Business communication consists of many different methods of sharing information within an organization. One goal of sharing information is to guarantee your organization’s commercial benefit. Thanks to technological advancement, the modern definition of business communication has narrowed significantly, and focuses on inter-organizational communication, which is most often technology oriented. Some of the most common modes of modern business communication are:
- Internet-based communication
- Unified Communications - Teleconferencing and delivering instant message via telephone (one-to-one basis)
- Audio-visual conferencing, allowing co-workers to interact
- Digitized reports and presentations
What is Better Business Communication?
Business communication involves successful sharing that complements an array of operations promoted by the organization. However, the objective is only fulfilled when two parties involved in the interactive process efficiently and successfully decipher the messages shared. While technology definitely has a key role to play in connecting people from many different areas on the same organizational backdrop, better business communication involves sharing messages that contain these elements as well:
- Focus. Communication should include messages that are to the point, relevant, and centered on a particular subject.
- Easy Interpretation. Messages should be quickly and easily decipherable by all parties.
- Engagement. Content that is sharable and interactive is more well-received, remembered, and communicated.
Modern enterprises and organizations have correctly identified the importance of better business communication when it comes to gaining an upper hand over their competitors. Those that are successful understand that focused messages, containing interactive and easily interpretable elements, are less time consuming and more easily understood. In addition, effective communication allows employees to work and follow-up faster, and also keep customers and prospects happier. Effective business communication may initially take more time and resources, but the entire process can become seamless and cost effective if organizations can correctly identify their target audience, the needs of that audience, the right medium(s) for communication given those needs, and the mode of delivering the message.
Better business communication: A not so faraway goal
With these four tips in mind, you can achieve your goal of better business communication.
- Create an audience friendly message.
One of the most widespread mistakes that business communicators make is doing what everyone else does and following the average industry standard. This is a far cry from creating a message specifically tailored and personalized to your target audience, which will make all the difference in the world.. Make sure you spend time strategically developing the right messaging for your customers and prospects, at every stage in their buying and/or discovery journey. The more personal you can make it, the more tailored to their needs and desires, the greater chance of successful conversion and, equally as important, the stronger the relationship you’re building with them.
- Correctly categorize information.
Every organization has their respective information pool and often employees can have a difficult time fishing out the pieces they need when they need them. Information can be used most effectively only when it is correctly categorized. Experts agree that it is most prudent to categorize information into one of six categories: Fact, Procedure, Concept, Process, Principle, and Structure. So, be sure that as part of your overall communications strategy – both internally and externally, that you have properly categorized the information your team and your customers will need so that it is efficiently accessible in a very short period of time. Everyone will thank you for it, and both productivity and customer satisfaction will soar.
- Recipient’s perspective matters.
As mentioned earlier, it’s critical to keep the needs of your prospects and customers in mind when it comes to the information they seek or need as part of their buying journey. As such, organizing and sequencing information with your recipient’s perspective in mind is very valuable in any successful business communication. Make sure you deliver the right information at the right time as part of your overall marketing and communications strategy and you’ll reap the benefits as a result.
- Precision is practical.
The process of presenting information in an interpretable format should lead to precision, as it makes communication easy, reusable, and integral. Your team members enjoy finding answers to their questions conveniently and autonomously and your customers likewise do as well. Today’s web-savvy consumer is often more interested in finding answers to the questions they seek themselves as they are in making a call or sending an email, so when you can provide communication that helps answer their questions and solve their problems with a minimum of effort, they appreciate it immensely. You can do this with video, you can do this with slide presentations, you can do this with easy-to-access documents, you can do this with audio – so many different ways to be precise in the way you deliver information, so keep that in mind as you’re reviewing your overall communication strategies and the tactics you’re employing.
Winning the battle of business communication can often appear time-consuming, elaborate, and downright daunting, but if you keep some key things in mind, you’ll find your processes streamlined, your team members happier and more productive, and your customers and prospects happy and satisfied as well. That’s win for everyone, for sure.
What is holding you back when it comes to better business communication? Do you have any tricks that you’ve implemented that has really impacted productivity? What about road blocks you’re dealing with? We’d love to hear your thoughts.