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October 2010
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Tony Gattari Former General Manager of Harvey Norman Computers
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From The Editor Welcome to our Magazine! Dear Reader, Welcome to the October issue of Business Blueprint Magazine. If your a monthly reader, thank you for your continued support. And if this is your first time reading our magazine, we hope you enjoy it! Last month I mentioned that I was heading home to New Zealand for my best friends wedding (and a bit of a holiday). I had such a great trip, catching up with family and friends and of course the big day! Attached is a photo of myself and the bride. She of course looked amazing and it was an honour to support her. In this issue of Business Blueprint Magazine, we hear from Tony Gattari. Tony is a fantastic business man who helped take Harvey Norman’s computer division from $12 million to $565 million in just 9 years. He has written a great article on ‘Staying True to Your Vision’ which I know your going to love. Also this month, Michelle Bowden writes about why presentation skills are so important for our career success. She is an expert in this field and also has two fantastic books available. Make sure you set aside some time to read this article. We would love your feedback, so if you have something to say, please email me at editor@businessblueprint.com.au and I look forward to hearing from you.
In this month’s magazine … Check out our latest news and business briefs... Page 4 Feature Article: Stay True To Your Vision... Page 6 Find out from the experts how to create FREE media exposure for your business... Page 8 Bex Gold Dale Beaumont Suzy Yates Read about what Dale has been up to recently... Page 10 Check out the photos from our latest Business Blueprint event in Sydney... Page 11/12 We speak with Margaret Butler about selling your products to retailers... Page 13 Claim your free audio, ebook and video... Page 15 Article: Power Presenting learn why presenting is such an important skill.. Page 16
Until next time, have a wonderful month.
Read about three of our Business Blueprint Members and view the directory... Page 19 Be inspired by this month’s success story - John Anderson... Page 20 Contact Us For any enquires please call 1300 782 734 or email editor@BusinessBlueprint.com.au
NEWS IN BRIEF
S S E N I BUS S F E I R B Money Talk Forbes Magazine recently released the Forbes 400 – the wealthiest 400 people in the world. e same week BRW released the BRW Young Rich List consisting of the wealthiest self-made entrepreneurs in Australia, under 40.
Australian Economy Looking Great Aer the economic downturn of the last 3 years, Australia is the only developed economy in the world that has not had its Government bail out its banks. Globally Government’s have put more than $6 trillion, yes trillion, into bank bail-outs. Although ‘trillion’ is a word that flows off the tongue, it is truly difficult to grasp the enormity of this number. If we were to convert it into time, a trillion seconds would span 32,000 years. e growing economies of tomorrow are now being referred to as the BRIC economies – Brazil, Russia, India and China. is will be a change from the previously US dominated global economy.
No surprise, the richest person under 30 on the Forbes 400 list is Facebook founder Mark Zuckerberg with a $7.2 billion fortune. is figure making him richer than Australia’s richest man Frank Lowey who has an estimated wealth of $5 billion. BRW reported that the enormity of Zuckerberg’s wealth can be highlighted by the fact that if he invested his wealth into a cash-account earning a conservative 6% interest, it would take him one month to earn enough interest to surpass Australia’s richest man under 30, Lleyton Hewitt, who is sitting on $40m.
Milton Bradley originally wanted to name the game Twister, Pretzel, but he could not since the name was copyrighted.
4 Business Blueprint Magazine October 2010 www.BusinessBlueprint.com.au/Mag
NEWS IN BRIEF
CEO of Twitter Steps Down
I Like It...
Evan Williams, the CEO of Twitter has stepped down, offering the job to his Chief Operational Officer, Dick Costolo. Williams will remain with Twitter although he will solely focus on product strategy.
If you’re confused because your Facebook News Feed is filled with women saying that they “like it on” the floor or the kitchen counter, you’re not alone. It’s all part of a new Internet meme that has gone viral on Facebook to raise awareness for breast cancer.
Williams commented indicating he didn’t like the headaches that came with growing such a rapidly expanding business. He feels he is happier and more competent in the field of product strategy. Williams said, “the challenges of growing an organisation so quickly are numerous. Growing big is not success, in itself. Success to us means meeting our potential as a profitable company that can retain its culture and user focus while having a positive impact on the world. is is no small task.”
