26th July 2013

Aegon: It’s all about Communication

Success in any relationship is founded on one key skill, the ability to communicate and to do so on an on-going basis. When developing strategic relationships for your business, promoting your service proposition and  understanding the desires and motivations of any potential alliance is essential. However, in reality how many businesses promote and listen effectively?

No matter how it may feel some days with regulation and legislation, you control the future direction and destiny of your business. Your livelihood depends on you communicating your services and how you convince prospective business partners that you are the best alliance for them and their clients. This is all down to communication and here are some hints to help you refine this.

Step inside their shoes

The first stage in any business alliance is being able to understand the client’s unique needs. You can do this only by asking questions that get to the heart of the challenges they are facing. Once you have a clear understanding of the problems that they face and the needs of their clients, you can begin to promote your service proposition. Listening is vital to get inside the shoes of a potential alliance. Some key questions to ask are:

• Describe the nature of your business
• Who are your target clients?
• What are the goals and objectives of your business?
• What are the needs of your clients?

Communicate Professionally

It might sound common sense but so many alliances fall down on first impressions. Your professionalism can win your business, and your communication skills add to the complete package. Take time to proofread all emails prior to sending; use a business email address with a proper signature; answer the phone professionally; and speak articulately and competently at all times.

Client Meetings

Client meetings, even those that take place over the telephone, are an integral part of every successful business alliance. These tips can make your meetings as productive as possible.

• Schedule and prepare thoroughly

Scheduling your meetings in advance ensures that you and your clients have an adequate amount of uninterrupted time to speak. Once your meeting is scheduled, take time to prepare an agenda that outlines focus points and sets a structure. Sharing the agenda for the meeting gives everyone an opportunity to fully prepare.

• Listen, pause then speak

When you have several topics to tackle, rushing through them to get all of your ideas out may be tempting. But this causes confusion and makes your partners feel that their input is not important. Slow down, and remember that communication is a two-way street. Establish a give-and-take that allows both parties to have their say.

• Follow up in writing

Follow up after the meeting with a written message, giving an overview of the discussion to make sure you are both on the same page and to summarize what was agreed. In addition to sending your notes, invite the other party to give their feedback on what you have sent. This way, it becomes a collaborative document and not just one person’s view.

Try these hints and tips they do work. For more information on how you develop professional alliances visit our dedicated zone on the business brain

John Joe McGinley
Head of Business Brain March 2013

Business Development