S& CE
S PEAKERS &
C ONTINUING E DUCATION CONNECTING RESOURCES
Kate Delany Bill Stainton Keynote Speaker / Public Speaker Sports Radio Host
May 2020 March 2020 Issue #4 Issue #3
You Just Canceled the In-Person meetings.
Now What?
Let’s plan some online or future meetings (together).
Table of Contents Feature Articles
Publisher’s Note 4 Kate Delaney 7 Terry Sullivan 15 Stacey Brown Randall 23 Tamara McCullough 31 Webinar Superstar 38 Ask the Expert (MPI, Others) 42 Speaker Co-op Directory 48 Speaker’s Calendar Back Cover
Speakers & Continuing Education magazine is produced by The Southwell Group, LLC, in both print form and on-line. Copyright 2020.
Publisher’s Note
But at What Cost? The old adage “The more thing change, the more they stay the same.” Is more true now than ever before in living memory. Even the 1918 Spanish Flu was not as disruptive as the COVID-19 Scare of 2020, because it occurred during a war. The question becomes not will we survive the Flu, but will we survive the protective measures? In my opinion, the COVID-19 Flu is here to stay the same as any other Flu. It will become part of our environment, everyone will eventually catch it. The death tolls cannot be ignored, but then how many are actually dying from this particular flu. We are getting daily death counts, but no one is comparing these counts to anything else like heart attacks (over 500,000 per year in the US, about 30%) or the death tolls on our roads. (2017, 2018, and all saw between 3,000 and 4,000 deaths on Texas roads and only 3,000 deaths (annualized) have been accredited to COVID-19, so far.) It is true the Stay-at-Home is working, but at what cost to the economy and everything else. It is true that the Violent Crime Statistics are down, but at what cost. It is true that the death tolls on our highways will be way down, but at what cost. Do you think our politicians will take the credit? So much for my soapbox. Whether we like it or not no
longer matters. We are in Lockdown or Stay-at-Home mode here in this country. This issue is dedicated to getting our industry, the meetings and speakers industry, through this time and helping us to make the change to what the world will look like when we come out. We believe those who are the Keynote Speakers now will continue to be the best Keynote Speakers, because we will still enjoy gathering together in large groups. However, we think the forms of training and breakout sessions will change radically, these will mostly be online, as Video Training or web/cloud (Zoom) sessions. We want everyone to understand where they will fit in the “new normal”. Please reach out to me if you want to suggest something, anything. We are always listening.
Ray Southwell Publisher Ray@NeedToKnowSpeakers.com
Meet the Team
Misty Hoyt, Photographer Photography by Misty
Tamara McCullough, Writer Write Face Forward
Jeff Klein Speakers Speaker Coop
Sherry Prindle Media & Events, Writer Star Marketing Summit
Ask The Meeting Planner Are you a meeting planner? Are you often asked unusual questions? About Meetings, Speakers, or Venues Are you interested in being published? Free / Without Charge? Do you support a specific venue? For regular meetings (Rotary, Kiwanis) For Corporate Meetings Reach Out to Us! This space could be yours! Ray@NeedToKnowSpeakers.com (469) 396-6529
Charlotte Canion Kate Delaney Author, Speaker, Entrepreneur Keynote Speaker / Sports Radio Show Host / Podcaster / Author
Dealing Your Own Destiny During Uncertain Times By: Tamara A. McCullough Facing an unfamiliar landscape with uncertainty even more prominent than perhaps ever before, inspirational speaker, journalist, author, broadcaster and professional connector, Kate Delaney mulls over what the future of connecting and doing business will look like. As the world navigates through a new normal and tries to make sense of this uncharted territory, Kate sees her role as a connector as more important than ever. “I’m a connector; I connect. It’s truly what it says on my LinkedIn about connecting people and solving problems. I help people dig deeper to discover what they do best and how to leverage it to build stronger relationships, make more money or attract more members.” As an expert connector, Kate has used her vast skill set throughout her wide-ranging professional life. “Whether through my radio show, what I’ve done as a journalist, as an anchor, that was always the main thread.” Humorist Inspirational Business Speaker Since connecting is at her very essence, it naturally made its way into her speeches when she launched her inspirational speaking career. “When
I started speaking that was natural with the different things I speak about.” Kate describes her speaking style as a “humorist inspirational business speaker who is highly interactive” – basically, she’s not the type who’s going to lecture an audience. “I’m not going to stand on a stage and lecture you, even virtually, and I’ve done lots virtually. That’s when emotional intelligence comes in. With the audience, I want to know – how do you feel? Polling the audience is part of it.” As a humorist, Kate understands the difference that a light-hearted approach can take. “Humor is intelligence. If there’s no humor and it’s so dry, I don’t see how anybody can walk away with a goal.” No matter the size of the audience, Kate likes to tailor her speech to that specific group. “I want them walking away like they were included. I feel like I’m talking to one person whether there are thousands or hundreds.” Kate says while other inspirational speakers often focus solely on business growth, hiring and scaling up, she touches on the intangibles. “I think the thing that differentiates me is the fact that I really show people how to leverage what
they don’t realize that they have. What can you do to increase your odds to become extraordinary?”
gave, but that’s good. You’re always in progress, always in motion.”
