Showing posts with label Communication. Show all posts
Showing posts with label Communication. Show all posts

Barriers to Effective Communication

Communication is essential for effective management. Similarly, every manager makes efforts to ensure effectiveness of communication. However, sometimes barriers to communication cause breakdowns, distortions and inaccurate rumors. These hurdles or obstacles for effective communication are called the barrier to communication. In the view of barriers to effective communication, the following specific suggestions can be made to ensure the effectiveness of communication:

1. Physical Barriers

The distance between the sender and the receiver of the message is an important barrier. In other words, communication is also retarded when proper physical facilities of communication are not provided in the organization. Lack of suitable environment (such as excessive heat, cold or noise), absence of intercom system, defective public announcement system, very little opportunity of meetings, conferences, social and cultural gatherings are some of the illustrations of lack of organizational facilities which result in delay and retarded communication. Noise and other environmental disturbances are other physical barriers to communication.

2. Personal Barriers

Personal barriers are concerned with the personal issues of the particular person. Personal factors like judgment, emotions and social values create a psychological distance between the sender and the receiver. The other personal factors like prejudice, inferiority / superiority complex, attitude, time pressure also affect interpretation of messages. Credibility gap between the sender and the receiver may create misunderstanding. If the sender and the receiver of the message do not have mutual trust and confidence, then communication will not be effecting due to differences in comprehension of reality.

3. Language Barriers

Language is the carrier of all information and ideas. People of different levels understand, write and speak differently. A speech or statement given in English may not be understood by most of the workers. People interpret words and symbols in terms of their own experience and thinking. When the sender and the receiver interpret differently, misunderstanding arises. In some cases the receiver may not understand language used by the sender.

Experience suggests that complex language, technical terms, and jargon make communication difficult to understand and frustrating to the listener. It is not true that complex ideas require complex words to explain them. Hence, while preparing the communication message, its language should be relatively simple and the ability of the receiver to interpret the message accurately should be kept in view. Efforts should be made to explain abstract ideas and avoid the vague expressions.

4. Status Barriers

There is a wide gap between the social and economic status of members of the organization and in their education, experience, background, authority and powers. In other words, status or position in the hierarchy of an organization is one of the fundamental barriers that obstruct free flow of information. A superior may give only the selected information to his subordinates so as to maintain status difference.

5. Organizational Structure Barriers

Effective communication largely depends upon sound organizational structure. The structure of the organization has a significant influence on the ability of its members to communicate efficiently and with ease. The supervision, long communication lines, complex relationship of line and staff and longer organizational distance of the worker from the management. The complex nature in itself is a great barrier since each manager requires essential information. If the structure is complex and vague involving several layer of management, breakdown or distortion in communication arise. Due to long lines of communication, flow of information gets delayed and distorted.
barriers to effective communication
6. Insufficient Attention

Insufficient attention to the message is like to create misunderstanding. Insufficient attention may arise due to the message in contrary to expectations and belief of the receiver or busyness. Similarly, inadequate attention or half listening to the message makes communication less effective and the message is likely to be misunderstood. Inattention may arise because of over business of the communicatee or because of the message being contrary to his expectations and beliefs.

Misunderstanding and confusion are often caused by the half-hearted attention to the communication. Therefore, a receiver-listener needs to be patient, mentally well composed and avoid distractions while receiving the message. He/she should seek clarification, if necessary, on the message. At the same time, the sender of the message must also not be prepared to listen to what the receiver has to say and respond to his questions, if any. 

7. Premature Evaluation

Some reader, listeners or receiver are in habit of doing judgment before reading or listening the complete message. This tendency of people is called premature evaluation. It distorts understanding and makes communication ineffective.

8. Emotional Barriers

Most of the people are emotional in nature but some are highly emotional. Barriers may also arise due to emotional attitude because when emotions are strong, it is difficult to know the frame of mind of other person or group. Emotional attitudes of both, the communicator as well as the communicatee, obstruct free flow of transmission and understanding of messages. In other words, a situation may affect their mind in such a way that they become speechless. Some may lose their temper quite often and may not listen properly to others. They may reach to conclusion quickly without considering the reasons of a situation and lose their balance of mind.

As strong feelings and emotions on the part of either the sender or receiver of the message distort the meaning of the message. One may, therefore, defer the communication for some time. He/she should response to communication with a composed mind only.

9. Regulating the Flow of Communication

Priority of messages to be communicated should be determined so that the managers may concentrate on more important messages of high priority.  Similarly, the messages received should be edited and condensed to the extent possible, to reduce the chances of overlooking or ignoring important messages.

10 . Feedback

Communication is complete when it receives feedback. Feedback may include the receiver’s response in terms of acceptance and understanding of the message, his/her action and the result achieved. Thus, the two-way communication is considered to be more helpful in establishing mutual understanding than one-way communication.

11. Repetition

Repetition of message helps improve effectiveness of communication. It helps the listener interpret messages that are ambiguous, unclear or too difficult to understand the first time they are heard. Repetition also helps avoid the problem of forgetting. A popular strategy to help the managers remember the main points is “Tell them what you are going to tell them, then tell them what you have told them.”
 
