Wake-Up Calls Continue to Captivate

NJAC’s Wake-Up Call morning sessions offer so much information to marketers and communicators in all levels of experience and expertise that many of the speakers are natural repeats.

So when former Wall Street Journal regional sales manager Jim Wardell made his reprise appearance with his daughter Torey Reade, R&J Group Media Manager, the café at Border’s Books Music and Cafe in Livingston was packed with members and guests eager to learn how to make a great presentation.

Do
Make eye contact, he said. Your voice is important too. Use inflections; project it. Move around, Gesticulate. Keep jackets buttoned.

Don’t
Don’t hold hands folded across the crotch. The fig leaf posture is a no no. The reverse fig leaf is equally distracting. Wardell called holding one arm with the other the broken arm position. Empty your pockets, but don’t put your hands there. Eliminate distractions.Don’t click pens.

You have 15 minutes to get your point across, he said, so talk standing; it’s more dynamic; there’s more control.

To get a wandering audience to pay attention, approach folks working their Blackberries.

If you need to be miked, use a lapel microphone.

Narrow your focus. Don’t come into someone’s space. Touch, turn, talk. Never have anything in your hand.
Read what’s on the board or the easel. Remember people only remember 24% of what they hear.

Q&A
When it comes to the Q&A, have someone in the audience raise his/her hand to get things started. As in the formal presentation so it is with Q&A. Maintain eye contact with questioner. Listen for the thrust of the question, rephrase the question to the audience. Formulate the reply with the rephrasing. Direct the answer to the entire audience using eye control and your own energy. Interestingly, he said do NOT end the talk with the questioner. Raise your hand for the next question.

Everyone who makes presentations perspires or sweats, Wardell added; wear a white shirt so the stain won’t show.

Incorporate slides into your leave behind.

If you don’t have the answer, say so. Be truthful. Then smile.

Ted Gerber
Ted Gerber was the perfect presenter when he discussed the art of negotiating at the November 30th Wake-Up Call. Although he has handled heavy negotiations for labor and management, his talk to a cluster of communicators was crafted for the marketing industry.

Defined, to negotiate is to confer with another or others in order to come to terms or reach an agreement. In the case of marketing professionals, it means how to reach a consensus about terms, costs and content so that both client and agency win.

Creating a strategy, then following it is the first step. Gerber described seven keys of strategic planning when negotiating anything: intent, perception, frustration, power, pressure, timing and information. Whatever type of negotiation, these are the issues that govern the successful result. Before entering into any kind of negotiation, he said, know the perceived versus the real. Go into meeting in agreement, with strategy planned. Understand the other team too and its competitive position. In other words, like the boy scouts, be prepared.

Substance vs. Procedure
Substance is the price, while procedure is the process — where to meet, how often to meet and who will be there. “When you get stuck on one,” he said, “talk about the other. It’s often the procedure that is more difficult.”

Gerber offered several pointers on how to come to closure with both sides winning. Bluff — “I’ll walk out of this meeting if we don’t make a decision.” There’s a risk in this, he said, because the bluff could be called. Line up the ducks before you meet. You need to have a consensus on your side. If a disagreement develops, call a caucus and leave the room to solve the problem.

Negotiation is irrational, emotional and unpredictable. Sometimes even anger gets results, but that too can backfire. However, the best advice is to stay calm if you are negotiating; don’t let anyone push your buttons. Walk away when it’s necessary.

Turn a no into a yes, a negative into a positive
If you get a no answer, ask why; maybe there’s an alternative.

Listen, he said, with a third ear. What’s behind those words? What are the people not saying?
Ted Gerber was good and he only put his hands in his pocket once.

January 25 seminar: how to make more money
Next on the agenda on January 25 is Bob Moran, who will discuss how to maximize profits. He’s done if for businesses, non-profits and salespeople, showing them how to develop techniques and strategies that “consistently improve the bottom line.” Be there — 8 a.m. Borders Books Music and Café, Route 10, Livingston.

return to December 2005 Adtalk