Business ethics, psychology of business communication: principles, features, types of communication

What is business ethics, the psychology of business communication? Business ethics and business etiquette Features and principles of business etiquette Communication in business communication Business speech etiquette Conclusion

Business ethics , psychology of business communication are complex and inseparable concepts. Their basis is the principles of behavior of a business person when communicating with opponents, taking into account their psychological, moral, as well as national and cultural differences, in compliance with the rules accepted in business circles. Moreover, such concepts cover not only the norms of communication in the external business environment, but also at the internal corporate level.

Modern business ethics and psychology were formed historically and under the influence of:

• The state, its legislative system, mechanisms for regulating the life of society;
• Economic laws, elements of a market economy;
• Social democratization, foundations of civil society;
• The moral norms and principles of behavior of various groups of society, in particular business people, formed in a civilized society.

The study of the psychology of business communication and ethics is in demand among managers today. The reason for the demand is the implementation of the main function of a manager - resolving communication problems both within the company and outside it, achieving corporate goals with the constant development of the business. At the same time, there are specifics for different types and forms of business communication, but each one is primarily based precisely on the psychological and moral aspects that are usually taken into account in the business world.

Business ethics and business etiquette

Business ethics is directly related to business etiquette. Essentially, one cannot exist without the other. Many people confuse these concepts, considering them to be definitions of the same thing. However, business ethics is a broader concept. Business communication is based on its norms and rules. It is fundamental when doing business in the modern world. It is based on such principles as commitment, responsibility, and honesty.

In turn, business etiquette is specific rules of conduct during business communication, business negotiations, and business correspondence. It includes standards for the formation of a business image, the manner of communication in certain situations that arise in the process of carrying out business activities.

The ability to say “No”

Any seller must not only be able to competently serve the client so that he remains satisfied, but also be able, if necessary, to refuse any request. And this must be done in such a way that the buyer is not offended, outraged or dissatisfied.

To correctly say “No” to a client, just follow a small set of simple rules:

• It is much easier to refuse if you can give the buyer several examples of how you have already tried to fulfill a similar request.
• The main problem with refusing a client is that it may give him the impression that you are completely indifferent to him. Your task is to show that, on the contrary, you are extremely worried that you cannot help him.
• A good way to refuse is sometimes a banal request to be patient and understand the situation.
• You shouldn’t be a shirt guy and try to please the buyer in every possible way for any reason. If you feel that you have already done a lot for him, feel free to say “No,” especially if he begins to become impudent.
• Saying “No” to a request will be much easier if it is possible to offer alternative solutions to the client’s problem.
• Refusal should never be motivated by the interests of the organization. This approach will give the client an unfavorable opinion of the company and the impression that it is much more important to its own interests than his. The basis for refusal should be compelling reasons, not speculation about corporate policy.
• If you say “No,” at least don’t refuse your services.
• A negative answer should always be softened so that it does not sound arrogant and dry.
• Any refusal should be directed towards the client’s request, but not towards him.
• Even if the general company policy allows you to say “No” to the buyer, there is no need to flaunt it. It is better to mention one or more objective reasons for the refusal.
• In the event that, for objective or subjective reasons, you cannot say “Yes” to the buyer, try to present your refusal in the form of a solution that is beneficial to everyone: both you and the buyer. But if possible, it is advisable to meet the client halfway.

The rules of professional ethics do not impose any restrictions on you in terms of refusals, but that is why business etiquette is considered business, so that all parties benefit from the interaction.

Features and principles of business etiquette

One of the main features of business etiquette is regulation. We are talking about certain frameworks and guidelines that a business person must comply with. It is customary to highlight:

• Norms, which are rules that apply between opponents of the same level;
• Instructions are vertical communication. In such communication, it is acceptable for one person to give instructions to another. The status and level of opponents during instructions is different. An example is when a manager communicates with a subordinate.

As part of business etiquette, it is customary to adhere to the following scheme:

• To understand the purpose of the visit, to get to know the interlocutor, an acquaintance with him is carried out;
• Understanding the appeal - when the interlocutor explains why he appealed;
• Discussion of the problem with each opponent expressing opinions;
• Solving the problem of finding a way out of the current situation;
• The end of communication, in other words, a cultural farewell.