12. Mutual Trust and Faith

Communication becomes effective having mutual and faith between the sender and receiver of the message. The honesty of the purpose is the best means breeding trust and faith between the two parties, i.e. sender and receiver.

13. Pygmalion Effect

In the ancient Greek mythology, a sculptor named Pygmalion craved the statue of a most beautiful woman. The result was so perfect that the sculptor fell in love with the statue and sat in front of it for a long time. He sat in front of it hoping that someday the statue will come to life and it ultimately happened. Since then, this is called the ‘Pygmalion Effect’. Thus, the Pygmalion effect refers to power of one’s expectation. In other words, people’s expectation determines their behavior. Let it be clarified with an example. If a professor believes that a particular student is not very hard working and sincere, then all his/her communication, be it verbal or non-verbal, will communicate this message to the student. What will happen is in the long run, a perfectly hard-working student may become lazy and insincere.

9. Other Barriers

Besides above barriers, number of other factors may disturb communication. Due to choice of misappropriate medium, the message may not be understood by the receiver. Lack of time, filtering information, different backgrounds, lack of mutual trust, resistance to change, mechanical barriers, pressure of work, poorly expressed message, wrong translation, communication overload, misinterpretation and careless may also cause barrier in the free flow of information.
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Types of Communication : Formal, Informal, Interpersonal, Non-verbal Communication

Communication can be characterized as Formal, Informal, Inter-personal and Non-verbal communication: 

1. Formal Communication 

Formal communication means the communication which travels through the formally established channels. In other words, communication which travels through the formal chain of command or lines of hierarchy of authority is called the formal communication. Under it, information is given through the formally designed channel or network. It is designed, controlled and regulated by the management. 
types of communication

Advantages of Formal Communication 
  • It helps in the fixation of responsibility and accountability. 
  • It helps in maintaining the lines of authority in the organization. 
  • It helps in maintaining discipline. 
  • It ensures orderly flow of communication. 

Disadvantages of Formal Communication 
  • It lacks personal contacts and relationship. 
  • It is time consuming. It takes much time to communicate. 
  • It creates a bottleneck in the flow of information because almost all information is channeled through a single executive. 
  • It obstructs free, smooth and accurate circulation of information in an organization. 

Formal communication can be Horizontal, Vertical and Diagonal. 

i. Horizontal Communication 

horizontal communication
When communication takes place between two or more persons of the same level or position of the same department or other departments of the organization, it is known as horizontal communication. When the finance manager communicates with the marketing manager concerning advertising expenditures, the flow of communication is horizontal. The objective of horizontal communication is to coordinate the efforts of different departments or persons.

Advantages of Horizontal Communication 
  • Coordinating in nature. 
  • Frequently informal and therefore simpler than vertical communication. 
  • Reassuring to those in charge of implementing department policy, since it provides them with the opportunity of checking with each other and comparing notes. 
  • Expedient in terms of communication time. 

Disadvantages of Horizontal Communication 
The major disadvantages of horizontal communication are listed as below: 
  • Department chiefs may remain uninformed about what their division heads are thinking. 
  • It can have a disuniting effect by fostering clique i.e. grouping among personal at the same levels of authority.
  • It can distort the purpose of a department policy, and even render it inoperative by allowing too much discussion about it. 
  • It may actually increase misunderstanding among division heads by permitting informal (verbal) alterations of formal communications. 

ii. Vertical Communication 

The communication in which information is either transmitted from top to the bottom or from bottom to the top in structural hierarchy is a vertical communication. In this way, vertical communication may be of two types as: 

a) Downward Communication 

When messages are transmitted from superiors to subordinates along with the chain of command, it is said to be downward communication. It refers to the transmission of information from superior to subordinates. The most common downward communications are job instruction, official memos, policy statements, procedures, manuals and company publications. 

b) Upward Communication 

When messages are transmitted from bottom to top of the organizational hierarchy, it is said to be upward communication. This provides feedback on the extent of effectiveness of downward communication. It is also a means of informing the management about the viewpoints, reactions, feelings and state of employee morale. Widely used upward communication devices include suggestion boxes, group meetings, report to supervisors and appeal or grievance procedures. Usually upward communication is utilized in democratic and participative management. Effective upward communication channels are important because they provide employees with opportunities to have a say.

Advantages of Vertical Communication 
    • It is authoritative and official.
    • It is binding to all parties involved. 
    • It is the most legitimate type of communication. 

Disadvantages of Vertical Communication 

The major disadvantages of vertical communication are listed as below: 
    • It is formal and informal. 
    • It is usually slow-moving, since it must be channeled through several levels of authority. 
    • It may conceal the true motives behind the formal message it carries. 

iii. Diagonal Communication 

Diagonal communication cuts across departmental lines. Such communication is in between people who are neither in the same department nor on the same level of organizational structure. In other words, it refers to interchange of messages between the managers and employees who are neither in the same department nor on the same level of organizational structure. Diagonal communication refers to communication between managers and workers located in different functional divisions. Although both vertical and horizontal communication continue to be important, these terms no longer adequately capture communication needs and flows in most modern organizations. The concept of diagonal communication was introduced to capture the new communication challenges associated with new organizational forms, such as matrix and project based organizations. 

