The Value of Communications

The biggest question I often get from executives, and many communications leaders struggle with, is "What is the value of communications?" or more bluntly "How is what you are doing helping us to increase sales?"

There are numerous articles around data, big data, data analysis and the like attempting to answer this question. And many gurus love to yell "it's data, stupid", as if that is all you need for success.

Yes data is important, but there is also a flip side.

Data can be messy, data can be wrong, and data can be manipulated. Relying on data without questioning quality and context will just get you into trouble.

There is a clear connection between communications and sales, which is the ultimate goal. Communicators aren't there to create nice words and pretty pictures as I've heard way too many colleagues say over the years.

And who is often blamed if there is a crisis?

Communications!

I think that demonstrates how important excellent and compelling communications is.

The connection between communications and sales is:

Communications = Knowledge = Motivation = Productivity = Sales

First and foremost, communications ensures that people inside and outside the company know what is going on. The first step toward success.

If there is a new strategy, a new process, a new product, or a new service, how will employees or customers find out about it? Communications.

If there is a customer success, a product recall, or a reorganization, how will people find out about it? Communications.

I could go on and on here.

You may say, well just knowing about something isn't necessarily going to get people more motivated to work for the company or buy from the company.

Well, the biggest challenge I see in companies is people feel they don't have the information or context to do their job. Decisions are made that aren't explained, reorganizations are done without context, etc.

On the outside, companies aren't just waiting to buy from someone they've never heard of, don't think is doing well financially or seems poorly managed.

Communications done well can make all the difference.

On the flip side, poor communication, too much communication, or worse no communication, will leave many feeling excluded.

With context and information in hand, employees will be motivated to do their job as best they can.

This will mean more productivity and ultimately more sales.

Every job contributes to sales. It's not just the salespeople selling the product. If there is no product, there is nothing to sell.?If the company is struggling financially, this impacts everything. If there aren't enough highly trained people, who will work at the company? If no one know about the company or the product, how will anyone want to buy anything?

Employees don't sit around thinking "Gee, I have no idea what is going on at my company, but I'm going to do the best job I can regardless."

And companies don't sit around thinking "Oh I need product X, so let me call company Y, I've never really heard of or trust."

Think about that the next time you're struggling to understand or explain the value of communications.

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