Failure to communicate is a fact of everyday life, yet your success in business will largely be dependant on your ability to transmit your message. What you say, how you say it, and the media you employ are critical to effective communication.

Every day we receive and transmit thousands of messages, whether verbal, nonverbal, or written. Studies indicate that as little as 10 percent of our communication is verbal -- the rest relying on everything from our facial expressions and posture to personal appearance and eye contact.

All of this translates to one simple fact. Communication is a big responsibility considering that failure to effectively communicate in business could translate to lost clients, commissions, and future transactions.

So what effects the effectiveness of our verbal communication?

• Clarity: Is the message concise and to the point? Does it flow in a logical order?

• Vocabulary: Be sure you don't overspeak your client. Speak to them on their level of understanding.

• Tone: Sarcasm and wit are sometimes lost on the other party. Or even worse, misinterpreted as rude.

• Timing: If it seems like a bad time to launch into a topic, maybe it is.

• Relevance: Communication can often be derailed or delayed by either straying from the topic or with the introduction of non-sequitors and "red-herrings."

"But how can I become a better communicator?" you ask. Consider the following steps:

1. Be concise. Most people know when they are being "sold" to. If you are direct and open, many times clients will return the same courtesy.

2. Focus on your client, not yourself. By asking open-ended questions you will be able to help them decide what they really want. And that really is the objective of our business -- getting the client what they want.

3. Be a good listener. Sounds simple enough, but really listen to what the other person is saying. Don't be formulation a response while they are still talking!

4. Take responsibility for your message getting through. This is especially true for written word and email. Make sure the message sends, or requires a confirmation receipt.

5. Maintain eye contact. By focusing first on one eye, and then the other, you’ll find it easier to maintain eye contact without losing concentration. Try it; it really works.

6. Look for nonverbal clues. For example, crossed arms generally mean a person can be feeling defensive.

7. Educate Yourself. From your local library to community colleges and senior centers, numerous writing and speaking courses are available.

8. Tell stories and give examples. Above all, be yourself. Now that you've questioned and listened to your client, you know what stories they will relate to. Their child plays soccer too? Well, this house is right next door to an amazing park where little leaguers play in the summer.

Succeeding in business demands good communication skills. Fortunately, effective communication can be learned. You can be as good a communicator as you want to be.

Published: June 15, 2007

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