Advantages of Diagonal Communication 
  • It is the most direct method of communication. 
  • It is the most selective method of communication.
  • It is one of the fastest methods of communication.
  • In critical situations, it would seem to be the most essential and logical type of communication. 

Disadvantages of Diagonal Communication 
  • It can destroy lines of authority and formal chains of command. 
  • It can leave immediate superiors uninformed of what their subordinates are doing.
  • It can lead to conflicting orders so it may lead to further confusion.
  • It is usually verbal and thus is untraceable if things go wrong.


Related Topic: Concept of Communication


2. Informal Communication

Informal communication refers to the communication which takes place on the basis of informal relations between the members of a group. It is personal communication in nature and not a positional communication. It does not flow along with the formal lines of authority or formal chain of command. Even it is not regulated by the formal rules and procedures. Normally, members of informal group use this form of communication in order to share their ideas, views, opinions and other information. There is lack of official instruction for communication. It is not controlled and designed by formal organizational structure. So, it is not used to communicate formal message.

Advantages of Informal Communication
  • It is more flexible.
  • It helps to improve decision-making.
  • Informal communication is faster in speed than formal communication.
  • It works as a powerful and effective tool of communication.
  • It may provide feedback to managers on their actions and decisions.

Disadvantages of Informal Communication
  • It is difficult to fix responsibility for the information.
  • It may cause misunderstanding.
  • It carries inaccurate, half-truth or distorted information.
  • It is difficult to believe on information.
  • It leads to leakage of secret information.


3. Inter-personal Communication

Inter-personal communication is the sharing of information between two or more people face-to-face through any other direct channel. Since communicating parties get face-to-face, so it is two-way communication. Very simply, manager or supervisors give direction and guidance to their subordinates in their presence is the common example of inter-personal communication. Inter-personal communication can be oral or written.

i) Oral Communication

When message is expressed through the words of mouth or spoken words, it is said to be oral communication. It may take place either through face-to-face conversation or through any electronic mode such as telephone, cellular phone, intercom etc. In oral communication, source of message i.e. sender gives the information through oral means i.e. by speaking. This means of communication is more reliable because sender can get feedback quickly.

Advantages of Oral Communication
  • It is quicker and saves in time.
  • It establishes a personal touch and leads to better understanding.
  • It is economical or less expensive as compared to written communication.
  • It is flexible and the messages can be changed to suit the needs and response of the receiver.

Disadvantages of Oral Communication
  • It has the tendency of being distorted.
  • It is less reliable.
  • It provides no record for future reference.
  • It does not provide sufficient time for thinking before conveying the message.

ii. Written Communication

When message is expressed through written words, it is known as written communication. It may be expressed even through groups, charts, diagrams, pictures with or without words. In this form of communication, information is shared to the receiver by writing or drawing. It is the formal means of communication. Normally, information that should be kept for long time for future reference, are transmitted by means of written communication.

Advantages of Written Communication
  • It tends to be complete, clear, precise and correct.
  • It tends to reduce misunderstanding, conflicts and disputes.
  • It ensures transmission of information in uniform manager, i.e. everyone concerned has the same information.
  • It ensures little risk of unauthorized alternation in the messages.
  • It is taken as a legal evidence by the courts.

Disadvantages of Written Communication
  • It is time consuming.
  • It is expensive.
  • It may be interpreted in a different manner by different people.
  • It tends to ineffective and unimpressive in case of poor drafting.
  • It fails to provide feedback immediately.


4. Non-Verbal Communication

Communication through postures or gestures of body parts is known as the gestural or non-gestural or non-verbal communication. It is a mode of communication in which anything other than words may be used to transmit message from one person to another. In other words, the communication of information by means of facial expression, body movement, physical contact, gestures, etc. is called non-verbal communication. It is the communication in which neither written nor oral means are used. It is often used to encourage the subordinates like shaking hands, blinking eyes, smiling, clapping etc. It is most powerful means of communication. Good managers always use this type of communication frequently whenever necessary.

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Process of Communication and System of Communication

Process of Communication

Communication has been defined as a process. Communication process is the sequence of identifiable steps that are necessary to complete exchange of information, ideas and understanding among human being. The basic steps of communication process can be illustrated better in a way with the help of figure.
Process of Communication

1. Sender 

Sender or communicator is the initiator of the process of communication. He is the person who intends to convey or transmit an information or message to some other person. He may be speaker, writer or actor. He formulates the message that he wants to convey and selects media for sending. The sender is the main source of information. The sender may be departments, manager or organization itself. The communicator first of all develops a clear idea in his mind about reality, opinion or fact information to convey that it exists in the mind of sender. 

