by Patrick Donadio
According to the Small Business Administration, 88% of customers say trust influences their buying decisions, yet only about one-third believe businesses communicate clearly and consistently. For small businesses, that gap is both a challenge and a major opportunity, especially in client conversations, team meetings, and sales discussions.
That’s where the IMPACT© process comes in. While IMPACT applies to leadership, collaboration, presentations, and customer conversations, its foundation is simple: better communication creates better outcomes.
Today, let’s apply this framework to one of the most valuable assets your business has: Trust.
I:Intention: Start With the Why: Trust begins before the conversation even starts. Taking 30–60 seconds to ask, “Why am I having this communication?” provides clarity and helps interactions feel purposeful, not transactional. Clear intention reduces misunderstandings and sets a positive tone.
Practical Tips:
• Write a one-sentence intention before important conversations.
• When tensions rise, reset your intention to focus on solutions, not blame.
M:Message: Keep It Clear and Purposeful: Once your intention is set, craft a message that supports it. Trust grows when your communication is easy to understand and aligned with your purpose. A strong message includes:
• A clear opening
• Relevant, streamlined content
• A simple next step
Practical Tips:
• Use the “Rule of Three”, three clear points prevent overwhelm.
• Be specific: replace “We need to improve service” with “Let’s reduce response times by 10% this quarter.”
• Choose the communication method your listener prefers, not the one that’s easiest for you.
P:Person: Tailor Your Approach: Trust is personal. People think, process, and communicate in different ways. By adapting your tone, pace, and level of detail to suit your receiver, you demonstrate respect and build credibility.
Practical Tips:
• Ask clients and team members how they prefer updates: email, text, or calls.
• Give big-picture thinkers the overview first; give detail-oriented people the specifics.
• Adjust your speaking pace to match the listener.
A:Activate: Engage and Listen Fully: Engagement builds trust faster than perfect words. People trust those who listen, not those who dominate the conversation.
Practical Tips:
• Listen 70% of the time; talk 30%.
• Use open-ended questions to uncover real needs.
• Eliminate distractions—your presence signals respect.
C:Clarify: Confirm Understanding: Assumptions can break trust. Clarifying ensures you and the other person share the same meaning before moving forward.
Practical Tips:
• End conversations with a quick recap: “Here’s what I’m hearing…”
• Ask, “Is anything unclear or missing?”
• Slow down here; it saves time later.
T:Transform: Turn Words Into Action: Trust solidifies when words become consistent behaviors.
1. External transformation: clear actions, deadlines, and follow-through.
2. Internal transformation: shifts in confidence, understanding, or mindset created through communication.
Practical Tips:
• Establish next steps and timelines at the end of each discussion.
• Follow up sooner than expected to reinforce credibility.
• Celebrate progress. Small wins build momentum and trust.
The IMPACT© process is more than a communication framework; it’s a foundation for building strong relationships, confident teams, and loyal customers.
© Copyright 2025 Patrick Donadio, MBA, CSP, MCC. Communication strategist, speaker, and author of Communicating with IMPACT©. Patrick helps leaders and teams elevate their communication and presentation skills, driving lasting results through high-impact presentations and communication coaching. He earned top global designations in both speaking and coaching. Connect with him at patrick@patrickdonadio.com or explore more at www.PatrickDonadio.com.