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Education

became emergencies because there was no conversation? Also, merely answering or returning a call is not a
How do you diagnose a problem without a conversation? conversation. You must be committed. You cannot
Words alone do not make a conversation. multitask. Handling a conversation, whether negative or
positive, is an art form. You have to do more than listen to
The power of conversations the words; you must listen to the tone, emphasis and word
Conversations allow us to determine the emotions behind choice. You must listen for the emotion. Is the individual
questions or concerns. We can hear frustration, confusion, happy or upset? Does the person sound frustrated?
and even anger, that is not discernable in text form. Much
is revealed in tone of voice. You can literally answer a In turn, you need to adapt your tone to theirs. That doesn't
question, but the tone in the way it is presented may mean becoming upset if the caller is upset or frustrated.
change your tone, and even the words used in response. You just need to provide the requisite support in your
You can diffuse a situation with the proper tone, even approach. For example, if the person is frustrated, you need
when the question does not have a positive answer. to demonstrate your concern and show a commitment to
easing the frustration. The same applies to other emotions.
We avoid conversations for several reasons. Text messaging
enables us to act quickly and move on to something else, The smartphone has great value to ISOs and MLSs. They
thus saving time. This is especially true if it's a routine can research a merchant from a parking lot. They can
question in need of a simple, straightforward answer. respond immediately to emails and texts they receive.
And they can reach out and call someone. That may be the
But the most common reason to use text is that a text doesn't best function of all.
require emotional involvement. And that is where the Jeff Fortney is senior vice president of business development and part-
biggest error is made. For emotional involvement allows nerships for TouchSuite LLC, a fintech company providing POS systems,
us to show concern and demonstrate how important the payment processing, SEO solutions, working capital and marketing
other party is to our success. You can type words, but you services to small and midsize businesses. A long-time payments industry
can't show more than clumsy, stock approximations of professional and mentor, Jeff focuses on strengthening and developing
emotion (think emojis) in texts. corporate partnerships and evaluating new business to drive strategic
growth. He can be reached at jfortney@touchsuite.com.

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