Behind the Curtain Moment Kate says that her favorite moment when speaking is the moment before she hits the stage, that behind the curtain moment. “I spoke in Atlanta a few months ago. You’re behind the curtain and somebody reads your intro. You come out and it’s the best. I take a breath; it’s the best moment. This is it. This is the work that it has led me to. I can’t wait to see the outcome.” Regardless of who Kate speaks to, she doesn’t let nerves get to her. “I don’t feel nervous. I take that breath. I feel excited.” She explains the anticipation before hitting the stage in a very relatable way. “When I was a kid, I loved riding the rollercoaster. You’re waiting in line, and the car finally comes, and you’re locked in. You’re locked in on the stage.” It’s that solitude on stage that makes many people fearful of public speaking, according to Kate. “That’s why people fear public speaking. All the eyes are on you. You’re there. You’re physically on the stage behind the mic. You’ve taken the reins.” After any speech, Kate says there’s a discrepancy that any good speaker can relate to. “There’s the speech you give and the speech you wish you
Deal Your Own Destiny “Deal Your Own Destiny” is Kate’s latest book “about branding and personal branding.” “It’s a quick read, super impactful. It takes you through the decisions that I made through my career and what you can take from it.” The book is designed to help readers “find the balance between work and life and seek the path that’s your destiny when you’re making a life or career change.” The title is symbolic of the control needed to guide your own life. “No one gets to decide the hand their dealt. You become the dealer. You take control. What’s the million-dollar question: Where do you want to be? Who do you want to be? That’s what I’m about.” Kate draws on a poignant quote to further illustrate her point. “I love the George Elliot quote, ‘It’s never too late to be who you might’ve been.’ Take that step.” Adjusting to a New Normal How is Kate adjusting to the new normal? “I was traveling a lot. People are saying it must be weird, but I’m doing a lot virtually. I have a studio in my
space, and I’ve already been working out of my house for the media aspect. It takes a lot of getting used to.” With social distancing the law of the land, Kate says it’s important for people to take stock and re-evaluate personally and professionally about how to connect virtually. “It’s more important than ever since people are isolated in different forms and have boundaries that they’re trying to navigate, whether big families or by themselves. This is the new normal, this is new territory. You should stay in touch with people you’ve done business with, people you’ve intersected with. People are trying to find ways to connect.” Kate further explains, “It’s a different way of re-imagining who we are, but it’s still the art of connecting, that’s the most important thing.” It’s also important to take lessons from this situation. “What will we learn and take away from this pandemic as we move into those spaces that are unfamiliar? Some things will be eliminated, and other things will change dramatically. Being more flexible is key. It’s going to be tough for some people,” Kate explained.
Further explaining how virtually every business is affected, Kate added, “Just like that book ‘Who Moved my Cheese?’ everybody’s cheese has definitely gotten moved. It’s a major shake-up for companies. A lot of what they did before, they have to do things differently.” The Three R’s For Kate, it’s a matter of the three R’s as global events continue to unfold. “In this pandemic, people have to refocus, re-imagine and reinvent. There’s nobody who’s going to get out without these three things they have to do.” Not only individualsF but businesses are going to have to re-think how they fundamentally work and operate. “In the business world, they’ve had those routines where ‘we produce this, this is what we do, projected to make this.’ They’re not used to having to rip up the map.” She further pointed out that what businesses thought was solid is quite different now, so “re-focus is my word for connect.” Kate is challenging people “to refocus, re-imagine and reinvent” whether they want to or not. Kate uses another apt analogy. “Before, even in
What’s Your Wow? When advising clients on leveraging their assets, Kate has a unique term to help them understand what they have to offer. “I say: ‘What’s your wow? How do you clearly, confidently say who you are?’” Advising in Uncertain Times Kate says while most people have an elevator Kate uses what used to be considered “soft skills” pitch, the “What’s your wow?” helps them underto help the business clients she advises. In today’s stand that they have something that they didn’t world, Kate warns that people “can’t afford not to even realize they had. “We’re not thinking about be schooled” on these skills. that; it takes somebody else to dig it out.” “Something big I talk about is emotional intelli- Since everyone has different limitations, Kate ungence. It is so important because so much of what derstands that finding their “wow” and navigating we do in the future will be remote. The face-to-face through these new times will be more difficult for has changed. How do you deal with your feelings some. “For some people who are not as creative, and their feelings, and why does it matter?” it’s like trying to navigate a gray world. How do A critical component of understanding others is to you navigate a space that you’re not familiar with? listen to not only what people say, but also what Some people are more flexible and some are more they’re not saying, which Kate describes as “influ- fixed.” ential listening.” Kate adds, “Even for people who can navigate, it’s “Influential listening is one of the things I have about being flexible in the gray areas. That has trademarked. What you’re not listening to can cost been my life. It’s a different space every time, and you.” I’ve had to do it.” Those costs could be in the form of prospective clients, closing deals, losing money and even Overcoming Adversity forming valuable connections. It may not be a fact that a lot of people would admit and definitely wouldn’t be proud of, but Kate journalism, take any profession, there was a road, there were steps, the ladder is gone, we’re all on a jungle gym. There’s a little over here, a little over there.”
wears it as a badge of honor that she was actually rejected more than 550 times when she was trying to launch her sports journalism career. She uses the rejection as a teachable moment about overcoming even the most extreme adversity. “I was in the news world and one of the sports guys said, ‘you should do sports.’ He was going away. He asked the news director, actually begged him. When I did it, I loved it and thought it would be a piece of cake. When I put myself out there, I got rejection after rejection. I knew there was something else at play.” With the constant rejection, even the people around Kate told her that she should think about doing something else, but Kate refused to bend. “I told myself I’m not going to live with the word ‘regret.’ This is what I want to do, so I’m going to keep pursuing it and break the glass ceiling. I had that tenacity. I kept digging deeper and deeper.” Kate even found an unorthodox way to stay resolute in the pursuit of her goal. “I hung up the rejection papers like wallpaper. That was motivating. The thing you wanna do is keep your raving fans close to you. The wins you have, your box of success – keep that close. It’s like I accomplished this, why can’t I go for that?” And, those “raving fans” don’t have to be family or friends. In fact, Kate says that it only has to be that one person who keeps motivating you to keep going.
Content Junkie As a self-described content junkie, Kate has interviewed more than 16,000 people throughout her broadcasting career, including presidents and sports biggest stars like LeBron James. She approaches these interviews with her love of content and natural curiosity. “I like research and content. I consider myself a content curator. Curiosity is so important. It’s fun to find somebody’s story and research.” When interviewing, Kate likes to remember “not to go too overboard and leave room for surprises.” “If you interview somebody, they can lead. You can see it on TV, radio, magazines when you talk to somebody and have your questions and it gets thrown out and leads you to another question. Something unexpected pops up and we go down that road and it takes on a whole different meaning.” Words of Advice Kate explained that overall things are going to look completely different and that’s going to be something that can’t be ignored. She offers some friendly words of advice for people who are going to be entering a virtual world and will be working from home. “People will work too much since everything gets blurred. You have to find a balance.”
