“It’s just business — nothing personal.”
How often have you heard someone use that phrase to justify a decision based on the bottom line, even when that decision created pain and problems for employees or customers?
I call it the “It’s just business” trap.
And, it can cause serious damage to your organization.
The truth is, business success depends as much on understanding personal motivations and encouraging personal performance, as it does on sound business and financial analysis.
Why do I say that?
Consider what might happen if leaders were to focus exclusively on business performance.
- The strongest business strategy will flounder if your leaders fail to communicate it to employees, distributors, suppliers, and other stakeholders in a way that illustrates what’s in it for them (and not just for your shareholders).
- The most innovative new product ideas and mission-critical projects will be crippled if the employees asking your executives to commit resources can’t help those executives envision the personal benefits (as well as the business benefits) of lending their support.
- The most compelling sales proposal will fail to win the business if your competitor does a better job than you do of addressing the customer’s personal motivations to buy (e.g., to reduce risk of embarrassing failure, increase ability to win a promotion, or be seen as an innovator).
What’s the message for today’s business leaders? Don’t fall into the “It’s just business” trap.
It’s more important than ever to understand and acknowledge not only the business and financial objectives, but also what motivates employees and customers on a personal level.
Now is the time to equip your people — from management to your sales teams to leadership — with the skills to be able to communicate more effectively on both levels.
Imagine how much more successful they’ll be, when they’re able to easily and quickly:
- Identify and address the most compelling personal “care abouts” of the people with whom they communicate.
- Win the attention of customers and the support of executives by planning communications that address, both, the personal and business benefits of their ideas and recommendations.
- Build listeners’ trust and confidence as they deliver important messages and presentations about their ideas, plans, projects, or solutions.
In a world where products and services are increasingly commoditized…
Equipping your people with the ability to understand and communicate the double bottom line benefits of their ideas and recommendations will differentiate your organization from those that fall prey to the “It’s just business” trap.
Want to learn more about how to identify and communicate the benefits of your ideas and recommendations on, both, a personal and business level? Download the eBook: Become a More Credible Presenter.
Looking for double bottom line communication training for your managers, leaders, or sale team? Contact us to discuss your goals and to see how we can help.
