Business School with Sharran Srivatsa
Episode: New Rules of Communication
Release Date: January 21, 2025

Introduction

In the "New Rules of Communication" episode, Sharran Srivatsaa delves deep into the evolving landscape of communication in the modern business environment. Drawing from his extensive experience as a business leader and private equity investor, Sharran explores how the proliferation of communication channels has transformed the way entrepreneurs, business owners, and sales professionals interact. The episode offers actionable insights on leveraging preferred communication methods to build stronger relationships, enhance business growth, and reduce unnecessary friction.

The Evolution of Communication Channels

Sharran opens the discussion by highlighting the dramatic shift in communication modalities over the years. He contrasts the limited options of the past—letters, faxes, and phone calls—with today's myriad platforms such as texts, WhatsApp, FaceTime, email, and Slack. This explosion of channels has led individuals to develop distinct preferences, creating both opportunities and challenges in business communication.

"Everything else generates irritation and friction for them. If we want to influence people, we've got to get to the lowest friction channel of communicating with them."
— Sharran Srivatsaa [00:50]

Understanding Preferred Communication Channels

A central theme of the episode is the critical importance of identifying and utilizing a person's preferred communication method. Sharran emphasizes that assuming a one-size-fits-all approach—like defaulting to phone calls or texts—can lead to miscommunication and disengagement.

He shares personal anecdotes to illustrate this point, such as his friend who exclusively relies on text messages, leading to an overwhelming influx of texts that even Sharran finds stressful. Conversely, another business partner prefers phone calls and promptly responds to them, demonstrating the varied preferences among individuals.

"We are entering a communication world where every single person has chosen their method, their mode of communication... it's our job to figure out what that channel is because then you have a better chance of having better rapport with that person."
— Sharran Srivatsaa [03:15]

Challenges with Multi-Channel Communication

Sharran discusses the pitfalls of multi-channel communication, where individuals bombard others with the same message across various platforms—texts, emails, DMs, etc.—in hopes of eliciting a response. This approach often backfires, leading to frustration and a diminished likelihood of engagement.

He recounts experiences where vague requests for calls or meetings result in confusion and inefficiency, stressing the importance of clarity and respect for the recipient's preferred channel.

"When someone just tells you to call them, you have no idea what it's about. They don't tell you what it's about, and it's very irritating because I really want to help people, but if they don't give me guidance on how to help them, it's just really difficult."
— Sharran Srivatsaa [07:00]

Strategies for Effective Communication

To navigate the complex landscape of modern communication, Sharran offers several strategic recommendations:

1. Identify the Preferred Channel:
   Proactively ask your contacts about their preferred method of communication. Providing options—such as email, text, or calls—can facilitate smoother interactions.

   "You have to ask them, 'Would you rather talk on the phone or would you prefer text messages? Would you rather prefer to email or should we jump on Zoom?'"
   — Sharran Srivatsaa [08:15]

2. Respect and Adapt:
   Once a preference is identified, consistently use that channel to maintain rapport and reduce friction. This demonstrates respect for the other person's communication style and increases the likelihood of positive responses.

3. Avoid Assumptions:
   Do not assume that having someone's phone number or email address implies a willingness to communicate via that channel. Each individual may have unique preferences irrespective of the contact information available.

4. Limit Multi-Channel Outreach:
   Refrain from sending the same message across multiple platforms simultaneously. Instead, choose the most appropriate channel based on the contact's preference to avoid overwhelming them.

5. Provide Context:
   When initiating communication, especially via calls or messages, offer a brief context to help the recipient understand the purpose and prioritize their response accordingly.

   "Don't just ask for communication without giving a rationale. Say, 'I'm thinking about XYZ. I've done XYZ research. I'm stuck in this situation. I would appreciate a few minutes with you.'"
   — Sharran Srivatsaa [17:10]

The Role of Technology and AI

Sharran touches upon the impact of AI and automation in the realm of communication, underscoring the heightened role of influence and relationship management in contemporary business interactions. He argues that mastering the appropriate communication channels is essential for effectively leveraging technology to build and sustain meaningful business relationships.

Conclusion and Key Takeaways

Sharran Srivatsaa wraps up the episode by reiterating the significance of adapting to the new rules of communication. The key takeaways include:

• Personalization is Crucial: Tailoring your communication approach to align with the preferences of your audience fosters better engagement and stronger relationships.

• Efficiency Over Quantity: Prioritizing effective, clear, and respectful communication methods over sheer volume can lead to more productive interactions.

• Continuous Adaptation: As communication technologies and preferences evolve, staying attuned to these changes is vital for sustained business success.

"If you want to succeed in this modern world, you should not just figure out how to get a hold of somebody, you should figure out what their primary channel is that they like to communicate in."
— Sharran Srivatsaa [17:45]

Final Thoughts

"New Rules of Communication" serves as an essential guide for modern professionals navigating the intricate web of contemporary communication channels. Sharran Srivatsaa's insights encourage a shift from traditional, one-dimensional communication strategies to more personalized, channel-specific approaches that align with individual preferences. By embracing these new rules, listeners can enhance their business relationships, streamline interactions, and ultimately drive greater success in their endeavors.

For more free resources, visit Sharran.com.