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Terry Sullivan
Business Speaker Linked-In Specialist / Trainer
Training from the Heart By: Tamara A. McCullough A multi-hyphenate in the true sense of the word, Terry Sullivan, founder of digital media firm, BuzzPro, wears many hats – “storytelling entrepreneur, thought leader and a difference-maker” – but the title that’s his “sweet spot,” his true passion is as a trainer for people and businesses alike. Throughout his illustrious career, Terry has worked with ¬¬countless companies and thousands of employees from executives to entry-level to train them on maximizing their social media profiles and educating clients about their brand. “I work with companies and I also work with individuals on how to spruce up their brands with digital marketing.” Regardless of who he’s working with, Terry prides himself on his ability to connect with people from all walks of life to make any meeting meaningful. From the moment you speak with Terry, his natural ability to make a genuine connection with others is evident from his affable demeanor, his passion and enthusiasm for what he does. Nuggets of Knowledge Any great trainer has to be an effective communicator and Terry knows that better than anyone, which is why he’s called on as a keynote speaker and trainer more than 100 times per year. He draws upon his more than 14 years’ worth of experience as the Director of Marketing for Verizon Communications where he regularly gave presentations. More than facts and figures, Terry presents and speaks from the heart to give everything that personal touch. “You need to present the way that you would like to be presented to,” Terry explained. Even with dense subject matter, Terry prefers a light-hearted approach and likes to “personalize it and make it fun.” Terry is also known for making his speeches and presentations as content-rich as possible.
“Some presenters start with: ‘I’m going to give you 5-10 nuggets that you should know.’ With me, it’s very content-rich and I like to give 5 nuggets every 5 to 10 minutes. It’s pretty intense.” Since Terry understands what it’s like to be on the other side of those presentations where eyes glaze over and heads sway back and forth, he’s deliberate about the content he presents, so attendees embrace it. “I like to provide those eureka moments. For example, some people don’t change their LinkedIn vanity URL, so I teach you how to do that. It might be technical, but it can also be fun.” Terry also likes to add in his own stories and fun experiences, such as when he was in Los Angeles and he and his wife were walking up and down Hollywood Blvd., got interviewed and ended up on “The Jimmy Kimmel Show.” Comfortable in front of crowds of all sizes, there’s no difference whether he presents to a small or large company. “I’ve presented to audiences of more than 1200 and some companies where there were fewer than 10 people. There’s really no difference. The speaking process is the same. The larger the audience is, however, the better since I can jump around more because I have a bigger stage.” There’s also another reason that Terry prefers a larger group. “It’s very, very rewarding to hear large audiences laugh
at your jokes,” Terry admitted. Defining Your Brand One of the most important lessons that Terry teaches is effective branding, so his clients can better define their brand to illustrate how they can add value to their prospective clients. “You need to be able to tell others who you are, what you do and how you can help.” Whether he works with entrepreneurs or Fortune 500 companies, Terry finds they all have “nuanced differences about what they do and what they’re passionate about.” “I work very collaboratively with both individuals and company clients.” Over the years, Terry has found that what works best with training sessions is to personalize them, so attendees get a better feel for how they can personally benefit. “I create digital brands for their leadership teams. I’ll then take screenshots of various pages of their LinkedIn profiles and include these digital branding element examples in my presentations. I’ll mention this in my presentations. ‘Here’s what your CEO did, or CFO did. Here are the keywords we created… Now it’s your turn!’” Linking with LinkedIn Terry is billed as The LinkedIn Guru, but what makes
him such an expert? He got started on the professional networking site as soon as it went online back in 2003. He admits he didn’t get on it too much at first, but once he did, he saw the true branding and marketing value that the site could provide. He realized very quickly LinkedIn was a great place to find a job; however, it had even more value to business-to-business companies wanting to expand their online reach to their key contacts and prospects. Terry points out that LinkedIn is often the first place potential customers go to discover more about you and your company. “At the beginning, people thought LinkedIn was a great place to find a job, which it certainly is, but it’s much more than that. If you’re into B2B sales and marketing, you’ve got to be on LinkedIn. If you’re not on LinkedIn in a big way, they’ll wonder why you’re not. This can cause them to go elsewhere for their business needs.” When Terry first got onto LinkedIn, he never thought he would be training individuals on how to use it, let alone companies and large organizations. With the new digital sales and marketing landscape, Terry lets everybody know that the networking site is critical to your business networking and business-building success. “With LinkedIn, you can connect with the right peo-
ple and build those relationships over time. So, when it’s time for them to buy, you’re front of mind because they’ve read your online content, and they end up reaching out to you, the subject matter expert, for help.” Terry has a very specific way to train anybody from professionals job-hunting to companies wanting to land more clients on how to successfully leverage LinkedIn to get the most out of the platform. “I tell my audiences you should never sell on LinkedIn. People will unfollow you. I train professionals on how to take your online discussion offline. Yes, you have to build your digital footprint, but nothing really happens until you have a conversation with somebody. That’s where the real sales take place!” Terry also points out that, “Social media helps you connect, but nothing happens until you meet with them face-to-face, make a phone call. It needs to be consistent online to offline.” To Terry, “that’s where the real magic happens.” “Social selling” is another digital networking strategy that Terry likes to drill down when he speaks, and he distinguishes it from social media.
