Posts tagged 'strategy':

Cabbages to Colanders…

May 1, 2012

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From cabbages to colanders, cricket bats to cucumbers and rubber chickens to cotton wool, the jury is out on whether props prove a positive addition to your networking pitch.

Whether we love them or hate them the serial networkers amongst us will have all seen our fair share of artefacts aimed at illustrating the essence of a business pitch.

Well, today I was asked my view on what benefits props add to the occasion and whether it is ever a good idea to wear a silly hat when networking.

 

 

  • My pitch should be MEMORABLE, shouldn’t it?

The idea of a 60 second pitch is to catch the attention of your audience but serves little benefit if they only remember the prop and not what you had to say. How often have your heard people mention ‘the guy who carries the grapefruit’ or ‘the lady with the rubber ring’ yet when asked to recall their name or business activity nobody really knows? The only way to be truly memorable is for your pitch to resonate with your audience. It is about the way you make your audience think and feel. No more. If you still feel that you MUST use a prop, make sure it is entirely relevant.

  •  So, what counts as a RELEVANT prop?

Well, that depends entirely on your line of business. For example, nobody would employ a photographer without having viewed their work so a photographer should always bring a visual reference to demonstrate their style. Similarly a jeweller or a potter would be crazy not to bring a sample of their craft to show. People buy products with their eyes. These examples would count as ‘samples’ rather than props and are therefore, completely RELEVANT.

  • I don’t MAKE anything so how can I ILLUSTRATE what I have to offer?

Depending on your line of business there will almost certainly be key messages that you wish to convey to your audience. These are likely to change from time to time and, if you are from a service industry, will need to appeal to a wide range of needs and wants.

Bringing a visual aid to demonstrate a service is likely to be at best, confusing, at worst, a disaster. So, use word PICTURES.

Channel your creative energy into crafting a story, an example of how you have helped clients in the past, tell the true story of what difference you can make to the life of your listener.

  • But what if I offer MULTIPLE services and/or products?

Every time you stand up to deliver your pitch, you MUST have a clear objective. Are you looking for clients? Are you seeking to collaborate with others in the room? Are you trying to connect with a specific person? Whatever your aim you should ALWAYS be specific about who you are speaking to. Trying to appeal to everyone in the room is NEVER going to work.

And finally, remember, your pitch is NOT about tomorrow, it is about the here and now. Your pitch is NOT about selling, it is about fishing. Your pitch is NOT about being clever, it is about being real.

If you need help in crafting, tailoring and delivering a PERFECT PITCH, contact Heather Noble on 07843 006984 for details of forthcoming workshops or to book your private 1-2-1 session

 

Derren Brown – the perfect presenter?

March 28, 2012

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 Derren Brown Svengali
I never imagined, when I set off to Llandudno last Thursday evening to see Derren Brown’s latest offering ‘Svengali’ that I would be inspired to use it as the subject for my Blog but what I witnessed on that evening was so much more than a mystical, magical, marvel.

The ticket was part of a combined birthday treat for my mother and my husband and I was fortunate enough to be roped in as chauffeur for the evening. Lucky me!

As we sat waiting for the show to commence the atmosphere in the theatre was, literally, electric. Not simply because of the noise and excitement that was clearly evident in the audience but because of the very real anticipation that we were about to be part of something amazing. We weren’t disappointed.

Whilst I fully accept that we were a self selecting group, nothing had prepared me for just how ‘up for it’, all 1500 members of the audience would turn out to be. Nor for how beautifully crafted the entire show was.

Regardless of his almost undetectable distraction techniques, the over stated, yet effective, auto suggestion and the genius slight of hand tricks Derren Brown is surely one of the most accomplished public speakers, I have ever seen in action.

Those of you who know me will know of the pleasure I take from observing any type of speaking and presentation technique and my constant scrutinisation for what makes the difference between average and amazing. Well Derren is most certainly at the amazing end of the scale and this is why.

In my previous Blog Post http://www.salt-solutions.co.uk/2011/10/17/curtain-call/ I listed 5 tips to help you deliver the best presentation you can so I thought I would use these tips to assess just how exceptional Mr Brown is.

Don’t Speak, Talk
Derren is clearly very comfortable in his own skin ( if he isn’t he has mastered the art of fakery in more ways than one). His natural style is one of enthusiasm and certainty but with an unfaltering eye on entertainment. Whilst there is little doubt that his act is almost certainly 100% scripted, it is delivered with the utmost spontaneity and in a totally relaxed and genuine manner. He makes his audience feel that every word, throw away remark and spontaneous quip is totally improvised. That takes immense skill and requires the speaker to be absolutely ‘au fait’ with their subject. In Derren’s case even the slightest omission or addition could change the magic of the moment.

Dress Code
This is a difficult one because, on a large stage, with a large audience you can really push the boundaries of fashion. Derren, however, managed to meet the brief by wearing a suit like combination, which undoubtedly made him smarter than the vast majority of his audience. However, he then ‘rang the changes’ during the evening by removing his jacket, changing his jacket and, at one point, donning a full flowing gown. Apart from anything, this will have helped, not only to set the tone for each section of the performance but serve also, to keep us engaged. Especially the VISUAL amongst us.

Don’t Tell Jokes
Hmmm, tricky one. Jokes per say weren’t present but there were some hugely funny, classic comedy moments. I have to admit to having a fit of the giggles when Derren said he needed Annette on stage and the proceeded to bring a net onto the stage. I know, I know. The say small things, please small minds and it REALLY pleased mine. As well as the occasional Christmas cracker type of funny there were many supposedly ‘throw away’ comedic quips to entertain and these consistently raised more than just a titter. More importantly perhaps, they always raised a titter at ‘just the right moment’. From a  man for whom timing is absolutely key, injecting the occasional use of humour at precisely the right time, is bound to be effective and quite probably necessary to divert attention in some way. And it did.

