Conversation is the foundation of all communication

It doesn't matter if it's about marketing or internal communication. Having a conversation with your customers is a prerequisite for business. And having a conversation with your employees is a prerequisite for having an organization. We simply cannot survive without conversation. But, have you thought about how you converse? With customers, with your employees, with your partners and with your suppliers. Do you have a clear strategy for how the conversation should go? Do you have a personality that rhymes with the company's desired position?

The conversation starts with listening

There is an old cliché that says that a good salesperson has two ears and one mouth. There is something in it. But what is even more important is the timing. That you first listen and then speak. It's not just about being able to pick up on needs and wishes. Research shows that we feel better if we feel that the person we are talking to is actually listening to what we have to say. Active listening shows empathy and builds trust. And listening to your customers almost always results in more business, higher retention and more bang for your buck.

It is exactly the same (albeit the other way around) with employees. Listening to your employees does not automatically mean doing what they want. But they feel seen and heard and you can pick up mishaps and bad moods more quickly. After all, it doesn't hurt to let employees be involved in making decisions that affect their existence.

The conversation is an opportunity for improvement

If you know what your customers want, it is easier to create new products and to develop your products. It also means that it is easier to sell your products or services to others. Although all companies are unique to some extent, there are great similarities between what is demanded. If you have a product that is in demand, it is easier to break through the noise and reach the right target group with relevant communication. Often it is not enough to listen, you also have to ask the right questions. To help the client (and themselves) prioritize, choose and create a sensible plan for change.

Making sure you have good conversation routines can be the difference between a successful business and bankruptcy. Good conversation routines are often based on the following steps:

• Listening
• Confirmation
• Question
• Summarize
• Answer

Conversations provide the basis for marketing

The conversation with customers gives you insights into their wishes. Because you take the conversation further with your marketer, it becomes a good basis for the creative work. It is much easier to work creatively with marketing if you know what the customers are asking for AND you have the opportunity to meet their needs. The conclusion is that the prerequisite for a successful business is found in the Greek word dialogue – through conversation.

Do you want to know more about how to have a good conversation? Get in touch with klas @ kip.se