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INTERNATIONAL BUSINESS SKILLS COURSEWARE
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INTERNATIONAL BUSINESS SKILLS COURSEWARE
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Association of Business Practitioners (ABP)
APPROVED COURSEWARE

vii
Module Learning Outcomes
Module Design
Learning & Teaching Methods
Assessment Type & Weighting
How to get the most from this booklet
Styles and Techniques of Business Communication
Communicating with Customers
The Importance of Communicating with Customers
The Importance of Good Internal Communication
09
13
21
27
02
03
05
06
06
Best Communication Styles
The Value of Clarity, Politeness and Being Concise
Sending a Message is Not Communication
Basic Communication Process
Tools to Assist Communication
34
40
43
44
45

The Importance of Non-Verbal Communications
Political Barriers to Communication within Organisations
Business Design Barriers to Communication
-R¾YIRGISJ8IGLRSPSK]SRGSQQYRMGEXMSR
55
62
64
Individual Meetings and Team Meetings
Invitation to a meeting and setting an agenda
Running a meeting
Present Information to a meeting
75
80
85
87
Communication Style
Becoming a Better Communicator
Presentation Skills
'SR¾MGX6IWSPYXMSR
93
97
103 viii

1
Communication, in any form, is an inherent part of business and takes up a considerable amount of employees’ and management’s time. Research has discovered that managers spend between 50 and 90 percent of their time talking to people. Business communication is pervasive, continually in operation and covers an enormous range of activities. However, business communication is also a very complex series of processes operating at all levels within businesses, ranging from ‘the grapevine’ to more formalised systems.
'SQQYRMGEXMSRMRFYWMRIWWGSRGIVRWXLIVIKYPEV¾S[ERHI\GLERKISJMRJSVQEXMSRFIX[IIR individuals and groups, in order to reach a common understanding. In most organisations, messages are sent to (and often between) a wide variety of people, both internally and externally. Employees, customers, shareholders and suppliers are all examples of these, each with their own interests in the business’s operations. In every business, small or large, there are actually two communication systems, namely, the formal and the informal (grapevine).
Although businesses have many different ways of communicating, both internally and externally,
RSXEPPSJXLIWIQIXLSHWGERFIVIPMIHYTSRXSTVSHYGIXLIHIWMVIHVIWYPXW*VIUYIRXP]½VQW
½RHXLEXQSWXSJXLIMVQMWXEOIWEVIGEYWIHF]WLEVMRKMRJSVQEXMSRXLEXMWIMXLIVMREGGYVEXI or transmitted in a manner that creates confusion. Therefore, it is important to understand the most appropriate techniques for a range of circumstances.
Business Communications

Whether intentional or otherwise, communication barriers are part of day-to-day life in
FYWMRIWW'SQQYRMGEXMSRW]WXIQWMRFYWMRIWWEVIMR¾YIRGIHF]TSPMXMGEPWSGMEPERHIGSRSQMG
XVIRHW[MXLMRWSGMIX][LMGLGLERKIERHIZSPZISZIVXMQIERHMRXYVRMR¾YIRGIXLITIVGITXMSRW of those engaged in employment relationships. A successful business needs to understand how these obstacles arise and attempt to minimise the chances of them occurring.
Studying this module will provide you the skills and competence in business communication. It also introduces you to some of the underlying concepts of communication such as, meetings,
TVIWIRXEXMSRWERHGSR¾MGXVIWSPYXMSRXLEXETVSJIWWMSREPWLSYPHYRHIVWXERHMJXLI][ERXXS progress in the business world. On completion of this module, you will be able to understand the process and modes of business communication and appreciate how they contribute to individual and business success.
The module is a core component of the ABP intermediate Diploma in International
Business Skills programme.
After successfully completing this module students will be able to:
ˆ L1 – identify and appreciate the range of communication used in a business.
ˆ L2 – appreciate effective and ineffective communication.
ˆ L3 – identify where and when barriers to communication exist.
ˆ L4 – understand how to conduct successful business team meetings.
ˆ L5 – identify and apply techniques which will improve your personal communication skills.
© BBPSD 2010. All Rights Reserved.
2