2. Encoding 

Next step in the communication process relate to encoding of the message. Encoding means transforming or translating the message into some language or code understandable to communicate i.e. receiver of the message. At this step, sender transforms the message into words, data, symbols, figures, pictures, gestures or other code or language so that the intended receiver may understand it properly. So, encoding is done by communicator in which ideas are put in the form of words. 

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3. Message 

Sender then prepares message to be communicated. Message is the subject-matter of communication. It may be some idea, information, thought or emotion. It may be expressed in written, oral or non-verbal form. It is the subject matter of communication. 

4. Channel 

The next step in the process relates to the selection of channel of communication. The sender can choose among a number of media such as face-to-face conversation, telephone calls, letters, e-mail, fax, photographs, meetings, organization manuals, news release, press conferences, advertising on TV, radio and newspapers and magazines. It may be verbal or written. The message is conveyed with the help of channel selected. 

5. Receiver 

The receiver may be listener, reader or viewer. In order to initiate a process of communication, there should be some communicate or receiver of the message. He is the person who is to receive, interpret, understand and respond to the message. The receiver decodes or translates the message in his own language. It enables him to understand message. 

6. Decoding 

Decoding means to receive and catch up the ideas, thoughts or messages given by the sender and translate those messages into own languages. In other words, no message accomplishes its purpose unless it is understood by the receiver. Hence, the next step in the process relates to understanding of the message after receiving it. In this process, the receiver may be reader, listener or viewer. It enables the receiver to understand the messages received by the communicator. Hence, there should be proper communication between the encoder and decoder. 

7. Understanding 

Here, receiver tries to draw meaning of the received message. Once a meaning is drawn and the receiver understands the message, he acts upon the message. 

8. Feedback 

The main objective of communication is to elicit desired response or action from the receiver of the message. Hence, communication process remains incomplete or ineffective unless it elicits desired action or response. In other words, the effectiveness of communication is measured through feedback. Feedback is looking at response of receiver. If the response is positive, the communication is successful. If the response is not appropriate, then the sender has to change the message or the channel so as to get the appropriate response. 

9. Noise 

Noise is the external factor or unwanted element that disturbs or interfere the free flow of information. It consists of sound of radio, loudspeaker, vehicles etc. It is the part of communication to minimize noise while passing information. 


System of Communication 

Communication is an on-going process by which people attempt to share meaning via the transmitted message. Communication activities are completed within its system. Communication system includes different elements, information and its pattern or way of communication. 

1. Downward Communication 

It flows from the people at higher level to those at lower levels in the organizational hierarchy. Different types of commands are used for the purpose of communicating message from top to bottom. Such commands come in the form of direction, instruction and orders and tell subordinates what they have to do from their positions. From the upper level, objectives, policies, strategies and programs are transmitted in order to prescribe roles and responsibility for the subordinate employees. The main purpose of the downward communication includes: 

a) To give subordinates specific task directives and job instructions. 

b) To inform subordinates about organizational procedures and practices. 

c) To transmit information to subordinates about the rational of the job. 

2. Upward Communication 

Upward communications are just reverse of downward communications. It flows from subordinates to their superiors or managers. In other words, this direction of information flow is important for transmitting data and information from lower levels to support decision-making by upper level managers. Such communication include reaction and suggestions from workers, their grievances etc. contents of the upward communication are reports, reactions, suggestions, statements and proposals prepared for the submission to the boss etc. There was very little appreciation of this form of communication in past as it does not fit into the traditional theory of organizations. But in modern times, upward communication is considered to be a main source of motivation in employees. 

3. Lateral Communication 

Lateral communication also known as horizontal communication. It refers to the process of horizontal flow of information in order to co-ordinate work activities at the same level of management. In other words, when communication takes place between two or more persons who are subordinates of the same person or those who are working on the same level of organization, this communication is known as horizontal or lateral or cross wise communication. The communication between functional managers, among superintendents of department working under one boss, the meeting of general managers of various factories are examples of such communications. Horizontal communications may be oral as well as written also. The main purpose of internal communication includes: 

a) To co-ordinate tasks at the same level of hierarchy 

b) To solve organizational problems by all managers sitting together 

c) To share inter and intra departmental information 

d) To solve department or divisional level conflicts with the joint efforts of managers working at the same level.

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Communication: Concept | Functions | Need and Importance of Communication

Communication originates from the Latin word 'communico' or 'communicare', which means 'to share'. Obviously however, communication is considered effective only when it gets the desired action or response. In other words, communication is one of the most important basic function and service of any office. The function is said to be connected with handling of information which includes the function of receiving and transmitting of the information, ideas, facts, opinion, emotions etc. which is called communication system. 

