Connecting with Your Customers

When I received this Dale Carnegie e-Newsletter (sign-up here), it made a lot of sense. The article was titled "Communicating in a Multi-generational Workplace" but I think it applies anytime we're communicating with people from a generation different than our own, i.e. our customers. You're likely to meet my friend, Carol Powis, at any of our southern NH networking meetings (this week we were both at eWomen Networking and the Portsmouth Chamber Schmooze) or e-mail her at carol.powis@dalecarnegie.com for more information about Dale Carnegie.

Today's work force is comprised of 4 generations working side-by-side. Each generation has its own unique mind-set, values, perspectives, ideas, personal experiences, priorities, ways of communicating, and tactics for getting things done. To work well with all of these distinct generations - the Veterans, Boomers, Gen X and Gen Y, you must learn the skills necessary to communicate effectively which also includes how you listen to them (end of article).

Communicating with Veterans: They want to be trusted and kept in the loop. Keep them up to date on the company and the current projects and initiatives. It's important to articulate how they can contribute to the long-term strategic goals. They enjoy a personal approach vs e-mail, voice mail and faxes. For incentives, traditional rewards are the best motivators.

• Build trust through inclusive language (we, us)
• A manager's word is gospel. Make sure your words and body language are congruent
• Use formal language
• Don't expect them to share their thoughts until trust is built
• Don't waste their time; they have a job to do
• Face-to-face or written communications is received best ...  this point helps me understand that a good mix of letters vs postcards will work better as a direct marketing strategy

Communicating with Boomers:  They want to be treated as unique and enjoy being given public recognition. They want to be involved in decisions, and they like a collaborative and consensual environment. They have a strong work ethic, are willing to work long hours, and thrive on  opportunities to prove themselves (wow, this is so true it's scary).

• Speak in an open and direct style with plenty of body language
• Answer questions frankly and thoroughly, and expect to be pressed for details
• Do not use controlling, manipulative language
• Ask for or provide options to demonstrate flexibility in your thinking
• Use face-to-face or electronic communication.

Communication with Gen Xs: They want freedom from traditional practices. Give them the elbow room to be creative in the way in which they accomplish their tasks and goals. They want to handle multiple projects and enjoy prioritizing these projects themselves so they feel in control of their work. This group is eager for opportunities to learn new skills so move these employees into new situations and provide variety.  Constructive feedback works well. Make them feel like insiders. 

• Learn their language and speak it
• Provide opportunities for growth and development
• Be brief and concise to hold their attention
• Use a direct style to present the facts
• Challenge them and ask them for their input
• Share more information with them immediately and often
• Use an informal communication style
• Listen and show respect for their opinion
• Use e-mail as your primary communication tool.

Communicating with Gen Ys: They want to understand what's in it for them. Their personal goals are their priorities so learn what they are and try to weave them into the job.

• Let words paint visual pictures to inspire, motivate and keep them focused. Use action verbs to challenge them
• Don't be condescending; show respect through your language and they will respect you
• Constantly seek their feedback
• Use humor
• Encourage them to think out of the box and challenge them to explore new paths or options.
• Use e-mail and voice mail as primary communication tools.

Cross Generational Listening Principles:

• Maintain eye contact with the person
• Be sensitive to what is not being said. Observe body language for incongruent messages. Practice patience. Do not interrupt, finish the speaker's sentence or change the subject
• Listen to learn. Pretend there will be a quiz at the end of the speaker's sentence
• Clarify any uncertainties after the person has spoken. Make sure you understood what was said by rephrasing what you heard
• Don't jump to conclusions or make assumptions. Keep an open and accepting attitude
• Practice pure listening. Remove all distractions and minimize internal and external filters
• Turn off your mind and "be with" the speaker. Try to see things from his or her perspective.

 

Comments

[Patrick Thomas]

Great post! I find the Generational differences in Americans to be very interesting and read all the blogs I can find on the matter. Yours has great info and was a joy to read.

[tinagleisner]

Glad you found it useful. I do try to capture & share any information about generations and/or marketing to women ... on my new site (still a work in progress but you might find it helpful, http://ahp-network.ahpcentral.com/