Speaker- May 2010

THE ART AND BUSINESS OF SPEAKING

May 2010

Does Your

Product Have Potential?

Succeed in Business by Doing What You

Love

How to Increase Sales in a Recession What Clients Want PA G E 1 0

Jeff Hayzlett, CMO of Eastman Kodak, marketing and speaking superstar

Take a Look in the Mirror Does your business model reflect success?

T h e O f f i c i a l M a g a z i n e o f t h e N at i o n a l S p e a k e r s Asso c i at i o n • w w w. n s a s p e a k e r . o r g

THE ART AND BUSINESS OF SPEAKING

Take a Look in the Mirror

Use Jeff Hayzlett’s Mirror Test to re-evaluate your business model.

By Tim Hyland

18

MAY 2010

12

How to Successfully Launch Your New Product

Four factors that determine whether your new product sinks or swims.

By Donny Deutsch

Jeff Hayzlett, Eastman Kodak

FEATURES Donny Deutsch, Deutsch Inc.

to Your Passion 22 Play Grow your business by seizing opportunities to do what you love.

By Ross Bernstein, CSP

Photo by Kevin Mazur

26 Increasing Sales in a Recession Adjust your approach to the market to get booked in tough times.

By Ron Karr, CSP

CO LU M N S 6 Reality Check Putting a fine point on the speaking industry

8 It’s Your Business Advice for enterprising speakers

10 Welcome to My World A snapshot into the lives of the people who hire us

D EPARTMEN TS 30 Relevant Resources Time-saving tools and technologies

32 Beyond Borders Exploring culture, countries and comfort zones

34 Turning Point A career-changing moment or experience

38 Humor Me

4 News from Headquarters 36 Index of Advertisers 37 Calendar of Events

Quips, tips and parting shots

33 What Would You Do? Casting a reality check on real-world conundrums May 2010 | SPEAKER | 3

news from headquarters

National Speakers Association Officers Phillip Van Hooser, CSP, CPAE, President Kristin Arnold, MBA, CPF, CMC, CSP, President Elect Laura Stack, MBA, CSP, Vice President Ronald P. Culberson, MSW, CSP, Secretary Ron Karr, CSP, Treasurer Sam Silverstein, CSP, Immediate Past President Stacy Tetschner, CAE, Executive Vice President/CEO

Reported by Stacy Tetschner, CAE NSA Executive Vice President/CEO NSA U Webinar Series Mark your calendar for two great NSA University Webinars. Ruby NewellLegner, CSP, will help you grow your business, expand your market reach and make money with Webinars on May 3. David Newman will show you how to increase your visibility, credibility and hire-ability on May 17. For more information and to register, visit www.NSAUniveristy.org.

NSA to Launch New Publication NSA is proud to announce a “Call for Proposals” for a bi-monthly white paper publication that will deliver high-level educational content to professional speakers. Each edition will drill deep into a specific topic and serve as a concise, practical resource. Publications will be available by paid subscription or single purchase. For more information and submission guidelines, visit www. nsaspeaker.org/whitepaper.

Book of Best Practices

Speaker 2 Speaker

Contribute a chapter to NSA’s firstever book, which will focus on best practices in the speaking profession.

For submission guidelines, go to www.

MyNSA.org/NSABookSubmission.aspx.

Submission deadline is May 12.

Cavett Award Nominations The Cavett Award is presented annually to an NSA member whose accomplishments most closely parallel the illustrious career of Cavett Robert, CSP, CPAE. To submit a nomination, visit www.surveymonkey.com/s/cavettnomination. Deadline is May 18. For more information, call (480) 968-2552 or contact Nikki@nsaspeaker.org.

Share the benefits of NSA membership by recruiting others who aspire to a speaking career. For more information, including tips for recruiting and prizes you can win, visit www.MyNSA.org/MemberServices/ Speaker2SpeakerCampaign.aspx.

Campaign ends June 15.

Save the Date: 2010 NSA Convention Don’t miss the event of the year. Learn how to build your business, your brand, and your income with inspiring general sessions, hands-on concurrent sessions and exciting networking opportunities. Join us at the Orlando World Center Marriott in Orlando, Fla., July 17-20. Register now at www.NSAConvention.org.

This Month on V o i c e s o f E x p e r i e n c e ®

NSA’s monthly audio magazine

ack Stage: Gerard Braud •B with David Newman

• L agniappe: Gerard Braud with Valorie Burton

ategory of One: Joe Calloway, CSP, CPAE, •C with Jim Cathcart, CSP, CPAE

SA Event Update: Mark Mayberry and •N Phillip Van Hooser, MBA, CSP, CPAE

nes to Watch: Jane Atkinson •O with Bob Parker, BA

issecting Starfish: Ron Culberson, •D MSW, CSP, and David Glickman

ff Stage: Rene Godefroy •O with Carol Kivler, MS, CSP

• S tarfish Humor: Tim Gard, CSP, CPAE

• I f You Could Do Just One Thing This Month: Bill Cates, CSP, Chris Clark-Epstein, CSP, Ford Saeks and Mike Rayburn, CSP 4 | SPEAKER | May 2010

resident’s Message: Phillip Van Hooser, •P MBA, CSP, CPAE

Founder Cavett Robert, CSP, CPAE Board of Directors Marjorie Brody, PCC, CMC, CSP, CPAE Kirstin Carey, CSP Jarik Conrad, EdD, MBA, MILR, SPHR Ed Gerety, CSP Scott Halford, CSP Shep Hyken, CSP, CPAE Linda Keith, CPA, CSP Scott McKain, CSP, CPAE Sarah Michel, CSP John B. Molidor, PhD Ford Saeks Jean Houston Shore, CPA, MBA, CSP Francine Ward, JD NSA Foundation The Foundation serves NSA members and the public through: • Financial help for NSA members and their families who are facing health or natural disaster emergencies; • Grants to NSA members who need help with their dues or meeting registration fees; • Scholarships for speech/communications students and professors; • Oversight and funding for speaking-related research; and • Grants to help charitable organizations communicate through technology Founder and Chairman Emeritus Nido R. Qubein, CSP, CPAE Chair Stephen Tweed, CSP NSA Foundation Board of Trustees Lenora Billings-Harris, CSP Terry Paulson, PhD, CSP, CPAE

