“The Art of Communication is the Language of Leadership.” — James Humer

After completing your Advanced Level studies, many of you may be drawn to a career in sales and marketing as a means to realise your dreams. For those already employed in different fields, transitioning to a leading organisation in the sales and marketing sector is also a viable path. To excel in these disciplines, you need to develop knowledge, skills, and the right attitudes and habits, which are essential for “shining like a sparkling diamond” in this competitive arena. Effective communication is a cornerstone for reaching the pinnacle of success in sales and marketing.

The Role of Communication in Sales and Marketing
In today’s world, communication is crucial not only in business but also in our personal lives. Successful communication enhances our understanding of people and situations, fosters trust and respect, and creates an environment conducive to sharing ideas and solving problems. For sales and marketing professionals, effective communication involves discussing challenges, requesting information, and building strong human relationships. These skills enable you to understand others’ needs and articulate your own effectively.

The Importance of Professional Communication Skills
Professional communication encompasses oral, written, digital, and visual forms of information delivery in the workplace. It includes various ways of speaking, writing, and responding within and beyond the organisational environment, evident in memos, letters, business proposals, and press releases. In a globalised business landscape, effective communication has never been more critical. Poor communication can result in financial losses, wasted resources, missed opportunities, and inefficiencies. Therefore, the role of Professional Communication Specialists is vital for businesses in Sri Lanka and worldwide.

Changes in the Business Industry
With over three decades of experience in sales, marketing, and service sectors, including education, I have learned that communication is the cornerstone of any business. For organisations selling products or services, a strong focus on effective communication is essential for success. The notion of “good managers” has evolved; today, employers should seek “effective leaders.” Employees must strive to become such leaders, guiding their organisations toward their vision, mission, and goals to achieve and maintain industry leadership.

Reasons for Company Success and Failure
Globally, only certain companies prioritise adequate and quality training while adhering to ethics, positive working culture, transparency, and open communication. These organisations thrive, as they cultivate positive attitudes and ensure their staff embody these principles. They often have dedicated departments for training and development, focusing on continuous improvement, essential for thriving in a highly competitive environment.

Conversely, many companies prioritise quick profits over training and development, leading to poor internal and external communication. This ultimately hampers relationships with customers, resulting in lost sales and business failure.

The Role of Professional Communication Specialists
For me, effective communication transcends mere art; it is a necessity. When a startup enters the business arena, initial success may come easily. However, as competitors emerge, the challenges become more formidable. To navigate these changes, generating profit is essential. Without sufficient profits, survival becomes increasingly difficult.

Nevertheless, the risk of closure diminishes with a well-trained field force skilled in effective communication. Such professionals can significantly assist in areas like change management, crisis management, conflict resolution, pre-marketing, new product introduction, sales and marketing, training and development, public relations, leadership, and more.

Experiences Shared by a Practitioner of Professional Communication Skills
I fondly recall my experience as the facilitator of the Cardiac Symposium, where eminent medical professionals came together to raise awareness about hyperlipidemia and a US FDA-approved cholesterol-lowering drug. Initially, many doctors believed cholesterol issues were only a concern in Western countries. Through collaboration with medical specialists, we successfully challenged this myth, educating practitioners about the importance of treating elevated cholesterol levels.

Our efforts transformed the medical landscape, making awareness about cholesterol treatment widespread, even in remote areas. This achievement stemmed from the knowledge and skills I gained from leading pharmaceutical companies, like Merck & Co. Today, I am proud to have contributed to the evolution of ethical pharma marketing in Sri Lanka as a guest lecturer.

Vital Points to Consider and Conquer
Remember, your customers’ “First No” should not be their “Final No.” Utilize professional communication skills to ask the right questions during discussions and effectively handle objections. Encouraging customers to say “yes” is essential for achieving your organisation’s goals and objectives, ultimately positioning it as a market leader.

When your staff becomes proficient in professional communication, group communication, and presentation skills, they can elevate your company beyond mere survival to industry leadership. “If you do the same things in the same manner, you will get the same old results.” To achieve positive outcomes, embrace creativity and innovation in your approach.

Investing time and energy in training and continuous professional development not only helps realise your vision but also fosters a mutually beneficial relationship between employers and employees. By prioritising professional communication skills, you empower yourself to reach new heights in your career and life.

“If you can communicate well, you can conquer the world.”

Happy learning, happy selling, and happy sailing!

Maruthai Ravindhiran is eligible to follow the Certified Professional Marketer Programme(CPM) and the CPM-Asia is the highest recognition of Marketers, who have attained a competent level of academic and practical understanding of Marketing in the Asian region. He was the Former Treasurer, Editor and Assistant Secretary of the Pharma Promoters Association, (PPA), Sri Lanka.
Ravindhiran is a Communication Specialist, having over 30 years of experience as a Professional Communication and Group Communication Specialist and possesses multifaceted and versatile experience in the fields of Marketing, Management, Training and Development, Education, Administration Coaching and Guidance and Media.
He was a former Student of Faculty of Medicine, University of Colombo (PGDipGH).