SPEAKER SERVICES http://speakerservices.com We bring speakers and audiences together Issue 18-April 2000 For best reading print this newsletter out and read it at your leisure. CONTENT: New Speakers A Word from the Publisher Articles: 1. Strategy and Tactics for Dealing with Difficult Speaking Situations 2. Meeting Planners: Research, Research and Research Misc. Tips for Meeting Planners /Speakers ________________________________ NEW SPEAKERS: Will be posted by April 1 Speakers for FEE: 1. Jyl Steinback: "America's Healthiest Mom" shares life-transforming health secrets 2. Bill Kuehn: Tough Teams workshops fine-tune teamwork for maximum profits and customer satisfaction 3. Chef Rex Havick: Looking for a fun and entertaining program? Invite Humorist Chef Rex Havick Speakers for FREE 1. Dr. Bradley T. Fazekas: Chiropractor offers proven methods for total wellness 2. Jill Place, M.A., R.D.: Registered dietitian and acting coach inspires you to change your mind about how you eat, exercise--and act 3. Kim Clegg: Discover design and purpose in your life 4. Forrest Miller: Add lite years to your life, improve your communication skills and relieve stress with this humourous presentations FROM THE PUBLISHER...SUSAN LEVIN After eight years of publishing the S. California print Directory Speakers for Free* and Fee I made a decision to discontinue the print publication. All of my efforts and energy are being poured into the web edition of Speaker Services: http://speakerservices.com. I1ve seen this exciting trend coming since 1994 when we put up our first website. I'm excited because: First of all, our photo listing-rates are considerably less. We can post new listings on a monthly basis rather then every two months. I can also offer more web services. For example: electronic brochures, bios, one-sheets and video streaming for demos especially for folks who do not have a website. Secondly, our area of influence has greatly expanded. The print edition was geographically confined to the locations where it was distributed. Our on-line edition has none of these limitations. Thirdly, we will be using this expansion to greatly increase our base of meeting planners. There are so many more we can reach by focusing all our efforts on the web. If you are interested in building your business through speaking take a look at our advertising packet on the website at http://speakerservices.com/adv_pkt.html. Meeting planners you may book our speakers directly and search by categories. The video demo showcase was very successful in February. We have another planned for May 21. We even had several speakers fly into Los Angeles to participate. I still have a few spots open. SPEAKER SERVICES SEMINAR 2000 SCHEDULE in Los Angeles Full description on our website at http://speakerservices.com/la services.html April 10 Speakers' Council- Using Your Voice Effectively with William Hanrahan April 15 SALES/BUSINESS PRESENTATIONS with Jack Barnard April 25 Market Yourself as a Speaker Seminar May 21 Video Demo Showcase-audience requested Meet the newest addition to our services: The Healthy Lifestyle Fair: http://www.speakerservices.com/services/healthy.html. We've been invited to do mini expos in buildings that have thousands of employees. We can inspire and educate folks on alternative lifestyles ie: feng shui, aromatherpy, conscious aging, yoga, stress management, wholistic dentistry and the good news is that the employees can talk with the experts in a relaxed atmosphere. Have a terrific month. Best wishes, Susan Levin ______________________ Sponsor: AvidLearn.com Explore the latest and most exciting way to present topics. AvidLearn.com is seeking experts for seminars via the Web. Presentations will be made to a live, interactive audience. Enjoy tremendous exposure and unparalleled convenience. Contact AvidLearn for further info and to book your topic. Ask for Katie Dougherty at (888) 493-2100 or K8doc@aol.com. ______________________ STRATEGY AND TACTICS FOR DEALING WITH DIFFICULT SPEAKING SITUATIONS by Lawrence L. Tracy Introduction: This "Strategy and Tactics" primer provides advice for those occasions when presenters representing the "Establishment" (business or government) participate in public meetings such as debates or panels in which the position they are advocating is opposed by many in the audience and, of course, by their adversaries on the platform. This advice can be easily adapted to any presentation in which the audience may be skeptical, including competitive presentations for contracts, in which the questioners are putting "heat" on the presenter to assure themselves the product or service being "sold" is their best possible option. A. Four Strategic "Knows" (1). KNOW the Subject from Both Sides It is not enough to merely "know your stuff." When you are facing a demanding audience, such as a Board or a Committee of your company, you will most likely have your judgements and assertions challenged. Have a clearly defined strategy for how you wish to accomplish your objective. But to do so you must have an in-depth knowledge of the issue from the other side. The time to see how solid is your information is not when you are making the presentation, but before, during a "Murder Board," including a possible "Reverse Role Murder Board" (see below). Testing the validity of your information, and your ability to respond to objections through a demanding and difficult Q& A session, will cause you to challenge your basic premises. An added benefit of knowing the issue from the other side is the insight you gain on audience attitudes, needs, and concerns. (2) KNOW the Format In public meetings, such as debates or panels on controversial issues, microphones are normally placed in the aisles, and people with questions can walk to them to ask questions. If the nature of the issue being discussed/debated makes you the likely target for accusatory questions from many in the audience, request the organizers before the presentation to have questioners recognized in their seats. They then walk to the microphone. Otherwise, you will probably find that those most vehemently opposed to your position "capture" the microphones and berate you and your organization. Put the odds more in your favor. (3). KNOW who the "Troublemakers" are There are at least two sides to each issue, as stated above, and you are likely to find people in audiences who may be strongly opposed to the position you are advocating. These are the people most likely to ask demanding, even unfair, questions in an effort to discredit you. As part of your pre-presentation" intelligence-gathering" it is vital you find out why they are opposed to you, what their credentials are, etc. If they have published or otherwise made public their views, acquire and study these statements as a means of knowing their game plan. (4). KNOW your own Vulnerabilities Among the worst fates for any presenter is to have an audience member or a debate/panel adversary make a devastating comment that undermines the validity of your message and perhaps your own credibility. It is especially galling if you had wished the problem away with "Oh, they`ll never bring that up." In the famous 1988 debate, Senator Dan Quayle was stunned when Senator Lloyd Bentsen made an unfavorable comparison between Quayle and the late President John F. Kennedy. Quayle did not have a prepared rejoinder to an attack he should have anticipated. When you know what the Achilles` heels of your presentation are-and all presentations will have vulnerabilities, it is better if you make them known first. The audience will applaud your honesty and candor, and your potential tormenter, who may have been anticipating destroying you presentation with his or her broadside, will be outmaneuvered. B. Six Tactical "Implementers" (1). Conduct a "Murder Board" Request knowledgeable colleagues to form a "Murder Board." This is a realistic dry run that simulates the forthcoming presentation. Have this practice session videotaped or at least tape-recorded. Have the "audience members" assess your delivery style, body language, choice of words, etc. Ask them to give you a frank and honest evaluation, and to ask you tough questions likely to be asked by the demanding audience you are preparing to face. Record all pertinent questions that arise from your "audience" on 3x5 cards, as well as any questions you may think of later, placing the final version of your answers on the reverse sides of the cards. Play "speaker`s roulette" with these "flash cards" at every opportunity. You will find that you rapidly internalize the data through constant reference to these flashcards. Knowing you have probably anticipated the questions the audience members will ask is a great confidence-builder, and will go a long way toward reducing your apprehension at speaking before a demanding, critical, audience. (2) Conduct a "Reverse Role Murder Board" A "Reverse Role Murder Board" is an unorthodox but effective means to prepare yourself for a difficult speaking situation, whether it is a public debate or meeting of the Board of Directors. Follow the guidance presented above for the Murder Board, but have someone else play your part in the debate or panel, and you play the role of your adversary, or perhaps an obnoxious member of the audience. You will gain valuable insights into weaknesses of your position, enabling you to take necessary steps to strengthen your argument. "Standing in your adversary's shoes" will pay immense dividends by allowing you to gain a better grasp of your own vulnerabilities as well as those of your adversary if you are in a debate, or antagonistic questioners in a presentation. (3). Press the Flesh Before the Presentation When you know you will face a difficult audience, and you know who the "troublemakers" are likely to be, it may be advisable to "chat them up" before the presentation. You'll be able to establish a human connection, especially if these are people you do not know. This may work to your advantage when the tough questions begin to fly. If audience members get to know you, they may not put so much barbed wire into the questions they throw at you. Learn the names of people you meet before the presentation, and mention them: "Now Mary and I were discussing this very issue before the meeting, and while we are not in agreement, I certainly respect her view." When Mary has a chance to ask her question, she is likely to be more