Uh-OH! Wasn’t Expecting That!

Marketing communications is an artform, not a science. Therefore, you can put everything in place and still not be assured of the desired outcome!  There are times when even with careful planning and preparation, a new, disruptive element flies into the mix, spoiling the effort.  There are times when we wish the situation had ended up as a reliable marketing initiative, but instead ended differently.

In working with an ENR top 300 design firm, I collaborated for weeks with the Marketing Director for the design and preparation of a particular, key marketing moment.  Everything was carefully planned.  The same afternoon after the incident, I heard back from the Marketing Director what really happened! 

Strategy:  Marketing over Lunch

Goal:  To establish a professionally friendly connection in order to begin a relationship between the two firms.

Setting:  A professional luncheon meeting, round tables of ten.

Preparation:  Planning for various ways to ask the “right “questions to start the conversation, tips to encourage discussion on pertinent topics, ways to move the conversation from personal chat to opportunities for finding out what work is upcoming, how to subtly drop-in impressive tidbits about our firm, ways to spark interest in knowing about our firm.

Implementation:  Knowing that the contact person from the targeted firm was at the same luncheon event, the well-prepared marketing director worked the room, found him at the networking hour, and engaged in usual casual chit chat.  They decided to sit together for the lunch.  Step one, complete.  Step two, the conversation over lunch, was lively and enthusiastic.  The marketing director asked and listened, the prospect talked.  And talked.  And talked.   It was a very pleasant , friendly lunch.  At the conclusion he said, “Nice meeting you.  Goodbye.”  

Oops!  What went wrong?  A major disappointment.  The goal was not met.  The Marketing Director came away with nothing but a pleasant chat hour.  Nothing to move the connection forward, nothing to build on.  Why?  The prospect clearly was not thinking “connection” but rather was merely filling time with a pleasant topic.  He did not even ask for the Marketing Director’s card.  And, no matter how the Marketing Director tried to direct the conversation, the prospect kept on his topic -- he spent the entire conversation bragging about his wife.

Result:  Back to square one.

What to do:  Don’t wait til you get back to the office to drop back to square one!  Of course, there is no one right way to fix this situation once you are in it.  But what is a good way to move from the non-productive talking to focused conversation?  Phrasing is key, choosing smooth wording and tying the two different topics together.  One technique might be to not-so-subtly say something concise and strong like, “Your wife sounds like an accomplished person, I’d like to make the connection with her – here is my card.  (don’t take a breath here!)  You both might be interested in that what I do is . . .  .  (don’t take a breath here, either!) How is this function handled at your firm?” 

Playing Two Roles: "Do-er" and "Seller" -- Are You Ready?

How Well Prepared Are You To Keep Up With Your Firm’s Business Development Goals?

Firms are expecting project managers, associates, and principals of every discipline to help in the process of bringing in new business and capturing repeat business.  This reflects today’s emphasis on the “seller-doer”.  Yet, how effective are the “doers” at being “sellers”?  What does it take to send the doers into the uncomfortable world of sellers?  Are doers armed with the right tools, attitude, and approaches that maximize their time and energy?

It takes some new skills and real effort to step up to the task of being both doer and seller.  And it can happen in every interaction!   Every time a doer speaks with a client, prospect, decision-maker or stakeholder, the opportunity leaps out to make the impression that counts, to spark interest in your firm’s services and expertise.  The doer, while in conversation, subtly becomes a seller.  A subtle seller is a comfortable role as it is really an ambassador.  An ambassador represents the firm reliably and smoothly. 

To move from doer into the seller and ambassador role, here are three key things to know:

1.   Become familiar with the projects and pro bono activities the other departments/disciplines in your firm are doing – especially the projects that won recent awards, are high profile, or have owners who are distinguished in the community.  Be aware of a few simple facts about each project, such as who is the project manager, size (dollars or square feet), the special or distinctive features your firm contributed to its success, why it is important to that community or organization.  When you can entice others with information on skills and services in areas beyond your own expertise, you are engaging in “cross-selling” – and the value of your conversation has doubled!

2.   Shift your talking style from doer to seller.  When asked what you or your firm are working on, resist the temptation to tell all you can think of.  Keep your reply to 2-3 sentences – and have a public relations approach.  Focus on what is a feature of a certain project, a highlight of your process, a comment the owner or end-user shared with you or the team that was motivating.  The doers want to talk about all the things they are doing. The sellers, however, want to both ignite interest and learn where opportunities may be hiding.  So, after a succinct and very interesting description of what you are working on, turn the conversation around and get the other person talking about their plans, ideas, vision, etc.

3.   Get that “ambassador” attitude – the ultra-positive mindset that you bring into every networking event, meeting, conversation, wherever you are meeting clients or prospects.  This attitude is the one that makes people want to do business with you and your firm; that reinforces your ability to see potential in every challenge.  No matter how you really feel, when you are an ambassador for your firm as well as for your own skills, your verbal and non-verbal messages are carefully intertwined to portray  that you love your work, your firm, your life!  People want to do business with positive people.

In this economic climate that seems to be hanging on, the doer-seller dual role continues to be even more popular in every firm.  When you add a few simple, new techniques to your daily conversations and meetings, it is easier for you to help your firm work towards its business development goals.

Stage Fright: Joanne’s Frequently Asked Questions

What tips seem to work most often?

