The Language of Business

Do you speak the language of business?

If you’re in a corporate function, there’s an easy way to tell.

• As a finance manager, are you the last person included in discussions of an upcoming initiative?
• As a lawyer, do people get careful with details when you’re in a meeting?
• As a communications director, did you miss the strategy discussion and only felt looped in the week of the all-hands meeting?
• Or are you the marketing lead who is pulled in to launch a new product after decisions have already been made about the target audience?

Limited exposure happens every day inside of companies, and it’s often because the functional areas don’t speak the language of business. They have deep expertise in their areas, but they don’t easily translate that to business outcomes that are common across operational areas. And unintentionally, that can create an impression of being narrowly focused or missing the bigger picture that a leader needs to resolve.

The finance guy speaks budgets and numbers and forecasting and risks. The lawyer speaks regulations, compliance and contracts. And marketing speaks lead generation, website statistics and clicks and open rates.

In fact, for a subject matter expert, technical knowledge can be so entrenched as a language that others in an organization don’t think they can speak anything else. And that limits influence and visibility in an organization because peers and leaders won’t pull them into conversations until their functional expertise is needed. That means someone else is determining when the functional leader can add value.  And it’s almost always narrower than it could be and later than it should be. And that’s a disservice to the SME and the company.

I first saw the gap in the language of business through executive coaching. At the start of most engagements, I learn about teams and resources that add value to a leader. And as they talk about different resources, you can hear the difference in how they describe people who support them and people who partner with them. It’s a gap that many SMEs don’t understand, and most leaders don’t work around.

And it’s why we developed a program called Influencing Without Authority to shift the language of function areas to the broader language of business outcomes. And we coach to three specific things that can broaden perspectives and align to business language.

1. The Difference in Perspectives.

This is the most common blind spot in all the coaching we do. People communicate from their own perspective rather than aligning their thoughts to a listener’s perspective. If you’re a subject matter expert, you can assume that no one in the room understands what you understand. So, speaking in your language will always create distance with listeners.

We help all communicators consider a listener’s perspective and align it before they bring their own perspective into a conversation. And as we introduce a model for outlining conversations, it helps many communicators think beyond governing through their lens and get to a more common ground and suggested alternatives for leaders.

2. The Journey to Value.

In fact, more than just understanding a listener’s perspective, we coach SMEs to attach to what those listeners value. The expertise of many SMEs can be a narrow lane.  Too often, they listen with only that lens and focus more on what a leader shouldn’t do versus aligning to the priorities and outcomes the leader has to deliver.

We call it the journey to value, and we help groups go a step further in perspective to understand the goals and priorities beyond the current conversation. When a communicator can see that, they quickly understand how to fit their discussion into a broader picture.  It changes their input and shifts them to partnering with a leader on options.

When leaders hear a communicator who is trying to solve a challenge or create an opportunity, they hear insights beyond the area of expertise.  And they notice the skill of communicating with the broader business in mind. And the communicator shifts from a subject matter expert to a valued utility player.  That’s someone who has knowledge that can be leveraged in many different ways.

3. Activities and Outcomes.

Our third area of focus gets specific in helping any expert build messaging that aligns to business outcomes.  And it challenges every SME to think beyond their activities to broader business outcomes. That’s the final step to align to the language of business.  And it may be the hardest because it positions the functional efforts more as a means to an end or a part of a broader outcome.

Here are specific examples:

I’m a finance manager talking to a business unit leader about her budget. She’s requested three additional head count that don’t fit within budget guidelines. My role is to communicate that she can’t add those costs. In this instance, she’s focused on a means rather than an outcome.  And if I understand what she’s trying to accomplish, I can help her consider ways that she could get to an outcome without additional headcount.  If you delay your project launch by four months, you’ll have a better view of first quarter results and could adjust your spend to better align to the project needs.

I’m a lawyer talking to the senior leadership team about compliance training.  The legal team has been very focused on getting people through the training, and we’re pleased that we plan to have half of the organization trained by the end of the year. But that’s the legal team’s activity and not the value to the business.  So, the message to the leadership team should be:  By training half of our employees on compliance risks, we’ve updated awareness of new risks and built confidence in their ability to prevent those risks in the year ahead. 

I’m the marketing director, targeting a specific demographic for a new product. My efforts produced a 15% increase in leads from the targeted group. When I meet with the sales leader to report on that progress, I’m likely to mention the 15% increase in leads as the outcome.  But to the sales leader, it’s one step towards a broader outcome which is to generate product sales from the leads. To attach to the sales leader’s value, I’ll say that: By increasing leads by 15%, we should be able to generate an additional 10% in product sales to this demographic.

Speaking the language of business is a valued skill and a critical skill to help someone in a specialized area continue to gain visibility and advancement in an organization.  If you run a functional area and think your team could improve communication, we’d love to share more about Influencing Without Authority and how we’ve helped teams expand their influence across an organization.

Call us when you need us.

 

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