A Small-Business can be rather big in terms of its stakeholder network. Within its three core stakeholders, i.e. owner, vendor and consumer, there lies an extensive network of employees, suppliers and consumers. Effective communication within this entire network is a prerequisite for the overall progress of any results-oriented organization. This communication, within or outside an organization, is referred to as a flawless set of directives, information and data being carried or passed on to the officially desired entity.

Within the first quarter of this decade, after weighing the need to communicate efficiently and effectively, business players had started emphasizing the conversational skills of their employees. They identified the necessity of using appropriate words that would invite least of controversy, and give out the desired messages within the organization or its counterparts. Globally, small-businesses emulated this course that was manifestly followed by the big corporate houses. These small businesses, under a comparatively ethical management, gave precedence to hiring a workforce which, besides being skilled in their concerned profiles, could also qualify for a communication skill test. This test would check a candidate even for his/her grammar, as well as the aptitude to conclude their overall cognition to work in an organization. Eventually, all facets of a business, big or small, would have to make it on these lines, wherein communicating, sharing information and being expressive became must-do factors.

But despite the inescapable inclusion of information and communication technologies, corporate spectators say that small-businesses, particularly in the South Asian countries, are yet to grant qualitative communication its fair share of consideration, especially with the digitized form in which this communication requirement has now shaped itself.

Effective and spontaneous communication is undoubtedly underestimated within this section of the business world.

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South Asian countries are amongst the most diverse in the world. Small-businesses here include not only MSME and SME (micro, small and medium sized enterprises), but also market stalls, local area retailers, cottage industries installed in spaces like homes and other small service providing hubs.

Their businesses are sometimes doing well within a certain region or area, clocking decent saless. In some cases, it might even be a region that does not call for technology-driven communication like emails, visuals, mobile, internet, just to mention a few. For this lot to cope with the taxing information/communication technology boom is a challenging milestone that is yet to be achieved. Some of them who are seeking rescue from the sluggish growth in their businesses are, among other pullbacks, dealing with a lack of awareness about the benefits of e-presence, poor broadband connectivity or simply, a lack of time.

The use of technology for comprehensive communication has met another imperative goal – marketing!

Communicating professionally with clients and demonstrating the product to an audience present online is considered to create scope of furtherance. Your product has to, and can, reach a far diverse market with lots of competition. The communication that you have with your client is expected to be precise, effective and significant. Your want of an intelligence quotient is left behind by the situational requirement of a social quotient. Marketers are to use appropriate vocabulary and sentence structures that would project out the product most positively.

Most small businesses in the South Asian countries are still required to adapt to this skilful communication process, and urgently need to look at the vast opportunities and cost-savings that come along as perks with the use of technology driven marketing/communication.

Some of the basic targets meant to be achieved through effective communication in an organization:

–  An owner, through obligatory communication within the organization, can review the tasks’ results being given by the employees.

–  An informed person through this candid and audited communication is more likely to make good decisions.

–  Communication helps organizations socialize and do away with isolation.

–  Effective communication within or outside organizations are key to generate quality leads.

–  A lateral, as well as vertical, gap within an organization is bridged through a comprehensive communication medium.

–  A well-managed and productive business reflects a good communicational structure and vice versa

–  An arrogant and misinformed workforce acts as a leakage in a well-planned business model.

–  Flawless communication results in improved performances of the employees.

–  It creates healthy relationships across hierarchies.

At an initial stage, a business is sure to face complications in imbibing its workforce with the advancements in modern-day communication technologies and nuances. With the passage of time however, the players would understand the importance of management through technological sharing of information and data.

It is imperative that the small-businesses across the South Asian countries upgrade their models of communications management at the earliest, or they would be run over by their larger counterparts who have taken the lead in effective communication and digital marketing.

By Anirudh Sharma; Demonstrative Content Aggregator, PR Expert and Visual Story-teller

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