First things first, though: ese women are actually referring to where they like to place their purses, not to their favourite places to make love. Of course, part of the reason this meme has gone viral is due to its heavy sexual connotations. e reason for all of these “I like it on” status updates is simple: October is Breast Cancer Awareness Month, and hundreds of thousands (if not millions) of women are using this meme as a rallying cry to raise awareness for cancer research. e status updates naturally get their friends to ask them about their commentary, which is exactly the point of this meme. Like any social platform, Facebook is susceptible to rapidly spreading memes. In January bra colour status updates started dominating news feeds worldwide, again to raise awareness for breast cancer.
Australia’s Most Powerful Woman Westpac CEO, Gail Kelly has been named in the 10 Most Powerful Woman in the world.
While we don’t know where the campaign originated from, it’s cute, fun and generating some buzz (especially useful, as the commenters point out, for getting women to go in for their medical examinations). Still, we can’t forget that this is a disease that will kill 10 million women in the next 25 years, so we also implore you to donate to breast cancer research if you can. Article from Mashable.com, written by Ben Parr.
Each year Forbes magazine releases the list of the world’s 100 Most Powerful Woman, last year Kelly was listed at number 18, this year she has cracked the top 10. Our female Prime Minister is also flying the flag for Australia debuting at number 58 on the list. Also named in the list is Oprah, the Queen and first lady Michelle Obama coming in at number one.
News items provided by e Entourage – Connecting Australia’s best entrepreneurs with Australia’s next entrepreneurs. www.e-Entourage.com.au
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STAY TRUE TO YOUR VISION For the first few years the computer division at Harvey Norman did not experience year-on-year 140% growth.
process. I remember writing down 3 words:
It grew very slowly. At first, not one of the big brands wanted to do business with us. For our business to be successful we knew we had to leverage the reputation of the big brands to build credibility in the market place. Credibility builds trust; trust reduces fear in the purchasing cycle. Hence, the team and I sat in my office and pondered how we were going to become the market leader in our marketplace, exploding sales in the
IBM Apple
However, Apple had a cult following and did not want to destroy their reputation among their existing loyal and supportive channel partners by having their goods sold in a discount store. IBM simply said ‘No.’ e vision started to look like a pipe-dream and seemed to be slipping from our grasp.
If we were to be successful, we needed the three largest names in the industry - or the CIA - to sell through our stores. We put together a strategy and identified the vision. We pitched this vision to the proprietors and told them that in the next 3 years, Harvey Norman stores would be stocking Compaq, IBM and Apple.
We persevered; we were determined. We gave the smaller suppliers who supported us full page adverts in the major newspapers. We then cut out the adverts, sent them to Compaq, IBM and Apple with a note that read, ‘is could be you!’ We realised that to achieve our vision, IBM and Apple needed some convincing. What better
Compaq
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FEATURE ARTICLE | STAY TRUE TO YOUR VISION
way was there than to tease them with the very real opportunity of highlighting their brand name in a full page advert in a major paper. Once I sent a bottle of Anti-Dandruff shampoo with a note saying, ‘It won’t happen overnight, but it will happen.’ We even went as far as sending purchase requisitions for stock and following it up with a phone call to the sales representative. I said, “Your Company is in the manufacturing game and you need volume to feed the machine. One day your boss will come to you and ask, ‘Why are you not selling to Harvey Norman? Why are we missing out on this opportunity?’ ” Several years later, Compaq, IBM and Apple had come on board and sold their stock in Harvey Norman stores. e division’s sales rose from $12 million to $565 million in 9 years. We had achieved the vision and placed Harvey Norman among the giants of computers and communications retailing in Australia. Achieving a goal requires a vision. At the beginning, not many people believed computers sold through Harvey Norman would be successful. But Gerry Harvey saw the potential in the original business plan. We later, presented the vision to the proprietors and over time, they came on board. Eventually, so did our preferred suppliers. We dogmatically stuck to our vision and saw it come to pass. In selling your vision, describe in clear detail where you want to head and how you want to get there. People are attracted to vision and will support you. Once you have your team they will assist you on your journey. You will, achieve your goal. ACTIVATION EXERCISE Go back to when you started the business. What was the vision for the business? If you didn’t have one then, write one now.