civil than she may have been, had her name not been mentioned so graciously by you. (4). Maintain Your Composure Do not allow yourself to be provoked into a shouting match with either audience members or your opponent(s). It may be helpful to think of yourself as the thermostat of an air conditioning unit. When the "heat" of debate or disagreement intensifies, you kick in the cooling mechanism. When someone raises his or her voice, lower yours and speak more slowly, not appearing cowed, but instead in control. By appearing calm under fire, you will gain a measure of respect. Be careful that in your desire to lower the temperature you do not appear intimidated or lacking in conviction. (5). Watch Your "Non-verbals" In a public meeting in which you are a target, all eyes will be on you, even when others are speaking. Do not slouch, either at lectern or table. Be especially careful of facial expression when your adversary is speaking. Rolling of the eyes or vigorous head-shaking will be perceived by many as ill-mannered and rude. Avoid looking at your watch, as that will make you appear defensive. The non-verbal signals you send will make you appear either cool, composed and concerned, or wondering why you are there in the first place. (6). Quote From "the Other Side" Buttressing your position by quoting an authority identified with your position can help in the persuasion process with a fairly objective, open-minded audience, but will do little to sway those who are intransigent and biased against you. But you can shake the resolve of such people by quoting an authoritative source normally identified as aligned with your opponents. This requires extensive research (Nexis, Congressional Record, articles, books, etc.) Remember to read the entire piece to avoid inadvertently quoting out of context. A Final Thought on "Difficult" Speaking Situations: There is no greater challenge in the field of speaking than the debate or panel with informed, passionate adversaries in front of an audience that at least initially shares the views of these opponent(s). Close behind in difficulty is the high-pressure presentation to potential clients, or a boardroom presentation in which the speaker is "selling" a controversial project, defending an unpopular issue, or delivering "bad news." Unfortunately, many people are inclined to take a fatalistic position at the prospect of dealing with such a challenge. But that attitude is self-defeating. If you have a strong belief in the position you are advocating, devote the needed time to plan and prepare, using the tested strategy and tactics contained in this essay. Emotions play an important role with any audience, but it is still verifiable, factual data that persuades reasonable people to come to your side. Keep in mind that you will not persuade an audience; the audience must persuade itself. Allow audience members to "save face" by providing backing for your position with evidence, and with information these people did not have prior to listening to you. A debate or presentation before audience members who disagree with you is a wonderful opportunity to "write on their brains" with the thoughts you wish them to accept, retain and act upon. Calmly match your arguments to those of your opponent(s) and you may be able to expose the falsity of their position. Just remember to maintain your composure, not engage in personal attacks, and always remember the objective you have set for the debate or presentation--what you want your audience to do as a result of listening to your argument. "Winning" does not mean scoring debating points, humiliating your opponent, or alienating a questioner with a patronizing answer. Do this and you will leave the debate/panel/presentation without having opened any minds, perhaps in the process losing support for your position. You do not want to win a battle and lose a war. The ancient Greeks, even while admiring the speaker with the stentorian voice, dramatic gesture and clever turn of phrase, nevertheless realized the purpose of any presentation was to cause the audience to take the action the speaker wished audience members to adopt. So it was said, in comparing the greatest speaker of the day with one who had lived many years before: "When Demosthenes speaks, people say ` how well he speaks`. But when Pericles spoke, people said, `Let us march`." Copyright 1999 Lawrence L. Tracy This article is adapted from Larry Tracy1s chapter Beyond Presentation Skills 101: Handling Difficult Speaking Situations in the anthology he and seven other communication experts have written, Sales and Marketing: Proven Techniques for the 21st Century. E-mail at LTracy3936@aol.com, or write him at Tracy Presentation Skills, P.O. Box 78, Mount Vernon, Virginia 22121. http://www.tracy-presentation.com ________________________________ MEETING PLANNERS RESEARCH, RESEARCH, RESEARCH By Doug Fox dougfox@eventweb.com Publisher/Editor, EventWeb Newsletter A few thoughts about the incredible value of conducting Internet research to enhance all facets of your events: We all know that the Internet is a great resource for promoting events, finding venues and communicating with customers and vendors. But it is easy to overlook