3
Module Design : This module has been designed to give students an understanding, both practically and theoretically, of the importance to businesses of Business
Communication and an appreciation of how they can play an important role in delivering effective communication.
The module is subdivided into 5 sections. Each of these 5 sections deals in more depth with one of the overall module’s learning outcomes, L1 to L5 listed above. Thus
Section 1 corresponds to L1, Section 2 to L2, etc. The following table provides a brief description of each section in the business communication module.
Section Title
Section 1:
What is meant by
Business Communication
Learning Outcomes Covered in this
Section
ˆ Understand the various business communication styles and techniques
ˆ Understand how a business communicates with its customers
ˆ Appreciate the importance of communicating effectively with customers
ˆ Appreciate the importance of, and learning how to, effectively communicate within the business.
Business Communications

Section 2:
Effective and Ineffective
Communication
ˆ Be able to determine which communication style is best suited to a particular task
ˆ Appreciate the importance of being concise, clear and polite in communications
ˆ Understand that sending a message does not imply that you have communicated
ˆ Be aware of techniques that can aid communication
Section 3:
Be able to identify where and when barriers to communication exist
ˆ Understand the importance of non verbal communication
ˆ Appreciate the political barriers to
GSQQYRMGEXMSR[MXLMRSVKERM^EXMSRW
ˆ Be aware of business design barriers to communication
ˆ Understand how appropriate technology can assist with communication
© BBPSD 2010. All Rights Reserved.
4

5
Section 4:
Business Team Meeting
ˆ Understand when it is appropriate to use individual meetings and team meetings
ˆ Knowing who to invite to a meeting and setting an agenda
ˆ Appreciate how best to ensure that meetings achieve their aims
ˆ Be aware of how to best present information to a meeting
Section 5:
Improving Your Personal
Communication Skills
ˆ Understand what type of communication style works best for you
ˆ Appreciate that your communication is reliant on being understood by the recipient
ˆ Making use of presentations
ˆ 'SR¾MGXVIWSPYXMSR
Learning & Teaching Methods : A suitable mix of lectures, tutorials, workshops, case studies, videos and hands on practical exercises. The module has 20 hours of formal contact teaching.
Business Communications

Assessment Type & Weighting : The module will be assessed by a formal examination of 1 hour duration.
=SY[MPPKEMRQSVIFIRI½X[LIRWXYH]MRKXLMWFSSOPIXMJ]SYWXSTERHVI¾IGXEXXLI end of each section. This module contains 5 sections and you should look back at the learning outcomes for each section as you complete the section and ensure that you are comfortable with each learning outcome. If you are not sure about one of the learning outcomes, or any aspect of that section then look back at the associated tutorial notes and exercises you have done in class.
Also don’t forget that this is YOUR booklet, so make notes in it as you go along that will help your understanding as you are learning. Remember that learning is an active exercise and you need to engage fully with the text, it is not the same as casual reading.
Finally, we hope you enjoy this booklet and get as much pleasure in studying aspects of business as we do!
© BBPSD 2010. All Rights Reserved.
6

The learning outcomes covered in this section are:
ˆ Understand the various business communication styles and techniques
ˆ Understand how a business communicates with its customers
ˆ Appreciate the importance of communicating effectively with customers
ˆ Appreciate the importance of, and learning how to, communicating within the business.
7 Business Communications

The importance to a business of good communication has been recognised for many years. In fact without good communication processes a business would struggle to survive in today’s highly competitive and interconnected world. Businesses now have a variety of almost instantaneous communication techniques at their disposal but the technology will not help if the message sent is not understood. In this section we will look at how a business communicates with its customers and the various business communication styles and techniques that may be used. We will also consider the importance to a business of effectively communicating with both its customers (external communication) and communicating within the business
(internal communication).
© BBPSD 2010. All Rights Reserved.
8

