According to Chris Westfall, a Dallas-based entrepreneur, author, speaker and namesake of Westfall and Associates (www.westfallonline.com), many business owners suffer from a debilitating shortcoming that can seriously impact their bottom line: Entrepreneur-itis. “Business owners want to communicate what they do but clients want to know why they should hire you and what you can do for them.” says Westfall, whose claim to fame is being the U.S. National Elevator Champion. What that means is that Westfall tries to educate entrepreneurs how to pitch themselves by creating compelling stories about their talents and services.

Westfall laments that business owners often fall short when it comes to communicating why they are right for the job at hand. “After the ‘why’ comes the ‘because.’ Business owners don’t explain that because of their experience, here is what I can do for you,” he says.

To Karen Hough, Founder and CEO of ImprovEdge, communication is central to successful client relationships. Hough’s Columbus-based company incorporates improvisational techniques to change corporate behaviors. “We use improv to make it engaging and meaningful,” she says.

One shortcoming Hough sees that hinders business people’s success is they believe it is not important to maintain communication with clients once a project is completed. However, that’s absolutely untrue, Hough says. “Continue to communicate with clients. Let them know what you are able to do and what you have on the horizon,” she says. That way, if they learn you offer a service they need or your new offerings persuade them to try something new, you increase your chances of working with that client again.

Focusing on a client’s needs is paramount to maintaining positive relationships with them, says Westfall. However, he says, that does not always mean the customer is right. Meanwhile, while the customer is not always correct, it is still imperative to remember they are your customer. “A company that bends over backwards will be bent. Respective communications and respective negotiations are key, especially when obstacles arise,” he says.

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Tami Kamin Meyer is an Ohio attorney and writer. She may be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..