“e Secret Revealed” A significant reason why Harvey Norman came to dominate the computer market was not due to the size of the stores or a strong product offering. It was the result of a simple marketing initiative. On August 24th 1995, Microso was about to launch its latest operating system – Windows 95. In the computer industry this was like the second coming. No one thought the Microso Windows 95 launch would be big in Australia until aer the ‘real launch’ in America. en, one of the proprietors suggested we take advantage of the difference in time zones and launch Windows 95 at midnight, a few hours prior to the launch in the US. It meant we would be the first company in the world to sell the program. At first I dismissed the idea but later, realised its potential.
show, where he proclaimed, “I love Bill Gates. I wish he would bring out Windows every year!” It was a huge success. Harvey Norman, nationwide, became firmly established as the place to buy your computer equipment. e principle is – just have a go. One of the great things about Harvey Norman is it has a culture that allows people to try new ideas and then gives them some leeway if they make mistakes. Entrepreneurial companies are built by people taking risks and learning from the experience. When we decided to launch Windows 95 at midnight, it was risky and we were not 100% sure it was going to work. I do however remember thinking to myself, “…just have a go.”
We pitched the strategy to the other computer proprietors who thought we were idiots. However, even against quite strong internal opposition I stuck to my guns and placed adverts in all the major media outlets and implemented an aggressive public relations campaign. e increasing media interest leading up to the launch created such expectation a week out from the launch we knew our gamble had paid off. is was going to work! People began to queue outside the stores hours before. en, midnight struck. ere was a mad rush. People fell over themselves to get the new Windows 95 program. All the major television stations and news outlets filmed the event and interviewed the proud new owners of the program. During that first month, we sold 82,000 copies. e campaign also meant Gerry Harvey was interviewed by the Today
Tony Gattari is the former General Manager of the Harvey Norman Computer Division. Today he is the CEO of Achievers Group and each year, speaks to tens of thousands of business owners around Australia. To find out more about Tony Gattari, visit www.AchieversGroup.com.au
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MONTHLY MENTORS | CREATE FREE PUBLICITY FOR YOUR BUSINESS
CREATE
FREE
Bex Gold
Dale Beaumont
Reality Check - make sure you are pitching a story. Why would people want to know about your product or service? What value can it add to someone’s personality? A new product that is a ‘me-to’ isn’t a story on its own.
One of the best ways in which to generate media exposure is to pick up on a story ‘before’ it hits the main stream news. You see, about 50% of our media content comes from Australia, and the other 50% comes from overseas, mainly the uS and the UK. Often, a story will break overseas and if it is a hot story, it will be minutes or at most hours before it comes down to Australia. However many other stories that aren’t as immediate, it can often take two to seven days to reach Australia and become news.
PUBLICITY FOR YOUR BUSINESS We all know that publicity and media exposure can sometimes make or break a business. We also know that it can break the bank and cost thousands of dollars. What a lot of business owners don’t realise is that they can get a lot of media exposure for basically no money at all! ere is the advertising part of a magazine or newspaper, but there is also the editorial section. If you can pitch your idea to the right people within the right organisation, then you can get mountains of exposure for you and your business. is month, our mentors talk about their experiences with the media and open your eyes to the possibility that you too can get free exposure.
Patience - Working with the media can take time and lets face it, a lifestyle consumer-oriented piece is not breaking news. Press releases and products bombard journalists every day so you need an interesting and relevant story that is easy for them to work with. Human Interest - is your business journey a human-interest story? I sometimes feel like a muppet sharing my Cinderella story, but people are genuinely interested in other people. I have read some wonderful articles about people with new businesses and taken inspiration from many of them.
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So here’s my tip - subscribe to news feeds matching your subject matter (such as the BBC in the UK and CNBC in the US). Then when you discover a story that is exciting and has domestic repercussions, you can write a media release and send it out to become the Australian spokesperson for that news story.
MONTHLY MENTORS | CREATE FREE PUBLICITY FOR YOUR BUSINESS
Suzy Yates - Find Your Hook...