Jane Jenkins Herlong, CSP Sam Silverstein, CSP Don Hutson, CSP, CPAE Laura Stack, MBA, CSP Ron Karr, CSP Phillip Van Hooser, CSP, CPAE John B. Molidor, PhD Al Walker, CSP, CPAE

Speaker Editorial Advisory Board Molly Cox, Chair Eileen McDargh, CSP, CPAE Jill Konrath Gina Schreck, CSP Terri Langhans, CSP Dennis Stauffer

Managing Editor Barbara Parus

Design switchstudio.com

Publications Assistant Lauren Aiken Editorial Office and Subscriptions: National Speakers Association 1500 S. Priest Drive • Tempe, AZ 85281 Tel: (480) 968-2552 • Fax: (480) 968-0911 Web site: www.nsaspeaker.org.

Advertising Sales Mandy Schulze, CMP Sponsorships, Advertising & Exhibits Manager Tel: (480) 264-4297 • Cell: (480) 600-3512 Fax: (480) 264-4298 Email: mandy@NSAspeaker.org Speaker (ISSN 1934-9076) (USPS 012-886). Volume 4, Number 8.

Published monthly except February and August by the National Speakers Association, 1500 S. Priest Drive, Tempe, AZ 85281.

Periodicals postage paid at Tempe, Arizona, and at additional mailing offices. Contents Copyright 2009 National Speakers Association, all rights reserved. Subscription rate for NSA members is $35 of $425 annual dues allocated to Speaker; non-member sub­scription rate is $49 for 10 issues. Add $10 for Canadian or international postage.

POSTMASTER: Send address changes to Speaker, National Speakers Association, 1500 S. Priest Drive, Tempe, AZ 85281.

realit y check Putting a fine point on the speaking industry

2010 NSA Convention Highlights

H

ave you ever had an exciting case of the “hardly waits”? You can hardly wait to connect with others who do what you do? You can hardly wait to learn new strategies to increase your speaking engagements? You can hardly wait to improve stage presence, increase social media value, apply new technologies, learn from the masters, make more money, develop in-demand products, see your friends and have more fun?

These “hardly waits” are realities at this year’s NSA Convention in Orlando, July 17-20, where you’ll hear the best speakers in the world and benefit from learning and networking with other attendees.

Convention Chair Mark Mayberry and this year’s planning team have worked hard to design an agenda that will increase your revenue with tangible takeaways.

Check out these Convention highlights!

Main Stage Get ready for fresh faces and memorable presentations from Wintley Phipps, Mark Gungor, Stef du Plessis, Chad Hymas, CSP, and Karen Cortell Reisman, MS. One hails from South Africa, another has appeared on Saturday Night Live. One will take you home, another will help you fly. You will learn from history and be challenged by an exciting future.

Each is unique in style and content, and all are successful in their speaking careers.

6 | SPEAKER | May 2010

Million-Dollar Sunday Bill Bachrach will chair a full-day session for NSA speakers who make over $1 million dollars annually from their speaking business. They’ll discuss their challenges and best practices, and leave with new ideas for continued growth and success.

Ideating Several concurrent sessions will feature an “ideating” learning model started by NSA’s Gen X and Yers. Small groupfacilitated discussions will drill deep into specific topics, such as technology toys, business practices, expanding a brand and work/life balance. Participate and receive synergistic value.

Save the Date!

Imagine ... the ultimate opportunity for education, connection, empowerment and fun in the speaking profession!

2010 NSA Convention July 17-20 Orlando, Florida Meet the Pros Back by popular demand, you’ll once again be the recipient of the amazing generosity of many of NSA’s most notable speakers. In an up-close and personal setting, ask questions and discover specific techniques for growing your business.

NSA Class Reunion Monday morning’s light continental breakfast features a “Year You Joined NSA Class Reunion.” Look around and celebrate with others who have been on the amazing speaking journey with you.

Monday Morning with the Masters Five of NSA’s finest—Ty Boyd, CSP, CPAE, Joachim de Posada, Jean Gatz, CSP, Michael McKinley, CSP, CPAE, and Ruby Newell-Legner, CSP, will share the tipping points that define their careers. You’ll have an opportunity to discuss each major concept for take-home application.

NSA’s Got Talent A special Friday night event, hosted by NSA’s own funny man, Mark Mayfield, CSP, CPAE, will spotlight the wackiest, funniest and most unique hidden talents within our membership. No speeches allowed!

We can hardly wait to see you in Orlando, July 17-20! For more information and to register, visit www.

NSAConvention.org.

Jolene Brown, CSP, is the 2010 NSA Convention vice chair.

Jolene nurtures the people who feed, clothe and fuel the

Concurrent Sessions Choose from over 60 concurrent sessions to meet your learning needs.

