Marketers should draw lines between effective communication and assumption
By Zion Rufus
In today’s business environment, effective communication has become crucial for building trust, fostering healthy relationships, improving employee engagement and cultivating growth and productivity amongst businesses, business to its consumers, or a business and its employees.
“Channels of communication can’t be taught, it’s innate and you work on developing this skill very well so you deliver and present yourself, ideas, and others in a smooth way. Proper communication leads to a much easier lifestyle. How can you deliver your thoughts, ideas, and good intentions if you can’t properly communicate and relate to yourself before others,” Najah Daouk, Security officer, Bankmed SAL shared in a LinkedIn comment on the importance of effective communication in the business environment.
Although in sales conversations, the ability to read in between the lines is regarded as ingenius, it could sometimes be hazardous to play a guesswork on what your client wants; especially in relationship marketing where you have to leverage your observational skills to ascertain what your client is saying through body language, and piece components of their non-verbal communication together.
According to Dr. Bernard Yeo, Character Coach, Author & Founder of UCMHP, “Of all the life skills available to us, regulating human chemistry in communication is perhaps the most empowering. To effectively regulate communication, we must realise that we are all different in the way we perceive in the world of communication and use this understanding as a guide to our communication with others. Remember: Conflict happened because of interest and value and nothing else and it only involved our 5 universal communication languages.”
Restating the adverse effects of these barriers on the health of business relationships, Sunil kumar, a Sales Head noted that not only does good communication play an integral role in the lives of individuals, but also their overall skill set.
“But that’s only applicable to hard workers. Few people are good at wrong communication, wrong interpretation and involved in wrong activities in the name of work and you guys understand this very well,” he added.Owing to these unending trends of marketing disasters resulting from absence of clear-cut communication and assumptions “painted with the guise of creativity and proactiveness”, some business analysts have shared that businesses should learn to present clear and concise information.
“Good communication is one that is clear with fewer barriers. The customer is in need, the producer too. So less codes in exchanges will allow for better customer-business partnerships,” Dynamite T, an independent coach shared.
“The important thing is not just what we see in front of us, but what is behind the trajectory, the invisible efforts for success, and the fruits that are reaped,” Mariza Dias, Economic Inclusion, Gender and Youth Specialist agreed.
Peace-Davies Anomneze, Author and Management Consultant explained that the importance of communication cannot be overemphasised.
She said: “Effective communication must be complete, coherent, concise, compassionate,correct, considerate and credible.”
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