The media is only interested in you if you are newsworthy and if you make their job easier. Providing journalists with information in the way they like it is essential. Sometimes people spend hours putting together pages of information that the editor or journalist will throw straight into the bin. The best strategy is to call first (or email, but I prefer to call) and see if they are interested and what information they would like. It saves so much time and the journalist is expecting your information when you send it. It doesn’t guarantee that it will be used, but you’ll have a much greater advantage than if you just send a standard media release. It is also good to have what is called a ‘hook’. The hook is the interest factor. Something that makes you or your
company stand out from everyone else. What can you do that is different from your competitors and that will spark the interest of the editor or journalist you are sending your story to?
tells you when it will run, it’s still not in the bag. Until you see your story in print, watch it on TV or hear it on radio, there’s always a chance that it will be canned because something better comes along.
Radio and television producers look for someone who will inspire a reaction from the audience. In radio, it is the person that makes the talkback phones ‘light up’ because the listeners agree or disagree with the guest. Often they look for someone who can give good advice, whom their listeners will identify with and who they can call for a personal consultation. On TV, the guest must be interesting and able to get their point across in a short space of time.
Writing media releases takes practice and the ability to sell your story briefly, most releases are way too long. These are a few things I look for in a well written release:
The media is unforgiving, so if you are boring, have a speech impediment or look scruffy, your chances of being invited back are limited. Get professional help if you are going on TV or radio for the first time and practise before you do an interview. It is a daunting experience and poor media performers are rarely given a second chance. Remember, there are never any guarantees with the media. Even if a journalist is interested in the story, conducts an interview, schedules a photo shoot and
• Be controversial (if you can) • Have a gimmick (something you do that is unique) • Solve a problem (always a good angle) • Have a great headline and grab attention in the first paragraph • Use quotes and keep it short (maximum of one page) • Use a 12-point typeface and apply one and a half or double spacing • Put your name, phone number and date on the top of the release • Check for grammar and spelling mistakes and have at least one other person proofread it.
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Diary Dates Power Hour Class Wednesday 20th October The Business Blueprint Spring Conference is being held from Friday 29th October - Sunday 31st October Hot Seat Interview Wednesday 3rd November
Business Blueprint Members Area It’s crazy to think that it’s October already! is year has flown by and it’s certainly been a blast! is month I’m really looking forward to our next Business Blueprint Conference which is being held at the end of the month. We have some amazing speakers coming and I’m excited to see our members again and catch up on what they have been up to. Make sure you check out the pictures next month from this up-coming conference.
Power Hour Class Wednesday 17th November
Success follows your daily habits and one of the most important habits you can develop is your time and resources. In the past, I used to run my business from week to week or at most month to month, and the problem with that is I kept having to plan on the fly, reinvent things, double up on work and would suffer from stress and burn out because I would overcommit.
Hot Seat Interview Wednesday 1st December Power Hour Class Wednesday 15th December The Annual Business Blueprint Overseas Conference will be held in Fiji from Friday 4th February - Sunday 6th February Hot Seat Interview Wednesday 3rd March Power Hour Class Wednesday 17th March The Business Blueprint Autumn Conference is being held from Friday 8th April - Sunday 10th April
So one of the things I have been doing over the last couple of weeks is planning out my entire calendar for 2011. It really was an empowering experience, kind of like putting a jigsaw puzzle together. Now that it's done, I can see it on my wall and it's incredibly motivating and inspiring. Yes there are lots of events and activity, however it feels great knowing that we have four holidays already planned next year, including a full 6 weeks in Europe! So here's my tip for this month - your cash-flow will follow your calendar, so where are you going to spend your time next year? Until next month,
great ideas, then seminars and got some r he ot of lot a ne do do it and I have “I have WHAT to do, not HOW to me ld to d ha ey th like that, and discovered siness Blueprint is not Bu lf. se my r fo t ou is nal had to work th videos and the additio ng ini tra e th of l al d knowing that I ha .” coaching was fantastic Designer Lisa Ginns - Landscape
MEMBERS AREA | FROM THE GALLERY
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HOT SEAT | MARGARET BUTLER
HOT SEAT
Margaret Butler
In 1992 Margaret started her company Anasazi Trading Pty Ltd in a friends garage. Anasazi is now recognised worldwide as a quality brand house distributor. What influenced you to start your own business? Since I was a teenager I knew I wanted to run my own business. I guess my experience growing up shaped my outlook. My parents were supportive and I grew up with the belief that I could achieve whatever I set my mind to. Each job was really a stepping stone to creating my own dream of starting and growing a profitable business. I love to trade and that is exactly what my company does today. I love being in a trading environment! People oen say that one door closes and another one opens. It’s so true! e last position I held was with a retail company that was not trading so well – my position was made redundant and I was dumped. It was the best thing that could have happened, although at the time it did not seem that way. It was my true call to action! Within a few weeks I started a textile agency, which was the start of being self-employed. My business model totally changed within 12 months.