You’ll do much more than “imagine” an idea … you’ll discover how to implement it!

world™. She travels worldwide to bring humor, hope and helpful ideas to grassroots farmers and ranchers, and the corporations, cooperatives and associations of agriculture. Visit www.JoleneBrown.com or e-mail Jolene at Jolene@JoleneBrown.com.

Alan Weiss has garnered these honors and recognition: • One of only two people in history inducted into the NSA Hall of Fame® (CPAE) and also elected as a Fellow by the Institute of Management Consultants (FCMC).

• The only non-journalist in history to be presented with the Lifetime Achievement Award by the American Press Institute, and one of only seven in its 60+ year history.

• Author of 36 books from 8 publishers printed in 9 languages.

• Over 2,000 entrepreneurs and corporate executives coached and mentored.

• Over 300 corporate consulting clients.

• Over 1,000 keynote speeches.

• In 4 consecutive years keynoted the national speaker conventions in Australia, the US, Canada, and the UK.

In his newest book, Thrive!, Alan reveals the practical, daily techniques to: • Jettison baggage that’s weighing you down and holding you back • Overcome fears, trepidation, self-doubt, and low esteem (pandemic among speakers and consultants) • Relate to anyone as a peer and partner • Discriminate between good advice and horrible advice (never “dumb down” anything) • Embrace the fact that wealth is discretionary time • Create, nurture, and sustain rewarding personal relationships • Make yourself an object of interest to others • Escape the subliminal victim mentality that others load on us • Implement the 5 traits of masters of their fates • Stop wishing and start doing • Avoid the rut – there is always a bigger boat!

I can’t recall the last time that I read a book that I couldn’t put down. Thrive! is engaging and reminds us that we have the power to change the way our life is working.

Like all of Alan Weiss’s books, this one makes you think about why people do the things they do. Many of his insights are counterintuitive, such as how it is powerlessness rather than power that corrupts, or the critical nature of self-esteem in business survival.

Like Richard Fineman’s What Do You Care What Other People Think Think, this book rigorously challenges “politically correct” thinking and points out its unintended consequences. -- Dr. Larry Kutner

Coming from McGraw-Hill in 2010: Million Dollar Speaking (the successor to the wildly successful Money Talks Talks) and Million Dollar Coaching Coaching.

Thrive is about living life to the fullest, helping others to succeed, and becoming master of your own future.

Alan Weiss’s writing style has always been clear but I find the style of Thrive! to be incredibly engaging – it’s a real page turner. I love the titles and subtitles – I’ve never laughed while reading a table of contents before!

The book summarizes the wisdom and life’s lessons of a reflective and successful man. The thing that separates this from other inspirational books is the wealth of practical advice. -- James Bradford

I plan on reading it again, as soon as I can tear it out of my husband’s hands! -- Roberta Matuson

To order Thrive!: Visit Amazon.com or http://www.summitconsulting.com.

It’s your business Advice for enterprising speakers

Pay it Forward

I

f you are new to selling your products online, or just want to expand your offerings, then you need to accept credit card payments. There are many resources available to help you set up your “merchant account,” as banks call it (as if you didn’t have to deal with enough bank jargon).

Read on for explanations of transaction terms and details on some popular merchant accounts.

Transaction Terminology “Discount rate” is the fee that the card issuer (like American Express or Visa) charges you per transaction. Typically, this rate ranges from 1 to 4 percent, depending on your charging volume and if you have the physical card present or are taking mail/telephone orders (what the banks call “moto” transactions).

“Virtual terminal” is a series of Webbased services that allows you to enter the credit card number into your Web browser and complete the transaction online. These replace the typical credit card swipe machines that you see in every retail shop. Based on the number of transactions, you might want both virtual and physical terminals in your speaking business.

Before you begin selling online, call your bank to see how it can help guide you through the setup of a merchant account. Find out how much it will cost to process credit cards. If you plan to accept American Express, call Amex directly to ask for a merchant ID before dealing with your own bank. Merchant IDs from Visa and Mastercard are usually covered by most commercial banks.

8 | SPEAKER | May 2010

Merchant Matters PayPal (www.PayPal.com) is the most affordable online method, but it’s also the least professional. Personal PayPal accounts don’t require credit applications or monthly fees, but the business accounts cost $30 a month. Transaction fees range from 2.4 to 3.1 percent to use PayPal’s virtual terminal software.

PayPal operates in 190 markets, accepts payments in 19 currencies, and is one of the most popular options.

Google Checkout (www.Checkout.

Google.com/Sell), an alternative to Paypal, is fast, convenient and comes with a checkout guarantee that protects 98 percent of orders on average, so you get paid even if the transaction results in a chargeback. You’ll pay no monthly fee, and transaction fees range from 1.9 to 2.9 percent.

American Express (www.

AmericanExpress.com) has a dizzying array of credit card processing options that start with no monthly fees and quickly increase, and they will process most of the major credit cards, too.

If you are more comfortable dealing with a live operator, consider Amex.

Telephone operators are standing by to explain your choices. Contact Amex at (800) 528-4800.

Intuit (www.Intuit.com) is my personal favorite. It charges $13 a month, plus 1.9 to 2.9 percent for transaction fees. Setup through the Web site is easy, and you can use QuickBooks (www.

QuickBooks.Intuit.com) to integrate your merchant account payments so you don’t have to re-enter transactions.

There is a great series of online demos with extensive documentation available at www.Payments.Intuit.com.

