Communication Structure

What is it?

It’s a communication technique that can be used both verbally (phone, video & face to face) and in written correspondence (i.e. emails, LinkedIn, even texting).

It involves breaking down every communication you have into three (3) simple buckets:

A Re-cap of your most recent discussion
The main content or reason of your communication e.g. recap their situation, restate their issues, highlight your solution & details of a quote, etc …
Booking and Re-stating the next action e.g. your next planned call; your next meeting; etc Then repeat over and over and over. The only thing that changes is the content.

Why is this important?

You will earn “trust points” by virtue of showing your audience you have heard them, understand their situation, and own all the next steps towards a solution.
It naturally moves your audience into the “passenger” seat of the relationship, with you in the “driver’s seat” (see Taking Control module)

Generic Approach	Structured Approach	Difference
Thank you for your interest in XYZ Inc. I have included a brochure of our Widgets.	Thank you for taking the time to talk to me last week. From our discussion, I understand you use Widgets in the following applications.	You’re recapping the last discussion and highlighting their needs – personalizing it.
We at XYZ Inc have over 5000 Widgets currently in operation. While XYZ is well known for our expertise in Widgets, we offer our same quality in Snaps, Crackles and Pops.	From our discussion, I have compiled for you some key points that I think would be of interest. – Over 5000 XYZ Widgets available – All products meet Widget approval – We have been in business 30 years	This allows for more white space in the body of your letter. Bullet points also trigger the eye and are easier to read. The content will be perceived as “custom” written for the audience considering their situation and needs.
Included is a catalogue that shows you the different products XYZ has to offer. If you should have any applications so where there is a need for Widgets, Snaps, Crackles, and Pops, please let XYZ Inc know how we could be of assistance to you.	XYZ wants to earn your business. As a result, my plan is to continue to get to know you, your business and needs so should an opportunity arise, you consider us. I’ll plan to contact you next at _______ (date/time). However, if at any time you have an immediate application, please contact me directly.	The generic approach puts the onus on them to “call you”. The Structured Approach not only says that you are going to come after the business, it lets them know how and when you are going to do it.
Thank you so much for our meeting today. I appreciated learning about your business. Looking forward to talking soon.	Thank you so much for our meeting today. Here is a recap of what I learned: – A – B – C Given your situation, I suggested that we meet again in 2 weeks to discuss: – X – Y – Z Our next meeting is set for date/time.	You are recapping, showing you listened and understand. You re-enforce what you had discussed verbally during the meeting. You take control of setting a definitive next action.