What were some of the challenges you had to face in the early days of operating a business in the homewares category? Like fashion, homewares can be a seasonal industry. We have built a strong business model based on 70 per cent carry over to the next season. We have some top selling products that have been in our range for more than ten years, while other products have come and gone for one season of six months (or two to three repeats). ere are also a lot of knock-off products on the market. Protecting designs can be expensive but we have now learnt that it can be critical to register designs. Brands also need to be protected
by way of trademarks. Our reputation has been built on innovative and intelligent products backed up by excellent service. Getting the product mix right is essential for staying alive in a seasonal industry.
You have successfully sold products to retailers like Myer and Freedom. What exactly do these big retailers look for when doing business with suppliers? Big retailers look for an edge; something that is appealing and useful to customers. Oen they will ask for exclusivity or custom branding. Depending on the situation (i.e. agreed volumes, margins and stock return), we sometimes offer part of the collection exclusively. Retailers are oen looking for their suppliers to subsidise some of their rising costs and so unique, exclusive and appealing brands win over me-too products. Larger retail groups also look for reliability and consistency in quality and service. You can have a great product but if it does not get to the customer in a timely and accurate manner then it is all to no avail. More and more the issues pertaining to dealing with these customers revolve around your ability to service and supply.
When you have a new product or a new range, where do you distribute first? We tend to start with retailers at the higher end of the market first. e higher end of the market is oen more designconscious and when a product is new and innovative it is better suited to them. By starting at the high end you can allow the product to filter down over time. at way you can extend the life of your product range by moving down the channels. We have some examples of products that were
initially sold into high-end stores ten years ago and are still selling today in mass-market retail chains.
For people wanting to sell products, what is the best way to source them? • Visit trade shows (there are major shows in Europe, the US and Asia). Try and visit as many shows as possible in the first few years to get an idea of what is available. • Search the internet for factories and supply bases. • Work with a global sourcing company (they usually work on a commissionbased fee). • Visit international stores and pick up ideas for possible sources. • Contact trade centres in various countries that have registers of suppliers and manufacturers.
Is there a significant quote or saying which you live your life by? ‘Enthusiasm creates enthusiasm. Success breeds success.’
To find out more about Margaret and Anasazi, visit: http://www.AnasaziHome.com/
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HOT SEAT
Joshua Nicholls
At 22 years old, Josh formed his company Platinum Electrical. In the first four years of business, the company grew by 790%. What gave you the motivation to start your own business at 22 years old? Watching the lifestyle of my previous employer was my first motivation for starting a business. As a tradesman, I would walk into the office at 7:30am to receive my job schedule for the day. e managing director would stroll into the office at 8am, say ‘hi’ to all the guys, make his breakfast at a leisurely pace, and then go upstairs to his office for the day. I also watched how he had a team in the office that handled the day-to-day operations and stress of the company, and that really appealed to me. However, what ultimately encouraged me to make the decision to get into business at only 22 was the confidence I had in my ability as an electrician. I was definitely the typical good technician with no business skills at all – when I first started business I didn’t even know how to turn a computer on! Also, because I started at such a young age I didn’t have a lot to lose. I had no mortgage, no wife or family and no overheads, therefore starting a business for me was somewhat low risk and the decision was relatively easy to make.
You said that you want to challenge the industry stereotype of ‘slack and unreliable’ tradesmen. How are you doing this? e ‘blue collar’ industry is notorious for its slack tradesmen who are disorganised and don’t return phone calls. Because of this bad reputation I knew if I differentiated the business by delivering superior customer service, clients would really receive the ‘wow factor’. Everything about Platinum Electrical is professional and portrays a spirit of excellence. Our corporate identity is strong, we have uniformed staff, professional signage on
our vehicles, and consistent branding on our stationery, marketing collateral and website. Our staff are always on time and we ensure this is the case through a webbased tracking system. Someone is devoted to managing our team of electricians to ensure that we deliver on our promise of professionalism, and we always call our customers aer each job to make sure they are happy with the service we provided. We have really tight systems and procedures that ensure customers experience an organised and professional company.
