Beyond Sincerity: Unlocking Authentic Communication in the B2B World
To be truly effective at communicating your message, authenticity is THE most important quality you need to convey.
Throughout my career, I’ve worked with literally 1000s of individuals to help create content and to communicate messages. This is the number one thing that I’ve learned.
Sounds simple, but what does authenticity really mean? Is it simply about being sincere? Honest and open? True to one’s own self? I think that, while these ideas are correct, in the context of communication, these definitions are insufficient as they miss out on the core elements of authentic human to human interaction, persuasion and connection.
Breaking it down, authenticity is really made up of 3 core elements (the 3“E” s) that must be conveyed to truly communicate effectively with an audience. Here’s the formula that describes the foundations in a simple, straightforward way:
The 3 “E”s
Think about any great communicator you’ve seen – a public figure, a leader at your workplace, a family member, a religious or spiritual guide. How do they speak to you with an authenticity that resonates? How do they deliver each of the 3 elements I’ve described?
Let’s look at each one of these elements in more detail, specifically what each means in the context of B2B communication:
Empathy – “do you understand and care about what I need?”
When business leaders talk about the need to employees to have “emotional intelligence”, empathy is foremost what is being discussed. Expressing a deep understanding of an audience’s perspective, needs and emotions builds trust and connection. Ultimately, this trust is what make someone interested in and receptive to receiving your message as it denotes to an audience that there’s value in it that is tightly aligned to its needs.
Expertise – “are you capable of addressing my needs?”
Regardless of everything else, the message must ultimately be tied to the capability of the speaker to deliver actual value to the recipient. Where empathy shows that you understand my needs, expertise shows that you actually have what it takes to do something about it. Expertise can be signified (think of the role that the framed diplomas have when you visit your physician’s office), implicit (remember that communication extends beyond that which is spoken) or explicit (the language one uses).
Enthusiasm – “do you inspire me to want to act upon your guidance?”
Enthusiasm acts as a positive change agent and signifies to an audience that value should be acted upon. In the absence of a negative signal (pain, fear, etc.), enthusiasm drives an audience to want to go from an ‘as-is’ state to the ‘will-be’ state promised by the communicator.
Note that this quality is especially important in the context of sales and marketing, which generally is driven by positive signals rather than negative ones. While I don’t, for example, require my doctor to be enthusiastic about telling me to take medicine to alleviate my pain, I’m much more receptive to buying something based on the word of a trusted friend who passionately extols its virtues. This is the enthusiasm that matters here.
The Synergy of Authenticity
When it comes to authenticity, each of the elements combines to create something greater than the sum of each part. This is the key to this formula.
Let’s explore this by discussing a hypothetical example. Think back to a time when you faced a personal challenge—perhaps a career crossroads, a relationship hurdle, or a difficult family situation. Remember that person you turned to for support, the one who truly helped you navigate that challenging time? What qualities made their guidance so valuable?
• Empathy: More than likely, you sought someone who truly listened, who acknowledged your emotions, and who showed they genuinely cared about your well-being. This is empathy in its purest form – the ability to understand and share the feelings of another. It created a safe space for vulnerability and allowed for a deeper connection. This was valuable – but only to an extent.
• Expertise: While empathy was crucial, it likely wasn't enough. If you were facing a career dilemma, you might have also sought advice from someone with experience in that field. Or, if you were struggling with a relationship, you might have turned to a friend with a history of successful long-term relationships. This is where expertise came into play. It's the ability to provide valuable insights and guidance based on knowledge and experience. In this case, 1+1=3.
• Enthusiasm: Finally, recall if that person, in addition to offering empathy and expertise, also expressed genuine enthusiasm for your potential, your ability to overcome the challenge, and your future success. This enthusiasm was likely incredibly empowering, providing the motivation and encouragement needed to take action. 1+1+1 now equaled 10 – a meaningful result from this communication. This is authenticity in action.
Now, let's translate this to the B2B world. Imagine a sales representative for a project management software company interacting with a potential client. This client, let's say a marketing director, is struggling to keep their team's projects organized and on track.
• Empathy: Our sales rep actively listens to the marketing director's frustrations. They don't just hear the words; they delve into the emotions behind them. They acknowledge the director's pain points—missed deadlines, frustrated team members, and the constant feeling of being overwhelmed. By demonstrating a genuine understanding of these challenges, the rep builds rapport and trust. This empathy signals to the client, "I get you. I understand your struggles." Again, this is valuable – but only to an extent.
• Expertise: Now, it's not enough to simply understand the problem. The rep needs to demonstrate their capability to solve it. This is where expertise comes in. Our sales rep confidently explains how their software addresses the specific challenges raised by the marketing director. They draw on their deep knowledge of the product's features and benefits, perhaps showcasing relevant case studies of similar marketing teams who have successfully used the software to improve their project management. This expertise reassures the client, "I can help you. I have the knowledge and tools to address your needs." Once more, 1+1=3.
• Enthusiasm: Finally, our sales rep injects enthusiasm into the conversation. They passionately describe how the software will streamline the client's workflow, improve team collaboration, and ultimately free up the marketing director's time to focus on more strategic initiatives. This enthusiasm is contagious, painting a vivid picture of a brighter future. It signals to the client, "This is worth it. This solution will make a real difference in your work and your life." 1+1+1 again equals 10 – a meaningful result from this communication. This is authenticity in action.
The Absence of Authenticity
To truly appreciate the power of the 3 Es, let's consider what happens when one or more elements are missing:
• Enthusiasm without Expertise: Imagine someone overflowing with passion to help, but lacking the knowledge or skills to make a real difference. Their enthusiasm might be inspiring initially, but ultimately, it leads to frustration and disappointment when their efforts fall short.
• Expertise without Enthusiasm: Now picture an expert who possesses all the right answers but delivers them with a dry, detached demeanor. Their expertise might be undeniable, but their lack of passion fails to inspire action or create a genuine connection.
• Empathy and Expertise without Enthusiasm: Consider a scenario where someone understands your needs and has the expertise to address them, yet lacks the enthusiasm to truly champion your cause. Their support might feel lukewarm and uninspiring, leaving you feeling unsupported and demotivated.
These examples illustrate that authenticity is not achieved in isolation. It requires the synergy of all 3 Es to create truly impactful communication.
Conclusion
In the realm of B2B communication, authenticity is paramount. It's the key to building trust, forging strong relationships, and driving meaningful action. By embracing the 3 Es – Empathy, Expertise, and Enthusiasm – B2B leaders can elevate their communication, inspire their audience, and achieve greater success.