Currently, no one doubts the importance of communication for people, the multiplicity of media has generated an exponential growth in the possibilities of connecting with various audiences. This statement is important for leaders because they are faced with the challenge of communicating to various groups and individuals, through increasingly sophisticated means, and which at the same time require great ductility to adapt to the particularities of each one of them.
In the business world, there are certain moments in which there is an urgent need to improve the ability to communicate of leaders, among one of these are business presentations because it is time to explain ideas in a context certain. So, what is the opinion of these leaders in relation to communication? Are they satisfied with the presentations made by the members of their teams?
As a result of an investigation we carried out, 100 leaders of business organizations in Latin America told us about the efficiency of communication in the corporate world. 82% of the leaders surveyed affirmed that efficient communication significantly increases the value of the business and highlighted that the main vectors of the increase in value would be: increased productivity (78%), sales growth (74%) and the contribution to the final result (78%). In turn, the respondents commented on the main attributes valued for the presentation and communication of the business: the relevance of the data presented, the coherence of the discourse, the possibility of reaching concrete conclusions and capturing their interest. These mentioned attributes have values above 85%.
When the leaders were asked about their level of satisfaction in relation to the presentations, 72% stated that they were not “completely happy” with their performance and 45% said they were dissatisfied.
What can we do with these results? The answer is clear: you have to practice. When comparing the ability to communicate with the practice of any sport, it is not only about learning the rules of the game, but also about training and being “fit” to compete in the best possible way. While this principle is perfectly analogous to the ability to communicate, for whatever reason, people don’t train enough to improve.
When it comes to communicating, it helps very little to copy good communicators, since in them we will only find inspiration and the correct use of tools. In order not to fall into imitation, it is key to understand that not all of us are the same and we must develop our own style of how to communicate and reach the audience, taking into account our strengths and weaknesses.
By way of conclusion, we can affirm that there is a clear need to increase the efficiency of business communications and presentations in our region. Although awareness of this need is high, communication-related skills training does not appear to be.
Professor at the IAE Business School, Austral University
Source: Ambito
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