How can good communications give tech SMEs a competitive edge?
Guest blog: Paul Smith, Director of Communications and Leadership Training Specialist, The Amber Group, explores whether a lack of conscious communication is hindering the success of innovative UK tech and how good communication can give SMEs a competitive advantage.
Have you ever sat on a Zoom or Teams meeting and wondered why the meeting had been called or why it was going on for so long? Or maybe you remember the time when you wished you had seen that embarrassing email to a customer before the team member hit the send button? Or was it when you cringed as you overheard an enthusiastic but poorly prepared person on a sales call?
It's not an uncommon experience. Many UK tech companies are delivering innovation with small, agile teams but success can often be held back by poor communication. As leaders of the business, you may have a strong message, and clarity and purpose in every communication, but does the entire team – especially the newcomers to your rapidly growing firm?
Comms could be your superpower
In the world of technology, it’s easy to assume that the size and resources of larger corporations give them an insurmountable edge. However, SMEs have one key advantage that is often underutilised: the ability to be nimble and clear communicators.
Unlike larger firms that may have layers of bureaucracy, SMEs can make decisions faster, communicate more directly with clients, and respond more swiftly to feedback. But this agility can only be fully harnessed when internal and external communications are strong. By making superior communication your organisation’s superpower - whether it’s tailoring pitches to the client’s specific pain points, offering more personalised customer service, or ensuring seamless internal collaboration – you can position yourself as a trusted, responsive partner.
However, to gain the benefit, good communication skills need to be baked in across the whole business, not just with senior level and customer facing staff but from graduate and new entrants upwards. Turning your team into Conscious Business Communicators as early as possible is the first step.
Assess Your Team’s Communication with a Scorecard
Improving communication starts with assessing where your team currently stands. This is where the Communication Scorecard comes into play. It’s a tool designed to help organisations quickly evaluate the strengths and weaknesses of their team’s communication abilities.
The AmberGo Communication Scorecard, for example, offers a framework for team leaders to assess their employees various communication skills - whether it’s clarity in communication, effectiveness in meetings, or the ability to actively listen and understand a prospective customer’s requirements. By taking the scorecard, businesses can pinpoint areas where they excel and identify where there’s room for improvement.
The scorecard gives leaders a snapshot of their team’s current capabilities and provides actionable insights on how to make communication more effective.
In today’s competitive technology landscape, with teams distributed and working hybrid or remotely, these communication skills are now more important than ever. British technology SMEs, with their agility and innovation, have a unique opportunity to leverage effective communication as a competitive advantage.
E-Learning to Build Communication Skills
Recognising the need for improved communication skills in the UK’s tech industry, specialist communications training and coaching company, The Amber Group, has recently joined techUK. Its AmberGo e-learning digital training platform and its first training module: Communicating for Business Impact, is aimed specifically at providing teams with the foundational conscious communication skills they need to become more effective.
This training program provides practical, actionable learning on how to become a Conscious Communicator, defining goals for every business interaction, using different questioning styles to achieve your objectives, mastering active listening, improving vocal impact and closing conversations effectively.
Author: Paul Smith, Director of Communications and Leadership Training Specialist, The Amber Group
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Nimmi Patel is the Head of Skills, Talent and Diversity at techUK. She works on all things skills, education, and future of work policy, focusing on upskilling and retraining. Nimmi is also an Advisory Board member of Digital Futures at Work Research Centre (digit). The Centre research aims to increase understanding of how digital technologies are changing work and the implications for employers, workers, job seekers and governments.
Prior to joining the techUK team, she worked for the UK Labour Party and New Zealand Labour Party, and holds an MA in Strategic Communications at King’s College London and BA in Politics, Philosophy and Economics from the University of Manchester. She is currently taking part in the 2024-25 University of Bath Institute for Policy Research Policy Fellowship Programme.
Jake has been the Policy Manager for Skills and Future of Work since May 2022, supporting techUK's work to empower the UK to skill, attract and retain the brightest global talent, and prepare for the digital transformations of the future workplace.
Previously, Jake was the Programme Assistant for Policy. He joined techUK in March 2019 and has also worked across the EU Exit, International Trade, and Cloud, Data Analytics and AI programmes.
He also holds an MA in International Relations from the University of Sussex, as well as a BA(Hons) in International Politics from Aberystwyth University. During his time at Aberystwyth University, he won the International Politics Dissertation Prize.
Director of Communications and Leadership Training Specialist, The Amber Group
Paul Smith is a Founder and Director at The Amber Group, a communication and leadership training company. A former PR and Marketing Consultant and journalist, he is responsible for AmberGo, the Amber Group's digital learning platform offering a range of online communication training modules.
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