Running a successful business is more art than science. Of this, I am quite certain. However, understanding science (specifically technology and perhaps some math) - or at least being able to effectively communicate with people who do - is vital. This is especially true if one's business is Internet retailing. If, like me, you are more inclined toward the humanities than the sciences, successful communication with the techies can be a challenge. [If you are an ecommerce CEO with the luxury of in-house IT staff, skip this blog entry.]

Here is the persona that often shows up on the telephone when you call for IT service. The guy (in my experience, the person is almost always as male) will rarely leave his comfort zone. Before you can even dream of making human contact or chatting about the problem at hand, he'll want your ID number, your case number, your password, your secret question answered, and perhaps your name (but this might be incidental and he'll never refer to you by name). His flat affect will remind you that he is doing this work because he thinks - mistakenly - that he can avoid the messiness of real human affairs. When it came time to get a job, "Technology Service" was hiring but, unfortunately for him, talking to people was part of the deal. At one point in his life, he was a "gamer", a geek who was unpopular and "weird." He relished privacy and every single day hoped that people would just leave him alone.

Now you need his help, and he doesn't like you from the get-go because you are a. a human being and b. an idiot who doesn't even know your own IP address or where to find your cookies. You need a good strategy to get your needs met: 1. Be self-effacing (even if you know a thing or two). For heaven's sake, don't try and sound competent as this will surely get you painted into a corner. Example: "I am a dummy when it comes to this stuff. Please go easy on me." 2. Build him up: "Your skills make today's world go round. Or the rhetorical, "How could businesses survive without your expertise?"

This should lay the necessary groundwork. Now, your goal is to get a single example of any right brain behavior exhibited in the conversation, like humor for example. If you succeed, don't over-react as this may signal a retreat. Rather, validate the behavior in an understated manner. At this point, you should be home free. Cautiously navigate your way toward completion of your IT service objective with your new friend.

Good luck and . . . May the Force be With You (is that what those guys say? I get the trekies and techies mixed up).

Fred Belinsky