The Profitable Art of Communication

In the early 1960’s when many were concerned about the effects of TV on the family and communication, one man envisaged a communication system that would within 30 years radically change the way we communicate. The man was JCR Licklider and his science paper titled “Man – Computer Symbiosis” – the idea was a global communication network which eventually became the Internet. It was the Internet which gave birth to email and the World Wide Web.

These days, in both our business and social lives, one of the most common phrases we hear is “how technology has changed the way we communicate”. And if the success of Bill Gates and the computer industry is our guide – then the world has taken to the new age in communication with relish. However, I believe that there is a huge profit both in financial and efficiency terms if we move the clock back a little in our business communications.

I would like to go back say 20 business years when many people actually picked up a phone or went to a meeting rather than send an email into the ether with the belief that its recipient would first of all be able to receive it and then understand the many nuances often disguised by our new “4get” style of English.

Recently I was in an office where it was common practise to send emails containing rather simple questions from one person to another when just 2 metres of open space separated them. I have also worked with companies determined to allow their staff to work in isolation – often at home and depend again on email communication.

The fact is that we are losing the art and the benefits of face to face communication. As part of our coaching program I always hold a focus group meeting with team members. One only has to ask them to talk about their role or how the company could improve – and the flood gates open. Issues that simply need discussion and solutions that have built up in some companies appear to be huge blockages in the success of the business.

I always ask a new client for a schedule of meetings that are held amongst team members. So often I find that there are none or perhaps we might find an annual meeting and infrequent reviews – not attended by senior management. Senior partner meetings can be more common – but below that level or between these two levels there is a paucity of face to face communication – or simple conversation. How can we resolve problems, remove blockages, increase efficiency, grasp key team issues via emails? How can we enthuse or motivate our people if we don’t meet with them or even empower them to meet and work through issues that need to be resolved?
I am equally amazed at the lack of communication – either face to face or by phone with clients.

So now let’s get positive about communication.

Recently I read an article about Tony Ferguson, who in the late 1990’s was at the helm of BT Australia when it was being off loaded by its parent company. These were tough times for Ferguson and the employees of BT. Yet in the article he said that he was most proud of his ability to communicate the issues to his 3000 strong staff.
If it can be done at that level why don’t many small to medium, professional practices maintain good communication practises?

Let us start with what are the most effective forms of communication. I put them in the following order with number one being the best by far – 1) Face-to-face 2) Telephone 3) Email or in written form generally. From there it is easy to understand that we need meetings with our staff and clients if we are to use the most effective form of communication.

Let’s start by reviewing our meeting schedule or implement a meeting schedule which will allow for a number of levels of staff and management input. As leaders we must talk to our team. I regularly meet owners who are simply afraid to openly discuss issues that affect staff, “it will just get negative” or “I don’t know what I should be talking about”. Like many things in life – the reality is that we need to try it. And perhaps in some circumstances – simply sharing your vision for the company, the people in it and asking for positive thoughts and ideas – will get the ball rolling.

Of course meetings need to be the subject of good practice. They should have a focus – operations, work in progress, or new business development. They should be held at regular times to allow for preparation. Those attending should be the ones who are involved with or are responsible for the matters discussed.
Here is a short list of thoughts that might help:-
• Frequent reviews on personal performance
• Cover daily, weekly and monthly key operational & business development aspects
• Quarterly meeting to set 90 day goals
• Six monthly isolation meeting to review & reset strategic targets with senior management
• Annual strategy planning meeting to set the platform for the year ahead
• Have a focused agenda for each meeting with a specific time limit with a start and an end
• Make sure that anyone raising a problem also offers a solution before the meeting discusses the matter.
• As a leader – make sure you listen and absorb what is being said. Misunderstanding or defensive or aggressive reactions will soon quell the spirit of openness you want to achieve.
• Separately, ask yourself – “am I meeting with my clients regularly enough asking the right questions and listening to them for their wants, needs and feedback on our performance?”

Also think about other levels of communication like social events that will provide extra dimensions of fun and to enhance team spirit.

The more communication & meetings you have the more your business will grow and equally the more your business grows the more communication & meetings you should have.

When JCR LIcklider formulated his ideas for global communication he helped change the world. When you develop a positive meeting schedule and open the path of communication you will unleash a whole new form of energy in your business. You will find road blocks to efficiency and profit will be cleared. All it takes is for you to open your diary (book or electronic) and get the ball rolling.

Next month I want to talk to you about Brand Advantage and how this subtle but significantly important marketing concept can add enormous value to the equity and growth of your business.

Until then seize the day and have a great month.