Various researchers and analysts define the term 'communication' in their own way. Despite their different versions, it can be briefly summed up that 'communication essentially means the transfer to ideas, feelings, plans, message or information from one person to another.' Some of the definitions given by different experts are as follows: 

"Communication means the imparting, conveying or exchanging of ideas, views, knowledge etc. whether by speech, writing or signs." – Oxford English Dictionary 

"The sum of the entire things one person does when he wants to create understanding in the mind of another. It is a bridge of meaning. It involves a systematic and continuous process of telling, listening and understanding." – Louis A. Allen 

"Communication is imparting or exchange thought of information." – Shurter 

"Communication is the process of passing information and understanding from one person to another. It is essentially a bridge of meaning between people." – Keith Davis 

"Communication is the transfer of information from a sender to a receiver with the information being understood by the receiver." – Koontz and Weihrich 

"Communication is the process of passing information and understanding from one person to another. It is the process of imparting ideas and making oneself understood by others." – Theo Haimann 

From the above definitions, communication is the process of transferring of information and understanding from one person to another. It is the systematic and ongoing process of seeing, listening and understanding. Similarly, it is the process of exchange of information, ideas, feelings and understanding among human beings. It is the process of conveying meanings. It is a systematic process of conveying, listening and understanding something between two or more persons through words, figures, symbols, pictures, body languages etc. 

Characteristics of Communication 

The following characteristics of communication explain the nature of communication: 
  • It is a social process.
  • It is a dynamic process which is adapted in accordance with the prevailing situation.
  • Communication is a process of interaction between persons. In other words, it is an interactive process.
  • It is all pervasive function of management. In other words, it is performed by all the mangers and employees across the organization.
  • It may be oral, written or gestural.
  • It involves exchange of information, opinion, idea, meaning and understanding among human beings.
  • It is a two-way process. It essentially involves dialogue for its success.
  • It may be formal or informal. 

Functions of Communication 

The communication plays important role in the field of management for the purpose of managing different factors effectively and efficiently. The role of communication in the field of management can be identified by identifying the various functions that are performed by effective communication. Such functions are basically information function, command and instructive function, influence or persuasive function and integrative function. These all functions of communications can be briefly explained as follows: 
Functions of communication
Functions of Communication

1. Information Function 

Information is taken as very important factor of the communication system. It is used as the basis for orientation to the external environment and for determining their behavior. For example, the technology of communication has greatly enhanced man's information-generating capacities. It is our ability to affect each other communicatively which has greatly increased the importance of the information giving and receiving aspect of our existence. No organization can fulfill its purpose except to the extent that its communication process furthers its movement towards its specific goals in some way. 

2. Command and Instructive Function 

Communication performs command and instructive functions. These functions of communication are more observable in formal organizations than that of informal organizations. Individuals' who are hierarchically superior within an organization structure are both privileged and obligated to command and control certain task-related behaviors of their subordinates. Orders, directives, requests, procedures and even performance appraisals are taken as command and instructive functions. 

3. Influence and Persuasive Function 

Influence and persuasive functions are taken together represent one of the several functions which is equally important in the communication. Managers can influence others either through coercively or communicatively. Since influence through coercion has its limitations in organizational setting, managers can do well to influence others through effective communication. In fact, leadership is more effective than exercise of authority in getting the maximum from the employees. 

4. Integrative Function 

Communication performs the integrative function by relating various components of the organization and maintains equilibrium among them. The communication that occurs has the consequence of energizing, organizing and channelizing the behavior of living systems. However, if the messages we create in order to comprehend our environment are not cumulative and self-organizing in some way, it would be impossible to gain or to maintain the necessary degree of equilibrium or stable state relations with various aspects of environment. For example, at the larger than face-to-face human groups, some formalization takes place and integrative functions are provided in part by bureaucratization, proceduralization, institutionalization etc. 


Need and Importance of Communication 

The success of all managerial functions depends on successful communication. In other words, good communication is the foundation for sound management. No organization can exist without sound communication system. The need and importance of communication can be highlighted with the help of following points. 
Importance of communication

1. Facilitates Planning 

Planning requires extensive communication among the executives and the other personnel, who translate the plans into action. Organizational objectives, policies, programmes, practices, procedures and strategies are conveyed to the concerned people in the organization so that they may strictly follow them. Communication is also essential in executing a planned programme. 

2. Effective Organizing 

Organizing function cannot be performed without effective communication system. It involves many activities including delegation and decentralization of authority, assigning responsibility and establishing relationships among the members of the organization. For all these activities, manager needs to have communication system in place. 

3. Essential for Leading 

No doubt effective leadership requires an efficient system of communication in the organization. A good leader may direct or lead his subordinates only when an efficient system of communication is present. It brings both the leader and the subordinates in close contact to each other. A leader can make his orders and directives more useful by inviting opinions, suggestions etc. from his subordinates and it requires communication. 

4. Effective Control 

No manager can exercise effective control of organizational activities without proper communication system. In the controlling process, there should be exchange of information between the manager and his subordinates. 

5. Efficient Functioning of Enterprise 

Communication is essential for smooth and successful functioning of an enterprise. It serves as the lubricant fostering smooth operation of the management process. In other words, it is clear that communication is an indispensable tool for successful operation of an enterprise. 

6. Enhances Motivation and Morale 

As we know, 'happy workers are the productive workers', effective communication system plays crucial role in enhancing the level of motivation and morale of employees through effective communication instructions, directions, orders, praise, solutions to the problems etc. Effective communication system plays crucial role in enhancing the level of motivation and morale of employees. Through effective communication instructions, directions, orders, praise, solutions to the problems etc. can be effectively conveyed. 

