There are a multitude of problems in business that are caused by ineffective communication – misunderstandings, conflict, giving your company a negative image, lower productivity... Communication skill is the life blood of successful business enterprise and it takes many forms; internal and external, in writing, on the phone and in person. Effective communication within a company between departments and individual colleagues is essential for a productive working environment; just as clear and professional communication with clients is imperative to secure and maximise business opportunities. This article deals with the fundamental principles of effective business communication skills.



There are many elements that constitute effective communication. One of the primary considerations is the selection of the most appropriate method or medium. If you are communicating something which requires traceability then an email or letter can be best, while other conversations are much better had face-to-face and can appear impersonal and lackadaisical if carried out in writing. Every small piece of communication that comes from a company speaks volumes and makes an impact, whether it is good or bad, hence attention to detail is a major communication skill.

Many organisations take for granted the ability to communicate effectively in writing or on the phone, however many employees might not have received specialist training in these disciplines. Communication skills training is essential as it provides a safe environment in which to review how a company and individuals within that company communicate, using expert guidance to develop those skills. Communication skills such as building a non-intrusive relationship swiftly on the phone, expressing oneself clearly and professionally in an email, or presenting in public with confidence can be improved by applying practical techniques and strategies.

One of the best starting points for the process of developing communication skills is to examine your existing style, exploring how it affects others and might be improved. Although being direct and strong can be a good quality in some business situations it is essential to know who you are communicating with and be able to adapt your style to match theirs – it can have a disproportionate affect on a more sensitive member of the team or client. Equally, someone who appreciates a direct approach may not respond well to somebody being ‘fluffy' or giving lots of detail..

Your chances of winning new business are hugely affected by the communication skills of you and your team. Proposal writing is an essential skill that can increase your client base and revenue if executed correctly, or lose you new business if done incorrectly. The key is communicating your core values, products and services in a clear, convincing and persuasive way meets the requirements of the potential client and is relevant to them. Similarly, a live sales pitch must be delivered with impact, confidence and clarity while being very focused on the needs of the client and what you can do to respond to their requirements.

The only way to uncover a potential client's requirements is to establish a strong relationship by taking a genuine interest in their company and building rapport. You can then demonstrate more effectively how your proposal will benefit their structure, systems and procedures.

Communication skills need to be developed on an ongoing basis – especially in a turbulent economic climate. By outsourcing this to an external consultancy you can build strong foundations of effective internal and external communication that achieves lasting results.