediate superior

about a work-related problem• Praising an employee for outstanding

performance

CHOOSING THE BEST METHOD OF COMMUNICATIONFigure 9–9

Different communication methods are appropriate in different situations.What method would you use to let an employee know that he or shehad been promoted?

WORKING WITHCHARTS

RESPOND

What speaking practices distractor annoy you when you are listen-ing to someone?

QUESTION

Which method of communicationwould you choose to respond to acustomer’s complaint?

Most Appropriate Method of Communication

200-221-C09-865017 9/10/04 2:43 PM Page 218

Section 9.2 Assessment

FACT AND IDEA REVIEW

1. Name two techniques managers can use toimprove their writing.

2. Name three kinds of documents managersneed to know how to write.

3. Name two techniques managers can use toimprove their oral communication skills.

4. Explain when managers would use writtencommunication and when they would useoral communication.

CRITICAL THINKING

1. Cause and Effect: What conclusions mighta customer draw after receiving a badlywritten letter from a manager?

2. Making Generalizations: Why do you thinkit is important for managers to connect emo-tionally with listeners when they speak?

3. Drawing Conclusions: Which do you thinkis more important for a manager: written orverbal communication skills? Why?

ASSESSING WRITING SKILLS

Write a short letter to a customer letting herknow why you think she should do businesswith your company. Be sure to use all of thewriting tips you learned in this section. Alsocheck that your letter includes all of the stan-dard elements a business letter must include,such as the date and the recipient’s address.

CASE ANALYSIS

As the manager of the marketing departmentof a wholesale food distributor, you supervise45 people. Last week you terminated one ofyour workers, announced a new vacation pol-icy, resolved an argument between twoemployees, and promoted two junior staffmembers to more senior positions.

Apply: Explain what method of communi-cation you used for each type of communication.


� METHOD OF COMMUNICATIONManagers need to know whento use written or verbalcommunication. Why has thismanager chosen to useverbal communication?

sensitive communications, such as reprimanding or dismissing anemployee. Written communication is most appropriate for communi-cating routine information, such as changes in company policies orstaff. Choosing the best method of communication will help yourelay information in an appropriate and professional manner.

200-221-C09-865017 9/10/04 2:43 PM Page 219

REVIEWING VOCABULARY

In pairs, discuss the idea of communication and explain the dif-ferent ways in which managers communicate. Also discuss the differ-ence between a memo, business letter, and report. Finally,

demonstrate active listening and nonverbal cues.

RECALLING KEY CONCEPTS

1. Explain what it means to understand an audience.2. What is involved in active listening?3. Give three examples of nonverbal cues.4. Name three techniques that can improve the qual-

ity of your writing.5. What is the purpose of an office memo? An

e-mail? A report?6. What method of communication would a man-

ager use to let an employee know that his or herperformance was inadequate?

THINKING CRITICALLY

1. Explain why business managers need to be able tocommunicate effectively.

2. Explain why active listening is an important com-munication skill.

3. How would a manager use communication skillsto deal with a customer complaint?

4. Why is writing a report more complicated thanwriting a letter or a memo? What steps do man-agers need to take before writing a report?

5. What would it be like to work for a manager whowas unable to communicate verbally?

CHAPTER SUMMARY

Section 9.1

� Communication is the act of ex-changing information. Business man-agers use communication to inform,command, instruct, assess, influence,and persuade other people.

� To communicate effectively, busi-ness managers must understand theaudience, develop good listeningskills, and understand the impor-tance of nonverbal communication.

Section 9.2

� Most business managers communi-cate in writing every day. To beeffective, they must be able to writeclearly, concisely, and persuasively.

� Oral communication takes placeconstantly in the business world.Managers must be able to commu-nicate well verbally in order togive clear instructions, motivatetheir staffs, persuade other people,and set the proper tone in theirdepartments.

CHAPTER 9 ASSESSMENTCHAPTER 9 ASSESSMENT


200-221-C09-865017 9/10/04 2:43 PM Page 220

Assessment CHAPTER 9 221

CHAPTER 9 ASSESSMENTCHAPTER 9 ASSESSMENT

ASSESSING ACADEMIC SKILLS

WRITING Write a memo to your staffexplaining why raises will average just 2 per-cent this year. Use the format shown in Figure9–6. Also try to apply all of the writing tech-niques you used in this chapter.

APPLYING MANAGEMENT PRINCIPLES

SOLVE THE PROBLEM Shaniqa Johnsonmanages a large department store. In recentmonths, the store’s sales have been falling,and customers have complained about poorservice. Shaniqa needs to communicate withher employees to try to improve her store’sperformance.

Language Arts Write a short essayexplaining what you would do if you heldShaniqa’s job. Indicate how you would useyour communication skills to try to informand motivate the store’s staff.

In this chapter you read the BusinessWeek Management Modelabout Internet e-mail abuse in cor-porations. For more information, go to BusinessWeek online at:www.businessweek.com

Using the Internet or your locallibrary, find articles about how junke-mail affects corporations. What stan-dards do businesses have regardingthe use of company e-mail?

PREPARING FOR COMPETITIVE EVENTS

Which of the following rules does nothelp a manager write effectively?

a. Use short, simple sentences.

b. Avoid the passivevoice.

c. Use jargon and complex language.

d. Use gender-neutrallanguage.

200-221-C09-865017 9/10/04 2:43 PM Page 221

www.businessweek.com