Need and Importance of Effective Communication


“Identification is one of the key ingredients of effective communication. In fact, unless your listeners can identify with what you are saying and with the way you are saying it, they are not likely to receive and understand your message.”

Communication refers to exchange of views, ideas, thoughts, beliefs and feelings with the intention of conveying information from the sender to the receiver, through verbal or non verbal means. We communicate for numerous reasons like for sharing information, learning, consulting, for connecting with others, writing rules and regulations, giving advice, sharing values and mission, teaching, expressing our expectations/ creativity/ philosophy/ research work, selling of products/ services, for publicity, maintaining public relations and advertising, networking with people with common interest or even with Internal and External source of the organization.

A study conducted by North Carolina State University concluded that in most of the organization Communication Skills were considered more important than either technical knowledge or computer skills. This itself conveys the Importance of Communication in work place. Many experts explain Communication as ‘foundation of every relationship’s, ‘life blood of an organization’, ”life blood for a successful team’ etc.

The Importance of Effective Communication is discussed further: –
# The success of any business depends on a sound professional relationship between both parties and communication plays a crucial role in building, maintain and enhancing such relations.
# Communication doesn’t only include exchange of words but listening, understanding and interpreting are also a part of effective communication.
# Human Resource (HR) is the most important element in any organization. Managing ‘Man’ is the biggest challenge for the organization. Communication is the lubricant which keeps this resource moving throughout the organizational machinery since it involves communication at all levels – Vertical/ Horizontal/ Parallel/ Lateral and Diagonal.

Research has revealed that managers spend a great part of their work time in communication; they generally devote 6 hours per day in communication which includes both written and oral communication.

Top management uses Communication for Internal Sources to: –
 Communication provides effective guidance to the employees by informing them about their duties, responsibilities, authorities and the power they have to perform the task.
 To impart the organizational values, mission, vision, goals, objectives to the workforce.
 They also use communication for implementation of the short and long term goals of the organization.
 Communication enables adequate flow of information for effective decision making and problem solving.
 Communication provides a channel through which the employees can give and receive ideas, view, suggestions, opinions, feedbacks etc for the growth and development of the organization.
 Communication enables the management to get feedback about their products/ services from the existing and potential customers.
 No communication or even lack of communication can create confusion and misunderstanding leading to undesirable outcomes, poor performance and low employee morale.
 Management explains their financial plans, operational structure, job expectations, work ethics, corporate social responsibilities, remuneration system, rules, regulations and policies and even provides training and development to the middle and lower level of hierarchy.
 Writing financial reports for directors and shareholders to inform and intimate them about the company’s progress and future plans.
 Communication enables messages to reach to the target audience and get appropriate feedback from them.

For External Sources communication is required for the following reasons: –

 Finding prospective investors.
 Obtaining permits/ licenses.
 Dealing with buyers/ agents/ dealers and suppliers.
 Building long term relationships with the existing customers/ clients.
 Finding new prospective customers/ clients.
 Building healthy relationships with government agencies/ bodies/ organizations.
 Enhancing relationships with media and NGO’s (Non Governmental Organizations).
 Building a congenial relationship with stakeholders and general society at large.

However, it is often observed that the best way to communicate with Internal and External source is through establishing an open door organizational culture, collaborative sharing and supporting management which helps to create a safe and healthy environment.

Baseline Releases and Data Validation

In order to measure project performances, the quality assurance department of an organization releases baselines periodically. These may be variance of actual effort over planned effort, the variance of actual schedule over-planned schedule, organizational productivity ratio, defect density, etc.,

Baselines are released every quarter or periodically. An improvement in adherence to schedule or a reduction in the defect density would imply that the organization has made improvements. For example the release may state that the organizational baseline I for schedule variance is 8.9 percent and the organizational baseline II for schedule variance is 5 percent. The conclusions may hence be that the organization has improved its schedule adherence by 3.9 percent or in other words the projects are delivering to the customers on time.

