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Why is communication so important in business?

We simply cannot deny that communication is an important aspect of pretty much everything that we do in life. Business is no exception. All companies require effective communication in their daily operations, it is directly connected to profitability and sales. Poor business communication can affect both the internal and external business structures and lead to the kind of challenges that ultimately cause bankruptcy. This does not mean that everyone working in an office in Germany has to learn German. But it does mean that it is necessary to ensure all communication channels that have been set up operate effectively.
Communication types

There are two main forms of communication: two-way and one-way communication. An example of one-way communication is when a business sends out messages to employees and customers without getting or allowing any response. This is important in terms of sharing information, especially when aiming to highlight benefits associated with services or products. Advertising is an obvious example of one-way communication.

Two-way communication occurs when the customer responds to business communication. An example of this kind of communication is social media marketing. Businesses can easily communicate with customers and prospects whilst also allowing those customers and prospects to also respond.

Communication effects

Establishing a communication line between customers and businesses directly affects sales. If communication is effective, especially when highlighting benefits, prospects can be converted into customers. Thus, effective communication boosts a business’s bottom line.


Highly effective communication can take various forms. They are mainly expressed in written or verbal form. These communication forms are used both internally and externally in business. Each individual person processes data in a different way, so it is necessary to combine forms. Business owners often adapt communication forms based on what works best in order to help reach business goals.

Communication benefits

When a business’s employees work effectively in communicating their messages to their customers, suppliers and vendors, sales are boosted. This is by far the most important advantage associated with proper communication. At the end of the day, communication can always help create a win-win scenario. Customers benefit from the fact that companies receive important messages from them. Businesses are always able to learn what works and what doesn’t work as they receive data vital to the future improvement of their products and services.


Business communication is a vital part of any company’s operations. However, it is important to understand that all communication is subject to perception. Communication is, of course, most often beneficial, but only when the message sent is properly understood. When customers do not correctly interpret a message, there can clearly be detrimental effects on a company’s sales.

Ensure your business uses communication effectively and that your message is always expressed clearly. In the event of something being misunderstood, major problems can arise. Don’t fall into the trap of running a business without having set up effective communication channels.

1 Jun 2017 15:45


About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as,,, Boris is the founder of and