After four years, your business grew by 790 per cent. How did you grow so fast and did this present any major challenges for your business? Platinum Electrical grew so fast because I was young and ambitious and wasn’t afraid to take risks. At 22 years of age I had no commitments and I was able to put all my time and money into the company. I feel that the company grew rapidly because I had an eye for insufficiencies and always worked on improving them. As we started to grow, I still prioritised improving systems and processes and therefore laid a foundation that could handle more rapid growth. e second stage of growth happened once I sought wise counsel and appointed a business coach. Having started business as a technician and only having a vague idea about how to make a business successful, I engaged the services of my business coach to help me move the business to the next level.
Being a young person, do you find it hard to take on staff and then lead people twice your age?
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No, not really. I thoroughly enjoy leading my staff and over the years I have found that I have a natural gi for it. I really enjoy seeing my staff grow and develop, and I do everything I can to help them reach their goals in life. I definitely do not try to be someone I’m not and because my staff see that I am genuine they enjoy working under my leadership. I treat all my team with respect and I believe in honouring them when they do a great job. I share the vision I have for Platinum Electrical openly with all my team and, regardless of what age they are, they are excited about being a part of the vision. My leadership style is one that empowers and encourages my team and I think that is the most effective approach in order to bring out the best in people.
What do you think are the essential qualities or attributes of a successful business owner? • strong leaders who lead with integrity and by example • good managers of themselves, their time and of other people • socially-equipped to relate with all types of people and personality types • skillful communicators that are open and articulate • self-motivated and able to encourage others to follow • confident in choosing the right people for the right job • observant in spotting weaknesses in a business • visionaries who never give up!
To find out more about Josh, visit: http:// www.PlatinumElectrical.com.au
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TED’s Chris Anderson says the rise of web video is driving a worldwide phenomenon he calls Crowd Accelerated Innovation - a self-fuelling cycle of learning that could be as significant as the invention of print. But to tap into its power, organisations will need to embrace radical openness. And for TED, it means the dawn of a whole new chapter...
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www.BusinessBlueprint.com.au/Mag Business Blueprint Magazine October 2010 15
ARTICLE | POWER PRESENTING
POWER PRESENTING Why Presentation Skills Are So Important For Career Success Most of us have had the experience where a business meeting just goes wrong! Where the presenter either didn’t grab your attention from the start or where they lost control of the presentation at some stage. But the real question is, have YOU ever been the presenter who delivered a ‘less than successful’ business presentation or pitch for your services? Have you ever facilitated a meeting that ended in your client walking out at the end, busting to get back to work, with no intention whatsoever of engaging in a business partnership with you in any way, shape or form? At the time it feels like the meeting was a huge waste of time for you, for them and for your business. Interestingly, most people think of presenting as something separate from life. As something we only do when there’s a lectern, some slides and an audience. But just because you don't have to make big pitches to a board or represent your company at an industry conference doesn't mean you don't present to people. We present and influence people every day. We present to our clients, our staff, our suppliers and potential clients. You are presenting yourself every day at work whether you realise it or not and presentation skills are critical when you are trying to get ahead in your business.
e more successful entrepreneurs I meet, the more I realise that regardless of their intelligence and business acumen, regardless of their excellent products or service and regardless of their commitment to their business, these successful people have one thing in common. ey know how to present their ideas in a compelling, influential and memorable way. ey know how to structure their thoughts, how to connect with people, and they say what they want to say in a way that resonates with their audience. ey inspire and compel their audiences to take action! It doesn’t matter how good your message is if no one’s listening! You may have thought that you were just running another team meeting, but your team members that morning were hoping it would be a motivational event that would encourage them to work harder and not apply for that job with your competitor. You may have thought that this was just another prospective client as you answered the phone to convert the business – but this ‘potential client’ has already spoken to your three closest competitors as they shop around for the best solution to their problem. You may have thought that you were just a small part of the picture, just the
16 Business Blueprint Magazine October 2010 www.BusinessBlueprint.com.au/Mag
technical expert with the graphs and charts, but the client was watching the way you presented your information with a plan to refer you to their biggest supplier. You may have thought you were just answering another email inquiry that came through your website contacts page, but the person inquiring actually had over $50,000 to spend on your products or services and they were judging your interpersonal skills. Presentation Skills really matter! In case you’re not yet convinced, did you know that in a business context, audience members or clients will typically give you less than 5 minutes to prove yourself before completely switching off? According to the most recent survey in Australia conducted with a variety of employees from small, medium and large business, if you are an effective business presenter you are in the minority. When asked about workplace presenters they had seen in the last 12 months; • Only 38% of respondents thought presenters understood their needs as a client. • More than half the respondents said that presenters generally read from their PowerPoint slides.