There are dozens of other payment processors online, so do your research before selecting one. Visit Merchant Maverick (www.MerchantMaverick. com) to read reviews and compare merchant account providers. You can expect the entire process, from signup to actually processing someone’s payment and having it deposited in your account, to take at least one week.

Welcome to the world of eCommerce!

David Strom is a professional speaker based in St. Louis, Mo. He has written extensively on networking and Internet topics for more than 20 years and is the former editor-in-chief of Network Computing magazine, DigitalLanding.com and TomsHardware.com. Strom can be reached at david@strom.com.

Imagine booking 5, 10 or 20 more speaking engagements from the strategies you learn at the 2010 NSA Annual Convention!

You CAN’T miss this event. It will seriously blow you away!

Phillip Van Hooser, MBA, CSP, CPAE 2009-2010 NSA President

Mark Mayberry 2010 Convention Chair

2010 NSA ANNUAL CONVENTION Orlando World Center Marriott • Orlando, Florida • July 17-20 Main Stage Presenters

Breakfast Reunion

Exhibit Hall

These fresh faces will help you take your business to the next level.

Connect or reunite over breakfast with other members who joined NSA in the same year.

It’s better than high school!

Engage with vendors and colleagues while learning about products, services and solutions that will enhance your speaking business.

Monday with the Masters

Location! Location! Location!

Emcee Ed Robinson, CSP, will host this innovative, fast-paced general session that will stretch your imagination and show you how to increase your business, featuring:

The Orlando World Center Marriott is a championship golf resort and the world’s largest Marriott. It’s located just minutes from Orlando International Airport and all of the area’s major attractions.

• Stef du Plessis • Chad Hymas, CSP • Mark Gungor • Wintley Phipps • Karen Cortell Reisman, MS

Million-Dollar Sunday This all-day session is designed exclusively for members who earn $1 million per year.

Meet the Pros - Sign up early!

Back by popular demand! Spend up close and personal time with some of NSA’s most notable members who will offer professional advice on boosting your speaking business.

“Ideating” Concurrent Sessions Find insight and inspiration from fellow speakers “ideating” as a part of small facilitated sessions on selected topics such as social media, business practices and life. Learn from your peers’ business practices and experiences in growing their business, exceeding client expectations and expanding their brand.

• Ty Boyd, CSP, CPAE • Joachim de Posada • Jean Gatz, CSP • Michael McKinley, CSP, CPAE • Ruby Newell-Legner, CSP

• Full-service spa • Fitness center • Children’s activity center • 10 dining rooms and lounges

Each speaker will deliver a 20-minute presentation, followed by a question that will inspire you to take immediate action.

NSA’s Got Talent!

Friday night fun awaits! Get jazzed for the NSA Annual Convention experience by watching NSA’s most talented, wackiest and funniest members bring the house down with performances outside their usual platform. Hosted by NSA funny guy Mark Mayfield, CSP, CPAE.

• 6 pools, waterfalls, whirlpools and a 106-ft. water slide NSA has negotiated a special guest room rate of $144 single/double occupancy for 2010 NSA Convention attendees. To reserve your room, visit www.NSAConvention.org or call (800) 621-0638 and mention “National Speakers Association.”

Sponsored by

For more information and to register for the Convention, call (480) 968-2552 or visit www.NSAConvention.org

welcome to my world A snapshot into the lives of the people who hire us

What Clients Want

S

peakers are performance artists and content experts who bring value to the organizations they serve, according to Brian Palmer, CMM, president and owner of National Speakers Bureau (NSB).

“You have to be excellent even if you are having a bad day. You have to generate your own ideas and have a unique presentation or manner of engaging the audience,” Palmer said.

He also says that what happens off stage determines a speaker’s success as much as what happens on. If you don’t respect how clients do business, they won’t remember it as a good experience.

Hayley Foster: Why did you join the family business?

Brian Palmer: I licked a lot of envelopes during my college years, but I also met and heard speakers who had a thrilling impact on events. Seeing what a great speaker could do for an event was exciting. Upon graduation, I started working full time at National Speakers Bureau.

want to negotiate price. The most valuable components are the organization’s reputation, the meeting planner’s reputation and the time invested.

How does NSB select speakers?

We don’t take chances. We need proof that a speaker is excellent on the platform. It is ideal to see speakers live, and review the pre-program questionnaire to assess if they are doing what they’ve been asked to do. We also review speakers’ tapes and try to understand their message before recommending them to clients.

Speakers’ values must align with the bureaus that book them. If a bureau doesn’t follow up, or doesn’t recognize what the client wants from the transaction, it reflects badly on the speaker. Be careful who books your engagements. If you sleep with dogs, you will get fleas.

What do clients look for in speakers?

Clients want speakers to engage the intellect, impact emotions, and appeal to a wide range of people in their audience.

Do you have any advice on speakers’ fee scales?

Create a clear, but flexible, pricing strategy. The negotiated difference between what is asked and accepted should be narrow. To make good speech deals, you need to occasionally lose one.

What are some things clients don’t like?

Brian Palmer, CMM, became

Clients don’t like canned presentations, presentations that don’t account for the reason the group has come together, or fail to address organizational objectives.

president of National Speakers Bureau in 1996, continuing the legacy of excellence begun by his father, John Palmer, in 1972.

He is an active member of several meeting

What makes your bureau different?

Is customization expected every time?

industry organizations and has received top

We’re not obligated to book any particular speaker. Our priorities are the customer and the event objectives, which, ultimately, make our matches better.

Clients hire speakers to achieve the organization’s objectives. Your odds of being rehired or getting spin-off business from someone else in the room directly correlates with how well you help that organization achieve its goals.

awards from MPI, IASB and NSA. Palmer is a

What do you think of today’s speaking business?

