Last week, I got my communication wrong. I sent an email that drew attention to a new area in Trainers’ Library, where we’ve grouped together materials that can be delivered remotely, and before I even get to what I’ve learnt from the experience, I want to apologise to anyone who was offended by that email.
By way of background, an external training event I was due to attend this week has been cancelled because of concerns about Coronavirus and it is clear that some companies are, in the current climate, less willing to send people on external events, or indeed encourage employees to travel from different locations to attend in-house training.
It’s possible that some training will be postponed; perhaps giving trainers a valuable opportunity to review the courses and workshops they currently deliver.
But some training needs to continue. Knowing the challenges our customers are facing, aside from any personal worries and concerns, we decided that one thing we could do to help is enable trainers to deliver some of our materials remotely, using webinar or more sophisticated online meeting space. As is our way when we have an idea, the team pulled together and in just three days we’d identified and modified enough content to create a new area for these modules in
Trainers’ Library.
As is often the case, I felt extremely proud of my team’s efforts, but as the old adage goes, pride often comes before a fall. I shared news of the team’s efforts and achievements in an email that began:
“With concerns about coronavirus, you might be wondering…”
Now this might have been ok if I’d only sent it to customers who understand our culture and values. But I didn’t. I sent it to our entire mailing list, which includes those who have downloaded our free samples, but never signed up to Trainers’ Library. And that resulted in a justifiably angry email:
“I actually find using what is a global crisis (Coronavirus) as an opening gambit to try to sell any type of learning intervention quite offensive. On this basis I have no interest in this e-mail or associated services.”
Stupidly, by failing to consider my audience and filter out non-customers, I’d sent an email that made it appear to one person (and surely others) that we were seeking to capitalise on the current crisis and make money from it.
For someone who has written at length about the importance of considering other parties’ perspectives and not making assumptions, it was an embarrassing reminder that I’m as fallible as anyone. And a really, really important reminder to always look at any communication from the audience’s perspective, rather than your own. A message that applies to training and presentations too.
Once again, if you were offended by last week’s email, I can only, very sincerely, apologise for that. It was a stupid mistake caused by my own blindness to other people’s viewpoints and, in particular, some of my email’s readers.
Until next time…