7. Building Image/ Goodwill 

Communication plays a vital role in building goodwill and image of the organization in the business world and in the society as a whole. Business houses disseminate plethora of information for building their goodwill and image. Information relating to financial performance, sales and export performance, launch of new products, foreign collaboration, awards won, social welfare activities etc. Similarly, public relations executives and managers constantly send press releases in order to build image of the organization. 

8. Facilitates Change 

Change is a way of life. Organizations are no exception. Hence, people in organization discuss the need and scope of change and introduce change. Managers prepare members of the organization to accept change. These all cannot be possible without effective communication.
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Personal Selling: Types, Importance and Objectives of Personal Selling

Personal Selling

Personal selling is very important part of promotion mix. It is the eldest media of sales promotion. Although being old, this is the most popular media for sales promotion. So, all the organizations mostly use this media for sales promotion. Personal selling is, however, costlier than other factors of promotion mix. 
The task of convincing and persuading customers to buy products through personal contacting or face to face talks is called personal selling. In other words, the task of having direct contact and talks with the customers and encouraging them, assuring, giving confidence, etc. to buy product is personal selling.

The customers themselves may also come to the sales centers. Just the opposite, the seller may go to the customers' houses or offices. Demand should be created at the meeting / talks with the customers. The seller should also be able to convince the customers. As there takes place a dialogue between seller and customers, wrong concept of them towards the company / firm, if any, should be cleared off their mind. Besides, face to face talks between possible buyers, telephone talks, fax, e-mail, Internet etc. also become effective media in personal selling.

To be much clearer about personal selling, definitions of different writers and experts have been given as follows:
Prof. William J. Stanton has defined personal selling as, "Personal selling is the personal communication of information to persuade a prospective customers to buy a service or idea."

 

American Marketing Association has defined it as, "Personal selling is an oral presentation in a conservative with one or more prospective customers for the purpose of making sales."

 

Prof. Philip Kotler has defined personal selling as, "Personal selling is face to face interaction with one or more prospective purchasers for the purpose of making presentation, answering questions, and procuring orders."

 

The above mentioned definitions also make it clear that personal selling is the process of face to face talks and of persuading the customers to buy products, and as a result, receiving / procuring purchase order from prospective buyers. Personal selling is compulsory for the heavy machines and technical equipment including special products. In personal selling, the seller makes customers know about quality, utility, price, features etc. of the product. Similarly, the personal seller quenches the curiosity of the customers by giving logical and convincing answers to their questions. So, the need of personal selling is felt every time. In short, personal selling should be understood as the subject endowed with the following qualities and features.

1. Persuasion


In personal selling, the prospective customers are reassured. Personal seller stimulates the prospective customers to buy products.

2. Personal communication


Personal interactions may take place between customers and seller. Talks may also be held through telephone, fax, e-mail, Internet etc. Such exchange of information is called personal selling.

3. Selling process


Effective and goal seller should adopt certain process of selling goods. Indoor seller should complete the process such as drawing attention of the customers, politely welcoming, inquiring, presenting goods, solving customers' doubts, help them in selecting goods, giving chances for selection, selling additional goods and seeing off with respect. Outdoor sellers should complete the process such as prospecting, making pre-approach, and approach, display of product meeting objectives, close the sale and follow up about the goods or services.

Objectives of Personal Selling


Personal selling provides information to prospective customers about goods or services. In order to attract them towards ones' own goods or services, personal seller presents confidential as well as strong logics. Besides this, the personal seller gives convincing answers to the questions put forth by the customers and explains the quality, features, price, utility and importance of the goods to the prospective customers. Any curiosity, if expressed by the customers, is satisfactorily answered. The significance and objectives of personal selling are as follows:

1. Awareness of need


Personal sellers reach target markets for selling goods. They give detail information and explain clearly the feature, quality, price, utility, importance of the goods to the prospective customers and conduct different activities for persuading them to buy. Such activities, information and programs make customers feel need of the goods or services. As a result, they may take decision to buy the products / goods.

2. Solution of the problem


Seller reaches targeted markets, gives information to the prospective customers about the goods or services intended to sell. If necessary, product is also presented among them. After the presentation, the customers may raise problems about the goods. At that time the seller clearly, sincerely and convincingly gives answers with evidence about the way of solving the possible problems. For such activities, the sellers should present true and dependable records of the company. So, one of the main objectives of personal selling is to solve any problems if arise while using the products.

3. Persuading the customers


The targeted customers should be fully assured by the personal sale. The personal sellers should provide clear information about quality, features, price, utility, using methods etc. of the product to the customers. The possible customers should be converted to real customers from such information. So, personal selling aims to reassure all the customers about the product.

4. Two-way communication

The seller keeps direct contact with the customers of target market. In this way, the sellers and buyers may meet and have talks. In this way, while providing information, the sellers can also get some information about goods or services as a feedback. Two-way communication becomes possible between sellers and buyers through meeting, sales talks, sales display, public contact etc. This helps the company to form new market strategy. So, personal selling makes the two-way communication objective, which becomes beneficial to both sides.

