| When we pause and reflect on the | | | | pertinent to your product or service. |
| significance of communication, we | | | | The challenge is to make your message |
| realize that effective communication | | | | inspiring or motivational enough to |
| impacts our business and personal | | | | evoke a response without exaggerated and |
| success more than any other factor. | | | | unbelievable claims. Be sure you |
| Communication, in one form or another, | | | | communicate the true differentiation |
| permeates all that we do. Whether it's | | | | between what you are offering and the |
| internal to employees or external to | | | | offers of your competitors. Remember |
| customers/prospects, our ability to | | | | most purchasers see your product or |
| communicate effectively determines the | | | | service as a commodity. In other words, |
| results. Words, actions and body | | | | from their perspective, they can get the |
| language have a powerful impact, good or | | | | same product or service from your |
| bad, on those with whom we | | | | competitors for less money. For most of |
| communicate.If we look back in history | | | | us offering the lowest price (unless you |
| and examine the characteristics of great | | | | are Wal-Mart) is not going to create a |
| world leaders, we find one common trait | | | | successful business. It is essential to |
| among all...effective communicators. You | | | | your success that you clearly |
| may not want to be among the worlds' | | | | differentiate your offering from the |
| great leaders but you can greatly | | | | field of price cutters. You can't win |
| enhance your success by becoming an | | | | that battle.Messagee - I know. This is |
| effective communicator. All it takes is | | | | not in the dictionary and it drives |
| a focus on honing your communication | | | | spell check crazy. However, it aptly |
| skills. With the right mindset you can | | | | describes the person to whom you are |
| acquire the skills by a commitment to | | | | targeting your message. You must first |
| working on developing the necessary | | | | know who the decision-maker is for your |
| skills. As a beginning, let's explore | | | | specific product or service. Next, you |
| the foundational elements that will have | | | | decide what response you want to evoke. |
| an immediate impact on your success.The | | | | Are you looking for an immediate |
| 3C's of Effective CommunicationWhether | | | | purchase? Are you seeking an in-person |
| you are communicating by the spoken or | | | | appointment to determine their needs and |
| written word, keep these three essential | | | | explore ways you may be able to meet |
| elements in mind:Clear - Insure that | | | | their needs? Then, knowing their |
| what you are saying or writing is clear | | | | responsibilities within their company, |
| to the intended listener/reader by | | | | you must determine what message is going |
| thinking through the message and the | | | | to motivate them to respond favorably to |
| response you expect to evoke. Clarity is | | | | your request. Example, if the Chief |
| essential to effective communication, | | | | Financial Officer is the decision maker |
| especially in your written | | | | for your product or service, your |
| communication. The reader will not have | | | | offering better save or make their |
| the option to question your meaning or | | | | company money.Messenger - The messenger |
| ask for clarity. If your message is | | | | is the medium you select to deliver your |
| unclear it leaves the interpretation | | | | carefully crafted message to the |
| solely in their mind which may not be | | | | appropriate messengee. When you have a |
| the message you intended to communicate. | | | | clear profile of your best customer |
| Are we clear on this?Concise - In this | | | | prospect, selection of the targeted |
| fast-paced world we live in today, | | | | medium is much easier. Each media has |
| brevity is cherished. Quality time is a | | | | its targeted reader, listener, viewer, |
| scarce commodity. Think about what you | | | | etc. Independent research data is |
| are saying or writing in the context of | | | | available that will help you match your |
| fewer words while retaining clarity of | | | | customers' profile to that specific |
| message. Email has opened up a whole new | | | | mediums' targeted profile. Over my forty |
| world of communication. It is the | | | | years in media advertising and |
| extreme example of being concise. I'm | | | | consulting I have seen many misdirected |
| sure English teachers are going | | | | dollars wasted on ineffective |
| ballistic over the sentence structure | | | | advertising.Your precious resources of |
| (or lack thereof) in most email | | | | time and money need to be targeted, |
| messages. The balance for effective | | | | focused, efficient and effective Be sure |
| communication lies somewhere between | | | | you incorporate the 3C's and 3M's into |
| voluminous, unnecessary words and the | | | | your communication. We would be |
| choppy words and incomplete sentences of | | | | committing a felonious crime, punishable |
| the email world.Consistent - Once you | | | | by hanging, if we failed to mention one |
| have developed a clear and concise | | | | of the most significant elements of |
| message that you are satisfied conveys | | | | effective communication...effective |
| the reasons people will want to do | | | | listening. We all could fill the |
| business with you and your company, | | | | remaining pages of this publication with |
| consistency is essential. We are | | | | examples of horror stories created by |
| constantly bombarded with a deluge of | | | | others and by us when they, or we, fail |
| information. It takes time for any | | | | to listen carefully to the other person. |
| message to get through. When you have | | | | Our tendency is to jump in, make snap |
| lived with your message day in and day | | | | judgment, provide solutions, make |
| out and are tiring of it, your target | | | | incorrect assumptions and fast forward |
| listeners are probably beginning to "get | | | | the others' story without focusing on |
| it".The 3M's of Effective | | | | what they are saying and then responding |
| CommunicationThree key elements are | | | | appropriately. Silence can be golden.I |
| essential to effective | | | | hope this article has been clear, |
| communication:Message - Using the 3C's | | | | concise and consistent enough to inspire |
| above, carefully craft your message | | | | you to work on your communication |
| incorporating the reasons why a customer | | | | skills. There are many resources of |
| or prospect should consider, from their | | | | books, tapes and seminars available to |
| perspective, doing business with you and | | | | help you become an effective |
| your company.Develop an honest and | | | | communicator. Just do it. May you attain |
| credible message that may, depending on | | | | the success you earn."Coach Bud" shares |
| your type of product or service, involve | | | | 40+ years experience to help his clients |
| features, general benefits, company | | | | Create, Develop and Grow a Successful |
| principles and values, innovative ideas, | | | | Entrepreneurial Business. |
| user testimonials or other factors | | | | |