What is one of the most difficult issues people at work face on a daily basis? It is how to effectively communicate with their colleagues or clients, or both.

Not everyone is a natural communicator, but everyone can learn basic and important communication skills. So, what makes a good communicator? He or she knows how to understand different points of view, rationally discuss problems, share ideas, and explain his or her actions and decisions, among other things. In business, good communication must happen in order for a company to thrive and grow.  In fact, there really isn’t any part of a business that is not affected by good, bad, or inefficient communication.

For instance, let’s look at sales. The better your sales team communicates with your clients, the better these relationships will be with your company.  The better your sales people are at understanding their customers’ needs and fulfilling these needs, the more sales you will make.

Managers must have good communications skills in order to help their employees give their best performances, retain good employees, lower the amount of conflicts in the workplace, and help everyone understand their roles and how to get things done.

A company’s marketing department is a very important communication tool, as well. Think about it.  If potential customers don’t know what you sell, why it’s important, and what benefit your products will bring them, why would they buy them? A marketing staff should be made up of communication specialists. These are the people who can ensure your sales message is translated to a broader base of people, not just those who interact with your sales team. Experts say it takes 22 touches with a customer to make a sale — so get all hands on deck and make sure the marketing team is involved in communicating with potential customers.

Company leaders should also be excellent communicators; indeed, communication should start with the head of a business. A great owner needs to set the company’s agenda, goals, and priorities. If you are not a natural communicator, as an owner or supervisor, you should either learn them, or find someone who is a great communicator to help you.

Of course, this doesn’t mean everyone will agree with each other all of the time, but in a company where there is good communication, people are able to listen to multiple points of view and make decisions without causing tension or problems.

One of my favorite lines is from the film, Field of Dreams. In it the main character is told, “If you build it, they will come.” This may work in the movies, but in real life, you have to do more than just ‘build it.’ A good business person knows that after you build it, you have to be able to explain what you built and how and why people should buy it.

 Anyone who has ever started a new business, developed a new product line, or entered a new market or industry, will tell you it is one heck of an uphill battle to be successful.  You have to effectively communicate with every possible influencer, partner, buyer, in every possible way, to make things happen. Whatever your role — sales, manager, marketer, or CEO — you need solid communication skills to do your job well and make your customers and colleagues happy. Communication between colleagues and customers must be clear and concise, because communication in the workplace is the best way for your company to thrive and grow.