EBA Odesa Personal and Corporate Efficiency Studio: “Effective communications for business: a simple formula in difficult times”

08/ 06/ 2023

Listen to online Stop     On June 8, 2023, EBA Odesa Personal and Corporate Efficiency Studio online meeting was dedicated to achieving results during business communications in a difficult period. The invited speaker was Oleksandr Kaihorodov - co-founder of the craft coffee company MENDES, the winner of the debate tournament under the auspices of the UN, in his track record more than 250+ trainings and master classes, including projects with an audience more than 100+ participants. During the event participants talked about achieving results as a consequence of business communication, tips for communicating with different population groups during wartime, and the importance of internal communication inside a company. The formula for achieving results in business communication was considered in more detail, which looks as follows: Result=FO*AN*T*DM*HnN . So, there are 5 main elements: FO - financial opportunity - price is not always the most important aspect for the client, even during the war, but it is very important to give an alternative to the other side in the communication process and to offer a wider range of services or assortment, this concept increases efficiency in achieving the result. AN - awareness of the need - the speaker stated that business during the war should listen to the other side more than to speak and to communicate only in the language of benefit. Also, it is especially important to receive feedback from customers and satisfy their interests. T - trust - wartime made a lot of corrections in this element of the formula, business should focus on winning the trust of the clients. Give more arguments and proofs, additional guarantees. One of the key points of gaining the clients trust in a difficult time can be prediction of the clients fear and closing this gestalt with representation of own proofs and guarantees in the future. DM – decision maker - having positive dynamics in all the above-mentioned elements, this aspect can become an obstacle in achieving the result. It is important to show the client or decision maker that you have a common point of contact with them and your relevant experience can ensure that all other possible adverse factors (blackout, lack of water, etc.) will not affect the fulfillment of your contract. HnN - here and now - the last element of the formula indicates that the factor of instability and war can delay the moment of signing your agreement. The speaker advised not to delay the signing of contracts or agreements, but to immediately discuss the preliminary draft. This will significantly reduce the time used in the future and will be an indicator of your interest in the result. Regarding the effectiveness of this formula Mr. Kaihorodov emphasized that the result can be achieved only if all elements of the formula are fulfilled and have a positive vector. If one of the elements falls out, then the result during communication is almost impossible to achieve, especially realizing in which uncertain times we live. Also discussed about what have been changed in an interpersonal communication during the war, why it is difficult to find a common language, how to hear others and to be heard, wheather humor is appropriate in wartime communications, how a leader should talk to employees to support the team. After all, correct communication with the internal audience during the war solves several tasks at once: it maintains a capable team, supports the psychological state of employees and promotes work efficiency. Concluding the meeting, Kateryna Morozova, Head of the EBA Southern Ukrainian Office, emphasized the central element of the formula for effective business communication, namely the importance of creating trust and openness of business in relation to its employees, partners, customers, counterparties and any other stakeholders. The wartime completely changed our everyday life, therefore understanding and TRUST’s formation takes any communication to a new level and is the key to success in achieving results.

On June 8, 2023, EBA Odesa Personal and Corporate Efficiency Studio online meeting was dedicated to achieving results during business communications in a difficult period. The invited speaker was Oleksandr Kaihorodov – co-founder of the craft coffee company MENDES, the winner of the debate tournament under the auspices of the UN, in his track record more than 250+ trainings and master classes, including projects with an audience more than 100+ participants. During the event participants talked about achieving results as a consequence of business communication, tips for communicating with different population groups during wartime, and the importance of internal communication inside a company.

The formula for achieving results in business communication was considered in more detail, which looks as follows: Result=FO*AN*T*DM*HnN .

So, there are 5 main elements:

FO – financial opportunity – price is not always the most important aspect for the client, even during the war, but it is very important to give an alternative to the other side in the communication process and to offer a wider range of services or assortment, this concept increases efficiency in achieving the result.

AN – awareness of the need – the speaker stated that business during the war should listen to the other side more than to speak and to communicate only in the language of benefit. Also, it is especially important to receive feedback from customers and satisfy their interests.

T – trust – wartime made a lot of corrections in this element of the formula, business should focus on winning the trust of the clients. Give more arguments and proofs, additional guarantees. One of the key points of gaining the client’s trust in a difficult time can be prediction of the client’s fear and closing this gestalt with representation of own proofs and guarantees in the future.

DM – decision maker – having positive dynamics in all the above-mentioned elements, this aspect can become an obstacle in achieving the result. It is important to show the client or decision maker that you have a common point of contact with them and your relevant experience can ensure that all other possible adverse factors (blackout, lack of water, etc.) will not affect the fulfillment of your contract.

HnN – here and now – the last element of the formula indicates that the factor of instability and war can delay the moment of signing your agreement. The speaker advised not to delay the signing of contracts or agreements, but to immediately discuss the preliminary draft. This will significantly reduce the time used in the future and will be an indicator of your interest in the result.

Regarding the effectiveness of this formula Mr. Kaihorodov emphasized that the result can be achieved only if all elements of the formula are fulfilled and have a positive vector. If one of the elements “falls out”, then the result during communication is almost impossible to achieve, especially realizing in which uncertain times we live.

Also discussed about what have been changed in an interpersonal communication during the war, why it is difficult to find a common language, how to hear others and to be heard, wheather humor is appropriate in wartime communications, how a leader should talk to employees to support the team. After all, correct communication with the internal audience during the war solves several tasks at once: it maintains a capable team, supports the psychological state of employees and promotes work efficiency. Concluding the meeting, Kateryna Morozova, Head of the EBA Southern Ukrainian Office, emphasized the central element of the formula for effective business communication, namely the importance of creating trust and openness of business in relation to its employees, partners, customers, counterparties and any other stakeholders. The wartime completely changed our everyday life, therefore understanding and TRUST’s formation takes any communication to a new level and is the key to success in achieving results.