5 Rules To Be A Better Communicator
 By Patrick L. Wynne

Are you a good communicator? How can you know? Why should you care?

The last question should be a no-brainer. A National Communication Association survey found that most Americans realize that the lack of effective communication can lead to serious problems. Forty-four percent believe it “very frequently” ends marriages and friendships.

If bonds that strong can be broken by bad communications, just think how bad communications can wreck relationships built merely on business dealings.

Every business, from selling shoes to building bridges, requires good communication to ensure that:

1. Sellers know what buyers want

2. Buyers know how sellers benefit them

3. And the final transaction meets buyers’ and sellers’ expectations

Many business problems between you and your customers or between you and your vendors can be traced back to bad communication. Sure, there are cases in which purposeful distortions are to blame. But in most business transactions, the buyers and sellers honestly seek to eliminate all miscommunication so each gets what each wants.

“You didn’t tell me you wanted red!”

“I thought it was $20 per carton, not $20 each!”

You get the picture.

So, what makes a good communicator? Don’t fret. There’s no need to rush to a voice coach or join Toastmasters (although neither of those options would hurt). And you don’t need to be Shakespeare to get your point across in writing (although if you can’t spell or write a simple sentence, you will be at a disadvantage). Just follow these five simple rules.

Rule 1
Remember the objective: to communicate.

It doesn’t matter how eloquent or clever your message is if the other person doesn’t understand it. Seek to speak the language used and understood best by those with whom you wish to communicate. That means you should know your customer and vendor.

Rule 2
Drop all pretenses.

Don’t pump up the verbiage with $25 words, when 25-cent words will do just fine. Conversely, don’t speak down to your listeners. So, avoid being haughty and condescending. Most of all remember, no one is offended by plain language. Speak and write plainly.

Rule 3
Keep in mind the “rule of three.” When delivering your message, sum it up to begin, outline the details, then sum it up to end.

People find it easy to digest things in threes. ABC. 1-2-3. Beginning, middle, end.

Structure your messages by the “rule of three.” Tell them what you are going to tell them, then tell them, then tell them what you told them. For every person who interrupts you with “But you already said that!” there will be a thousand others who will absorb the message.

Rule 4
Write the way you speak.

All too often excellent communicators who have no problem getting their message across verbally become almost incoherent when they sit down at the keyboard or pick up a pencil. The problem normally occurs because rather than relying on what works – their mastery of the spoken word – these folks get figuratively tongue-tied. They mistakenly think written words need to be different in some way than spoken words. Be consistent. Speak and write in the same way, the way that works.

Rule 5
Listen and ask.

All great communicators listen before they speak or write. How else can you know what your listener or reader wants and understands?

Listen to your customers, and they will tell you what it is that they want. You will learn what they understand and don’t understand. Then you will know what to tell them so you can persuade them to buy.

Listen to your vendors, and they will tell you what they can do for you. Then you will understand what to tell them so you can get what you need – instead of a surprise.

(Posted August 2005)

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