Corona changes communication

There’s no denying it: Digital communication is becoming even more important—even in sales, where communication is often very direct and personal. Video calls, in particular, are experiencing a real boom. Consultations and customer support via video call are efficient and socially acceptable. Video conference meetings and digital workshops will also become part of everyday life in the future. The right equipment and training are a must—nothing is more embarrassing than a poor-quality microphone and being told, «You’re still on mute.» Video calls are particularly useful when they help avoid long commutes, bring in experts, and gather information—those who implement this approach are seen as efficient and up-to-date. In external corporate communications as well, media conferences via video call, product launches, and presentations of innovations to journalists, connecting international teams for investor meetings, and virtual tours are becoming standard—all of which make perfect sense.

Which instrument is best for what?

But how can a company determine which of these many new forms of communication are appropriate and which are unnecessary or even superfluous? We like to use questions to decide which tools are best suited: Which form of communication makes it easiest to present the facts that need to be conveyed? Which tool is most convenient for all participants and thus enables the most accessible participation possible? What role do the emotional component and the experience play in communication? The result is an evaluation borrowed from a fundamental principle of architecture. FFF – Form Follows Function. FFF was first mentioned by the American sculptor Horatio Greenough in 1852. Nevertheless, FFF is most often associated with the architect Louis Sullivan, who wrote in 1896 that «form always follows function.» This guiding principle is now over 150 years old, yet it has lost none of its relevance in today’s world of digital media.

»You're spoiled for choice."

This guiding principle applies very well to the topic of communication and the choice of communication tools in sales. However, there is a second principle that simply helps separate the wheat from the chaff: the idea that, ultimately, the bait on the hook must appeal to the fish, not the fisherman: What this means is that a communication tool should always be tailored to the target audience and not to the needs of the people who want to send the message. The focus, therefore, is on the customer—the recipient. The more direct communication was in the past, the more sales today must rely on dialogue—even if it’s virtual.

New opportunities are emerging as a result of the widespread availability of communication tools. A major opportunity for international companies arises from the fact that, at almost any given moment, the entire world can be connected in a virtual meeting as if everyone were in the same office. After all, under COVID-19 conditions, it doesn’t matter whether you’re sitting in the office next door or on the other side of the world. The only difference is the time zone.

Take Advantage of Greater Flexibility

Another opportunity arises from the ability to bypass hierarchies. For example, it’s entirely possible that, in the middle of a board meeting, an expert who is currently working on a project and is on the road somewhere will be brought in via video link. He can then report on the situation «effortlessly,» so to speak. This live reporting feature can, of course, also be used for press conferences or investor meetings. If the question arises as to what’s going on at this or that location, or if there’s a need to take a look inside an innovation lab, this can easily be done virtually.

Try something new every once in a while

As part of acquisition projects, sites are already being inspected remotely via drone flights. There are also ongoing innovations in the field of social media. One that has been making headlines recently is the «Clubhouse» app. However, it is not yet clear whether this app will truly catch on in corporate communications. Numerous companies are experimenting with it. Nevertheless, this new form of social media warrants close observation.

Don't forget the customer

When it comes to digital communication, many companies think primarily of internal processes. But our customers and their behavior are also changing rapidly during lockdowns. This applies to their availability, flexibility, and willingness to engage in dialogue. It makes sense to make targeted use of these new ways of communicating. Aligning sales with these new opportunities requires innovation and courage, but these digital possibilities will endure even after the pandemic.

It's the impact that counts

In the end, one thing is clear: The COVID-19 pandemic gives us all the opportunity to experiment with these forms of communication—both within the company and with the outside world—and to break new ground. Ultimately, what works in the long run is what’s right!

This article was first published in the print edition of m&k friends 5/2021 by Swiss Distribution.

* Dominique Reber (left) and Dr. Matthias D. Knill are partners at Hirzel.Neef. Schmid.Konsulenten, a communications and business consulting firm based in Zurich.