Mastering the "3Vs of Communications" with Ric Phillips

When you think about the skills that define a successful entrepreneur, you probably list strategy, finance, or product knowledge. But according to communication coach Ric Phillips, none of those matter if you can’t communicate clearly.

Ric is the founder of 3V Communications, an executive coaching and training firm he launched in 2006. He has built his career around helping entrepreneurs and professionals master what he calls the “3Vs” — verbal, vocal, and visual communication.

With an MBA, certifications in body language and Neurolinguistic Programming, and a role as Executive Director of the National Communication Coaching Association of Canada, Ric knows what it takes to get your message across. He's also the Director of Communications at York Entrepreneurship Development Institute (YEDI), where he gets to help new business owners hone their communication skills which builds confidence in themselves and their product or service.

“Confidence and competency is kind of this cycle effect where the more competent you are at something, you get more confident, and the more confident you are, the more chances you take,” he recently told me on The Unsure Entrepreneur Podcast.

That cycle is what makes communication so powerful. When you speak well, people believe you. When people believe you, they buy from you, invest in you, or follow you.

Poor communication skills can topple entrepreneurs

And yet, poor communication is one of the biggest risks entrepreneurs face. A striking 68% of customers have walked away from a business relationship because of it. That’s not about pricing or quality — it’s about clarity, trust, and connection.

So how can you strengthen this skill in your own business?

• Align your 3Vs. Your words, tone, and body language must match. If they don’t, people won’t believe you.

• Balance emotion and detail. Storytelling engages, but numbers give credibility. A strong pitch needs both.

• Focus on trust. Nonverbal signals like eye contact, relaxed posture, and steady tone build comfort — and comfort builds trust.

These simple shifts can change how people perceive you and your business.

Stories, not just scripts

In the show, Ric explains that too many entrepreneurs rely on technical explanations or financial details when pitching. What they miss is the emotional hook.

“It’s timing, and it’s knowing your audience, and it’s making sure that you also have the emotional story first before you go into all the details,” he says.

If you’ve ever watched shows like Shark Tank or Dragons’ Den, you know the difference. Some pitches stick because they make investors feel the problem and believe in the solution. Others get lost in technical jargon.

Ric also shares how he teaches clients to “reverse engineer” a pitch. He asks: How do you want your audience to feel? Trusted? Inspired? Confident? Then he shows them how to shape their words, tone, and body language to create that outcome.

On the subject of body language, you will be interested to know that it's more important than the words you speak. “Nonverbal communication trumps the verbal communication every single time. Humans are hardwired to trust the nonverbal message they receive,” says Ric.

The mindset shift you need

Not everyone starts out as a strong communicator. If you’re hesitant, Ric suggests looking to mentors, role models, or taking a course. There are free and paid options, but the key is to start somewhere. “The first thing is for somebody to acknowledge that they want or need the help… That is the world giving you feedback, and you should pay attention.”

Self-assessment is also critical. Ric advises entrepreneurs to use online tools, coaching programs, or incubators to identify strengths and weaknesses early. That awareness can prevent costly missteps. For example, I never know what to do with my hands when I'm speaking in public — by identifying that communication issue, I can get help to learn gestures to engage my audience and help me to better convey my message.

Communication is not a nice-to-have. It’s the difference between customers trusting you or walking away, between investors writing a cheque or passing on your pitch. Investing in your communication skills is one of the best investments you can make. Do that, and you’ll open more doors than any spreadsheet ever could.

Listen to my interview with Ric Phillips on The Unsure Entrepreneur Podcast.

[Photo: Ric Phillips]