9
The key to successful communication is understanding how best to reach different audiences and convey information in a manner that avoids misinterpretation. There are generally considered to be two main forms of communication; written and spoken, both of which comprise of several techniques varying in ‘information richness’, or the ability to send messages with ease and clarity.
Within the last 50 year timeframe most organisations have moved from pencil and typewriter dominated environments, to computer oriented environments with the increasing predominance of voice mail, electronic mail, fax, Facebook and Twitter.
;VMXXIR MRXIVEGXMSR LEW FIIR TEVXMGYPEVP] MR¾YIRGIH F] EHZERGIW MR XIGLRSPSK] through e-mails and text messages, it is now possible to contact others in almost any part of the world, without delays in feedback. This has always been the primary
GSRGIVR [MXL XVEHMXMSREP PIXXIVW ¯ HYVMRK ZSPEXMPI TIVMSHW WMKRM½GERX GLERKI GSYPH occur during the time taken to send and receive post. Organisations have taken advantage of this quicker written communication, using e-mail to handle invoices and
GYWXSQIVUYIVMIWQYGLQSVIIJ½GMIRXP]
The extent to which a business relies upon written information very much depends upon their corporate culture, or the nature of the industry they operate within.
Business Communications

-R LMKLP] FYVIEYGVEXMG ½VQW X]TMGEPP] KSZIVRQIRX SJ½GIW IZIV] EGXMSR MW SJXIR accompanied by detailed reports, usually to the dismay of employees. Frequently, the reasoning behind this is that documents provide evidence of work being carried out and can be referred to in the future.
%FYWMRIWW[MWLMRKXSTVSXIGXMXWIPJEKEMRWXFPEQIGEREPWSFIRI½XJVSQXLI[VMXXIR word. A Root Cause Analysis (RCA) is a prime example of this, whereby a supplier writes a document to its client, detailing how a faulty product came to be damaged.
The supplier could explain that the damage was the result of poor handling during transport, for instance, rather than down to its own negligence. This form of blame prevention is particularly common in technical industries, where small mistakes can result in costly setbacks.
Spoken communication, on the other hand, is considered a more spontaneous mode of contact; conversations, whether taking place over telephones or during meetings, have the potential to travel wildly off course. As a result, the spoken word can be used by businesses to gain more expressive opinions. When conducting market
VIWIEVGLJSVI\EQTPI½VQWSJXIRXEPOXSGSRWYQIVWVEXLIVXLEREWOMRKJSV[VMXXIR responses, in the hope that a more personal relationship will stimulate a broader range of thoughts.
© BBPSD 2010. All Rights Reserved.
10

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Corporate speeches are another form of spoken expression, widely adopted by
PEVKIWGEPI SVKERMWEXMSRW MR TEVXMGYPEV &IJSVI HYVMRK SV EJXIV WMKRM½GERX IZIRXW E spokesperson can address vast numbers of people and serve as a face to the business.
When the car manufacturer Toyota recently experienced criticism over its safety
WXERHEVHW XLI ½VQ´W TVIWMHIRX%OMS8S]SHE QEHI E TYFPMG ETSPSK] MR XLI 9RMXIH
States. This form of communication was arguably the best solution to the matter, as
LMWGSRGIVR[EWZMWMFPI¯MXMWI\XVIQIP]HMJ½GYPXXSXVERWPEXIXLMWIQSXMSRMRXSXLI written language.
Business Communications

Give examples of businesses that are successfully using ‘Facebook’ and ‘Twitter’ to gain a competitive advantage over others. Why are they using social networking websites? How does this affect sales, marketing and customer services?
© BBPSD 2010. All Rights Reserved.
12

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Businesses may wish to communicate with their customers for many reasons, including gaining feedback on satisfaction (See Module 1, Customer Service), answering queries and providing updates on new products or events. In order to do so, a number of interaction techniques can be employed, ranging from the highly sophisticated to the fairly conventional.
*SVTVSQSXMSREPTYVTSWIWXLIQSWXGSQQSRJSVQSJGSRXEGXMWEPIXXIVSVPIE¾IXWIRX to the customer’s address. Although there is a possibility of the person discarding the mail without reading it (in the belief that it is unimportant), this is a straightforward way of informing the customer of new developments. Price discounts, product launches and ‘customers only’ events can all be advertised, increasing the likely success of the initiatives.
Business Communications

