Effective Communication for Sales and Success

In recent weeks, I have covered the key elements of team and culture for business success.

The third element, also a hot topic at the 2014 NSCA Business Leadership Conference, is communication. Communication can take on many forms and meanings, all of which are important.

Internal Company Messaging: Vision for a Common Goal

The first form of communication is internal company messaging. Communicating mission, vision, ideal customer, and company ideals helps to shape the actions of a team and their interaction within the company and outside the company to customers, clients and partners.

Shaping this communication from the top of the company down through all of the employees ensures that your entire team is on the same page, working toward a common goal. It also ensures that your team is making consistent decisions that are in line with your message.

Customer Messaging: Consistency and Effectiveness

The second form of communication is consistent, frequent messaging to customers and potential customers.

Effective communication to existing and prospective customers establishes expectations, develops an identity customers can understand and connect with, and attracts the interest that forms the basis of a positive relationship. When the qualities and successes of a business are well communicated, the benefit is significant.


A key element that we must not forget is that effective communication is bi-directional, meaning that it involves listening and being receptive to responses as well as sharing ideas. Receiving and responding to feedback is what makes communication most effective.

Feedback can come in many forms. Internally, feedback comes from team members who have ideas, thoughts, concerns, needs, and experiences that can be used to shape strategies, policies, and messaging, to make improvements internally and externally.

Customer feedback is also important. Listening to customers can mean the difference between success and failure. Most customers will let you know what they need and how you can get their business. Building a relationship with your customers and taking the time to identify their needs allows you to sculpt offerings that focus on providing the effective solutions that they want.