On the world stage, words can win votes, start wars, inspire a generation.
In the business world, they can increase customers, boost sales, guide and motivate employees, influence investors, mark individuals as thought-leaders and companies as pace-setters.
Today, business executives and organizational leaders lie awake at night worrying about strategic business risks as diverse and complex as the global financial situation, creating and dominating emerging markets, getting and keeping the right people, managing the brand, going green, regulatory and compliance requirements, rising energy costs, and the company’s ability to consistently execute strategy with excellence.
Tell everyone you can’t sleep…and tell them why
A recent study by the Meyer Group for the Business and Economic Review found that business leaders gain value when they tell their managers and employees what keeps them up at night because most people don’t give priority to concerns that are less than critical to the business.
If managers two layers below you are focused on something besides what’s truly important, the result will be fractured effort and lost business. Tell them.
How does your sales team start a sales process? Do they lead with cost savings and technical superiority? If they focus on these benefits, the Meyer study suggests, the CEO may delegate the discussion to others. If they lead with a way to grow the business, the CEO is much less likely to delegate. Tell them.
Tell your team how you buy. What you look for in a sales presentation. What information influences your buying decisions. Using yourself as an example will “make it real” to your sales team. Inspire your team to focus on solving problems that company presidents find compelling.
Are your key suppliers focused on your real needs? A presentation on what keeps senior management up at night is bound to get the attention of any wise vendor. If the companies that support you really understand what keeps you awake, could they do a better job of helping you grow your business? Tell them.
Telling your management team, your sales force and your vendors what keeps you up at night will focus them on exactly what’s important for the success of your company. When they know, they’ll be much more likely to execute on that.
Then, when you address external audiences – industry peers, business leaders, competitors, investors and others – you just may have a compelling business success story to tell.
Words still matter
In all of the old and new ways in which business executives and organizational leaders are expected to communicate with their various constituencies today, one thing remains constant. Words matter.
When the words are right, the message helps you meet your business and marketing goals.
When the words are wrong, the message doesn’t matter.
Starks Communications would be delighted to help you communicate your important messages clearly and concisely to all of your internal, external and “virtual” audiences.
We really do feel your pain.