It’s Theatre Dahling
Oh yes, theatre it was and nothing less. On an amazing set, precisely lit with just the right amount of dry ice to create atmosphere, Derren Brown cast his spells like Mickey Mouse in Fantasia and worked the audience to perfection. We were eating out of the palm of his hand and desperate for more, more, more. From the pre performance announcements, to the locked doors and the music. From the excellent use of spotlights to the clever roving cameras. From use of the big screen to audience participation we were, without doubt, part of a fantastic work of theatre dahling.

Listening Styles
The show absolutely incorporated something for everyone, regardless of their listening style. Brown played to each of the styles with perfection. For those who are VISUAL, there was plenty of opportunity for close ups of his stage work and, of course, the overall picture of the stage. For the AUDITORY there was plenty of mood music, explanations of what was happening with clear details of the processes behind the ‘tricks’, and for the KINESTHETIC there was plenty of audience participation both individually and collectively.

So, as you can see, I was most impressed with the entire evening. Of course, I know none of what Derren Brown does is what it appears to be but, for me, in that theatre, on that evening, it didn’t take much to suspend disbelief and enjoy one of the best presentations I’ve ever seen.

Remaining dates for Derren’s Svengali Tour can be found here…http://derrenbrown.co.uk/tour-dates/svengali/ get along and experience it for yourself.

The time for ACTION!

October 1, 2011

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If you need more time and energy to focus on GROWING your business and taking it to the next level then this half day seminar is for you.

Following the simple methods and messages that Wally (don’t be put off by the name) implemented in his, once small, business, you too can transform the size, efficiency and profitability of your business without having to compromise on your personal values and standards.

In one morning you will learn 44 ways to turn great ideas into actions. You will leave the seminar with practical and relative ideas that transfer directly onto YOUR BUSINESS, not just some hypothetical tasks that you will never implement because they don’t apply to your business.

For just £49 (bring 2 other colleagues and pay just £99), you can consolidate your plans, unearth some great new ideas and build an ACTION plan that quite simply, will WORK. In  addtion you will qualify for a FREE  1hr consultation with a business specialist so this really is excellent value for money.

Contact Heather for more details on how to reserve your space for either Telford (17th November) or Shrewsbury (24th November) session.

On the lookout for more business?

September 23, 2011

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Part of the work I do is to help businesses find new routes to market by getting into the nuts and bolts of what services and/or products they offer.

One of the areas we focus on is who they offer their services to and what makes their products/services better than their competitors? This in depth analysis usually unearths some surprising ideas which can then be fairly easily implemented with great results.

One easy exercise I encourage people to do is to focus on the most valuable tool they hold in the palm of their hand, historical data,  and then show them how this can help to increase their market share.

You may find the following helpful in unearthing ways to grow your business.

Take a look at past clients and the types of work you have done for them. Carry out a simple analysis on the following;

  • 1. What type of business/person are they? – Categorise these clients into 4 or 5 simple groups that can be easily targeted.
  • 2. What service/products did you provide for them? – Understand what service/product was attractive to which client/business.
  • 3. Where else might you find similar businesses/end users/customers? – Locate these groups and market your services to them.
  • 4. What did these clients like most about the service/product you provided? – If you don’t know, ask them and include their comments in your marketing literature/speak.
  • 5. What other groups might be attracted to the same things? – Focus on unearthing where these ‘other groups’ might be and market to them.

Hopefully the above will give you some food for thought. If you need more help with planning your marketing strategy or seeking out business opportunities, we can help.

Call Heather on 07843 006984 for an informal chat about what we can offer.

 

 

 

We all know how to eat an elephant…

July 14, 2011

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We may all know how to eat an elephant but do we know how the same principles can be applied to our marketing strategy?

In business it is so easy to crave a bite of every cherry on the tree (no jokes about painted toe nails here folks). The desire to be all things to all men, particularly during hard times, can be overwhelming and the temptation to compromise quality for quantity beckons loudly.

We all know that when there is less work to go around, the harder we have to work for our share and, believe it or not, this doesn’t have to be as daunting as it sounds.

Whatever your business, the only real key to success is to be VERY clear about what you can offer your client. If you don’t know this, how can they understand what you have to offer? Once you know what it is, you simply need to hone in to where these clients ‘hang out’. Track them down and it’s just a case of grabbing their attention.

As a starting point, here are a few tips on how to begin to eat that marketing elephant;

  • What have you got to offer?

Take time out to really think about what it is you have to offer clients and write down a few broad headings as to what type of client your services/products could appeal to.

  • Where do your clients hang out?

Look at your existing, and past, client base to see what types of client you have attracted in the past. Categorise them under a few broad headings and give some thought as to how you came to be selling to them in the first place. Where did you meet them? What was it you sold to them? What else could you have sold to them? What feedback did they give you? Can you use this feedback to highlight your products/services to others Use this information to identify and seek out similar types of client.

  • How do you capture attention?

Clients want solutions, we all want to cut through the elephant dung, we just want to know what’s in it for me so…

Ask clients for feedback on the products or services you provided and use this information to find creative ways to ‘attract’ potential clients. Eg. If a client says your service gave them ‘peace of mind’ then potential clients need to know that you are in the market for providing ‘peace of mind’

So you see, it’s doing things chunk by chunk you can really focus on your message, identify your true market (rather than the ‘anyone and everyone’ strategy) and, from that, widen your horizon in a very ‘specific’ way.

The above has probably only got you as far as nibbling the ears but you’ve got to start somewhere…

If you feel you need help in any of the above areas, please feel free to contact Heather Noble on 07843 006984 for an informal chat on how Salt Solutions might assist.

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