Meetings are scrutinized, so clients look at more speakers before making a decision. The length of holds on dates has increased 30 percent in the past two years. Once clients have gone through a long, expensive selection process, they 10 | SPEAKER | May 2010

contributing author to the 5th edition of Professional Meeting Management.

Using a unique core message process called “You, in Eighteen Minutes,” Hayley

Do you have any advice for speakers?

Only accept engagements where you can deliver a great deal of value, which should be commensurate with your fee, and take into consideration the soft costs of putting 500 top people on idle.

Foster mentors speakers, business owners and professionals to concisely communicate their expertise. She is chair of the Youth Program at the 2010 NSA Convention, and can be reached at hayley@hayleyfoster.com.

Thanks for your expert introduction to my presentation. The audience really welcomed me!

My pleasure! Let me make another introduction: Have you heard about the National Speakers Association?

Share the Wealth!

You already know that NSA is the ultimate resource for information, education and networking in the speaking industry. Why not share the benefits of membership by recruiting others who aspire to a speaking career?

Win prizes for recruiting the most members!

Grand Prize: Family 4-Pack of 1-Day Passes to Disney World + 1 night stay at the Orlando World Center Marriott Second Prize: Free full set of Convention Recordings (2) Third Prizes: 1 year member renewal fees paid *Campaign ends June 15, 2010

HOW TO RECRUIT: Identify Potential Members Tap into business colleagues, members of other professional organizations, and speakers who don’t belong to NSA. Show & Tell • Show Speaker magazine and the member information magazine to prospects.

• Share your NSA success story and tell them how they can join.

WHO TO RECRUIT: • • • • • • • • • •

Diverse professional speakers Keynoters Consultants Trainers Salaried speakers Coaches Professors/educators Clergy Book-touring authors Subject matter experts

MEMBER BENEFITS: A professional network • National Conventions and Conferences • Members-only Web site • Chapter networks • Speaker magazine • Voices of Experience audio magazine • Online “Find a Speaker” Directory • Awards and recognition

National Speakers Association 1500 S. Priest Dr. • Tempe, AZ 85281 Tel: (480) 968-2552 • Fax: (480) 968-0911 info@nsaspeaker.org

In his book, The Mirror Test, Jeff Hayzlett , CMO, Eastman Kodak, encourages people to look in the mirror and ask: Do I like what I see?

12 | SPEAKER | May 2010

Take a Look in the

rorriMMirror America’s entrepreneurs, including speakers, need to start asking tough questions about themselves and their businesses.

By Tim Hyland

In business, size is irrelevant.

At least, that’s what Jeff Hayzlett believes. And he should know.

Hayzlett has helped run businesses of all shapes and sizes—from a small public relations firm in his native South Dakota to his own speaking business to the massive global corporation that is Eastman Kodak. And if there’s anything Hayzlett has learned through all of those real-world experiences, it is this: No matter what kind of business you run, and no matter how big or small that business is, the keys to business success are always the same.

Always.

“It’s all the same,” says Hayzlett. “Size is nothing but ‘zeros,’ as I like to say. I have to make the same kind of decisions while running a one-person speaking operation as I would while running a big business. The size is just the scale—just the zeros. But you face the same principles, and the same questions.”

In his latest book, The Mirror Test, Hayzlett aims to help

businesses—especially small businesses and entrepreneurs such as speakers— answer those basic questions. Or, at the very least, help them understand why they should be asking them.

“Sometimes we get away from why we run our businesses,” he says. “I’ve been there.”

Fifteen years in the making (“You know—another one of those 15-year overnight success stories,” Hayzlett jokes), The Mirror Test serves as a sort of encapsulation of all of the lessons Hayzlett has gleaned during his long and winding career—from his days as a Congressional aide in Washington, D.C., to his formative years as a smalltown entrepreneur, and from his rise to the executive suite at Kodak (where, as chief marketing officer, he’s helped engineer one of the greatest corporate turnarounds in recent history) to his enormous successes on the speaking circuit, where he stands as one of the most popular and sought-after speakers working today.

May 2010 | SPEAKER | 13

A renowned marketing expert, Hayzlett speaks worldwide about business growth strategy, marketing and networking (he has nearly 16,000 followers on Twitter), encouraging businesses to constantly self-evaluate and figure out who they are and why they’re in business.

He’s offered keynotes at events ranging from the The Economist Marketing Summit to the 140 Character Twitter Conference to the Mobile Marketing Forum, has appeared on The Big Idea with Donny Deutsch and Celebrity Apprentice with Donald Trump (a gig that proved to be a marketing coup for Kodak) and was recently dubbed “The Celebrity CMO”

by Forbes magazine.

In other words, Hayzlett is a marketing—and speaking—superstar.

But to hear Hayzlett tell it, he’s really just the same plainspoken South Dakotan that he’s always been.

He does business the same way. He lives life the same way. And when he speaks, he offers pretty much the same basic message. It’s just that now, with the Kodak name behind him and two decades on the road under his belt, he finds that people are more interested in what he has to say.

“The core message of who I am is the same,” Hayzlett says. “It’s just that the intensity of that message has increased.”

So, too, has his audience.

From Small Town to Big Time While it’s true that Hayzlett hasn’t changed much since his early days in South Dakota (he still has a home there, and another in Rochester, N.Y.), it’s also true, he admits, that his position at Kodak has had enormous benefits.

