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Communicating with Purpose | The Unfair Advantage


How many times have you heard sales professionals say, “Sales is all about relationships”? It is likely the most over-quoted line in any sales department, along with, “Show me the money,” and, “Always be closing.” I am a strategy guy; I love finding the blue water and crafting a competitive advantage. I am the kind of guy that shows up early to an all-day strategy meeting, which leads me to the question, “What makes great sales organizations: strategy or relationships?” I would suggest the answer to this question is both and more!

The Perfect Plan teaches us the importance that emotion plays in decision-making not only in life, but also in business. Don Barden, author of The Perfect Plan, writes, “85% of all decisions are made on emotion.” So, what does this mean for business? Emotion is a key component to every business transaction; it is essential to human interaction. However, most organizations like to ignore it because it cannot be tracked in an Excel spreadsheet and, let’s face it--it's messy. What if emotion could be harnessed and multiplied to provide your organization with an unfair advantage? I would have your attention then, right? At 3Ci, we teach people and organizations to communicate in a way that allows them to connect on an emotional level.


Now, think about the impact that people and organizations could have if they could scale this type of communication and integrate it with their strategy. This is the “sweet spot”. This endeavor is what drives 3Ci to get up each day and strive to reach our God-given potential. However, it is not enough to just communicate in a compelling way and align strategy; this communication must focus on supporting a PURPOSE.

Companies that have a defined purpose, a defined strategy, and can communicate in a way that connects with their clients emotionally, win. They win on all levels of profitability, engagement and market share.

"Relationship" is the safe word people like to use when referring to what makes communication impactful. Yet, impactful communication is truly about harnessing the power of emotion. The ability to tap into emotion creates an UNFAIR ADVANTAGE and changes lives!