Effective Communication can mean Business Success

10 05 2011

This week we are going to discuss a topic that is near and dear to many, if not all people in business – communication.  How many times in your business career have you heard the battle cry, we need better communication?  How many times have you heard companies espousing the benefits of communication?

As we all know from personal and business experience, if we don’t communicate effectively, we cannot succeed in what we wish to accomplish.  If your customers cannot effectively communicate their desire for a particular product or service, how can you as a business person satisfy their needs?  On the flip-side, how can you as a business let your customers know that you may have what they need if you cannot communicate your information clearly?  Effective communication can mean business success.  If you cannot convey your message to your target audience, how long do you think your business will succeed?

Communication is a two-way street.  In order to inform and educate, you need to also be very well versed in the art of listening.  You need to not just hear; but to listen to what your customers are talking about and what they are looking for.  If you listen to what they ask, you may also be able to identify what they are truly looking for in a solution to their problem.

Once you have mastered the art of listening, you now need the ability to effectively communicate with your customers.   This may sound like a simplistic view, but even if you understand what your customer’s needs and wants are, if you cannot communicate back to that same customer the information that you have to offer, you are not successful in communication.

How frustrated are you when you call into a customer service center and have to explain and repeat your situation several times before you are put in touch with someone who MAY be able to assist you?  If you were that business, you need to look at this scenario and determine how you can better communicate between customer service representatives so that your customer does not have to repeat their problem a half a dozen times before they get to the person who can solve their concern.  Effective communication within a customer service center is key to a successful business.

If you were able to locate a company that would listen to your concerns, desires, and needs and would then relay that information accurately to the correct person, wouldn’t you continue to do business with that company?  Taking it a little farther, wouldn’t you want to tell the world about how wonderful that particular company’s service was for you?  Think of how quickly your business would grow with this type of word-of-mouth advertising.  Again, effective communication can most likely business success.

Find a way in your organization to improve the communication flow between departments or between your sales staff.  If one sales person has assisted a customer, be sure that sales person relays that information so when the customer comes back, they do not NEED to talk to one particular person, any of the qualified sales staff can be just as effective.  If a customer has a problem and one person takes that call, be sure that information is effectively communicated to all who may be involved so when or if the customer calls in again, whoever does take the call will be able to respond properly without requiring your customer to tell their story all over again.

By honestly keeping the lines of communication open within your organization or business, you will find that your company will grow faster and be able to respond better to customers.  Information is power, but information kept with one person and one person only can seriously cripple an organization.  Open the lines of communication and you will not only find customers to be happier, but your staff will be more willing to assist others within and without your organization.  Effective communication is a critical component of business success.

Until next week…

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