Simply put, there are a whole lot of people out there who are interested in what the CMO at Eastman Kodak has to say. This is hardly a surprise, given the remarkable turnaround that the 14 | SPEAKER | May 2010

With the Kodak name behind him, Hayzlett finds that more people are interested in what he has to say. company has enjoyed in recent years— in part because of Hayzlett’s efforts.

“It’s been a massive change,” Hayzlett says of his association with Kodak. “It’s almost like going from junior college straight to the pros. In terms of raising my profile, it just gives me a greater platform.”

It’s a platform Hayzlett earned through years of good old-fashioned hard work—not to mention some rather obvious entrepreneurial skills.

After graduating with a degree in government and international affairs from South Dakota’s Augustana College, Hayzlett left home and went to work in Washington, D.C., where he served in a variety of staff positions in both the House of Representatives and the Senate. After a few years of life inside The Beltway—years that Hayzlett considers incredibly valuable—he returned to South Dakota, where he began his entrepreneurial career with the launch of Hayzlett & Associates, a public relations and business development firm that focused its work on graphic arts, technology and communications. That firm proved to be the launching pad for what would ultimately become a spectacularly successful career in public relations and marketing.

In the years after leaving his own company, Hayzlett served in leadership positions at Cenveo, Webprint and Colorbus. Eventually, his success— and his revolutionary thinking about marketing—caught the eye of executives at Eastman Kodak, who hired Hayzlett to serve as the company’s chief marketing officer and vice president of the graphic communications group in 2006. Since then, Hayzlett has played an active role in the much-celebrated turnaround of Eastman Kodak, a company that has had to almost completely reinvent itself to compete in the new digital world.

Ten years ago, Kodak was selling $5 billion worth of camera film each year. Then came the digital revolution, and digital cameras gobbled up a huge chunk of the marketplace. Cameraready cell phones took another chunk.

Suddenly, Kodak, an American business titan, was in real danger.

But the company miraculously survived. Maybe more impressive, it’s thrived.

Behind the leadership of Hayzlett and the company’s sharp executive team, Kodak deftly made the transition from a company that targeted the consumer market to a company that sells almost exclusively to the businessto-business market, in sectors ranging from health care to space exploration to motion pictures. Today, even though Kodak no longer even sells its signature Kodachrome film product (the line was discontinued last year), Hayzlett boasts that 40 percent of all commercially printed materials in the world are produced either directly or indirectly through Kodak technology.

Meanwhile, 60 percent of the company’s new employees have been hired in just the last half-decade, and 19 of the company’s products make up about 80 percent of its sales.

In any number of ways, the Kodak of today looks nothing like the Kodak of yesterday. But Hayzlett says the real lesson of Kodak’s turnaround—a lesson every entrepreneur can learn from—is not that the company completely reinvented itself. Rather, the company refocused on what it really was all about.

The “Kodak moment” still matters, Hayzlett says, and the company reconfigured itself to compete in the new marketplace.

“Overall, it was about getting back to the core of who we are, and then finding a way to make that message relevant,” Hayzlett says. “In a way, that’s what speakers have to do, too. Or, at least, it’s what they should be doing.”

Back to Basics Speakers should always know exactly who they are and why they’re on stage.

Unfortunately, many don’t—and they suffer as a result.

In The Mirror Test, Hayzlett makes the case that businesses large and small need to constantly evaluate the most basic underpinnings of their business

model. They need to know why they’re in business. They need to know who they are. They need to know who they serve. “Those are the same questions that Kodak has to answer every single day,” Hayzlett says. “Kodak is no different than a small company. It’s just much bigger.”

“Businesses and speakers can thrive in business only when they know why they’re in business,” Hayzlett says.

“In this book, I put people through The Mirror Test,” he says. “I make them ask themselves, ‘Should I be in business? Do I have the right skills and attributes to run this business? When I look in the mirror, do I like what I see?’ My goal is to put people through a series of questions—to make them have a tough-love discussion about their business.”

Among the questions Hayzlett asks his readers to answer: • What is my message?

• What is my brand?

• Who are my core customers? How often do I want to reach them? In what way do I want to reach them?

• Does it make sense to advertise? If so, how?

These questions may seem fundamental. In fact, Hayzlett understands that they are fundamental. But it’s amazing, he says, how many people (and, actually, how many corporations) fail to answer them—how many people don’t take the time to figure out who they are before they try to sell themselves to their customers.

“My father-in-law once asked me, ‘How do you do it? How did you go from running a company with just 25 people to running an organization with 27,000 employees?’” Hayzlett says. “I told him ‘It’s just zeros.’ It’s just scale. The same principles applied to my businesses back in South Dakota that apply to my speaking business and my work at Kodak. It really should be no different.”

Keeping Promises Between his duties at Eastman Kodak, his super-successful business career and everything else that comes along with that success, Jeff Hayzlett stays busy.

He also spends a lot of time on the road—something that hits home with professional speakers. In fact, when interviewed for this story, he wasn’t in his office or at his home. He was sitting at the Dallas-Fort Worth International Airport— leaving one business meeting and heading out to another.

How has Hayzlett, a husband and father of two, been able to balance his career goals with his family life? Well, according to Hayzlett, it starts with asking the same tough questions about one’s life as one does about one’s business.

“I always look at things like a see-saw,” Hayzlett explains. “When you push on one end, the other end is going to give. You have to make sure you balance things out.

Now, you can’t do that every day, but it can be done over the course of a year.”

Hayzlett, who cites friend and mentor Steven Covey as an important influence on how he lives his life, also said it’s important that busy entrepreneurs remember why they’re working so hard. And then take the time to enjoy the fruits of their labor—both for their own benefit, and for the benefit of those they love.