Principles of business etiquette

Vertical principle

Defines the regulation of relationships taking into account hierarchy. In this case, we can talk about even the slightest manifestations of respect for a person who has a higher status. The basis of this principle is a sense of tact and respect, which is manifested without compromising one’s own dignity.

The principle of positivity

The basis is a good, even mood. Following this principle implies the absence of complaints, a gloomy mood, or the desire to demonstrate a negative attitude. By observing the principle of positivity, it is easy to create a favorable atmosphere for business communication.

The principle of respecting the opponent's opinion

You need to be able to listen to your opponent, accept his arguments in order to argue on the merits of the problem being solved. Behavior consistent with this principle eliminates disputes and negativity on both sides. Even if the truth is on the side of one opponent, the latter should be grateful for a meaningful conversation.

Important principles of business etiquette also include:

• Punctuality, which implies the ability to manage your time;
• Confidentiality – the ability to keep other people's secrets;
• Creating a business image within the framework of accepted norms and rules;
• Literacy, which is required for high-quality and effective business communication.

What affects the image of a manager

A person can have a real impact on the people around him, and this depends not only on how strong or smart he is, but also on how attractive he is and what impression he makes. And here it is worth talking mainly about image.

The concept of “image” means image, and creating a positive image is of great importance in achieving success. This includes a thoughtful appearance, skills, knowledge, and the “inner content” of the individual.

Appearance is extremely important for a manager, because this is the first thing a client encounters when meeting him, and the folk wisdom “one is greeted by his clothes” is just right here. A person’s appearance is similar to the packaging of a product, and therefore one must take care of one’s appearance. Basically, it can be called a backhanded compliment to other people. It has been scientifically proven that when people see others working hard for them and trying to impress, it is taken as a compliment. As a result, positive emotions are transferred to the person who caused them, making him more attractive.

A sales manager striving for success must be dressed in clean and ironed clothes and shoes, he must have a haircut, shaven, etc. It is equally important to follow fashion and, if possible, try to comply with it, but excessive extravagance is not welcome.

Here's what can play against a manager in his appearance:

• Old-fashioned clothes (conservative image)
• Loud colors in clothing (can be distracting and annoying)
• Tasteless jewelry, massive bracelets and buckles (this also includes an abundance of jewelry)
• Unsuccessful combination of stripes and checks in clothes (the image of a clown)
• Black tie and black jacket combination (funeral look)
• Glasses with smoked lenses (they hide the eyes and interfere with communication)

But an impression on a person can be made both by appearance and by speech. The use of terminology incomprehensible to the interlocutor in business conversations is most often perceived by him as a way for the seller to “get smart” and show his psychological advantage. Such manifestations of superiority, as a rule, cause rejection, resistance and a feeling of internal protest. And respect is often aroused by people who are able to talk about even the most complex things in simple language.

From all this we can conclude that business etiquette presupposes two main things at the initial stage: a presentable, neat and well-groomed appearance and clear and intelligible speech, not replete with specific concepts and other manifestations of deep knowledge in some area.

In addition to this, special psychological effects play an important role in the formation of a manager’s image. You can get acquainted with the most common ones at this link, and we will tell you only about the most relevant ones for the sales field.

Communication in business communication

Business professional ethics, its rules and norms determine the features of communication in business communication. Business communication itself is an expedient process. In other words, contact to achieve a specific goal, satisfy interests. The outcome of communication includes the correlation and interconnection of the interests of the participants. Moreover, these interests can be either the same or different.

If the interests coincide, it will be enough for opponents to have the basic communication skills of a business person to choose and use an appropriate strategy. If the interests do not coincide, then you will have to take into account both the personal characteristics of the interlocutor and take into account all the factors of a certain situation. The outcome of communication is also influenced by the communicative competence of each opponent. Accordingly, if the interlocutors do not have such competence, then it will be very difficult to come to a solution beneficial for both parties.

Types of communication in business communication:

• Verbal – using words in oral communication;
• Nonverbal – assessment of facial expressions, gestures, posture of the interlocutor;
• Direct – direct communication with each other;
• Indirect – example – business correspondence.

Communication in business communication can be expressed in any of the following forms:

• Business correspondence;
• Conversation;
• Meeting;
• Business meeting;
• Public speaking;
• Press conference.

All of the above forms of business communication require certain knowledge and skills that allow you to achieve effective communication in business communication.