“There’s a big difference between social media and social selling. Social media is like throwing a party. It takes a lot of work. You have to invite the right people, have the right food and maybe have a great band and music. The idea here is to create a lot of online fun, so they remember you and your company, and they keep coming back for more. Social selling, however, is more deliberate. It’s kind of like going deep-sea fishing where your ultimate goal is to land that fish. Social selling is exactly the same. You want to establish online business relationships with targeted companies and professionals that ultimately lead to new clients.” Starting Over & Birth of BuzzPro Just like thousands of others, Terry fell victim to the Great Recession and lost his job at Verizon at the beginning of 2010. This gave Terry pause and allowed him to think about what he should do next. “Do I want to go back into the corporate world or do it on my own?” By happenstance, Terry didn’t have to decide because it all kind of came about organically. Most importantly to note, it was all through his charity work with others that led him down a new career path. “I was helping other people who were laid off for free. I
helped more than 300 people establish their very own LinkedIn brands in a single year, and many of those professionals I helped land great new jobs.” Terry saw this as his calling since he always viewed himself as a servant leader, so he got into the habit of presenting 3-5 times per week to help people find jobs. “The people I helped were landing jobs, and once they started working in their new roles, they would tell others in their companies about me and my digital branding expertise. In many cases, they would end up hiring me to train their leadership teams. I thought, ‘Let’s see where this would take me.’ I had so much fun helping people that I didn’t think twice about it. I hit the ground running with my new BuzzPro Company. Now I train and present to companies and professional organizations throughout the United States.” Ten years later, Terry is still in that same mind frame and still helps people for free to help build his network. More than half of the presentations he does yearly are to job-seeking groups and chambers. The rest of the time he devotes to working with individual and company clients. Seeing all the people that he had helped and could continue to help planted an idea in Terry’s head. “I tried to help people in my audience, and I truly didn’t
expect anything in return. It was interesting how it all unfolded. It wasn’t like I was planning to start a training company. I didn’t know what it would bring.” All of these experiences lent themselves to Terry forming BuzzPro in 2010. Terry saw that the timing was right to fully commit to branching out on his own. Along the way, he’s picked up some of the biggest company brands in the country. “I’ve recently started working with a company called High Profile Inc. that’s a very successful recruitment agency in the DFW area, and I’ve trained the entire company. Certain companies hold a special place for Terry not only for what he provides to them but what they give back to him. “My most memorable moment was working with a company where everybody was unbelievably grateful and appreciative of me and my help. I also enjoy working with companies where their employees are treated right with great company cultures. I truly care about the success of those I help.” Standing Out Though there are countless sales and marketing training companies out there, BuzzPro stands out for not only having great training content but for having a heart. The company gets to the heart of the matter by focusing on how its clients can make the most out of their digital marketing. BuzzPro shows in the simplest form what is possible with their online and offline efforts, which is why the corporate slogan is “Your buzz is our bizz.” “A lot of companies that train on digital media focus on
quantity, how many contacts, followers and likes can you get. What differentiates me is I believe in growing your digital network honestly and organically. No gimmicks. No secret SEO tricks to help you get found on page 1 with keyword search.” To Terry, building and maintaining relationships is what matters the most. “It takes time to build rapport. It’s all about connecting with people, building trust, being aware and comfortable. Yes, you have to follow-up, and, yes, you have to position your brand, but your ultimate goal with LinkedIn is to take your online discussion offline.” Terry does a lot of work from his home office, and one of Terry’s best assets is his rambunctious business partner, Freddie, his dachshund puppy. How is the working relationship between the two? “Freddie is crazy. He kind of keeps me company in my home office. He’s a really good puppy, 6 months old and we have a good working relationship. Of course, he wins all the arguments.” What do Freddie and Terry want to leave you with? Terry spoke for the two and said, “Please don’t be intimidated by digital media; it’s not going away. It’s going to be even more a part of our lives. On LinkedIn, you can meet amazing people and accomplish your networking goals by spending just 15 to 30 minutes per day on the amazing application. So, embrace LinkedIn, jump in feet first, and watch your network and success grow!”
Write Face Forward What’s standing in the way between you and the client base that you know is within your reach? What’s stopping you from grabbing a potential client’s attention? Maybe these clients can’t reach you because they don’t know about you. If you haven’t properly introduced yourself to the world, I’m here to help. At Write Face Forward, I always have the right words to help you put your “write” face forward. As a skilled and professional freelancer/writer, I strive to make words come alive across a wide realm of topics with pizzazz to get your message across. All you have to do is tell me what you need, and I will laboriously work on it until you’re happy. Whether you need a bio, press release, web content, product descriptions or more, I’m here for you. Tamara McCullough Tamara@TheSouthwellGroup.com 469-289-8420
Stacey Brown Randall Roadmap to Grow Your Business
Stacey Brown Randall (SBR)
Growth by Referrals (Without Asking), Podcaster / Roadmap to Grow your Business By Sherry Prindle The expression, “If you build it, they will come,” may be true of magic ballparks. It is not true of commodity businesses, however. How do you find speaking gigs, consulting contracts, and coaching clients? More than any other way, they come through word of mouth – referrals. It is wonderful to get a big client. And Stacy Brown Randall’s first business, an HR consulting firm, had some huge ones – including two of the top five accounting firms in the US. She was featured in Accounting Today and Bloomberg News. On the outside, she looked successful – and she was. Her struggle was one you may be able to relate to…the constant need to hustle to find the next client. “I looked successful, but when I landed a job and put my head down to do the work, I had no client lined up next. I was starting over after every project needing to hustle to sell the next one.” Stacey recognized the need to have leads waiting in the wings to work with next, but it was 2008, and her first business did not make it through the economic downturn. “I actually had to get a job” that Stacey says allowed her to look at other businesses that were successful and not make the same mistakes in her next business, a professional coaching practice. Michael Gerber’s book, The Emyth highlighted the fact that people go into business because they are really good at something and are not necessarily good at selling. While there is always networking, free speaking, and leveraging the people you know, the capstone method for ensuring a consistent flow of customers is through referrals. “Referrals are the one thing that have stood the test of time. We don’t want to make mistakes; we don’t want to waste time and money. Getting referrals cuts down on that curve.” She saw the need was to fill your pipeline in a way that works for you.
