Business Communication That Resonates
Communication is the process of passing information from one person to another. Effective business communication does this while affecting processes, efficiency, and every layer of a company. This flow of information is vital for managerial effectiveness and decision-making. Cheril Clarke, founder of PhenomenalSpeeches.com, understands this all too well. She writes content for C-suite executives (CEOs, COOs, etc.), entrepreneurs, small business owners and individuals who want to make a phenomenal impression. Of communication, she says, “If you know how to communicate well, you can get almost anything that you need.”
Effective business communication that resonates is important for many reasons. It improves business performance, builds teamwork, impacts customer service, and it can set an individual apart from fellow employees. This is regardless of the form the communication takes. It could be a speech, an email, or a department meeting. It could be external communication with people, groups, or other businesses outside the company. It could also be an internal communication to a leader, co-worker or subordinate. Whoever the message is for, and whatever method a message is conveyed through, the importance of business communication also lies in:
- Presenting options/new business ideas
- Making plans and proposals
- Executing decisions
- Reaching agreements
- Sending and fulfilling orders
- Successful selling
- Effective meetings
There are two main methods of business communication. Remote communication, which includes email, instant messaging, videoconferencing, online forums and FAQs, telephone meetings, reports and official documents, surveys, and customer management activities. The benefit of remote messages lies in the ability to lead private conversations in a busy office environment, as well as sharing a message with many people—from a few to hundreds—all at once. The other method is in-person communication, such as face-to-face meetings, presentations, and customer management activities also. Face-to-face meetings can help a business move forward with ideas quickly and research shows that in-person meetings generate more ideas than virtual meetings. The method a business uses too communicate will depend on the size and purpose of the company. However, when picking the methods to be used, only choose the forms that are needed and will actually be used.
Cheril says effective communication is, “[A]bout how tailored your content is to address the needs of the audience….” She suggests answering the following three questions to deliver a great speech, presentation, or other form of communication. Who is the audience? What do you want the audience to feel? What do you want them to do after listening to you? Knowing what type of audience you’ll be communicating to enables you to tailor your message in a way that appeals to that particular group. Focus on what the audience needs to know. Next, you want to influence how an audience feels or thinks about something. Finally, the communication should be pointing to what you want to audience to do after listening to you.
There are four common communication mistakes that can be avoided. First, avoid jargon. Learn how to articulate your vision in the least complicated way. Second, gauge the audience’s interest and comprehension. Different people absorb information in different ways. Sometimes this may call for the use of multi-media presentations, printed handouts, or more intentional engagement with listeners. Third, make sure to rehearse, or in the case of the written word, edit. “Your confidence is going to build the more that you practice what you have to say,” says Cheril. Fourth, make it short. You want to be able to state the objective, give information, and wrap up the crucial points. Avoid inundating audiences with information.
Effective business communication gains many things for both companies and their spokespeople. It can improve employee engagement, eliminate email overload, increase employee productivity, improve knowledge sharing efforts, improve customer satisfaction and retention, and build a better company culture. From the job interview to the boardroom, the ability to communicate well pays off in long-lasting ways. To hear more tangible tips and tricks to improving your communication, no matter your skill or comfort level, listen to Cheril on the UnMasked podcast.
