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n place of the International Exhibition, you will be completing a 2 page writing assignment (30 points). This consists of a 1-2 page (12 point, New Times Roman, double spaced) “business memo” and a 1-2 page “external communication” memo.

Business communications can be internal, such as when dealing with employees individually, in meetings or through written messages like emails and memos. It can also be external in nature, such as when communicating with customers, suppliers or other business owners. There are a number of important aspects to effective external communication. These include the level of the communication’s persuasiveness and the ability to relate to customers.

Persuasive

Effective external communication can persuade customers to take a certain desired action. Your marketing strategy, for example, can influence customers to buy your products or visit your place of business. An effective public relations campaign can make use of media to build the image of your business in the local community. If your business is expanding and you’re in need of additional employees, your recruitment efforts can persuade potential employees to consider working for your company.

Customer-Focused

Your external communication is a way to provide service to your customer base and to stay in touch. When your customers have a problem or question, communication methods like email, telephone or an in-person customer service department allow your customers to resolve any issues. By sending a newsletter or information about special promotions by email, you’re keeping your business in the mind of your customers, which can lead to repeat business. The better you communicate with your existing customers, the less time and resources you will need to spend on finding new ones.

Partner-Friendly

At some point in the life of your business, you will likely need to form an alliance with another business in areas such as marketing or expansion, or even to develop a relationship with a supplier. How well you communicate with these entities will help determine your success in these areas. If you develop a reputation as someone who is easy to do business with, you can increase your chances of forming mutually beneficial business relationships, which will ultimately affect your bottom line.

Emphasizes Listening

External communication is not just about spreading your message or reaching out to others. Effective communication also involves taking the time to listen to any feedback you receive. A customer service survey gives customers the opportunity to tell you what is good and bad about your business and lets them know that you care about what they think. Feedback from other companies you do business with can indicate your company’s reputation in the business community.

Communication with Channels

By communicating with customers through direct marketing channels, distributors or business partners, companies enable sales and delivery of their goods and services in ways that end up providing benefits for each party. Companies target partners and suppliers with offers of reduce prices using communication mechanisms such as brochures, functional specifications and selling guides. Through external communication documents such as requests for proposals or statements of work, companies set up business relationships allowing them to prosper in a complex, global marketplace.

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