“When you promise something [to your family], that’s a promise you’ve got to keep,” he says. “Saying, ‘I think I’ll take you guys to Disney’ is a lot different than saying, ‘I promise that I’ll take you to Disney.’ You have to take the time to be with your family.”

Tim Hyland’s work has appeared in numerous publications, including Fast Company, Philadelphia City Paper and Philadelphia Life.

Hyland lives in Flourtown, Pa., and can be reached at timothyhyland@gmail.com.

May 2010 | SPEAKER | 15

IT F E N E B N O I T A D N U O F Sunday, July 18

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May 2010 | SPEAKER | 17

How to Successfully

Launch Your New Product

By Donny Deutsch

A

fter 25 years in advertising, it has become second nature for me to look for the human, emotional connection between a product and its audience. The market is not an abstract entity you have to wow with your creative genius. It’s real people with real desires and needs. Your job is to show them you have the product or service that adds value to their lives. If a product doesn’t meet a need, all of the marketing in the world can’t sell it.

Remember the great fiasco of the New Coke? Why did it fail? Not because it was a lousy product, although there is still some debate about that. It failed for a simple reason: It was attempting to solve a problem that didn’t exist. People liked the old Coke just fine.

Now, let’s say you have a great idea for a product to augment your professional speaking services. It’s staring you in the face and is so obvious you can’t believe you never thought of it! And you didn’t. Someone else did and they’re making millions. What’s the difference between the people rising to the top and the people slapping themselves on the head? There are four deciding factors.

18 | SPEAKER | May 2010

If a product doesn’t meet a need, all the marketing in the world can’t sell it.

KEVIN MAZUR

–Donny Deutsch, television host and chairman of Deutsch Inc.

May 2010 | SPEAKER | 19

1

A Moment of Clarity

The ideas have always been out there, but it takes a moment of clarity to realize the hidden potential. That’s when you internalize the need and realize you can be the one to do something about it. The moment of clarity is the launching pad for your idea, and it usually comes in the most mundane setting. The lesson here is to see it and do it. If you can imagine a need, you can be the one to find a way to meet it. Start with a specific, targeted need, and then grow it forward.

2

A New Twist

Every commodity currently on sale is a new opportunity if you can find that special twist. Promote the lifestyle, not the product. What’s the human longing you’re responding to? If you find the right twist, an international best-seller can become a national favorite. Behind every new idea is an age-old need. If you’re thinking, “What a great idea!” there’s a good chance others have had the same inspiration. Before you do anything else, research. Some of the most successful businesses are new twists on old ideas.

3

A Captive Market

I’m always amazed at how many times people answer the question, “Who is your market?” with “Well, everyone.”

20 | SPEAKER | May 2010

KEVIN MAZUR

Deutsch banters with business heavyweights on The Big Idea.

Microsoft Corp. Chairman Bill Gates chats with Deutsch.

You may think your target market is the world, but the most successful businesspeople are those who find a captive market niche. You can always expand once you’re up and running. I’ve been impressed by entrepreneurs who recognized a narrow niche and designed a product or service to fit, then were able to broaden it to other categories.

4

A Future Vision

By nature, a new invention is inspired by a vision of the future. Every revolutionary idea predates the public awareness of a need. It may not happen overnight. Every visionary’s dilemma is convincing people that they needed something they didn’t know they needed. If your vision is revolutionary, the world will catch up eventually.

Now, you think you’re ready to bring your product to the world, but will it sell?

Will it make you millions? Before you charge ahead, make sure your idea passes the business success test. When I speak to entrepreneurs who are convinced their product will be a hit, I always give them a little reality check with some fundamental questions. I narrow my focus on four tangible elements of every successful product, asking: • Does it have a million-dollar name?

• Does it have million-dollar packaging?

• Does it have a million-dollar price point?

• Does it have a million-dollar market?

Here are the reasons why these factors can make or break your product launch:

What’s in a Name?

I don’t think you can ever say that a name makes or breaks a product. If it’s a fantastic product, a lousy name won’t sink it. If it’s a lousy product, a great name won’t sell it. But you can move people with a name. You can make an aspirational statement that draws in an audience. You can appeal to an audience’s curiosity. Your name should reflect the style and mood of your product.

Design the Packaging Your package is your calling card. It’s one of the most important marketing decisions you’ll ever make. Here’s where you have to “get” your customer. A package is not an inert thing—it’s a living representation of your product. It has to be targeted to the people who will find it appealing, whether that appeal is beauty, hipness, warmth, technology, glamour or practicality.

That being said, there are some basic rules. First and foremost, show the product. We live in an environment

I’ve

been impressed by entrepreneurs who recognized a narrow niche and designed a product or service to fit, then were able to broaden it to other categories.

–Donny Deutsch

where less is more. People today are ultra-sensitive about eliminating waste, and minimal packaging is in. But when it comes to packaging, simpler is better.

When you’re designing your package, think about what draws you to take a second look. Conversely, what frustrates you? The best packaging answers the questions of functionality and style.

And if it’s a “Try Me” product—like an electronic device—you need to allow for that in the packaging.

Determine a Price Point Many new businesspeople come at pricing with dread. They feel as if they’re entering a foreign territory where the rules are not clear. They’re afraid they’ll price too high and sacrifice sales or, more alarming, price too low and miss out on profits. Obviously, the first rule of business is that you have to make a profit. There are many factors to consider when choosing a price: your production and operating costs, the price point of similar products, and the nature of your market.

