Most of the time, disagreements or conflicts occur because of poor communication between two contending parties – spouses fail to connect; supervisors and workers fail to reach an accord, etc. To communicate simply means to get a particular message across and at the same to receive a feedback. Communication is a cycle of giving and receiving.

Communication is just as important in business as it is in personal relationships. Most businesses are aware of this but may not know how and when to properly apply communication techniques.

According to Ian Dale from Azzurro Blu, in today’s highly charged business environment, overcoming communication hurdles is essential – especially early on in the sales process. Remember that customers are won or lost at the top of the sales funnel. Hence it is important that your communication tools such as your color brochures do their job early on in the sales process.

This strategy can be achieved by developing a good communication strategy. Here are three components of an effective sales and marketing communication strategy:

1. Make it personal. The business is not just about making profits. It is also about building relationships. Relationships are important for customers. Customers are willing to spend more just because they have a long standing good relationship with a particular business. Your brochure printing therefore should aspire to enhance relationships. Color brochures, for instance, can introduce the company in a very personal manner.

2. Customize communication for each industry and position. A manufacturing industry would have a different concern with a service oriented company. It is important to make each audience understand that you know their unique challenges, hence, can address their specific problems.

3. Use best practices to distinguish your pitch from the competition. To ensure that your customers or clients do not forget you, use timely reminders. For example, before going to a trade fair, send out color brochures to potential customers within the area. That way you call the attention of prospective customers even before he comes in at the tradeshow – not when he is inside already talking to your competitors.

Ultimately, the key to successful business communication is developing a message that your audience wants to hear. Your audience is interested to know how you would respond to their needs in a timely, reliable and professional manner.

If sales and marketing teams work together to close the loop in communications, that cooperation will yield more and better qualified leads, shorter sales cycles, and higher sales conversion rates.