You’re probably slammed with customers right now—it’s the time of year to get the work done and push orders out the door. But it’s also when you’ll have the most interactions with your current customers, new customers, and business partners. Each of these moments brings about an opportunity not only to deliver or receive a message but also to make an impression and shape the way you’re perceived by those individuals and businesses.
While most leaders or managers lament that it’s a new generation of workers who struggle with communication skills, the truth is that most of us could improve on our communication skills. And, according to a recent article by Inc. magazine, we have a lot more to gain than just getting the message across. Skilled communicators are perceived to be more honest, thoughtful, and reliable—and that equals better relationships with customers and business partners alike. Let’s take a quick look at how being a good communicator helps you make a positive impression with these groups.
Make sure your customers know your policies of when to expect repairs, costs of services, etc. Photo Credit: ATA
Some of the hardest conversations you have are with established customers. Whether they’re asking for equipment recommendations or trying to work through a problem with an order, sometimes you need to communicate things they don’t want to hear. Maybe it’s that their skill level is what’s holding them back and not inferior equipment or that the mistake on an order was caused by their error and not yours. In either case, clearly articulating your observations and the facts at hand without being rude or demeaning will show the other party that you’ll always be candid and honest, regardless of the situation. They may not like what they hear at first, but rest assured that your skillful communication will help build trust with that individual.
Your initial communication with a new customer is your chance to win them over. In this instance, being a good communicator revolves around your ability to ask insightful questions that get to the heart of their problem or need. Saying, “Can I help you find anything?” is almost surely to get a response of, “No, just looking…” Instead, be an effective communicator and ask open-ended questions that are more likely to start a meaningful conversation. Something like, “What brings you in today?” opens the door for the new customer to really speak about their goals. Not only does this get you more information about how you can help, but it also tells the customer that you care about their unique needs.
The ATA Show is THE place to talk to manufacturers and other retailers face to face. Photo credit: ATA
There’s no better place in the archery industry to build relationships than the ATA Show. The industry’s biggest event will be held in Indianapolis in just a few short months, and it provides an opportunity like no other to get face-to-face time with business partners. The Show is guaranteed to attract hundreds of potential business partners, and exhibitors are in a position to reap the benefits of solid partnerships throughout the year.
How does communication play a role? First, exhibitors need to be mindful of attendees’ time. There are hundreds of booths to visit, so be thorough but concise when presenting. Next, understand that the first step in establishing yourself as a reliable vendor is clearly communicating your offering (product features, profit margins, and lead times). Follow through with those things in the coming months, and you will solidify that partnership.
Communication isn’t just a skill—it’s a vital part of how you’re perceived by those with whom you do business. If you need help with your communication skills, there are several ways ATA can help. The first is utilizing courses on the ATA Learning Center, like the “Best of Masterclass: Business Operations Excellence” course where you will get insights into selling skills that focus on communication with customers. Additionally, consider the 2025 ATA Show as your opportunity not only to conduct business but to learn from the best. Attend as many seminars and coffee talks as you can, and pay attention to how experienced speakers get their point across in a clear and concise manner. All seminars are free to all show attendees. Do the same when interacting with vendors on the show floor. After each conversation, ask yourself how effective it was and make note of the positives and negatives so that you can start to incorporate those lessons into your daily communications.
Questions about the ATA Show? Visit atashow.com for a complete listing of exhibitors, educational sessions, and events that are sure to help you grow your business. You can also contact me at kurtsmith@archerytrade.org.
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