What's that you say? The Three C's of Effective Communication

{This post is inspired by an article on Entrepreneur.com by Gail Goodwin, CEO of Constant Contact}

With the way the world is today, there is a certain sense of desperation among business in trying to do too much. If you try to be all things to all people you will not be anything useful to anyone at anytime! Casting a wider net in the hopes of landing the big fish will not net you what you seek. You need to focus and your communications will help you do that.

Gail Goodman, CEO of Constant Contact, had an article on Entrepreneur.com that addressed the Three C's of Effective Communication. I would like to synthesize those for you.

We all know that with the dwindling pool of resources that consumers are being pickier than ever with where they choose to spend their money. That's right. I said choose. They have the power in their hands and it is not enough anymore to simply assume that consumers will need whatever widget you are selling. You have to communicate the benefits of your widget to make them choose you.

Let's take a look at 3 C's of Effective Communication (thanks to Gail Goodman):

Crisp and Clear

If you were stuck in an elevator with a potential client (and aren't they all potential clients?) could you descrive what you do in your particular field in 30 seconds or less? Our weekly Sales Manager Moments should help you hone that skill, but it is still a good thing to practice. When you are "communicating" your brand, are you doing it in a way that makes the potential client want to run away from sheer boredom? We all know that if you are excited about your brand you can go on and on and on...but that is not necessarily a good thing. According to Gail Goodwin, "Being crisp is about telling people what you do in as few words as possible--and using that same crisp message in written marketing materials."

Customer-Centric

Your business is not about you, it is about your customers and finding solutions to their problems. Tell them that. Show them that they are the focus of your business. When they know that you are focused on their needs and not your own sales goals, they will be more likely to buy from you. Of course you have experience and knowledge, but what is that going to do for them?

Gail Goodwin says, "People need convincing as to why they should spend their limited dollars with you. Your story should focus on how your products or services benefit customers--written from a "what's in it for them?" perspective. When you make your story your customer's story, your marketing materials practically write themselves." Exactly!

Consistent

Okay...so you have crafted a 30 second crisp and clear statement and focused on the customers, now what? One of the biggest mistakes that I have seen companies make is that they are not consistent with their message (the company I work for is one such beast). This in turn sends mixed signals to your clients. And if they are getting mixed signals they won't know who to trust and they may move on.

Gail Goodman says, "[Make] sure you tell it consistently in your e-mails, on your website, in print materials, via the internet and in any other advertising and marketing media."

Every single piece to your puzzle should reinforce your position as a problem-solver for your clients. Grab every opportunity you get to make your message clear.

"Communications that are crisp, clear, customer-centric and consistent are more likely to bring in and keep customers during tough times and in the better days ahead," Gail concludes.

Here are a few parting tips on effective communication from Gail Goodman:

• Communicate more frequently, but make a direct sales pitch less often.
• Offer things of value for free. For example, offer hints and tips in your e-mail newsletter or a downloadable report when customers subscribe to your mailing list from your website. When you give expertise away for free, business usually follows.
• Communicate from the heart. Use e-mail and surveys to ask customers about how the economy is affecting their purchasing decisions and anything else that's on their minds. Tell them you're in this together and ask them to write about their positive success stories. Then share those in your newsletter.

Working Words of Wisdom:

"The single biggest problem with communication is the illusion that it has taken place." ~George Bernard Shaw