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Effective communication is critical for large organizations globally for everything from engaging and managing people to leading cultural change and growth. When we finally get that elusive executive meeting, we just don’t seem to be able to tell the story as effectively as we’d like. Even when the dreaded PowerPoint slide deck isn’t in view (and it still too often is), messaging is typically confusing, too detailed, too sender-oriented, and too focused on “how it works” and insufficiently focused on “why you should care.” Not to mention, messaging and communication are not aligned with how the brain consumes information.
As a result, win rates and cycle times aren’t where we need them to be. Faced with this underperformance, ironically, most companies look to simply run the sales engine harder rather than fix the true underlying problem of ineffective messaging.
The good news is that this is a far simpler problem to solve than most people believe. Executive messaging can be created that is tight, crisp, simple, customer-problem-centric – and most importantly, driven by critical ideas rather than a deluge of fact and data. Effective communication is simpler than you may think. By transforming the design and delivery of the message to align with the brain, you can enhance retention and inspire action to achieve your desired outcome.
Tim Pollard is the founder and CEO of Oratium and the author of The
Compelling Communicator: Mastering the Art and Science of Exceptional
Over a long career in sales and marketing at Unilever, Barclays, and CEB, Tim Pollard has developed remarkable insight into the “science” of designing extraordinary sales messaging. The result has been the development of unique tools and concepts, and a remarkable ability to teach and coach others in the learnable processes of exceptional communications.
As a result, Tim is one of the world’s leading thinkers on advanced communication skills, particularly sales messaging.
Not only is Tim a highly sought-after speaker in the communications field, but the thinking that he has developed at Oratium has been translated into a repeatable process, which allows any organization to see a renaissance in its sales communications.