Sales and finance industry veteran Baldry offers a business guide that stresses the importance of personal communication.
The world of business is changing fast. Email and text messages have replaced formal letters, and social media messages are the new “cold call.” There’s always the risk that meaningful connection can be lost in the static of the digital age. However, Baldry argues that such a trend can—and should—be reversed. However, this book is more than an etiquette manual, as it offers practical advice for improving communications in sales, other aspects of business, and people’s personal lives. Using the acronym “F.A.C.E.”—which stands for “Focus,” “Attitude,” “Control,” and “Empathy”—Baldry provides accessible advice that will benefit professionals in a range of fields. The book includes relevant guidance on such topics as keeping a positive mindset, keeping in regular contact with clients and prospects, honing presentation skills, and respecting pandemic protocols. Throughout, it stresses the vital importance of empathy; its focus on active listening and service above self may help aspiring business leaders bring additional meaning to their work. Baldry writes of his own experiences in a light, accessible tone, and readers will laugh out loud at many of the author’s anecdotes, but that doesn’t mean his work isn’t serious. He effectively notes that technology, for all of its unifying power, can also erect barriers and lead to superficial communication, and with this in mind, his admonition to understand a client’s hopes and dreams feels more pertinent than ever. It’s very possible that those who follow Baldry’s advice may not only reshape their professional lives, but also their company’s culture.
A treasure trove of empathetic professional wisdom.