The Missing Link in SMEs Growth: Effective Communication

Small and Medium Enterprises (SMEs) are important drivers of economic growth especially in Africa where they provide an estimated 80% of employment opportunities across the continent. Despite the impact they have in the economy, SMEs still face numerous challenges that hinder their growth. Some of the most common challenges presented include lack of or inadequate access to credit, lack of finances and investors to support their businesses, stringent policies, stiff competition from well-established companies and poor infrastructure. However, one of the greatest challenges that keep sinking SMEs in Africa is their inability to package their brand and deliver captivating value that will attract their customers and other stakeholders who will help SME build financial muscle that will ensure its sustainability and growth.

Consequently, the missing link in ensuring SMEs stand out in the competitive business world is effective communication. The importance of communication in SMEs success cannot be underrated as it encompasses every aspect of a business; how you interact with customers one-on-one, how you respond to phone calls, how you communicate internally, how you respond to emails, how you communicate your brand image, and how you present your products and services. Undoubtedly, effective communication enforces brand messaging, enhances customer relationships, encourages feedback, boost employees’ morale and promote creativity and innovation among employees. Besides, it also plays a significant role in product development, product launching, changing service orientation and business offerings, marketing, and employee management. Therefore, effective communication is a must have for SMEs across the counter, on the phone, in written communication and even digital media platforms.

It is worth noting that it is not just about communicating. The communication should be transparent, open and effective. This is the main reason why SMEs should develop an effective communication strategy that is adopted across all functional units and among all employees. The aim is to align all employees with common goals and values of the organization and give clear guidelines on how to communicate internally among team members, and externally to customers, clients, and other stakeholders. This will lead to strong communication that will ensure the growth and continued success of small businesses.

Shifting towards an open, more communicative business can be a challenge at first, however, it’s worth investing time, money, and energy into creating a small business that encourages strong communication skills and focuses on effective communication. When communication systems are well aligned and all employees, managers, and stakeholders communicate to create a cohesive vision for the future of your small business, the result will be astounding since there will be positive feedback and referrals from customers due to great customer experience leading to increased businesses and remarkable growth

Therefore, as a small business owner, it’s time to go against all odds and keenly focus on having effective communication in your business. You can start by brainstorming how you would want your communication strategy to look like and what you want to achieve with it. However, it advisable that you consult experts to ensure that you develop an impactful communication strategy.

Commken Afrique Limited has the answer to all your communication needs. You can reach them through a phone call 0722 605629 or email Strengthening communications systems will enable your SME to thrive in a competitive business environment and remain resilient during crises such as the Covid-19 pandemic.