Connecting with Your Audience, Communication, and Executive Presence
In the fast-paced world of corporate finance, CFOs in South Africa are expected to do more than just crunch numbers—they need to be effective communicators. Communication is key in conveying financial insights to various stakeholders, from board members to employees. Your ability to connect with your audience and demonstrate executive presence can make or break your influence as a leader. In this article, we’ll explore simple, actionable ways to improve your communication skills and strengthen your executive presence.
1. Know Your Audience
One of the most critical aspects of effective communication is understanding who you’re talking to. CFOs often speak with diverse groups, each with different knowledge levels and concerns. For example, when presenting to the board, your focus should be on strategy and big-picture thinking. But when addressing your finance team, you’ll need to dive into the details of numbers and processes.
Tailor your message to suit your audience. For a non-financial audience, avoid jargon and use analogies to explain complex financial concepts in relatable terms. For a more technical group, focus on data and clear analysis.
2. Be Clear and Concise
In business, time is of the essence. Clear and concise communication not only saves time but ensures that your message is understood the first time. CFOs are often called upon to explain complicated financial scenarios quickly, and getting straight to the point without losing clarity is a valuable skill.
Structure your communication in three parts: What is the problem? What is the solution? What are the next steps? This format helps you stay organised and delivers a message that’s easy to follow.
3. Listen Actively
Listening is as important as speaking. Active listening involves paying attention to the speaker, asking clarifying questions, and reflecting on what’s being said before responding. It shows respect for the other person’s viewpoint and helps build stronger relationships, whether with your team or external partners.
During meetings, take a moment to paraphrase what someone has said before responding. This shows that you’ve understood their point and ensures that there are no miscommunications.
4. Non-Verbal Communication Matters
Executive presence isn’t just about what you say; it’s about how you present yourself. Your body language, eye contact, and tone of voice all play a role in how your message is received. Non-verbal cues can either reinforce your words or undermine them. For example, slouching or avoiding eye contact can make you seem unconfident, while standing tall and maintaining eye contact conveys authority.
Practice good posture, make eye contact, and use hand gestures to emphasise key points. Your body language should align with your message to ensure you come across as confident and credible.
5. Storytelling for Impact
Numbers and data are the language of finance, but they don’t always resonate with everyone. Telling a story can make your message more relatable and memorable. By weaving facts and figures into a narrative, you engage your audience emotionally and make complex ideas easier to grasp.
Next time you present financial data, think of a way to illustrate it with a real-life example or case study. For instance, instead of just reporting cost savings, tell the story of how a particular decision helped the company invest in new growth areas.
6. Executive Presence: Command the Room
Executive presence is about more than looking the part—it’s about how you carry yourself in challenging situations. A CFO with strong executive presence inspires confidence, commands respect and maintains calm under pressure. Whether you’re in a board meeting or addressing your team, how you present yourself influences how others perceive your leadership.
Before stepping into any meeting, prepare mentally by taking a few deep breaths and visualizing success. Project confidence through calm and controlled speech, and focus on solution-driven conversations, especially during tense situations.
7. Adaptability in Communication
Today’s business environment is constantly evolving, and so are communication channels. Whether you’re delivering a message in person, through email, or via virtual meetings, it’s important to adapt your style. CFOs must be proficient in using various platforms while maintaining clarity and engagement.
In virtual meetings, maintain eye contact by looking into the camera, ensure your tone is energetic to combat virtual fatigue, and follow up with written summaries to reinforce key points.
Conclusion
Effective communication is a powerful tool for any CFO, helping you build trust, influence decisions, and lead with impact. By understanding your audience, being clear and concise, actively listening, and honing your executive presence, you can connect better with those around you and drive your business forward.
Communication is a skill that can always be improved. By applying these simple strategies, you’ll not only strengthen your leadership but also ensure that your message is heard and acted upon.
Now it’s your turn—start using these tips in your next meeting and see the difference it makes!