In times of uncertainty, referrals are even bigger. According to Stacey Brown Randall, when a prospect is referred to you, they: • Have a built-in positive feeling about you • Start their relationship with you at a higher trust level • Are quicker to close • Are less price sensitive “I help business owners generate referrals without asking,” Stacy explains. Most people believe five common myths about referrals: 1. I must ask and that makes me uncomfortable. 2. I have to network and know a ton of people. 3. I need to pay or incentivize those who refer. 4. It takes time I don’t have. 5. Receiving referrals cannot be controlled Stacey points out that we are often afraid of approaching people who have been referred – because they are not really referrals. Because people are fuzzy on what a referral actually is, Stacey provides definitions of some common sales terms
in her value-packed blog at www.StaceyBrownRandall.com where she states, “When we apply the wrong definitions (like calling an introduction a referral), we give the wrong impression of what a referral actually is, which dilutes its power.” She goes on to say that to be a referral you need two keys: 1) A real need identified in the prospect – a problem, pain, or issue that needs to be solved. 2) A connection made between you and the potential prospect. In fact, existing research says the three ways to get referrals are to ask, pay, or be overly gimmicky. Stacey shares, “I started guinea pigging because I didn’t want to do any of these three things. I kept at it and soon realized I had discovered a system. My clients needed what I was doing, so I started teaching my clients and moving away from doing the one-on-one.” Like many of you, Stacy has a staff, but they don’t take the place of referrals for ensuring a flow of customers. “Even if you have a team, you need
a system.” Stacey’s system consists of five steps outlined in her book, Generating Business Referrals Without Asking: A Simple Five Step Plan to a Referral Explosion. “In my first year I received 112 referrals. And now, six years later I am still receiving triple-digit referrals consistently, year over year.” Her system works, and she says her clients are the real proof that this system can help different kinds of business owners in different industries. A bookkeeping firm went from about 20 referrals a year to over 70. A law firm says 57% of new clients were generated by referrals.
So Stacey’s process is well thought out and tested. It works incredibly well for both her and her clients. But what about speakers? For a speaking and continuing education magazine, we want to know if she has any strategies for using speaking engagements to get referrals. “Speaking,” Stacey believes, “only works if you are in front of an audience of buyers with stories crafted specifically to show how you have helped someone like them.” The key to success is in how you capture information while you are speaking. During her presentation, Stacey sends people to
referralquiz.com to take a “Referral Ninja” quiz. It captures their email addresses to get them into her pipeline but also has immediate value during her talk. “It gives them a level that allows me to tailor the program. It’s the speaker’s responsibility,” she says, “to take whatever they’re selling, and take the case studies from working with other clients to establish the ROI and cultivate it into their presentation.” Primarily teaching how to get referrals without asking, Stacey Brown Randall’s other talks include sought after topics like time management,
customer service, and goal setting. But they all have her unique referral twist to create a consistent message and brand. She insists you need to give information that is different from anything the people in the audience have ever heard before. And one other powerful part of Stacey’s system is authenticity and gratitude. She would love to send each of you a thank you card for taking the time to read this and learn more about how to build your business in a way that is comfortable, natural, and effective.
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Tamara McCullough Partner - Writer Write Face Forward
Tamara McCullough Partner - Writer As much as I do write and love to write, writing about myself is something I rarely do. I just find it extra hard for some reason. I feel so much more comfortable writing about other people and their lives, careers and aspirations. That’s probably why I’ve rewritten this opener about five times, and, usually, I can knock it on out in a couple of attempts if it’s about somebody else. Let me just jump into it. Dallas-Born, Dallas-Bred, Dallas-Educated I was born and raised in Dallas and still live here now. Growing up, everybody was born here, and it was kind of weird when somebody was from another state. If you were from New York or something, it was like a distrust thing, like, what are you doing here? Now, of course, nobody is actually from Dallas and when I meet a native Dallasite now, it’s like a whole experience. The 1st grade is where my love affair with writing began. It was kind of a forced thing initially because my teacher, Mrs. Barringhaus, had us write a little story and draw a picture every single morning. I hated the picture part (drawing has never been my thing), but I took to the writing part immediately. I would think of little characters and try to have a nice plot to have a complete little story that I thought was awesome in my own 6-year-old mind. My teacher noticed I had a gift and encouraged me to keep on with it, which was some of the better life advice I’ve received and actually followed. By some grand fortune, I happened to graduate from North Dallas High School. Why is that so important? I was one of four seniors who are chosen yearly to get the coveted Dedman Scholarship. That meant free tuition for four years to Southern Methodist University. If you know anything about a private university, you know how pricey they can be.
I knew before I stepped foot on campus that I would be getting into journalism. At first, I was leaning towards broadcast journalism since that’s where my mom was pushing me towards. I think she always wanted to see me on TV. I’m not the most talkative person in the world, and I actually don’t like a lot of camera time, so I went with print journalism. Mind you, this is in 2003 when newspapers were starting to go out of style, but I kept up with it anyway. Print journalism not only helped develop my writing style, but it gave me such a broad skillset. It helped me to think critically, analyze the facts and question, question, question. In 2007, I proudly graduated magna cum laude with a double major in journalism and psychology.
