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How to Successfully Convey your Business’ Message Internally and Externally

Rebecca Bonnington

How to Successfully Convey your Business' Message Internally and Externally


Considering how different we all are, it is amazing we manage to communicate as well as we do.  Add the complexity and pace of business in the modern world and you have the perfect recipe for miscommunication on a grand scale.

In the first sessions of the CIRCLE Programme we looked at creating a culture as a strategic asset, and we then worked on the infrastructure within your business to support its growth.  Now, it’s time to hone your message, make it consistent, make it powerful, engaging and embed that throughout every interaction the business has.

As I type the words, I realise they are very easy to say and a great deal harder to achieve.

Happily, Shirlaws has a very simple and yet powerful communication tool which enables everyone from the most junior to the most experienced people within a business to communicate easily and effortlessly.

Building this framework into a business has been proven to increase sales and the engagement of employees. One of our clients, an estate agency, implemented this and increased revenues by 40% over a six-month period.

The model is Six Steps.  During session four of The CIRCLE Programme you’ll learn how to use this effectively and find ways to embed it into your business systems and procedures, making it second nature for those already in the business and those who join as you grow.

How to get started

First, think about the context of your conversation. For example, you can use the Six Steps model during an interview process, so the context of that conversation is probably around ‘Discovery’ or ‘Relationships’.

Then, you need to consider the ‘Global Agenda’.  Again, in an interview, this is likely to be the position you’re interviewing for i.e. Finance Director Role.  So far, so good.

The juice comes in the next steps.  Both parties need to agree on a more ‘Specific Agenda’ and the interviewer will have a few bullet points written out already on what they would like to cover.  However, it’s rare that the interviewee is given an opportunity to say what they want to cover during an interview and yet the Six Steps gives them precisely that opportunity.

Imagine using this in a sales meeting, a performance review, an appraisal and in a team meeting.  Everyone gets to be heard and more importantly, the meeting covers precisely what everyone feels it is important to cover.  There are further steps in this process and following them will shorten meetings, save time, increase productivity, increase sales and improve engagement across the business both internally and externally.

Even if Six Steps is the only model you adopt from The CIRCLE Programme, it has the capability of transforming how you communicate outside and inside your business forever.

Details of The CIRCLE Programme can be found at https://www.shirlawsgroup.com/Events or email the Programme Director, Rebecca Bonnington rebecca.bonnington@shirlawsgroup.com or call her on 07734 934084

Rebecca Bonnington