There are a million clichés out there about the power of words. From pens that are sharper than steel to invisible cuts and bruises, we’re all familiar with the importance of language. As a leader, you carry plenty of responsibility to go with the inherent power in your words.
When you talk to your employees, your peers and your clients, what you say carries plenty of weight. Your words carry more weight than when you were a producer or when you were learning your trade. The people around you are reliant on you, in some way for survival. In that situation, they have a vested interest in what you have to say. As a result, you can’t afford to be careless in your choice of words.
It’s What You Say
Language has a way of modifying how we think. If you advise a producer to ‘correct’, ‘fix’ or ‘improve’ their client interactions, it gives a fairly negative summation of their previous work. However, if you offer them opportunities to ‘add value’, ‘tweak’ or ‘build’ on what they are doing, it creates a more positive angle.
The same is true when you come to sell your agency. You will go back over the history of the agency and outline the value that it carries. The level of detail, the descriptive terms you use and the general tone of the description will have a huge affect on buyer perception. An ‘experienced group of skilled producers’ sounds more inviting than ‘five active producers’ for example. It’s also important to consider how you explain your reasons for selling. ‘Further investment and increased revenue’ may sound positive, but they also imply a current lack of both investment and revenue. ‘Strategic sales opportunities and added financial strength’ say the same things, but with a far more positive outlook.
And How You Say It
The way you communicate is often just as important, if not more important, than what you actually say. With the right inflection, you can turn a throwaway thought or mundane note into a hugely powerful tool. As a leader, it’s particularly important that you understand the way you deliver your message and how its received by your employees, clients and, ultimately, by a buyer when you sell your agency.
When you give feedback on a task, or discuss a client account with a producer, the actual information you discuss is only one part of the conversation. Your body language, the words you use and your tone of voice will all affect how your employee views the conversation. Good results delivered in a disinterested or gruff manner will give the employee a false understanding of the situation. Similarly, criticism delivered between friendly exchanges can lessen the impact.
When you talk to a buyer, they need to see your enthusiasm. No matter how well your agency sells itself on paper, you need to sell it in person. As the leader of your agency, the words you use and how you use them will have a huge effect on a buyer’s interest in an acquisition.
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