Through the years, I would do some work for free just to make some connections. Luckily, that led to some word of mouth, and I was able to get some freelance work that paid a few cents per words but kept me writing and produced verifiable samples that I could use to build my portfolio. Over time, this led to regular freelancing work where I was able to have more control of what I wrote, and I could demand a higher pay rate. My big break, or so I thought, was when I was chosen to write for CW 33’s online publication, Newscastic, in 2016. Yay, I knew I had made it. I wrote about 6 or 7 stories and was getting tens of thousands of views. But, alas, Newscastic pulled out of the Dallas market, and my big break was gone or so I thought. Trusting the Process I kept on looking for freelance work. I did work with Unfortunately, I graduated right when the Great an online radio station, did some publicist work for Recession was putting a stranglehold on the econ- some local artists and even did some hardcore omy, so, no, I wasn’t able to get a journalism job political writing. I enjoyed the challenge of writing right out of school. I took whatever paid decently, short-form, long-term, liberally, conservatively, forwhich meant some jobs I absolutely hated, but I mally, informally – just as long as I was writing I always kept my eye on the prize. I just knew if I was happy. trusted the process, I could get into journalism in Things finally started clicking for me when I got a one form or another. full-time job as an SEO copywriter that I’m happy
to report that I’m still enjoying. Earlier this year, I began writing for the Speakers magazine, which has really got me back to where I started off in the first place, genuine journalistic writing. I love the fact that I’ve met and talked with some great people, which is always a plus. Get Organized Regardless of what kind or how much writing I have to do, organization is key. When I have several deadlines, I like to break up the tasks, so I can do a little bit at a time, so I don’t feel burdened toward the end or miss a deadline. For example, I like to do my research first. When I’m interviewing a source, it’s not beneficial to either one of us to ask them questions that I can easily look up ahead of time by visiting their website or social media pages. Putting in that homework ahead of time puts you in a much better spot when it’s time for the interview. This also helps me develop better questions ahead of time. Plus, people like when you actually know something about them and not just winging it.
It’s kind of like a jigsaw puzzle where every piece should have a perfect place. Oftentimes after I interview somebody, I’ll transcribe my notes first and look over the different quotes to be able to place them in a readable, logical order. Once I have all the quotes written up, I can write the lead-ins, which helps me to move things around until everything falls perfectly into place. Edit, Edit, Edit Yes, editing can be a pain, but it’s a must. How often have you’ve written something that you thought would give Shakespeare a run for his money and realize that you’ve left out of a key word or mixed up “their” and “there”? Embarrassing. Yes, go over it two, three, five times if you need to.
Work in Progress As any creative type will tell you, you have to keep working on your craft, including the things that may not be so fun. Like the grammar. Remember dangling modifiers and all those entertaining things? Grammar is still a continuous battle for me. There are just so many rules. No matter how long you’ve Let It Flow been writing or how great of a writer you think you One of the things that’s made me successful as are, don’t be afraid to go to pick up the AP manual a writer is my ability to make my writing flow. I’m or go to some trusted online grammar resource. I not happy until my piece has a sort of rhythm to it. also like Grammarly. I like to see the score it gives
me and work to improve it. It’s a great way to break habits and expand your repertoire. Final Words No matter how many wonderful compliments I receive, I know there’s always room for improvement. I constantly look at what I could be doing differently or better. Doing better with my punctua-
tion, expanding my vocabulary, varying structure – anything to grow and ensure that there’s a world of difference between Tamara the Writer at 6-yearsold and Tamara the Writer at 35-years-old. By Tamara McCullough Writer and Trusted Partner
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the sound stops working, which you will know because attendees will start to madly leave you “Please answer the poll.’ Which do you consid- messages that they can’t hear, the best thing to er most urgent: ASAP, Hurry, or Right Away?’” If do is switch to your computer’s internal microyou chose ASAP as most urgent, in the chat, tell phone and back again. You can also call in via me how soon you expect someone to complete telephone. The mic source seems to switch at something you requested ASAP. Now those of random sometimes. you who would prioritize ASAP last, if an ASAP can wait more than a day, click to raise your Looking at you all day allows viewers to explore hand. Unmute yourself if you are willing to role what they see in the background. Unless you play this out with me…” have a nicely staged environment, you will want to provide a solid backdrop. It can be a bedsheet An activity that is usually fun and simply gets you hang from the ceiling, but it should eliminate quickly convoluted when transformed for a we- distracting wall hangings that behind your head binar. Generally any activity is worth the effort make you look like Medusa. If you use a green because online meetings and seminars can screen, some webinar platforms allow you to make the presenter feel like they are playing to project an image as the backdrop. Be careful an empty house. with this for the same reasons we chose to have a backdrop in the first place and because green Converting to a webinar requires more than a screen technology sometimes creates a pulwebcam, microphone and backdrop. The con- sating glow that outlines you against the backtent, materials, presentation methods, and tim- ground. You will also need good lighting from ing all need to be altered to achieve success. the front preferably with a second source from When you pull it off, though, the audiences are the side to keep you from casting a distracting exceedingly complimentary and appreciative. shadow. If you find yourself meeting through a shared screen, take advantage of some of these ideas. The task of keeping track of all the elements hapTiming: Attention is harder to maintain in the pening simultaneously on the control panel can webinar format, so breaks (they can be short) be daunting. If you can recruit a moderator to should happen at least every 50 to 55 minutes. conduct the broadcast with you, have them field Stories should be shortened, concepts simpli- questions, handle technical issues, and send fied, and processes broken down into steps. The you reminders of timing and content oversights. fact that participants are consuming the content Even with an assistant, consider having a second from multiple separate locations – handouts, laptop. You can display different event elements shared screen, audio, and chat with a potential on each monitor. Concentrate on what you are time lag and abundant distractions makes de- sharing on-screen from your main laptop. Put the livering the same content at the same pace you questions or webcam view on the second one. would in person sound like the teachers speak- Having a second computer will also save the day ing on Charlie Brown. in case you do something that locks you up on the first computer. Equipment: Besides the obvious computer and webcam, you will want a better-quality exter- Materials: If you don’t ordinarily provide written nal microphone that you can place directly in handouts, create some for your virtual meeting. front of you. The biggest technical difficulties Participants are multitasking just like you are, are sound problems because participants will and a handout that captures the bulk of the notes always be fine as long as they can hear you. If will allow the broadcasted content to leave tan-
gible collateral material they can refer to after the webinar. This can increase the impact of your efforts for the participants and your perceived value as a presenter. Showing the handout while you share your screen or duplicating handout content on presentation slides (which is not recommended in live presentations) is a best practice for online courses. Most webinar platforms allow you to share handouts through the interface, so you can provide workbooks, outlines, or copies of the slides without having to email them in advance. Additional handouts generated during the event can be shared as well. An example of this is discussions where you capture responses. You may also want to encourage attendees to screen capture particular sharedscreen content.
when they don’t hear anything. Also be mindful of things you don’t want them to hear. Put the dog out, close the door, and invest in sound proofing if needed. You may want to mute when you swallow, clear your throat, or shuffle papers.
