As a manager, specify what you will do to avoid miscommunications in email, text messages, phone conversations, face-to-face Discussions, and correspondence.

54 September 2014

COMMUNICATION

Why Communication Matters What is one of the most difficult issues people at work face on a daily basis? It is how to effectively communicate with their colleagues or clients, or both.

Not everyone is a natural communi- cator, but everyone can learn basic and important communication skills. So, what makes a good communicator? He or she knows how to understand differ- ent points of view, rationally discuss problems, share ideas, and explain his or her actions and decisions, among other things. In business, good com- munication must happen in order for a company to thrive and grow. In fact, there really isn’t any part of a business that is not affected by good, bad, or inefficient communication.

For instance, let’s look at sales. The better your sales team communicates with your clients, the better these rela- tionships will be with your company. The better your sales people are at understanding their customers’ needs and fulfilling these needs, the more sales you will make.

Managers must have good commu- nications skills in order to help their employees give their best performanc- es, retain good employees, lower the amount of conflicts in the workplace, and help everyone understand their roles and how to get things done.

A company’s marketing department is a very important communication tool, as well. Think about it. If potential

customers don’t know what you sell, why it’s important, and what benefit your products will bring them, why would they buy them? A marketing staff should be made up of communication specialists. These are the people who can ensure your sales message is trans- lated to a broader base of people, not

just those who interact with your sales team. Experts say it takes 22 touches with a customer to make a sale — so get all hands on deck and make sure the marketing team is involved in commu- nicating with potential customers.

Company leaders should also be excellent communicators; indeed, com- munication should start with the head of a business. A great owner needs to set the company’s agenda, goals, and priorities. If you are not a natural com- municator, as an owner or supervisor, you should either learn them, or find someone who is a great communicator to help you.

Of course, this doesn’t mean every- one will agree with each other all of the time, but in a company where there is

good communication, people are able to listen to multiple points of view and make decisions without causing tension or problems.

One of my favorite lines is from the film, Field of Dreams. In it the main character is told, “If you build it, they will come.” This may work in the mov- ies, but in real life, you have to do more than just ‘build it.’ A good business person knows that after you build it, you have to be able to explain what you built

and how and why people should buy it. Anyone who has ever started a new

business, developed a new product line, or entered a new market or industry, will tell you it is one heck of an uphill battle to be successful. You have to effectively communicate with every possible influencer, partner, buyer, in every possible way, to make things happen. Whatever your role — sales, manager, marketer, or CEO — you need solid communication skills to do your job well and make your customers and colleagues happy. Communica- tion between colleagues and custom- ers must be clear and concise, because communication in the workplace is the best way for your company to thrive and grow.

Carol Enman is a business growth consultant with decades of experience growing businesses in the security industry, as well as in other industries. She can be reached at www.whengrowthmatters.com.

Company leaders should also be excellent communicators; indeed, communication should start

with the head of a business. A great owner needs to set the company’s agenda, goals, and priorities.

By Carol Enman, Contributing Writer

GrowthMatters

Do you like reading ‘Growth Matters’? All of author Carol Enman’s columns may be found online at

www.SDMmag.com/topics/2727-growth-matters

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