What Is Business Communication Worth?

What is business communication really worth to you and your professional service firm? Does it matter how well you communicate with your prospects, clients and customers? What about your staff – do they need quality communication, or can you rely on their proven abilities with clairvoyance?

These may seem like funny questions to ask, but you’d be surprised by the equally funny answers some people give. Business is built on relationships, and quality relationships hinge on quality communication. Business communication in its purest form translates directly to your bottom line.

Certainly the marketplace is crowded for any professional service firm, and competition is fierce. But savvy marketers understand the unprecedented level of opportunity available today. To survive and thrive in this environment, firms have to understand that the old ways of marketing simply won’t work anymore. The days of one-way communication, marketing hype and company-focused messages are long over. Business communication requires sincere dialog focused on the needs of the client.

Business Communication Means Reaching Out

There are specific methods you can use to keep the lines of business communication open with past clients and current prospects. Here are just a few tips for staying in touch and inviting dialog.

Send articles that relate to a client’s industry or specialty. Cut out and send the article with a note such as, “I thought you’d be interested in seeing this.”
Whenever a customer or their company is mentioned in a journal or article, use it as an opportunity to get in touch. Cut out the article, print out the web page, or simply send a handwritten note congratulating them on the publicity. Likewise when a company wins an award, send a congratulatory note to your contact.
Look for possible new areas of action in your specialty. Every time a legislature makes a move in your industry, you’ve got an excuse to make a contact with your client about it.

Tried and True Business Communication

When communicating with any of your business contacts, come up with a statement that clearly promotes your branded business philosophy. This statement needs to be focused, simple and easy to understand, and it must be woven into everything you do. Your statement must be written, spoken or understood in all communications including advertising, direct mail, public relations, phone greetings, business cards and letterhead, social media, websites, presentations, and any written or verbal client communication.

Of course, there’s more to it than just beating your branding drum. Electronic communication like email, cell phones and newsletters has definitely simplified staying in touch with your customers. But if you believe that electronic communications are the path to retaining clients and facilitating closing skills, you need to think again. Your clients and prospects will tell you that they value the one-on-one time that only an in-person meeting can give. There’s magic in the power of eye contact coupled with a handshake, and that is the best business communication of all. With so much riding on your bottom line, what is business communication really worth? The answer is, everything!