For them to make the transition to the В quadrant, they need to learn how to sell through a system, which is called marketing. In conclusion, communications is a subject worthy of life- long study because there is more to communication than just speaking, writing, dressing, or demonstrating. As rich dad said to me, "Just because you're speaking doesn't mean anyone is listening." When people ask where to start to build a strong communications foundation, I encourage them to begin with the two basic skills of selling one-on-one and public speaking to a group. I also advise them to carefully watch their results and listen for feedback. As you go through the process of transforming from a poor communicator to an excellent com- municator with these two skills, you will find your fundamen- tal everyday communication skills will also improve. When all three improve, you will see your cash flow increase as a result. Sharon's Notes Good first impressions are vital. Your marketing and sales efforts will often be the first impression your business makes on your potential customer. Whenever you are speaking, both your passion for your business and your 350 Rich Dad's Guide to Investing appearance will have a lasting impact on your audience. Any published or printed material you produce or distrib- ute is also important. It is a public representation of your business. As Robert mentions, marketing is selling through a system. Always make sure you know your audience and that your marketing tool has been designed for that audience. In every marketing or sales effort, include these three key in- gredients: identify a need, provide a solution, and answer your customers' question "What's in it for me?" with a spe- cial offer. It also helps if you can create a sense of urgency for your customers to respond to. Most communication is directed towards external commu- nication, but a business's internal communication is also vitally important. Some examples of each are: External Communication Sales Marketing Customer service To investors Public relations Internal Communication Sharing of wins and successes with your entire team Regular meetings with employees Regular communication with advisors Human Resource policies One of the most powerful forms of communication that af- fects a business is one over which you have little control: the communication from your existing customers to your potential customers. At CASHFLOW Technologies, Inc., we attribute a large part of our success to our customers Communications Management 351 telling other people about us. The power of this word-of- mouth advertising is immeasurable. This form of advertis- ing can drive a company to success or failure very quickly. For this reason, customer service is a very vital communi- cations function for any company. When you buy a franchise or join a network marketing company, the communication systems are often provided for you.