Keeping your webcam broadcasting for the majority of the presentation maintains rapport and adds the human element. A big reason people join webinars is to feel connected to live people and what is going on in the world, so your face provides that. Resist the temptation to monitor yourself on camera. It is distracting, and participants can tell you are looking at yourself. When you want to make an intimate point, move your face close to the camera lens, looking through it imagining you are speaking to an individual. Turn off your webcam when you give them time Content: Don’t assume your current content in to think about something or work on an activiits present format will translate directly to cy- ty, when the element on the screen is highly imberspace. Consumers of webinars surveyed portant, when someone else has the floor, and overwhelmingly chose well-organized as the when you go on breaks (when you will want to most important requirement for a positive ex- display a timer or slide that indicates you are on perience. Presenters who have a high-energy, a break). organic style may need to reign the spontaneity in or limit it to pocket segments of the day. The You can choose whether you want to share your audience may check out entirely if they feel lost. live screen or an individual application. When Cover your material in the order it appears in you share your whole desktop, a best practice the handouts. Provide an overview of what you is to pause sharing on a slide while you switch are about to discuss, why it is important, how you over to another application or demonstration. will present it, and the timing. Review frequently You then press “play” to turn live sharing back with summary slides you flash to intermittently on. It looks polished and smooth that way. that give attendees a road map. If you resist this Videos can be shown during your presentation linear style of instruction in the live, in-person but may cause a system slowdown. Most platworld – give it a chance in the virtual world. Au- forms give you the option of uploading videos in dience engagement will make or break you. Par- advance. This is to ensure the audio will play but ticipants need to feel smart, capable, and in con- does not guarantee the video will not bog down trol. A confused mind checks email. or freeze the platform. Often the audio can’t be heard by those listening in by telephone. There Presentation: Audio is the most important part are workarounds available, but you will want to of your presentation. Speak clearly and artic- weigh the value of the video against the risk of ulately with adequate pausing to allow people losing your audience. to catch up with their thoughts. Like radio, however, dead air is to be avoided. Narrate what is Vocal interest and variety are even more importhappening when taking care of technical issues, ant on a webinar. Stay hydrated, and take care of switching gears, and taking time to read through your throat because you are talking for more of chat questions. Consider playing music during the day and are trying to combine enthusiasm breaks and activities you give them time to com- with enunciation and authenticity. Keep up your plete. Participants worry they have been cut off energy when giving an online presentation with-
out sounding like a game show announcer. This is difficult because you are not getting immediate, live feedback. In fact, presenters say they are tired after webinars because they are sending energy out without getting it back. Standing up while presenting can help, but again it is more physically exhausting. Stand on a padded mat with a stool available to allow yourself the option of sitting.
to shout out. It is fun and breaks the monotony. Microphones can be muted by you and by participants, so if you have a small group, you can unmute everyone and ask them to mute themselves. That way they can easily unmute and answer your questions. With big groups, keep them muted, and ask anyone who wants to talk to raise their hand.
Logistics: Familiarize yourself with the difference Interaction: Engagement is the most important between the presenter and participant control measure of success in your presentation and is panels, and be prepared to introduce attendees not necessarily measured by interaction. Haven’t to the way it all works. Slides that screenshot the you given in-person programs where the audi- participant view with arrows and explanations ence did not interact much but gave you glowing are helpful. reviews? People appreciate your trying to engage them in any case. The avenues for engage- When participants cannot hear, it is often that ment are polls, raised hands/thumbs up, chat/ they have chosen the wrong source for audio questions, and oral discussion. (phone vs computer and a different source within the computer). They often just have the volume Reaction time is important to consider with in- on their phone or computer low or muted. If they teractions. People have to click something to cannot see, sometimes they just need to click the vote, unmute, or type, so allow more time than icon for the presentation to bring it to the front of you think it should take. Warn people of upcom- the other windows they may have open. ing interaction in advance so that there is not an awkward pause between your request and You usually have the option of recording the their response. Polls are a non-threatening way event. Take control of where the recording will to get and share responses. Keep the poll up for be stored, and decide if you want to share it. between 45 and 75 seconds, and talk people through it. Most platforms require you to manu- Polls and videos often have to be loaded into a ally input polls every time a new presentation is scheduled meeting before it starts, so make sure scheduled. You can duplicate a previous presen- to do that before clicking the link to the event. tation to preserve them, however. Successfully conducting a webinar takes prepaMeetings have chats, webinars have questions. ration, mindful interaction, and skill combined The default setting for chats is that anyone can with energy. It is worth mastering, though, bechat to anyone with the choice of whether to cause as the world evolves, the demand for presend messages privately to individuals or to be senters who have put the effort in to being able viewed by all. You can change the settings to al- to conduct webinars optimally will continue to low chats to go only to organizers who can post rise. The definition of what it takes to be a leader to everyone. This setting makes them similar to and influencer is changing to include the qualiquestions, which go only to organizers in private ties it takes to master remote interaction. but can be shown to all when replied to by organizers. When you ask people to type something So which is most urgent in your mind, ASAP, Hurin chat, tell them what to write and give them ry, or Right Away? If you would like to chat or time. If it is just a check-in or yes-or-no answer, interact about it, feel free to interact with me you can ask them to vote by raising their hands. through social media channels. To bring things to life, you may want to unmute a few times to give people a quick opportunity By Sherry Prindle
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Ask The Expert! Dealing with Canceled Meetings There was a time when we had to go to a special place to hold a virtual meeting. Then technology changed, and bandwidth increased, so we were able to hold virtual meetings from anywhere with an Internet connection. They were a great way to connect with colleagues as an alternative to travel and some people even adopted the technology to visit with family members in other cities and even other countries. Then came the first quarter of 2020, when we were told we could no longer hold meetings in person - at least temporarily. Many events cancelled or postponed, and that has certainly affected Meeting Planners and Speakers. We decided that the pages of this magazine were a good place to learn more about how different elements of the events industry are adapting and handling these interesting times. I first turned to Lori Pugh Marcum, CMP, CMM, CED, HMCC, Head of Meeting Innovation for Meeting Professionals International who said, “MPI has been doing webinars and online training for years.” “We really didn’t have to adapt a whole lot because we already had our feet wet and knew what we were doing on the virtual side.” They held their Third Annual Global Meeting Industry Day broadcast April 14, containing 12 hours of online content for Industry professionals. It was free to members and nonmembers. According to Marcum, last year’s event brought around 1,500 participants, and at press time, the reservations for the 2020 event has surpassed 7,000. Marcum teaches many online training sessions herself, and observed, “The number one thing for any kind of virtual training is keeping people engaged. Usually, you want to chunk your content into 15-minute sections followed by some kind of activity. That could be filling something out in a workbook, or sharing their experiences in smaller groups. There are broadcast tools that allow breaking up the audience into smaller virtual groups, so presenters can assign an activity for a small group of people even though everyone is in different locations. Once you have your audience do an activity like this it breaks up the training, so the participants stay engaged.” MPI uses different technologies for different kinds of events. Summits with multiple speakers that include videos and slideshows require more complex technologies, but simpler programs work for group training classes.
