Business communication aims at discovering opportunities, seeking knowledge, building trust and delivering value, so as to achieve mutually beneficial and win-win development. Business cooperation must have trust to seek benefits. Communication is not begging for each other's cooperation, but appealing to each other's private interests and talking about each other's interests. In this process, the other party confirms that it is trustworthy. The other party will take advantage of the competition to shop around, and it seems that anyone can buy it. Good communication can create differences in each other's experience and cognition, and better communication can achieve better interests and deeper trust building. Business communication DNA, transferring value based on trust.
The status difference between the two sides in communication is often caused by strong demand, initiative and passivity, strength and other factors. The two sides will adopt different strategies and behaviors, which will affect the process and effect of communication. As a party of active communication, in order to enhance its positive actions in business communication, it is necessary to update its built-in underlying operating system and scene real-time control system, and strive to awaken and actively intervene with each other, thus creating a willingness based on its own interests and a desire to seize opportunities, and forming a positive and interactive cooperation situation.
In my opinion, communication ability = logic technology * attitude concept. If communication skills are not based on a certain logical framework, they will be scattered, difficult to grasp and difficult to adapt to various situations of scene changes. Advocate the establishment of the logical framework, operation process and core concept of business communication. As a basic tool, you can better use common skills flexibly.
2. Build the ideal of business communication? Model to update your underlying operating system.
First-line trust (heart): contact information-signal transmission-identification and confirmation, opening up protective psychology.
Build trust: the other party will look at sincerity from the communication mode we adopt, and the other party will pay from the communication content we provide, and sincere payment will win the trust of the other party. Trust is bought with the heart, and trust follows the exchange law. If you are not sincere, you can't win the trust of others. We should work hard on the selection and design of communication methods and contents. Focus on enhancing each other's good experiences everywhere. Scene selection fully combines the characteristics of China traditional culture, and opens the other side's protective psychology with the power of culture.
Second-line logic (brain): information sharing-logical feasibility-integrating discussion and identifying interest opportunities
Shaping logic: We can't convince others, but ourselves. Given the corresponding information, combined with reasonable logic, the other party will draw a conclusion. The conclusion will only be believed if the customer deduces it himself. The blunt result is imposed on the other party, and the other party will be confused because of logic. We can explain the logical process clearly, so that customers can understand and identify revenue opportunities according to deduction. Most customers have to convince the relevant personnel within the organization to achieve one thing, and logical understanding is very important.
Third-line value (hand): the enjoyment of resources-the matching of supply and demand-the joint creation of profits, which induces the desire to seek profits.
Creating value: this is the ultimate goal of communication, which can be the exchange of value or the creation of new value. Explain clearly the value that customers can obtain and the process of obtaining value, pool possible resources to make the value feasible, and let customers have the desire to act based on their own interests.
The three lines are combined with each other, influenced by each other, designed as a whole, and promoted in coordination. Disassemble a scene along these three dimensions, design a scene, gain insight into each other's motives and design an interactive interface.
When transmitting information through the carrier, we should fully consider the way that the other party is suitable for acceptance. Logical analysis is abstract, stored memory is concrete, and communication is emotional. An abstract theory like the soul needs to be attached to the sexy drive, because the specific drive is easy to grasp. In order to spread, take stories, pictures, videos, numbers, models and other sexy carriers; Logical analysis, using graphics, formulas, abbreviations and other connotation carriers; For storing memory, take photos, stories, slogans, redefining phrases and other carriers.
3. Take the other party as the center and design the operation process of business communication as a whole.
The first step is to build trust.
To build trust, we should focus on these three elements: scene, experience and recognition. See people clearly, focus on each other's way of existence, put each other in an easy-to-open state, and induce them in a way that they are accustomed to nature or cherish with their heart. All actions are aimed at entering each other's "trust circle".
The second step is to create value.
To create value, we should pay attention to these three elements: information, resources and opportunities. See things clearly, focus on the development trend of things, sort out the resource conditions on the basis of reasonable supply and demand matching, and look for opportunities to create value. All actions are to "ignite" each other.
