“I don’t care if he doesn’t understand everything about hogs or running a sow barn. I need someone who can communicate and understand people.” 

“We don’t really get along with each other. We quit talking years ago and just focus on work.” 

A lack of communication is a common complaint. One would think with all our options — email, instant messaging, texting and Slack channels — we would all be master communicators. But I fear the opposite is true in business, especially family businesses. 

As farmers, we often don’t think we need to be great communicators, but let’s reconsider that.  

To put together a loan package and persuade your lender to approve it requires written and verbal communication. Onboarding a new employee requires setting expectations and clearly communicating them. 

Communication has key elements we can all use to improve: 

1. Listening. The cornerstone of effective communication lies in active listening. As a leader, cultivate the skill of truly hearing what others say.  

Beyond gathering facts, pay attention to the emotions behind the message. Examine body language, both yours and theirs. People under stress, excitement or hesitation give off nonverbal cues that offer more meaning than their words.  

Often, the other side of the conflict just wants to be heard. You can listen to understand how they see the situation without agreeing with their conclusions. Ask follow-up questions about their statements without debate until they feel heard. It’s only then that they are open to hearing you. 

2. Transparency. A lack of transparent communication can undermine employee engagement and family unity. When information is withheld intentionally or not, doubt creeps in. Your employees and your family will tell themselves a story that may not be accurate. But can you blame them? In the absence of information, rumors and resentment follow.  

Have the courage to share honestly and frequently. With employees, set clear expectations and guidelines. With family, speak directly to them. While avoidance or going through a third party, like Mom, might seem easier, dealing with hard conversations directly will help you in the long run. 

3. Clarity and consistency. Cut through the noise by communicating concisely. We often use unnecessary words that obscure our message. I was reminded of this recently when listening to an interview I gave. It was horrible! What I thought was clear logic was a mash-up of words, and not near the level of clarity I wanted.  

Family members and owners are best when they have face-to-face meetings regularly. This may seem like a stretch with all the work to be done, but monthly or even weekly meetings go a long way to decreasing conflict and pulling everyone in the same direction. If there was a secret to successful family farms, it’s this: frequent, concise and consistent business meetings.  

4. Feedback. “What can I do to make your job easier?” “What’s on your mind?” “I think I heard you say (paraphrase what you heard). Did I hear you correctly?” 

As business owners, we don’t often ask for feedback. We assume we are understood. We assume our employees are in a good spot. We assume our family dynamics are good. Ask for feedback instead of waiting for a crisis to spot an issue. It might be hard to hear, but a crisis can be even harder. Some farms even anonymously rate their bosses each year on how well they lead!  

In writing this article, I thought back and tried to recall whether I ever worked with a thriving family farm that was poor at communicating. No. Are there transition plans that are successful without good communication skills? No. 

Good communication skills will open doors and smooth the bumpy path of business and family.