It's a deceptively simple question to ask and many major brands understand the complex importance of it and therefore make their identity synonymous with recognizable sounds – think of Nokia’s classic ring tone, played 1.8 billion times per day or Intel’s 5-note signature that accompanies everything that they do. But progressive and enlightened companies also understand that focussing on their sound is not just about utilizing attention-grabbing musical ditties in advertising and branding. (Although it certainly helps.)
An often quoted statistic is that 93% of all daily communication is non-verbal. Patently, in business, this is nonsense. However, popular science magazines, students and the media love to quote this number and the short rebuttal of this is that it is simply not true. It comes from just one piece of research that was badly interpreted and has subsequently been lazily reported. Believe it to be true for your business at your peril.
Because in business, verbal communications, down a plain-old-telephone line, is the lifeblood of any commercial company. Therefore, the first step to take if you are serious about your business, is addressing your telephone processes and protocols.
People buy from people, by talking to them; and Michelle Mills-Porter’s important new book will not only give you the slight edge, it will give you a downright dastardly unfair advantage over your competitors. The complex science of verbal business communications has been de-mystified, made understandable and yes, even fun, through the genius of Michelle Mills-Porter and her indispensable guide-book, Phone Genius.