Types of personal selling


Personal selling is very effective sale function. Such sale can also be done with different methods. It does not only make two-way communication about goods or services but also educates the customers. There are different types of sale function as mentioned below:

1. Indoor personal selling


The seller who sells goods or services living at certain place is called indoor seller. Such seller tries to sell his goods or services to different customers by establishing contact with them. Different types of customers enter the shop to buy various goods or different qualities. So, they should be impressed by attractive activities and they should make them buy the goods or services immediately. So, this function is very difficult and challenging. Special attention should be paid towards selling goods to the customers by identifying their needs and interest.

2. Outdoor personal selling

Identifying customers and by walking in different geographical regions and selling goods to them is called outdoor personal selling. Customers should be sought reaching several market segments. Such sellers should be clever, smiling, and smart and be able to establish relation with people. Besides, the seller should be able to make feel necessity of the goods, propagate new products and create demand of the goods. The customers should be able to get information about the quality, features, price, utility benefits etc. and procure purchase order and make arrangement for sale of goods. As such seller can have direct communication and contact with customers, any problem arisen should be promptly solved.

3. Sales representative


Big business forms or companies appoint their sales representatives to sell their products. Big firms / companies select clever sellers, who are experienced, educated and able to establish public relation efficient in business dealings, as their representatives. Such capable sales representatives can sell goods or services to different markets giving full satisfaction to the customers. Mostly manufacturers' sales representatives, wholesalers' sales representatives, retailers' sales representatives can be involve in selling. Such representatives are appointed to sell new goods, industrial goods and consumers' goods.
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Marketing Communication Process and Elements of Marketing Communication

The task of providing information and instruction to their customers and intermediaries is called communication. Such communication may be written or oral or figurative / symbolic. Communication should be very strong, effective in promotion. In the absence of effective communication, no any activity including promotion can be done efficiently. So, in every
stages of communication, different activities should be conducted. Only then the handing over process of information about goods or services becomes effective. The following stages should be gone through to complete this process.

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Marketing Communication Process


1. Sender


The side that sends message is called sender. Sender is also a source of communication. Sender may be a person, group or organization. Such group or organization or person at first should select target market. After this, task has been completed, message to be sent to market is prepared and dispatched. Marketing expert becomes the sender of message in marketing. He / she sends true information and message to the customers of target market about the services or products.

2. Encoding


The process of changing the message or information into words, sign, symbol, sound or picture is called encoding. While encoding in this way, receiver's feeling, experience, ability, and idea should be considered. Generally, the responsibility of encoding is taken by advertising agencies. They become successful professionally in encoding in a manner of enticing the customers. Generally, marketing information is encoded in language or audio-video means.

3. Message media


The channel to send information or message from sender to receiver is called media. Such media may be television, newspapers, magazines, internet, fax, computer, telephone, seller, etc. according to the nature of message. Media for sending message should be selected suitable to the nature of the message that it may reach the target customers effectively. If proper media could be selected for sending message, it can reach the right persons at right time and place. Such message / information becomes effective.

4. Decoding


The task of understanding or making out meaning of the message send through any media correctly is called decoding. While translating signs, they should understand or made out the exact meaning what the sender has meant. If the translation of the sign becomes wrong, it adversely affects the business firm itself. Correctness of translation of the signs or symbols depends on the experience, ideas, feeling, knowledge and ability of the receiver. Age group also brings differences in translation of the signs.

5. Receiver


The group or person who gets sent message is called receiver. The side who receives message sent by other side is receiver. Under marketing communication system, those who see or hear advertisement are receivers. Message should be sent by understanding the need / wants, feeling, ability, thought etc. of the targeted receivers. If the message cannot be sent, such message becomes ineffective.

6. Response


When the message has been received, it should be carefully understood. What the sender has intended should be exactly understood from the message. Then the receiver reacts, reaction may or may not be according to the message. So, it is said that message may get hundreds of reactions. Positive reaction motivates to buy goods or services and give impetus to perform any work.

7. Feedback


The reaction which a receiver communicates to the sender after understanding the meaning of any message is called feedback. Feedback greatly helps to make future communication effective. In marketing communication system understanding messages, making positive attitude towards products, increasing sales quantity etc. are feedback. In short, expression of reaction towards received message or show any behavior is called feedback. It helps the sender to improve message, if any, and implement it.

8. Noise


While making flow of message, different disturbances and problems may arise due to various external causes, this is called noise. Problems may appear due to language, style and competitors. Such disturbance or problem should be immediately overcome. Otherwise, it adversely affects communication.

Elements of Marketing Communication


The task of exchanging information about goods or services between sellers and buyers is called marketing communication. In this, one person or group of persons makes flow of message, thoughts / ideas, facts, efficiency, feeling or information to other person or group of persons. Full or partial description or message can be communicated to right place and right person through words, figures, graph, signs, symbols etc. Such message should be clearly understandable and can be implemented. This activity should be given continuity, by which the objective of sales department can be achieved.

