Good Communication Is a Key to Successful Business

By Ron Segura 

In today’s business world, we can communicate instantly by text, email, video calls, and sharing images. These tools are convenient, but fast communication does not always mean good communication. Poor communication can hurt business results by lowering productivity, reducing client satisfaction, and making teams less effective. Knowing these risks helps organizations communicate better. 

Instant messaging might feel efficient, but it often lacks depth and clarity. Here are some common examples: 

• Colleagues at the same table are texting rather than conversing.  
• Meetings are disrupted by notifications or participants stepping out to take calls.  
• Lengthy text exchanges replace a quick, clarifying phone call.  
• Technology lets us communicate faster, but it doesn’t always improve the quality of our conversations. 

In the past, businesses did well without email or instant messaging. Communication looked like this: 

• Personal: Face-to-face conversations-built confidence and comprehension.  
• Deliberate: Phone calls were meaningful, and responses took time.  
• Relationship-driven: Visiting clients in person was standard practice.  

Even though these methods were slower, organizations succeeded because they focused on thoughtful, personal communication. Remember, speed is not the same as substance. A face-to-face meeting or a thoughtful phone call is still more valuable than any digital tool. 

Tactics for Better Communication 

• For complex topics, pick up the phone or set up a meeting. If your message needs lots of follow-up, involves several people, or covers sensitive issues, it’s probably better to talk in person or by phone. Ask yourself: Does this message need a lot of background? Are the risks high? Will it lead to a long back-and-forth? If so, take a more careful approach. 
• Don’t multitask. Give your full attention when you’re talking with someone. 
• Instant messaging works for quick updates, but not for detailed conversations. 
• Personal interactions help build trust and make it easier to work together. This leads to happier clients, better project results, and a stronger business reputation over time. 

Ron Segura is President of Segura & Associates, a consulting firm that helps organizations become more efficient and communicate better. With decades of experience in business leadership and client relations, he is dedicated to building strong connections in today’s fast-changing digital world.