Qatar
‘Why people buy and how they communicate’
‘Why people buy and how they communicate’
Bedaya Centre for Entrepreneurship and Career Development has held a workshop for entrepreneurs on Connected Communication, hosted by communications expert Bart Burghgraef and business associate Ella Taal from Views Unlimited, an action learning organisation specialising in leadership development, interpersonal and group communication. |
During the interactive session, Burghgraef highlighted how subconscious and conscious behaviour impacts decisions and dictates why we develop chemistry with some people and not with others. He also elaborated on how to develop trust in business to make people feel secure and more prepared to take risks.
Burghgraef said after the workshop, “In almost every conversation we have with organisational leaders, we hear the same question. How do we make our people aware and connected to our business, our mission? Organisations are a model largely based on distrust. People can sense that. Organisational leadership is a way of thinking, but most importantly, a way of communicating.
“When you communicate from within, so inside out, trust emerges. Because when we trust, we feel secure. And when people feel secure, they are more prepared to take risk, to commit to others, to buy products and services or make investments confidently.”
Yasmeen Hasan, entrepreneurship manager, said: “This workshop was a revelation on why people buy and how they communicate as well as what happens when they step out of their comfort zone with fears that limit action.
“He also set out what drives people’s behaviour – from basic needs to age and conscious and subconscious preferences to beliefs or interests. Finally, he showed a customer SWOT analysis with matching table on how to connect to each type.”
The workshop covered insights as to why people buy, how people communicate, how to present confidently and how to develop self-knowledge. Citing the differences between introverts who are indirect and extroverts with a more direct approach, Burghgraef also emphasised that self-knowledge is key.
Burghgraef also gave tips on so-called “storytelling skills”, saying it was important to believe in one’s story to be credible, engage and connect with the audience. To be truly effective in one’s delivery, the key is “action speaks louder than words” - to be active, purposeful and direct when talking to an audience, not just at them.