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THE ART OF COMMUNICATING

We should all be great communicators. After all, we certainty get enough practice. From the time we are born until the time we die, we are constantly sending messages trying to convey our ideas, desires, thoughts, feelings, needs, and wants to others. With all the practice, you would think we could get our message across.  But what happens? Too often, the message we think we send bears little resemblance to the message "they" apparently received. People misunderstand and misinterpret our clearest instructions. It's even worse when they try to communicate with us. Frequently, their messages are unintelligible or barely intelligible. We think we know what they mean. Sure we do. Maybe we do.

Of all the skills of management, the ability to communicate - really communicate - must be the most valuable of all. Without the ability to communicate effectively, we cannot share information, give direction, make decisions, or solve problems. In short, we can't manage. Perhaps more importantly, we can't lead. All great leaders seem to be great communicators. Somehow, they are able to share their vision of the future, inspire their followers, and mobilize people - all with just their words. But what about the rest of us? For us, all too often the simplest message goes awry.

For example, let's consider what happened to Harvey Roberts.

How Communication Broke Down at Roberts Parts Supply

Things were finally beginning to look better for Harvey Roberts and Roberts Parts Supply that Monday morning. The last two months had been difficult. Orders dropped off. Cash flow slowed to a trickle as major customers delayed payment. But all of that was beginning to change. Just this morning, two major customers paid in full. Plus, after months of trying, Harvey had finally won a major supply contract with West Manufacturing. Then Harvey's phone rang.

RECEPTIONIST: Mr. Roberts, Ben West is on line two.
ROBERTS: Hello.
CALLER: Roberts, this is Ben West at West Manufacturing.
ROBERTS: Good morning, Ben.
WEST: Good morning, Harvey. Listen, the reason I'm calling is about those Model 630 parts we ordered.
ROBERTS: Right, Ben. I was just looking at the shipping order on those this morning.  We should have them out to you Thursday, just as scheduled.
WEST: Well that's the reason I called, Harvey. We've got a problem over here. Seems some of my people messed up the inventory record.  Now they tell me we're almost out. I'm afraid Thursday isn't going to be good enough on those parts. I'm going to need at least half of that shipment right away. What can you do for me?
ROBERTS: Tell you what, Ben, let me check with distribution and I'll get right back to you. We'll see what we can do.
WEST: Okay, Harvey. I'd appreciate that. (hangs up.)
ROBERTS: Linda, get me Tommy Smith in Distribution.
DISTRIBUTION: Hello, Distribution.
ROBERTS: This is Roberts; let me speak to Tommy Smith.
SMITH: Hello.
ROBERTS: Tommy, where do we stand on that parts order for West Manufacturing?
SMITH: Just a minute . . . yeah, it's right here. We're working on the Parker Electronics order now, then we've got White Trucking and West. Shouldn't be any problem. We should get the West order out on Thursday as scheduled.
ROBERTS: I don't think that's going to be good enough, Tommy.  I just got a call from Ben West and he needs that shipment as soon as you can get to it.
SMITH: Oh. Well, let's see. We could move the West order up before White Trucking. Tell you what, I'll take care of it right away.
ROBERTS: Thanks, Tommy. I knew I could count on you. (Roberts hangs up and immediately calls Ben West.)
WEST: Hello.
ROBERTS: Bill, I've got good news. I just talked to my guys in Distribution and they're going to take care of your order right away. We'll get it right out to you.
WEST: Thanks, Harvey, I'll tell my people to expect it. (Five hours later Harvey's phone rings.)
RECEPTIONIST: Mr. Roberts, Mr. West is on line two and he doesn't sound very happy.
ROBERTS: Hello. Ben . . .
WEST: Roberts, what's wrong with you people? You told me you were getting those parts right over to me. It's been five hours. How damn long does it take your guys to drive six blocks?
ROBERTS: Hold on. Bill, there must be some mistake.  I'll get right on this.
WEST: Don't, bother. Since you obviously couldn't get the job done, I've already contacted Thompson Parts and they've got a truck on the way. You can just cancel that order we have with you. Thompson's a little more expensive, but at least they deliver.  (slams down phone.)
ROBERTS: Linda, get me Smith in Distribution.
SMITH: Hello, Distribution.
RORERTS: Tommy, what's wrong with you people down there? West just called and chewed me out because they still haven't gotten the parts. You told me this morning you'd get right on it.
SMITH: Wait a minute, Mr. Roberts. I didn't know we were supposed to ship those West parts today. You told me to move 'em up after the Parker Electronics order and that's what we did. We'll be through with Parker tomorrow morning and then do West. They should get them tomorrow afternoon.
ROBERTS: Tomorrow - who said tomorrow? West needed the stuff today. Don't you people ever listen?
SMITH: I'm sorry, Mr. Roberts. I thought you knew we'd be working on the Parker order all day today. Look - uh - if West needs the stuff, we'll stop what we are doing and I'll get my people to put in some overtime. We'll get the West stuff to them first thing tomorrow morning.
ROBERTS: Never mind - never mind. It's too late. West has already cancelled thanks to you. (Slams phone down.)

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