ARTICLE | POWER PRESENTING
• Only 40% of respondents found presenters to be engaging. • Only 28% of respondents said that they were moved to action aer seeing presenters. Most people fear presenting and pitching When asked about presenting they do at work: • Over 60% of respondents admit to using their slides to help remember what to say with little or no eye contact. • Nearly 60% of respondents admit to being frequently nervous prior to presentations which affected their ability to connect and engage their audience. • Only a third of respondents felt that they were influential, persuasive presenters. • 75% of respondents believed that they would gain more respect for
their knowledge and expertise in the business world if they were better public speakers Command attention, gain respect and easily sell your ideas to anyone
‘trip’ over your words. A rich, resonant vocal quality does wonders for your credibility and makes it easier for people to listen to you. 5. Focus on your audience at all times.
It’s conclusive! If you are not good at presenting in business you need to learn how to do so! It will help you to command attention, gain respect and easily sell your ideas to anyone. It’s time you started to win more appointments and close more deals. With improved presentation skills you can showcase your professional expertise on a daily basis, accelerate your business, and generally get more of what you want in your life.
6. Don’t read out your slides to your audience. PowerPoint is a visual aid – it’s not the presentation.
Anyone can be an exceptional presenter!
9. Pause and breathe. is will help your audience catch up to you, it will give you clarity of thought, a feeling of greater relaxation and also a stronger voice.
And the good news is that in my experience, as someone who has trained many thousands of people in influential presentation skills over much of the past two decades, anyone can be an exceptional presenter! It’s just a matter of knowing what to do and doing it. Here are 10 tips to get you started: 1. Analyse the ‘audience’ before writing out what you’d like to say. What are they thinking, feeling and doing and what change are you trying to create in them? 2. Learn how to build rapport. Remember, it’s not about you, it’s all about the audience. 3. Rehearse, rehearse, rehearse to increase your confidence and improve your performance.
7. Use your body to support your message. For example, don’t place your hands over your crotch in what is known as the fig leaf, or reluctant nudist posture! 8. Connect with your audience – really ‘see’ them.
10. Ask for what you want so the audience knows what you want them to do as a result of listening to you and leave them feeling terrific! Remember, it doesn’t matter how good your company is, how good your products or service are, how good your ideas are or how good your message is if no one’s listening. Improve your presentations skills today and reap the extraordinary benefits!
Michelle Bowden is one of only 25 female Certified Speaking Professionals (CSP) in Australia, (the CSP is the highest designation for speakers in the world). Michelle is the author of Stop! Your PowerPoint is killing me! And Don’t Picture me Naked. For further tips and techniques to dramatically improve the way you present and influence people please go to www.HowToPresent.com.au
4. Warm up before you try to speak so you don’t www.BusinessBlueprint.com.au/Mag Business Blueprint Magazine October 2010
15
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www.LiberatedBusiness.com.au 18 Business Blueprint Magazine October 2010 www.BusinessBlueprint.com.au/Mag
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I help... managers & executives to bring out their full potential as people leaders.
We help... couples reinvigorate, reconnect and rediscover each other in a whole new way, bringing back the spark, intimacy and fun to their relationship.
I help... professionals and business owners to avoid the costly mistake made by most Australian home owners. Particularly those in the process of paying their home loan down quickly and those who have achieved this goal.