Lately, there has been a growth in the popularity of e-mail messages to customers,
XSSXLIWILEZIXLIEHHIHFIRI½XWSJYWMRKL]TIVPMROWXSXLIGSQTER]´W[IFWMXIEW well as decreasing environmental damage caused by using paper. In fact environmental concerns are becoming more prominent for businesses as consumers learn more about environmental changes.
Furthermore, videos can be transmitted electronically, allowing viewers to watch product demonstrations or interviews from the comfort of their own homes. It is now possible to upload a video to YouTube with hardly any expertise, something unthinkable ten years ago.
© BBPSD 2010. All Rights Reserved.
14

Make a short video of your self, pretend it is a verbal CV telling an employer why they should employ you, and then up load it onto YouTube.
15 Business Communications

-RGVIEWMRKP]½VQWLEZIFIGSQIQSVIVIPMERXYTSR[IFWMXIW¯WTIRHMRKLYKIEQSYRXWSJ money on their design – as another way of ‘talking’ to customers. Similarly to e-mails, websites can involve video demonstrations, hyperlinks to different departments and news on recent developments, all providing clients (both current and prospective) with an interactive experience.
As well as being an excellent advertisement tool, a website can be used to track customers’ buying habits. The popularity of certain products can be assessed by the number of times
XLI] EVI ZMI[IH SV FSYKLX EPPS[MRK ½VQW XS EHNYWX XLIMV WXSGO PIZIPW EGGSVHMRKP];MXL relative ease, changes in trade performance can be measured over time, giving an idea of when a sales promotion is most required.
Organisations wishing to measure their customers’ satisfaction can distribute questionnaires, or provide them online. By asking a range of questions (both qualitative – that is descriptive
- and quantitative – something that can be measured easily), they can use feedback to improve future performance and deter consumers from purchasing rival products. Because
GSQTPIXMRK UYIWXMSRREMVIW GER FI XMQIGSRWYQMRK ½VQW SJXIR IRGSYVEKI VIWTSRWIW F]
SJJIVMRKTVM^IWWYGLEWJVIILSPMHE]WSVWXSVIZSYGLIVW
© BBPSD 2010. All Rights Reserved.
16

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In addition to highlighting weaknesses in service or product performance, questionnaires can include sections where the customer is asked about their hobbies and interests.
&]½RHMRKSYXXLIQSWXTSTYPEVEGXMZMXMIWSJXLIMVGPMIRXIPIFYWMRIWWIWGERHIGMHI to focus their advertising around this, or even use it as a base for developing new product ranges.
If a manufacturer of widescreen televisions, such as Sony, were to discover that many of its customers enjoy watching football, they may wish to sponsor a number of high-
TVS½PIKEQIWXSIRGSYVEKIQSVITYVGLEWIW
Business Communications

© BBPSD 2010. All Rights Reserved.
18

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To provide a more personal means of communication, most businesses operate
XIPITLSRIWIVZMGIW*VSQEWSPIXVEHIVERW[IVMRKGEPPWHMVIGXP]XSLMWSJ½GIXSEQYPXM
REXMSREP½VQ[MXLGEPPGIRXVIWEGVSWWXLIKPSFIXLMWMWWXMPPELMKLP]TSTYPEVQIXLSHSJ reaching customers or other organisations.
8LIQEMRFIRI½XSJXLIXIPITLSRIMWXLEXMXGEREWWMWXFSXLTEVXMIWFYWMRIWWIWGER call clients to gain opinions or promote events, and customers can call businesses to ask questions or express interest. The only downfall is that such services can be extremely expensive to maintain, when the costs of equipment, staff and facilities are taken into account.
Business Communications

Group Exercise (Take ten minutes to think about the following questions and then present
]SYV½RHMRKWFEGOXSXLIKVSYT
ˆ7IPIGXERSVKERMWEXMSRSJ]SYVGLSMGIIKEKSZIVRQIRXHITEVXQIRXERSMPGSQTER]SV a large supermarket chain)
ˆ*MRHSYXXLIGYWXSQIVWJSV]SYVGLSWIRSVKERMWEXMSR
ˆ,S[HSIW]SYVGLSWIRSVKERMWEXMSRGSQQYRMGEXIXSGYWXSQIVW#
ˆ;LEXGERXLI]HSXSMQTVSZIXLIMVVIPEXMSRWLMT[MXLGYWXSQIVW#
© BBPSD 2010. All Rights Reserved.
20

