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Communication is the Key

Written by: Stuart Ayling

Article Overview: No matter what business you are in there is one common factor - communication. Whether it is verbal, visual, on paper or electronic, having clear communication is a must for any successful business. This can be even more challenging when dealing with other cultures, nationalities and lifestyles.

Communication is the Key

No matter what business you are in there is one common factor - communication.

Whether it is verbal, visual, on paper or electronic, having clear communication is a must for any successful business. This can be even more challenging when dealing with other cultures, nationalities and lifestyles.

For some time, on behalf of one of my clients, I have been communicating with people from other countries and it is always a challenge to maintain clarity of message. Even though we are speaking the English language each party has their own cultural approach - Asian, English, German, South African, American - and sensitivity to these differences is essential. Many good business opportunities have been lost to poor communication skills.

Each and every business has a variety of clients and the differences between customer types will often require a different communication approach. For example, a colleague of mine has decided to take her 'new age' personal development skills into the corporate environment. To do this she will need to re-evaluate her communication style to present outcomes to corporate clients in a way that is relevant to them.

This does not mean her service quality must be compromised. Rather it is recognition that different customers will need the same service/product presented to them in a different way to see why they should buy it.

It's sort of like segmenting your market specifically for communications.

Have a look at your spread of customers. Come to understand why they are your customers and look for ways to express the benefits you provide in a way that makes sense to them. Not all your benefits will be required by all customers so be specific and you will be rewarded with a sharper communications message.

Presentations are often seen as an ideal way to communicate an idea to a group. This may happen whilst pitching for new business, presenting a new concept to management, or when selling a product or service. However, presentations are by nature group communication activities. It is often hard to deal with the perceptions held by individuals or answer specific questions in a group setting.

By all means use the multi-media multi-sensory capacity of presentations to excite your audience, but remember the need to follow up and deal with the questions of individual participants.

No business can survive without effective and timely communications - to clients, to staff, to investors, to potential clients, to the media. All businesses communicate. Great businesses excel at communications.

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