PPB September 2021

way we communicate. Solid, straightforward communication can solve a world of issues and make all things run much more smoothly. I have found this to be the case many times over, and the beauty of solid communication is that it flows over into personal relationships as well as business relationships. Cause And Effect What causes poor communication? Is it preventable? Is it easy to fix? These are all great questions, and questions that should be answered before one can move ahead. Poor communication comes from people making assumptions, feeling the need to get their point across and wanting to be heard, not being openminded, failing to actively listen, feeling a lack of empowerment and not being self-accountable. Each of these points is avoidable, and the first step is identifying the issue. What Is Effective Communication? Begin by answering these questions: Who are we serving? Ultimately, we are all serving the end customer. Every touchpoint, from the beginning to the end, can either positively or negatively affect the outcome. Distributors, do you understand the challenges suppliers are going through? Do you ask? Suppliers, do you understand the issues and perils distributors are really working through every day? Do you ask? Distributors, in many cases, will take weeks and sometimes months to secure a client. They then relinquish the relationship to a supplier, trusting the supplier to do his or her part to ensure a successful outcome. That is a big responsibility; suppliers shouldn’t take it lightly. Have you established joint expectations? Most businesses do not set joint expectations through the supply chain. Everyone should know their respective roles and what is expected from them. This goes for the entire supply chain. Supplier to distributor, distributor to client and back again. Everything should be spelled out, and I do not believe in today’s world you should rely on people to read everything. Recently, I went in for a dental procedure. Before I left, the doctor had a staff member explain, in detail, everything I needed to know so I could make an informed decision: the procedure, timelines, payment milestones, projected recovery time and potential issues that could arise. After leaving, I knew what to expect because they were thorough with their communication. Who is your ideal partner? When I worked for a supplier, I realized our company was not for everyone, but it was right for many. The same principle applied when I owned my marketing company. Not all clients were a fit for a variety of reasons. Some did not appreciate our value as they are always looking for the cheapest price, were late payers, shopped our ideas, or were not respectful, loyal or open-minded. Over time, we made it a practice to target the right prospect and then interview the company to ensure a good fit. Believe me, we turned more potential clients away than we kept. Finding your ideal partner is a key component to having an open and communicative relationship. What have you asked? It is true that everyone is busy, but you should never be too busy to ask questions, to understand and to ensure clarity. A fuzzy, ambiguous understanding fouls communication flow. Lack of clarity and assuming certain things further muddies the water. The power of asking good questions is a skill everyone needs to work on. Questions are never stupid; questions bring clarity and insight, and help light the path to understanding. Do you empower those around you? You may or may not have worked for a company where empowerment stays at the top. When that happens, nothing moves and there is zero progress because every decision is micro- managed from the top-down. Many who have experienced this firsthand would tell you it is stifling. Lack of empowerment shouts lack of trust. What you are saying is not good enough, in fact, you are not good enough. This creates angst and ill will. Several years ago, I met a gentleman, Dana Montenegro, at one of my speaking engagements in the Caribbean. We hit it off rather nicely and after my presentation we had a lengthy Ultimately, we are all serving the end customer. Every touchpoint, fromthe beginning to the end, can either positively or negatively affect the outcome. | SEPTEMBER 2021 | 51 GROW