Generally, marketing communication makes flow of information relating to goods, price, place and promotion. So, goods, price and place are called the chief elements of marketing. However, the important elements relating to communication are:
  • Personal selling
  • Advertising
  • Sales promotion
  • Publicity
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Inter-Group Conflict: Types of Inter-Group Conflict

Inter-group conflict arises out of the interaction of various groups. There are many factors in the organization which determine the inter-group relationships. The nature of the relationship between groups also changes markedly during inter group conflicts. Four changes in particular occur at this time. 


1. There are distortions of perception, both one’s own group and about the other group. First, perception of one’s own group is highly selective: people see only the best aspects of their own group and deny any weakness in their own group’s performance. Second, and more important, perception of the other groups is systematically distorted: groups see only the worst parts of other groups and deny other groups positive accomplishments. Thus, inter group conflict leads to increased use of stereotypes. Each group develops more positive stereotype of itself and a more negative of other. 

2. Interaction and communication between groups decreased. Because group members feel hostile toward members of rival groups, there is less desire for interaction with them. Moreover, decreased interaction makes it easier for each group to maintain its negative stereotype of the other. 

Even when groups are forced to interact with each other, those interactions become fairly rigid and formal. Whatever information is passed between groups is very carefully observed and sometimes deliberately distorted. Groups tend to ignore the similarities between their positions and exaggerate the differences. 

3. There is a shift from problem-solving orientation toward other groups to win lose orientation. These various facts shift in orientation. First, there is a much clearer distinction drawn between the groups, resulting in a “We - they” rather than a “We - versus” – the problem orientation. Second, all exchange with the other groups are evaluated in terms of victory or defeat. Third, the groups tend to see the problem only from their own point of view, rather than in terms of the needs of both groups. Fourth, the parties emphasize the benefits of winning the conflict in the short run and tend to ignore the long-term consequences of the conflict for the relationship between the groups. 

4. There is increased hostility toward the rival group. As a result of negative stereotyping, decreased communication between groups, and win lose orientation, increased hostility inevitably occur between rival groups. Members of the other group are seen as the enemy, and deserving of hostile attacks. Major types of inter-group conflict are follows: 
  • Functional conflict: Conflict that supports the goals of the groups and improve its performance. 
  • Dysfunctional conflicts: Conflict that hinders group performance. 
  • Task conflict: Conflict based on interpersonal relationships. 
  • Process conflict: Conflicts over how work gets done. 
Types of Inter-group Conflict

Inter-group conflict arises out of the interaction of various groups. There are many factors in the organization which determine the inter-group relationships. These factors can influence relations between two or more groups. If these factors are not positive, they tend to create conflict among groups. These factors are goal incompatibility, resource sharing, task relations, uncertainty absorption and attitudinal set. These factors are described below to show how these can lead to co-operative or conflicting relations among group. 

There are following types of inter-group conflicts: 

1. Line and Staff Conflicts 

Today, line and staff differences are the most common types of inter-group conflict. In other words, controversy and conflict are inherent in the concept of line and staff. It is not an easy task to divide and distribute expertise, authority and roles in equitable quantities between the line generalist and staff specialists. The concept authorizes the splitting of various functions into two categories: hierarchical and non-hierarchical that is creation of low status and high status persons. The splitting of functions into hierarchical and non-hierarchical levels and the creation of low status and high status positions creates a discrepancy between expected and actual authority leading to resentment and frustration to all the parties involved. This conflict is basically a clash of demand caused by dividing expertise, authority and roles. Dalton's study of line and staff conflict highlighted the following sources of conflict: 
  • Line managers dislike to take advice from younger staff specialists. The fear being shown up. 
  • Line managers label staffs as agents on trial. The staff, in turn, views himself as an expert.
  • Line managers feel that staff oversteps its authority.
  • Line people resent staff's highly academic and untested ideas.
  • Staff people feel that line managers are bull headed and do not cloth staff with enough authority and resist new ideas. 

2. Horizontal Conflict 

Horizontal conflict refers to the conflict between employees or departments at the same hierarchical level in an organization. The source of conflict between department consists of pressure towards sub-optimization. Each department may sub-optimize by independently trying to achieve its own departmental goals. For example, production department may prefer long economical runs whereas sales department may insist on quick delivery. Again, when two departments are functionally inter-dependent, breakdowns in the performance of one department can lead to serious conflicts. 

3. Vertical Conflict 

Vertical conflict separates people in various levels of the occupational ladders in organization. It refers to any conflict between different levels in an organization. It occurs usually in superior-subordinate relations. 

C.G. Smith identified three reasons for vertical conflicts: 
  • Inadequate communication between levels.
  • Conflict arises essentially from differences of interests between position holders occupying different status in the organizational hierarchy. 
  • A distinct lack of shared perceptions and attitudes among members in various levels.
  • Vertical conflicts arise because superiors attempt to control subordinates and subordinates tend to resist, forcing the superior to increase the dosage of impersonal rules to obtain exact obedience and gain control.
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