The third step is logical analysis.
Logical analysis should focus on these three elements: architecture, process and components. Pay attention to the matching of things and people, and discuss things in a way acceptable to the other party, such as PPT, video, model, authoritative endorsement, etc. Transfer information in a way that the other party can easily understand and translate the successful formula into the other party's mind. All actions are aimed at enabling the other party to "control" the opportunity.
The fourth step is to stimulate action.
To stimulate action, we should pay attention to these three elements: opportunity, motivation and interest. Accounting should be centered on the other party's own interests, combined with the other party's pressure, pain points, difficulties and development demands, to calculate the income and output effect. All actions are to make the other party take "cherish" actions.
This four-step process is an ideal model, which is convenient to control the active design of business communication process and process, and the actual operation may be jumping or mixing.
4. Master the basic business principles and build the cornerstone of communication.
Master some basic business principles, such as ecosystem, supply chain, value chain, demand model, supply and demand matching, customer value, customer experience and so on.
Master the basic business principles, make communication have a higher height and deeper depth, and make interactive communication more malleable. Too narrow knowledge limits communication. Efforts should be made to expand basic business knowledge and achieve effective coverage of customer knowledge, so that it is easy to build self-confidence and gain dominance. From the practical point of view, no matter what level of employees, through full research, they can completely surpass their own customers, thus taking the initiative. In most cases, we don't have a thorough understanding of our business.
5. Enhance the key mentality of business communication and stage a wonderful communication drama.
1) Improve yourself and enhance your communication vision. Being a magnifying glass and telescope for others, others can gain more knowledge, broaden their horizons and discover opportunities through communication with themselves, thus making themselves useful to others. I have either a conclusion or a methodology to find opportunities, values, meanings and logic for the topics to be communicated. Only when you have a conclusion in your mind can you translate it into the other person's mind. If there is no conclusion, you can also discuss it with the other party. In most cases, business communication is an inequality. You must let yourself have the material to change this inequality! Otherwise, you can only sell yourself and let others take advantage of you.
2) insight into each other, interfere with the customer's brain map. It is a necessary step to study each other before business communication. Try to find out each other's needs, pain points, development demands, ways of doing things, decision-making sensitive elements, etc. And combine these findings with the communication theme, so as to optimize the presentation of the theme in the communication process. The other person's understanding of our things, from complete ignorance to profound awareness, is to draw a brain map step by step in the brain. Every word, every action and every material we make may affect our customers' drawing of brain maps, and we will intervene in this drawing process to guide our customers to gradually get out of the dilemma of the blind touching the elephant.
3) Overall design and composite communication. In order to choose suitable scenes and scenery from two dimensions of building trust and discovering value, we can design the system from the whole time period, without seeking instant success or instant results, leaving patience and being good at playing system routines. Improve the quality of communication with the help of things, opportunities, scenarios and design processes. Through a series of arrangements, we actively design the emotional curve and mental process of customers, from externalization to internalization, and gradually go through the stages of cognition, identification, choice and action, and choose when to strengthen memory, create climax and catalyze action.
4) Augmented reality, controlling the scene to increase the experience. The parties and scenes involved in communication should be regarded as a whole system, and people, people and things, things and things should all participate in the dialogue to form a richer customer experience. In the scene of business communication, the ideal communication model is superimposed on the real scene to enhance the control of the real scene, quickly discover the application value of various things in the scene, and integrate them into the communication process. For example, what helps to build trust on the spot, and what helps to explain the theme logic?
5) Believe in yourself and let customers adjust their classification. Can have nothing to do with the business theme, combined with advantages and resources to develop communication scenarios and ways suitable for their own performance. If you know Chaze, you can enjoy tea, if you know coffee, you can go to a coffee shop, and if you know photography, you can open a film festival to accumulate these resources and opportunities that can be used for communication. The professional theme is successful and the right to speak is in control. In short, we can not only give full play to ourselves, but also increase each other's life experience.
Although there is no fixed method for business communication, communication skills can be improved more effectively by constructing a certain logical framework and key methods.