All in the delivery for Saracen

DON SARACEN, president of Saracen Sales & Marketing of Bristol, was named the 2015 Alan Weiss Award of Excellence recipient. The award is given annually to a past president of the National Speakers Association of New England who has demonstrated a commitment to excellence.

Why are well-developed communication skills essential for a successful business?

The ability to communicate effectively in today’s fast-paced, technologically driven world is as important as ever. Be it verbal or written, clarity is king. I’ve had the privilege over the years of working with many of New England’s business leaders, and the one common denominator that they all demonstrate is excellent communication skills. They in turn expect the same from their employees, customer service and salespeople. It’s a top-down culture where good communication skills inside the business reflect outside to their customers, prospects and vendors.

On your website, it says that your skill lies in using real stories and experiences to inspire your clients. Why is this an effective approach?

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People forget facts and figures but remember stories that make a salient point. For example: I use Constant Contact to host my monthly newsletter. They have been consistently good, but last year when I went to add my new graphics and hit the return key, everything froze. Now this is 6 p.m. on Sunday evening, and I’m working on a deadline launch for Monday morning. Forget FAQ or video tutorials, I desperately called customer service hoping someone would answer. Lo and behold, someone picked up on the first ring and talked me off the ledge. Stories can make your point!

How has growing up in a family business influenced your work?

During the summer when I was 12 years old, my dad began introducing me to his customers and taking me to meetings. It gave me an opportunity to reflect on what transpired and how business was conducted at an early age.

Why do you remain in Rhode Island to do business? 

When I began my business 25 years ago, I found there were some truly amazing small to midsize, family-owned and closely held manufacturers and distributors that needed my services. Plus, Greater Boston is only a one-and-a half-hour drive away. •

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