Now let us understand that such an analysis has been done on two different data sets at two different times. One data set measured the effort,schedule and other project metrics during Quarter I, the second data set measured the effort,schedule, and other project metrics during Quarter II. The mean may have significantly shifted, or the variance may have shifted or in other words, the comparison may not be being made on similar data.

For example, during Q1 the company may be executing large scale projects and during Q2 the company may be executing medium scale projects. In the case of large projects,estimates tend to have more variances and so the mean of all schedule variances hence has lowered.

Similarly, the variability between individual data points in the distribution may be significantly different due to data collection methods. During Q1 the baseline may have used a manual data collection process and during Q2 the baseline may have used data entered in the automated time management system by the employees.

When conclusions regarding baselines are derived, it is essential to see if there is a significant change to parameters which are correlated to the metric being evaluated for process improvement. More specifically, a measure such as schedule variance is correlated with many parameters such as complexity of the project, training level of the employees, work timings etc., When a result related to improvement in the performance of the process is obtained, then one should make sure that the factors on which the metric is correlated do not change significantly.

For example a mean schedule variance of 9 percent where the mean size of the projects are 20 FP should not be compared to a mean schedule variance of 5.9 percent with mean project size 10 FP or a project or a mean schedule variance of 9 percent with employees with low skill should not be compared to projects with a mean schedule variance of 5.9 percent that have employees of high skill.

In such cases one should use a statistical regression equation which expresses schedule as a function of many other variables to scale the measurements to a common base.

4 Ways for J Nuts Manufacturers to Boost Their Sales

The yearly sales quota contributes to the success of a company. The number of products manufactured depend on the amount they sell and vice versa. This follows the longstanding supply and demand principle.
The technological advancements and changes in the way consumers behave have brought about new developments in the industry’s sales strategies. Since it is efficient for the J nuts manufacturing process, it can also be right for sales.

It is relevant to welcome innovation, especially now at both production line and sales office. These are 4 ways to help manufacturers in their efforts to boost sales and stay competitive on the market:

Sales and Marketing Alignment

Sales and marketing alignment aims to let the two groups communicate more efficiently and create goals that depend on mutual accomplishments to succeed. “Smarketing” as this sales marketing tactic is called, relies on the marketing team to give a predetermined lead number that can be followed up by the sales department. In addition, sales and marketing alignment needs a modern CRM.

J nuts manufacturing companies can measure all goals and results, therefore it is easy to boost sales just by reassessing the performance, and finding out the number of leads that they need to make the amount of sales required. Also, it lets the manufacturer decide on the things to invest in and the channels to target to have more leads.

Focus Efforts on Current Accounts

An effective way to boost revenue is through customer retention, which is the ability of a J nuts manufacturer to keep its current customers. As an example, a 5% increase in customer retention can boost revenue to up to 95%.

Targeting existing customers gives a higher turnover rate since they have a tendency to buy more products than new visitors. Because the company has already established a business relationship with them, the marketing costs of the latest offers or one-time deals are lower.

Aim for New Accounts Rather than New Markets

All customers have their own reasons and pain points to consider buying various products. Their motives can range widely therefore it is critical to treat every potential buyer in a different way and create a pitch that targets them in particular.

A sales team can contact potential customers to start communication and ask questions to know their pain points. This information will be the basis on which the J nuts manufacturing company will draft a customized sales offer to be presented to the prospect.

This may take longer to prepare, but it is a more effective way to land sales as compared to sending a regular sales pitch out to the market.

Nurture and Develop Consumer Fans

80% of sales revenue comes from only 20% of their consumer base, as per Pareto’s law. To give it a try, they have to nurture high potential buyers and do the necessary steps to convert an additional 10% to 20% to join that group.

Using a solid content marketing strategy is a cost-effective way to achieve this. When offering free educational materials about products like blog posts, webinars, tutorials and guides, they care for these valuable accounts and lead them to the right direction.