how valuable the Internet can be as a basic research tool. What I would like to do is briefly describe how you can use the Internet to better understand a competitive marketplace, locate new customers, evaluate new Internet developments, and ensure you do not get blindsided by new events that magically pop-out of the ether. -Monitor new events within your industry: You can visit event search engines such as Trade Show News Network http://www.tsnn.com and TSCentral http://www.tscentral.com to access up-to-date listings of all the eventswithin your industry. Plus you should bookmark all sites within your industry that list upcoming events as well. You can visit news distribution services such as BusinessWire: http://www.businesswire.com and PR Newswire http://www.prnewswire.com that include press releases about many different types of events. Always read the relevant press releases carefully. What themes are being promoted? Who is the target audience? Then visit the Web sites for each of these events and study what new educational and marketing opportunities are being offered. - Find new customers: One obvious way to find new exhibitors and sponsors is to visit the Web sites of your competitors. Access a list of exhibitors and sponsors on any conference promotion Web site and you will quickly learn who the major players are in any marketplace. In addition, make a list of all of the emerging business-to-business (B2B) e-commerce sites in your industry. You may be able to access a list of vendors on these B2B sites who would be ideal candidates for exhibiting at or sponsoring your next event. And you can join all the community-oriented sites and services in your industry as well. - Track Web developments: Most events today include some coverage of the latest developments taking place on the Internet and the Web. Unless you stay up-to-date with these developments, you will not be able to deliver meaningful programming during your events and you will not feature the best speakers and exhibitors. There are a number of ways to stay on top of these developments. Read the online publications within your industry, review press releases, visit the Web sites of your exhibitors and prospects, visit the B2B sites that serve your marketplace and visit industry association sites. - Don't get blindsided: We are stuck in Internet time - a world where everything happens too fast. A world where new competitive events can be launched without notice. The only realistic way to monitor these developments is to conduct an on-going and consistent market research campaign so that on a weekly and monthly basis you know who your competitors are, you have fresh sources for new customers and you have a wealth of new ideas for enhancing the quality of your events. __________________________ Misc Tips Now You Can Manage Your Shows Worldwide via the Internet . http://www.bluedot.com/?df BLUEDOT.COM's Exhibit Hall Enterprise 2000 brings world-class, customer-centric, sales and productivity event management tools to the trade show industry. This totally web-based solution includes show specifications, maps, reports, a calendar, financials, a contact management system, and an exhibit and decorator service areas. See how easy it is to get up and running using BLUEDOT.COM's ASP lease program _______________ Study on effectiveness of multimedia vs. overheads vs. handouts-only -- Rebecca Morgan (rebecca@RebeccaMorgan.com) In the Feb. 2000 issue of Presentations Magazine, the results of a study are reported between the effectiveness of the same information being delivered via multimedia, overheads, or a handout. As you'd probably guess, multimedia got the highest scores. However, the handout got higher scores than overheads. If you're still using overheads, you should read this study. If you don't get Presentations Magazine, sign up for a free subscription at http://www.presentations.com. ________________ Get and send money via email PayPal, a totally free service, lets you send and receive money online to/from anyone with an email address. You can use it to send money to your suppliers, request payments from client or product buyers, or even buy and sell items at online auctions. PayPal charges the money to an existing credit card or bank account. It's faster, safer and easier than mailing a personal check. As soon as you sign up and register your credit card, As soon as you sign up and register your credit card, PayPal will automatically send you $5! I recently signed up for PayPal and got my $5 bonus right away. Signing up is quick, easy and you can download the money to your bank account at any time. No strings attached. For more info., go to https://secure.paypal.com/refer/pal=susan%40speakerservices.com _____________ Web site where you can sell your small business books -- Monique Harris (monique@SellYourBrainFood.com) The Small Business Advisor (http://www.isquare.com), is looking for small business books to review. If you'd like your title to be considered, send a review copy and press release to Robert Sullivan, 10814 Fawn Drive, Great Falls, VA 22066. They're also looking for articles of interest to small business owners. 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