Communication has always been a critical piece of the business puzzle, but lately, it’s become clear that many business owners are finding it more challenging than ever. Whether you're promoting a product, selling a service, or simply trying to connect, how you communicate often matters more than what you’re communicating.

Why More Information Isn’t Always Better

It’s easy to fall into the trap of thinking that the more information you provide, the better. You’ve likely spent time crafting a compelling story about your offering, emphasising its benefits and highlighting your expertise. But unless that message connects directly to something your prospect genuinely cares about, it’s unlikely to land.

People aren’t looking to be impressed by how good your product or service is, they’re trying to solve a specific problem. If your message doesn’t clearly help them link what you offer to the solution they need, they won’t be able to hear you, no matter how polished your pitch.

Start With the Right Questions

One of the most powerful tools in communication is the question. Not just any question, but the right one. Asking the right question opens the door to understanding what your prospect truly wants. And once you know what that is, you can tailor your message to match.

This is where many business owners struggle, not with their knowledge or their product, but in knowing how to start a meaningful conversation that leads somewhere. But communication is a skill, and like any skill, it improves with practice.

Listen Beyond the Words

When someone responds to you, whether it’s in a conversation, email, or even silence, they’re delivering a message. It’s your job to interpret that message. Are they asking for more clarity? Do they need the information delivered differently? Are they already convinced but waiting for you to confirm that your solution really fits?

All of this requires listening, not just hearing the words, but understanding the meaning behind them.

Make Information Relevant

I recently attended a two-day business seminar. Ten speakers, back-to-back, sharing a wealth of knowledge. What set the best ones apart wasn’t how much they knew, it was their ability to frame their message in a way that made sense to us in the audience. They helped us connect their expertise to our challenges. That’s what made their information powerful.

Information alone doesn’t hold much value. But when it’s relevant, when it speaks directly to the situation your prospect is in, that’s when it becomes truly impactful.

Communication Is About the Hearer

One of the most important shifts we can make is to stop focusing on what we want to say and start focusing on what the other person needs to hear. Your story, no matter how good, won’t matter unless your listener can see themselves in it.

Good communication is always about the other person. It’s not about pushing your message, but about delivering it in a way that the other person can receive, understand, and act on.

The Role of Communication in Sales

I learned early on in sales that if I couldn’t solve the problem a prospect had, I was better off finding someone whose problem I could solve. Forcing a sale where there's no need helps no one. But when your communication uncovers a need you can meet, and you present your offer in a way that speaks directly to that need, magic happens.

It’s not just about selling. It’s about helping. And that starts with clear, targeted communication.

Highlights

00:00 Introduction to Communication Challenges

00:39 The Importance of Delivering Information Effectively

01:05 Relating Information to the Prospect's Needs

01:39 The Role of Questions in Communication

02:09 Interpreting Responses and Feedback

02:39 Tailoring Information to Individual Situations

03:24 Reflecting on Your Communication Approach

03:43 Understanding the Listener's Perspective

04:06 The Impact of Effective Communication on Business Growth

04:40 Final Thoughts and Encouragement