21
Because it is customers that provide businesses with their revenue, their satisfaction
ERHMHIEWEVISJKVIEXMQTSVXERGIWIIXLI'YWXSQIV7EXMWJEGXMSRFSSO7SQI½VQW make the mistake of devaluing these individuals once they have made their purchases, believing that they are no longer of any use. Successful businesses, however, continue to tend to their needs and encourage them to make future transactions.
Consumer loyalty is just one possible result of effective customer relations. When
2MWWERHIGMHIHXSPEYRGLMXWPY\YV]-R½RMXMFVERHMRXLI9/XLIMVEMQJVSQXLISYXWIX was to outdo their rivals in customer service. By offering each client a personal account manager, the company gained a valuable Unique Selling Point (USP), making customers much more loyal to a brand that would otherwise have been overshadowed
F]XLIPMOIWSJ&1;ERH1IVGIHIW&IR^8LMWMWERI\EQTPISJ7XEOILSPHIV8LISV] an approach to business that focuses on meeting the needs of all interested parties in a business relationship.
Business Communications

© BBPSD 2010. All Rights Reserved.
22

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1SVISZIVEWLMKLPMKLXIHIEVPMIVSVKERMWEXMSRWGERFIRI½XJVSQ½RHMRKSYX[LEXQEHI their customers choose to do business with them, over the many other alternatives.
;LIR½VQWHMWGSZIVXLIVIEWSRWFILMRHXLIMVEXXVEGXMZIRIWWXSGSRWYQIVWXLI]GER accentuate these values in their marketing.
Marks & Spencer, a large UK based retail store, often stresses the high quality of their produce over price competitiveness, for instance. It is hoped that having a strong brand identity will persuade buyers away from rivals with less clear values.
Word-of-mouth has the potential to either catapult a business into great success,
SVGVIEXIWIVMSYWHEQEKI)ZIV]XMQIE½VQGSQQYRMGEXIW[MXLMXWGYWXSQIVWMXQYWX prove to be pleasant and helpful; otherwise these customers may refer negatively to the organisation when talking to other consumers.
Business Communications

© BBPSD 2010. All Rights Reserved.
24

25
When the Spanish banking group Santander took over the UK based bank Abbey and
Alliance & Leicester, many criticised its use of electronic answering machines, saying that they preferred a more personal approach to service. As a result of this annoyance spreading, Santander lost a great deal of custom. Only by listening to the opinions of
GYWXSQIVWGERFYWMRIWWIWEZSMHRIKEXMZITYFPMGMX]¯WSQIXLMRK[LMGLGSYRXPIWW½VQW have failed to realise, resulting in their ultimate collapse.
Business Communications

Discuss the importance of communicating with customers. Think of businesses who can gain from better communication with their customers.
© BBPSD 2010. All Rights Reserved.
26

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However successful a business is at forming relationships with its customers, if its internal communications are inadequate, breakdowns in performance can be expected.
According to recent research, 14% of each 40 hour working week is wasted because of poor communication within businesses. That amounts to a staggering seven working weeks of squandered productivity a year.
A variety of circumstances can result from this breakdown in internal communication,
RSRISJXLIQTVSHYGXMZIJSVXLI½VQ´WEFMPMX]XSJYRGXMSRIJJIGXMZIP]*MVWXP]WITEVEXMSRW between management and employees can create a situation where staff are overloaded with work but feel unable to discuss the matter with their superior(s). Sometimes, this is due to the manager appearing too busy to deal with concerns, or perhaps never remaining in the workplace long enough to be contacted. The major problem with this scenario is its effect on employee morale; if staff do not feel as though they are being listened to their commitment to the business is likely to decrease, leading to a high labour turnover.
When working to strict deadlines, it is crucial for all departments to function as
IJ½GMIRXP]EWTSWWMFPI¯HIPE]WMRTVSGIWWMRKMRJSVQEXMSRLS[IZIVWQEPPGERFYMPH up, placing great strain on those whose responsibility it is to meet customer orders.
-J HMJJIVIRX EVIEW SJ XLI FYWMRIWW HS RSX EWWMWX IEGL SXLIV HYVMRK HMJ½GYPX TIVMSHW
Business Communications

