Make Communication Work For Your Business

October 19, 2016

It’s great to have a huge vocabulary of industry specific terms, acronyms, and buzzwords, but the greater value is making sure that your listener understands exactly what you are saying. In business it is not always the business that has the best product or service that makes the sale, it is the sales person or representative who can best convince the buyer of benefits and problem solutions with simple, easy-to-comprehend language.

Buyers Need To Understand

Buyers want to understand answers to questions and how a product or service can benefit them. They don’t want to feel inferior or uneducated when talking to someone about a potential purchase. Of course, sales representatives need to be well informed about the product or service they sell, but there are correct and incorrect ways on how to communicate important information.

Although society in general is very educated, studies show that the majority of people read and write on about an 8th to10th grade educational level. This means that unless a sales person is talking to someone who has the same knowledge about a product or service, the best advice is to omit industry jargon and highly technical language. It’s great to be an expert, but trying to impress buyers with language they don’t understand completely undermines the sales process.

Tips To Improve Business Communication

•    Use fewer words rather than more words
•    Ask for clarification if asked a question you don't understand
•    Use complete words and phrases rather than using acronyms
•    Make your point using simple language rather than using business terminology
•    Forget about trying to speak like an expert; speak like you're human
•    Translate buzzwords into plain English 
•    Be calm rather than overpowering
•    Engage the other person; ask questions and listen
•    Be prepared and knowledgeable about the other person and their needs
•    Don't make it all business; try to develop a relationship by discussing something personal
•    Remember key points the other person brings up
•    Be genuine with your comments
•    Don't build yourself up; let the other person do it for you
•    Include others in the conversation if not just one-on-one

Be The Best Conversationalist

People generally like to talk...especially when they are talking about themselves. Ask someone a question about himself (or herself) and watch the person light up. He or she might do all the talking but will walk away thinking you're the best conversationalist in the world. 

This is a technique to make communication work wonders in your business. Ask questions so you can relate not only personally with a prospect or customer but can understand how you can best relate your company's products and services to their needs and wants. Being the best conversationalist in business is not about monopolizing a conversation with specifications and reviews, but how back and forth dialogue can enhance the sales process and ultimate user experience.

An Entire Company Culture

It's great for the boss to understand good communication principles but when they are not passed down...communicated...to all employees, those principles are lost. Good communications skills are not necessarily inherent in everyone's personality, so they must be learned through practice and understanding. 

Company-wide communication training is just as important as other types of in-house training. Although an employee might not be dealing directly with customers or prospects, intra-company communication among employees is equally important and essential for any business to maintain efficient operations. 

Make The Most Of Every Opportunity

There are boundless opportunities to practice the art and skills of effective communication whether with customers, vendors, co-workers, or business acquaintances. These encounters might be at your place of business, a networking event, or an industry conference. Regardless of the individual or setting, make communication work for your business by practicing the finer points of simple, yet effective, communication.