Stage fright happens at three different times.

1.      In advance, when you are preparing your presentation:

a.     Procrastination is a form of stage fright, just in advance.  Procrastination not only does not get the presentation written, it also does not get rid of stage fright.  Just sit down and get the content written and move on to what you need to do next to get the presentation done. 

b.     It is HOW you put together the presentation that helps eliminate stage fright both in advance and later while you are presenting.  If you have control over your content, you will not feel as nervous or worry about forgetting.

                                           i.      Use a format or outline that you feel confident about

                                           ii.      Select visuals that both capture the interest of the audience as well as remind you of what you need to say

                                    

2.     On the day of, while you are waiting for your turn to speak:

a.     Practice the opening 1-3 sentences in your mind so you know you can get up and start speaking with confidence.

b.     Hold your body with good posture and strong body language.  Look confident, even before you get up to speak.

c.      Take notes on what the preceding speaker or introducer is saying.  Just the act of writing helps you use your nervous energy.

  

d.     Approach the speaking spot (podium or front of room or whatever) with strong, confident strides.  Stand and walk tall.

3.     While you are speaking:

a.     Notice when stage fright hits you.  Tell yourself you are in control.

b.     Do not tell the audience you are nervous.  That might make you feel better, but it makes the audience aware that you are nervous and makes them feel sorry for you. 

c.      Use strong, dynamic hand and arm gestures while you speak.  This uses your nervous energy and keeps your body from the jitters.  Tense your arm and hand muscles. 

  

d.     If you lose your place, just finish the sentence quickly, skip over that part you can’t remember, and get to the next part you feel confident about or remember.

 

 

What are the main symptoms of stage fright?

Stage fright presents itself differently in different people.  It ranges from invisible where the audience cannot tell if someone is nervous, to complete collapse by the speaker where the audience feels sorry for the speaker and they all wish it were over and done with!

The most common symptoms of stage fright are:  

blanking out and forgetting what you are going to say, sweaty hands, coughing while you are speaking, shaking hands and shaking knees, feeling like you are going to faint, laughing while you are speaking, stuttering or stumbling over words,  reading your notes when you really know what you are talking about, halting or slow voice, not being able to see the audience even though you are looking straight at them, not looking at the audience at all, holding onto the podium with tight fists for “dear life”, walking or pacing too much while you are talking, talking too fast, talking too slowly, not being able to sleep or eat the day of or the day before, sleeping or eating too much the same day or day before, generally having the jitters or a nervous feeling all day and during the speech, avoiding writing and preparing the presentation, procrastinating the preparing or rehearsing, rehearsing too much or rehearsing too little, . . .  

As you can see, there are so many symptoms – and each person can have several of these simultaneously or can always have the same one symptom each time.    

What main advice would you give to somebody who suffers from stage fright? 

You CAN manage your stage fright.  You will never quite rid yourself of it completely – and that is good.  If you get nervous, that means you really care about how well you do – if you do not care, you will not be nervous – and you will not deliver a great presentation!  So don’t let it ruin your day, use the energy to propel you to greatness!

Presenting Ideas to Influence Decision-Makers

Engaging decision-makers as you speak, sharing your information so they are informed and can take action, requires more than just the ability to convey your ideas effectively.  If your goal is to engage, inform, influence, and get the results you seek, you will want to put into play three key techniques:  structure, suitability, and “stick”.

Structure is about how to organize your information in a compelling way.  Is it enough to have a good outline?  Is it compelling to tell a good story?  Is it attention-grabbing to relay a chronology or a process?  Is it appealing to compare and contrast and share examples?  Each of these structures has its advantages, and knowing when to use each is vital to your effectiveness. 

Learn what will work best by doing your homework and sleuthing – find out your decision-makers’ preferred presentation format, what is the desired length of presentation or conversation, what is the listening-learning style (are they visual listeners? aural listeners? experiential learners?).  Armed with individualized communication-style information, you can better structure and target your remarks.

Suitability.  Decision-makers respond best to suggestions and ideas from people they respect and share the same values.  Your job is to create the atmosphere that enhances this camaraderie.   Intentionally set the stage so you are perceived in the way you think will have the right impact.  Will your decision-maker respond best if you appear take-charge, no-nonsense?  Approachable and welcoming?  Solid, traditional?  Cutting-edge and tomorrow’s leader?  Trendy, modern, “with-it”? 

How can you focus on being “suitable” so you get the response you seek?  Make decisions about your visuals –style, color, design, types.  Make decisions about your clothes – style, color, design, types.  Select marketing and promotional language that stimulates interest.  Use the vocabulary of the decision-maker’s organization, i.e., do they refer to problems, crises, issues, challenges, or opportunities?   

Today, in business, the popular phrase is to “make the message stick”.  How does this work in your presentation to decision-makers?  Balance technical talk with conversation that paints a picture in their mind.  Use few, carefully selected but very memorable visuals, including props.  Speak in shorter sentences laced with succinct, dynamic phrases.

Decision-makers need your information in order to move in the best direction for their organization, department, or community.  You can more emphatically help them see the value in your proposal or suggestions by being targeted and influential.

The Savvy Presenter: Reminder: Website address

The Savvy Presenter: Reminder: Website address: "Have you visited the website lately? http://www.lxdi.com"