MPI has also used technology to provide hybrid events for several years. It’s been one way to add additional revenue streams to events by allowing paid access to conferences in addition to the in-person attendees. Hybrid events can incur additional costs, so meeting planners need to keep the costs in mind to add the extra potential revenue. At MPI, making events hybrid added to future attendance, as they saw virtual attendees for one-year travel to the event in subsequent years. Marcum also has a couple of suggestions for speakers, especially those used to in-person events as their primary engagement. She proposes that speakers should practice working with the camera and get used to the virtual environment. Storytelling is still key to sharing your message. Speakers who thrive off of the energy of the live audience have to get used to the new dynamic. She also suggests that adding a moderator to manage the chat while you’re speaking will provide a more fulfilling experience for the audience. I next spoke to Robert Sanchez, CMP, who is an independent event planner. He had also been offering hybrid events for his clients for several years. The biggest issue for him was to guide the clients to technology that suited their individual needs. Some only offered the live experience with online links, but others recorded their sessions and wanted quality products to offer their constituents. Now, the main things filling Sanchez’s days are securing venues for postponed events and turning live events into completely virtual ones. His key partners for the latter have been IT Security firms. We’ve discovered recently that there are those who delight in disrupting events, so cyber security has become an important new piece of the puzzle. This not only includes offering his clients a secure way to share information, but also to manage connections of presenters who might not have the bandwidth necessary to safely broadcast to the event. He has found there are movie theaters, co-work spaces, studios, and video conferencing services that have helped with this challenge. Timing is everything. As I was writing this, I discovered a Facebook Live conversation hosted by Speaker Coach David Newman, where he brought Speaker Coaches Steve Lowell, CSP, Jane Atkinson, and Lois Creamer. They each offered sound advice for speakers.Lowell struggled with detaching from his identity of speaker trainer. He’s reaching out to new audiences and making his content relevant for new markets. “Explore how attached you are to your identity, and give yourself the freedom to add to your identity.” Atkinson reconnected via her podcast with many speakers, and they benefitted from talking things out. “When your phone hasn’t rung for a week, you might find
yourself getting shaken. The value that you bring to the table has not changed even if you’re shifting your value to accommodate what’s going on. We need hope and confidence these days.” Creamer advises us to recognize the shift in our lives and our businesses. “Make sure you’re going to add virtual presentations to your offerings. The value of your intellectual property in the marketplace is the same, regardless of the delivery system you’re going to use to give it.” Newman spoke about pivot and flex. “If your value proposition wasn’t dialed in before this, you are going to feel it first, and you’re going to feel it hard. This is a fantastic opportunity to do a clean slate exercise and re-look at everything. What do your buyers want to buy?” So how do webinar attendees feel about the experience? In a survey conducted by coach and speaker mentor Sherry Prindle, respondents said they come to a virtual event to learn something and expect programs to start on time, contain timely, up-to-date content, and be organized. Most participants said they like to see the presenter’s face on the webcam but are sometimes distracted when everyone can be seen. They like participating in individual activities, polls, and rhetorical discussions. Some said chat responses were something they would do if they were interested in the content. Most said they were not likely to participate in discussing things out loud via an unmuted microphone. Everyone agreed there are practical and tactical advantages to having virtual meetings and anticipated this platform would be used more even after the stay-at-home order is lifted. The bottom line is many things have changed for event planners and for speakers, but the basic tenets of our professions remain the same. It’s our job to do everything in our power to offer memorable experiences and valuable content. As Robert Sanchez, CMP says, “It’s still all about providing the best experience for the event attendees.”
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What’s Your Catalyst? The Power of Managed Change.
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Built in America – The Business of the Body
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The Spirits of Successw
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Leadership is not a Plaque on the Wall or a Corner Office
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Top 10 Things Your Kids Need To Know So They Don’t MOVE Back Home
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Seven Steps to Grow a Business Without Raising Capital
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Double Your Productivity Using Proven BrainBased Learning Strategies
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Speaking As a Business Strategy
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21st Century Marketing Hacks
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Everyone Communicates, Few Connect
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Get Known Everywhere
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From Travel Hell to Travel Well
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Don’t Change Who They Are, Change Where They Are
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5 Upgrades to Exceptional Customer Service
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Dancing Naked: Moving through Life with Power, Vulnerability and Grace
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Boundaries in the Workplace
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No More Groundhog Day:
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5 Habits for Explosive Growth
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The Zen of Self-Empowerment
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Stop for a Hotdog: 31 Life Management Practices for Women Entrepreneurs
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7 Plays to an ACE Mindset
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The 10 P’s of Marketing Yourself
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The 7 Ways We Sabotage the Conversations That Matter Most
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Stopping Stress From Ruining Your Day, And Possibly Killing You
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Events and Continuing Education May 2020
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