HIEHPMRIWEVIYRPMOIP]XSFIQIX[MXLHEQEKMRKGSRWIUYIRGIWJSVXLI½VQ´WVITYXEXMSR
It is therefore in the interests of all employees to prevent this occurring.
Most businesses do not appreciate surprises, especially when they involve documents being hidden by staff, or altered slightly to suit personal interests, or to meet production targets.
When the former Eastern Germany joined together with Western Germany, one
SJXLIMWWYIWXLI]JEGIH[EWXLEXMR)EWXIVR+IVQER]XLI½KYVIWJSVMRHYWXV]XLEX they presented were incorrect, they had been altered to ensure that they would not appear to be a failing organisation. Because of the old communist regime they had
RSXEP[E]WVIXYVRIH½KYVIWXLEX[IVIEGGYVEXIHYIXSTSXIRXMEPP]LEVWLTIREPXMIW
© BBPSD 2010. All Rights Reserved.
28

29
Firms that appreciate good internal communication treat such matters seriously, making it clear to all employees that such actions are not acceptable. Only then will harmful results be avoided, such as court action for not paying bills (because a member of staff hid them in a drawer) or injuries as a result of workers falsifying safety tests.
%RSXLIVFIRI½XSJGSRWMWXIRXP]GPIEVQIWWEKMRKMWXLIEZSMHERGISJMRJSVQEP³KVETIZMRIW´
SVEGSPPIGXMSRSJYRSJ½GMEPGSQQYRMGEXMSRTEWWEKIW[LMGLSTIVEXIWEPSRKWMHIXLI
SJ½GMEPW]WXIQ
Grapevines are damaging in that they spread rumours among employees that are
SJXIRMRGSVVIGXPIEHMRKXLIQXSJSVQSTMRMSRWSVQEOIHIGMWMSRWXLEXEVIYRNYWXM½IH
As an example, a member of staff hearing that a colleague is on a higher salary may resent the matter, even though the claim is not supported with any evidence. When rumours such as this spread throughout the business, they can severely impact on employee relationships – undesirable for any organisation.
Business Communications

Does the grapevine have a positive or negative impact on Business? How does the grapevine affect employees in your business or organisation?
© BBPSD 2010. All Rights Reserved.
30

31
In this section we have highlighted the importance to a business of having good effective communication, both internally and externally. We have learned about the
X[S QEMR JSVQW SJ GSQQYRMGEXMSR [VMXXIR ERH WTSOIR ERH EFSYX XLI MR¾YIRGI SJ modern computer oriented environments with the increasing predominance of voice mail, electronic mail, fax, Facebook and Twitter. We have also noted that, in spite of
ER MRGVIEWI MR MRWXERXERISYW IPIGXVSRMG GSQQYRMGEXMSR MR LMKLP] FYVIEYGVEXMG ½VQW every action is often accompanied by detailed written hard copy reports. The value of
JEGIXSJEGI GSQQYRMGEXMSR [EW I\TPSVIH EW [EW XLI HERKIVW SJ XLI SJ½GI KVETIZMRI
Business Communications

© BBPSD 2010. All Rights Reserved.
32

Business
Etiquette
Business
Communication
Time
Management
People
Skills
Self
Awareness and Personal
Development
Customer
Service
Business
Basics and
Finance
IT for
Business
INTERNATIONAL BUSINESS SKILLS COURSEWARE
in
Association of Business Practitioners

Student Guide
INTERNATIONAL BUSINESS SKILLS COURSEWARE
Professional Curriculum

ACCREDITED BY
Association of Business Practioners
British Business Professional Skills Development (BBPSD) Ltd,
80 Lodge Lane, Liverpool, L08 0QL
United Kingdom http://www.bbpsd.org.uk