I do this... through tailored leadership development programs and/or individual executive coaching. Like other forms of coaching, executive coaching is a collaborative relationship that uses an adult learning framework to help executives and business professionals identify and remove those interferences that limits the expression of their full potential. Â Executive coaching is a three-way relationship between the coach, counterpart and the counterpart's organisation. Executive coaching gives people the freedom to use their talents, skills and experience - while at the same time ensuring clear goals are in place and outcomes are achieved. And the end result is... for the manager/ executive is a significant increase in their self awareness, personal confidence and professional competence. The result for the organisation is a significant increase in their managers' effectiveness, engagement and job satisfaction (refer to IEC research on coaching effectiveness). If you want to know more... call Renee Holder on (02) 82700600 or visit www.IECoaching.com
We do this... through exclusive workshops, seminars, online e-classes and mentoring. Using our own experiences, learning and qualifications we have developed a 7 Step Program that will put the Love, Lust and Laughter back into relationships with an emphasis on fun, passion and adventure. Our 2 day, closed door workshops show you how to Re-ignite your Relationship in just 48 hours using proven techniques and strategies in a supportive, enjoyable environment. We then help you maintain the momentum and continue to strengthen your life together. And the end result is... your own personal Dynamic Dream Plan that gives couples the opportunity to take their life from good to great emotionally and intimately regardless of the pressures of family, work and friends. It allows you to see potential instead of problems. If you want to know more... go to www.LoveLustAndLaughter.com & get your FREE Quick Start Guide. Visit www.LoveLustAndLaughter.com/ Workshops for latest workshop dates & venues or call 0428463 688 or email Leanne@LoveLustAndLaughter.com
I do this by... outlining in an easy to read booklet the significant cost of making extra repayments on your home loan. The booklet exposes the true price you will pay by following the masses and applying this "common knowledge" to your financial affairs. It shows you why the conventional wisdom around paying your home loan off is not the path to financial freedom. And, demonstrates how a small mindset shift can ensure you put your hard earned income and profits to better use. And the end result is... a substantial increase in your long term wealth with no change to your current lifestyle.their financial investment intelligence to achieve their wealth creation and investment goals. If you want to know more... or a copy of the booklet, call my office on 1300 363 677, email me at Nikk@VisionFinance.com.au (be sure to mention Dale Beaumont as we work by referral and by invitation only).
www.BusinessBlueprint.com.au/Mag Business Blueprint Magazine October 2010 19
BUSINESS BLUEPRINT SUCCESS STORY
John Anderson Hi, my name is John Anderson and I run a company that specialises in online sales conversions for entrepreneurial companies –Conversion Masters. As one of the Business Blueprint ‘Faculty’ of experts I’ve enjoyed speaking at Dales Events, connecting with the high calibre of experts and the inspiring ‘go getting’ entrepreneurs in the room. I have also learnt heaps from Dale personally. For example, through following his 90 Day Action Plan System I’ve been focussed on my core business results like never before - rather than being side tracked by diversions. (In fact its right in front of me stuck to the winder behind my desk as I write!) The outcome of this has been, I have just (this week!) landed a major new client in the ultra lucrative Day Trading Education niche which I am stoked about. I have also learnt from Dale a ‘quality management’ tool (Jing) that I can use with my fellow team members so we consistently and reliably keep the standards high on every piece of work that we produce.
need to do the old slow ‘track changes’ method of reviewing work. Dale has also shown me an amazing new free website platform (Wordpress) that’s much easier to use than my old website (and given me a contact to get it done according to his well thought out specifications for a song!) I have switched over to this new platform and it’s allowed me to update my website every few days which has meant I have been getting lots of new hot leads for my business, as well as creating a lot of buzz around new products I’m releasing. And finally during the program I have also systemised many parts of my business – to make it more efficient and streamlined, and ultimately make my life so much easier! Thanks for your all support Dale, you’re a legend!
I use it easily 3-4 times a day and I estimate it saves me about 5 hours a week because I don’t
Coming up in the next issue... Feature Article: Ari Galper - Selling Sucks! Discover the future of selling and how it’s going to affect you and your business Article: How to develop the mindset of a successful entrepreneur
Hot Seat Interview with an expert who can help you take your business to that next level Another free Audio, Reading and Video that can enhance your business
Exclusive tips from our Business Blueprint Mentors The wrap up from our next Business Blueprint Conference all see all the exclusive pics