If you own a business and this is a statement you are likely to make, you’re in trouble and so is your business. If communications is a skill you’re not good at, learn it — and fast.
It is simply not an option to make this admission, because a business that succeeds without its leadership being good communicators is a very rare exception indeed. (In fact, I cannot name one, but they probably exist, as there is always an exception to any rule.)
If the owner of the business is not effectively communicating their vision for the business, how can its people be on the same page? There is no page!
If there is an expectation that people perform in a certain way and produce specific results, how can this occur if those expectations are not clearly understood?
If the capabilities of the business are not effectively communicated to its market, how can that market possibly know that this business can assist solve its problems?
If people within the business are not asking the right questions of its customers, how can customer requirements be fulfilled?
Good communications is fundamental to the success of the business, by any measure.
How do I know if I’m a good communicator? (If you need to ask yourself this question, you’re probably not!) Here are some ideas:
Ø Ask your people.
Ø Also ask them to cite specific examples, but be ready to accept negative feedback.
Ø Do staff meet your expectations?
Ø If not, have those expectations been spelt out?
Ø Have you had robust, but respectful, discussions on the matter?
Ø Are your people happy? (Ask them.)
Ø Are you happy with your people? (If not, why not?)
Ø Does your business continually meet the expectations of customers? (Ask them.)
The first step in understanding this problem (if it is one) is to understand yourself — call it self-awareness or emotional intelligence. Once you have an increased awareness of how you are perceived by others and how your actions, appearance and behaviour effects others, you have taken a big step towards being able to more effectively communicate.
Secondly, there are coaches, executive coaches and psychologists who specialise in this area. They can be instrumental in changes that produce remarkable results for people for whom communications is a problem.
The other side of the coin is, of course, those business owners and entrepreneurs who are renowned for their effective communications. Often, their businesses have succeeded purely on the back of these skills. How about Richard Branson, Oprah Winfrey and the late Steve Jobs for starters? In Australia, we might include Ita Buttrose, Janine Allis and Frank Lowy.
However, for most of us, it is effective communications in small business that has the greatest impact on a daily basis. How we feel about our employer, employee, customer or customer service person can, to a very large degree, affect how we feel about the day. If we feel we are poorly treated at work or in a shopping scenario, it can be frustrating and lead to us feeling bad for the day. On the other hand, if we have a positive experience from agreeable communications, the outcome can leave us feeling good about the world.
From the business owner’s perspective, good communications will have a positive impact on the value of the business (both in the short and longer term), on staff relationships, on customers, on reputation and on profitability.
Why would you not improve your communication skills?
Why not aim at being a great communicator?
John Matthew
johnm@switchdirections.com.au
