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‘The reason we’re not earning more money’

Adam Zuchetti
Adam Zuchetti
14 December 2017 2 minute readShare
Money, cash, notes, Australian dollars

Everyone in business could be earning more money by improving one simple and much-overlooked skill, My Business has been told.

“The reason why we’re not earning the money that we need to earn is purely because of your communication,” said author, motivational speaker and founder of the Speakers Institute, Sam Cawthorn, on the My Business Podcast.

“If you have a got a story that you need to share, if you’ve got a message that you’ve got, if you want to master a pitch, if you want to get a TED talk, even if you want to sell your product or your program better, you need quality feedback on how you come across, how you communicate, how [you can] influence.”


As Sam explained, even the best and brightest products and services come across as lacklustre if the people working on them are unable to communicate that effectively to would-be customers.

“We need to realise communication is the number one skill on the planet, period. You can go out and get any other skill, anywhere at all in the world, but we need to realise that communication is the number one skill,” he said.


“Our content, what we say, is only 20 to 30 per cent of the influence and impact to the listener, which then means that how we say it, our method, is 70 up to 80 per cent of the influence and impact to the listener. [That] means then that our gestures, tonality, facial expressions, body language, et cetera, is absolutely core, up to 80 per cent of the influence and impact of the listener.

“It totally frustrates me when I see someone with an outstanding product, with an amazing message, with phenomenal services, but they don’t know how to sell it or they don’t know how to communicate that effectively. Then on top of that, we also have the sharks out there, which have a crappy product, but they know how to sell it.”

According to Sam, there are a few simple tactics anyone can learn to come across more effectively in every situation, whether it be sales meetings, large presentations or even one-on-one meetings with staff, peers and acquaintances.

“The longer you pause, the more intelligent you come across,” he said.



“Your certainty is fully through your eyes, so the more often you blink, the more incongruent you come across.”

Sam also advises being more considered in your facial expressions, hand gestures and body language. However, he notes there is a big “disclaimer” on these tips.

“The disclaimer is authenticity’s going to trump everything. Everything. That authenticity, because as Australians we have big bullshit-o-meters, right? We can spot a fraud a mile away, so that authenticity will trump absolutely everything,” said Sam.

Hear more useful tips and tricks on improving your communication, as well as Sam’s inspiring personal tale of survival and recovery from a near-fatal head-on car crash on the My Business Podcast below:

‘The reason we’re not earning more money’
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016. 

The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Email Adam at [email protected]

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