Listening skills

Perfection in selling communication (as, in fact, in communication in general) lies, as we know, in the ability to listen to another person in order to understand the hidden message of his words, determine intonation and other non-verbal signals.

According to scientific research, a person hears only 50% of what is said to him. The perception of the rest is hampered by habit, or rather the inability to listen. But this is not the only disadvantage for the seller. When communicating with a manager who does not know how to listen, the client begins to think that he is not interested in him and that he only needs his money.

In addition to this, clients may be annoyed by the manager’s excessive talkativeness, because they are already tired of advertising and other forms of pressure on the consumer. In addition, what is bought is not the product at all, but what it brings to a person’s life, i.e. feeling of security, self-confidence, prestige, status, comfort. How can a sales manager understand what the client wants if he does not listen to him?

At least half of the time that the client spends with you, he wants to “talk it out” and explain what he needs. For this reason, you must learn the skill of active listening, hone it and always use it in your work.

Business speech etiquette

Business speech etiquette , its norms and rules are a component of business ethics. This is a set of rules of speech communication that are interconnected and mandatory for use in certain corporate situations. The application of such rules facilitates cooperation, the implementation of business processes and even determines their success.

Business people apply the rules of business ethics when communicating with each other:

• Conduct a conversation legibly, clearly, understandably, and correctly;
• Maintain an average speaking rate. A slow pace can lull you to sleep, while a fast pace can lead to a misunderstanding of the essence of the conversation;
• Monotony is avoided so as not to cause boredom to the opponent;
• Observe hierarchy, if present;
• They clearly understand the goal, the decision that needs to be achieved as a result of the conversation;
• They know how to listen and hear their interlocutor in order to find a way for a mutually beneficial solution to the issue;
• They appeal with facts, accurate data. Unverified information is not used.

The speech etiquette of business people is based on almost the same principles as business etiquette: adherence to hierarchy, positive communication, respect for other people's opinions. In addition to the above, business speech etiquette requires adherence to the principle of accounting, the appropriateness of the situation, as well as the principle of predictability, which allows you to avoid unpredictable and awkward developments in corporate communication. Oratory is closely related to business speech etiquette. A business person who possesses such art is more successful in achieving his communication goals. Even if you do not have the skills to be a successful speaker, you can always learn this by attending our public speaking training.

Ethical principles

Communication ethics implies adherence to the following principles:

1. Politeness. A fundamental principle of ethics that dictates respect for one's partner.
2. Cooperation. Involves a contribution to the common cause from each participant in order to achieve effective interaction.
3. Parity. According to this principle, all participants in communication are equal, excluding the dominance of any of them. At the same time, even with different social status, those communicating must observe the principle of politeness and respect each other.
4. Truthfulness. Communication partners are obliged to provide each other with complete and undistorted information on any issue.
5. Clarity. During verbal interaction, each of its participants must present information in such a way that his partner does not make unnecessary efforts to correctly perceive it.
6. Subsequence. This principle prescribes a consistent development of dialogue, for example, a greeting implies the same response, congratulations should be followed by gratitude, etc.

Compliance with ethical principles in communication leads to mutual respect and trust of all partners, which become the basis for the development of further interaction between people.

Bargaining skills

Professional ethics in sales is also the skill of finding compromises in matters related to cost. And to do business successfully, you also need to follow some rules.

The parties negotiating a deal involve some bargaining and a search for mutually beneficial solutions in exchange for agreement. This can be regarded as a concession for a concession. This stage is different in that it requires a quick mental reaction and non-standard solutions.

The ability to bargain is based on the following principles:

• If something does not play a serious role for you, feel free to give it away.
• Always strive for an equal exchange.
• If you give something away, be sure, firstly, that you can give it away, and secondly, that you will not regret it in the future.
• If you don't get something in return, then don't give anything.

It is obvious that a sales manager can and should bargain to the benefit of both himself and the buyer. But keep in mind that you can only do this when it is provided for by company policy, or when you are not dependent on any organization.

Test your knowledge

If you want to test your knowledge on the topic of this lesson, you can take a short test consisting of several questions. For each question, only 1 option can be correct. After you select one of the options, the system automatically moves on to the next question. The points you receive are affected by the correctness of your answers and the time spent on completion. Please note that the questions are different each time and the options are mixed.

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Kirill NogalesSergei Krutko

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