With some over-exaggeration Technical Communication is everything in B2B.
It is the cornerstone of professional communication between companies. The problems caused by its absence are magnified in a Business to Business setting.
In the B2C sector Technical Communication materializes as a little bit of product specification, some manuals and rudimentary technical support. Because, we all know, that in the real world, almost no one reads those.
Technicalities are Important in B2B
However, in the B2B world Technical Communication is of utmost importance. In this context, consumers are really interested in specifics. They are employees and decision makers of companies where all – in other contexts, mundane – information matters.
In business settings stakes are generally higher, making mistakes are more costly. B2B oriented companies have to have proper product/service documentations and specifications, user guides and technical support, in addition to other information libraries. These must be highly technical, because in many cases, future partners will use these to educate their own employees.
This does not mean information should be presented in a plain, boring way and without thought. Good technical communication is clear, concise and takes its audience seriously. The latter encompasses the choice of vocabulary that fits the reader’s current knowledge of the topic at hand.
Speak Technically to Establish Credibility
Almost every B2B interaction contains and utilizes Technical Communication. For this reason, the previous principles stand true for Commercial and Institutional Communications as well. Trained experts, trained to speak better, can convey their ideas more understandably. Spokespeople, knowledgeable in the specifics about their company’s expertise and technologies are also invaluable for a company.
The above improves costumer experience. Professional and understandable communication strengthens the company’s perceived image and reputation. Utilising Technical Communication in content creation might promote the company to a thought leader role in their field. Because knowing the right things is not enough alone, we also have to say them out – and we have to loud.