NOVEL SOLUTIONS Executing Etiquette ABRIDGED SHEA GIBBS, MANAGING EDITOR D
A. Benton says she will show you “how to act like a CEO online and offl ine” in T e Virtual Executive. T at’s overstating her case.
At its worst, the latest book by the bestselling
author of How to Act Like a CEO is etiquette for execu- tives and top management. At its best, it’s a collection of insightful strategies for getting what you want out of people. T e subhead of the book might be rewritten: “how to communicate like a CEO.” Nevertheless, T e Virtual Executive off ers several
benefi ts to metalcasting management looking for tips on how to converse with employees and customers in the Web 2.0 world. While some of the tips can seem trivial, it’s in the minutia that Benton mines communications gold. “Make sure to use meaningful words in the subject
line of your e-mail,” she writes. “Make it clear to the recipients why you are contacting them.” How many of us are guilty of dashing off the fi rst thing that comes to mind when navigating the sub- ject fi eld (“hey there…”) or simply leaving it blank? According to Benton, the fi rst can push your message into the trash bin, the second may fi nd itself in a spam fi lter. Benton also delivers practical information about
what communications medium to use and when. “If you have bad news or things are getting tense and you need to challenge, correct or disapprove of some- one’s behavior, the phone is better than putting it in writing,” she off ers. A few words of warning. T e Virtual Executive begins with a long discussion of phone etiquette. Again, Benton has plenty of benefi cial advice (she’s a well-respected executive coach and trainer), but a century-old technology seems an odd place to kick off a book that intends to show you how to act in the modern world. Stick with it, better information is coming, such as Benton’s advice on how to comport yourself during video conferencing. “Slow down when you go live. Fast moves make you
look nervous, harried, or hurried, and they also put oth- ers on edge,” she suggests. Benton prizes preparation and thoroughness. She
recommends planning for everything from an impor- tant conference call to your next night out (“write [a] narrative down in detail…[and] use the story…on a date and with friends”). While this is sound advice, it often feels as if Benton lives in a world where manage- ment professionals have unlimited time on their hands. Before you pick up this book, it’s good to know that Benton is more Emily Post than Jack Welch. But if you want to improve the way you handle your- self professionally, T e Virtual Executive is a great place to start.
Relevance to Metalcasters Technical Diffi culty Self-Help Fluff Profi t Booster
“Too many times,
people think they are connecting because they
are part of a back-and-forth discussion online.”
Metalcasters’ Translation: While email and social
networking sites are a good business tool, face-to-face contact is still important. If you want to have an honest conversation with buyers and designers of metal castings, spend one-on-one time with them.
June 2012 MODERN CASTING | 41
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