Surprisingly, the biggest mistake people make is underpricing.

Once you set your price, it is very hard to raise it. But if you set your price too high, you can always lower it. Your product’s main selling point will help

to determine your price point. If you’re marketing luxury, a discount price will drive away customers. If you’re marketing convenience, you have some flexibility, as many people will pay more for convenience. If you’re marketing to teens, you have to reduce the price.

If you’ve been on the planet for more than five minutes, you already know that $19.99 is more appealing than $20.

Why? Because the first number you see is one, not two. But if you’re trying to communicate luxury, then $19.99 feels cheap.

make it a reality. To do that, you must first ask yourself, “Why not me?” It’s a spiritual declaration that informs everything else you’ll ever do. You can’t make it until you believe it. The most successful people in the world have an almost naïve sense of entitlement. They don’t tell you, “I’m going to try to write a novel.” They tell you, “I’m going to write the next great American novel.”

“Why not me?” transforms your world view and exponentially broadens your arena. So, don’t just sit there … why not you?!

Define Your Market Nine out of 10 start out by defining a market that is much too broad. They suffer from the misconception that more is better. They’ll say “16 to 60”—a range that covers at least three separate audiences. Or they’ll define their market as “every mom in America.”

But the secret to success is the ability to hit a bull’s-eye—to aim with exquisite specificity. When you’re doing market research, don’t forget to consider ways your product can piggyback on others.

Or ways in which your product might enhance something that already exists.

Donny Deutsch is a television host and chairman of Deutsch Inc., a multi-billion dollar advertising agency whose clients include Eastman Kodak Company, PNC Financial Services Group, Johnson & Johnson, DIRECTV, Volkswagen and Sony PlayStation. He played host to some of America’s most influential entrepreneurs and business titans on his long-running CNBC talk show, The Big Idea, and is the author of Often Wrong, Never in Doubt and The Big Idea. Deutsch also played an integral role in politics as a lead member of the Clinton/Gore campaign in 1992. He is a

Believe in Yourself

graduate of the Wharton School at the

Now that you know the basics to getting your idea up and running, it’s time to

University of Pennsylvania. For more information, visit www.deutschinc.com.

May 2010 | SPEAKER | 21

Play to Your

Passion

Succeed in business by doing something you love.

By Ross Bernstein, CSR (Certified Smelly Rodent) 22 | SPEAKER | May 2010

P

rofessional speakers have a unique or peculiar niche that is somehow tied to their passions. My passion is sports, particularly Minnesota sports. In fact, my childhood dream was to play hockey at the University of Minnesota.

I even took a leap of faith years later and tried out for the Golden Gophers as a walk-on defenseman. Sadly, after a brief cup of coffee, I got cut.

I was devastated, but it turned out that there was another roster spot available. It was not quite as sexy as AllAmerican defenseman, but it was close: “Goldy the Gopher,” the team mascot.

The job had two criteria: You had to be a pretty good skater and you had to be a complete moron. Apparently, I fit on both accounts and got the gig.

Author in the Making For the next three years, I entertained the masses at Mariucci Arena and had a ball. The collective blood-alcohol in that old dump was about 7.3, so pretty much anything I did was perceived as absolutely hilarious. One day, a local publisher pitched me on writing a book about all the trouble I had gotten into.

I was flattered but said, “Thanks, but no thanks.” I mean, other than my grandma, who would want to read this?

Then, I started thinking.

I was a fifth year senior at this point and Dad’s cash was drying up fast. My two older brothers had already received their Ivy League MBAs, and I was feeling the specter of the real world closing in on me. Maybe this whole book thing wasn’t such a bad idea after all. What if I wrote about the history and heroes of Gopher hockey from the unique perspective of a mischievous rodent?

Despite the fact that I had barely read any books at this stage in my life, especially college textbooks, I somehow felt more than qualified to write and publish my own book. So, I took another leap

of faith and told my parents that I had “other plans” for my earmarked graduate school money. All I can remember was a long pause, followed by the word “disappointment” and a lot of four-letter expletives mixed in. Luckily, giving me up for adoption at that point wasn’t a realistic option, although I’m sure it crossed their minds.

With that, I dove in and wrote my first book, appropriately titled Gopher Hockey by the Hockey Gopher. Before long, I was getting calls from bookstores that wanted me to come in to do signings, followed by TV and radio stations inviting me to come on the air to tell stories.

The book became a regional best seller with 15,000 copies sold that Christmas. And just like that, I was officially an author.

dozens of printed reviews in local papers and magazines.

Third, I learned about the power of karma. I sent signed copies of the book to everyone who I had interviewed, thanking them and offering them more free copies for their charities. Before long, all of those interviewees were asking what they could do to help me out. I was blown away.

Now, I give away thousands of books to various charitable causes and celebrity golf tournaments every year. Books have become my currency of choice.

What’s your currency? Think about it—it could change your life.

Lessons Learned

Be a giver, not a taker. Nobody likes takers. Good karma for me invariably turns into more book opportunities and more speaking engagements.

Books have become my currency of choice.

What’s your currency?

Since then, I have penned nearly 50 sports books. I truly have a passion for writing and speaking. I learned some valuable life lessons from that first book, though, things that have kept me in the game all these years later.

For starters, I learned about the virtues of making lemonade out of lemons. Believe me, I would much rather have made the Gopher hockey team as a player versus a cheerleader, but I rolled with it and turned it into something positive. Being Goldy still remains my signature story and is a large part of my brand.

Second, I learned about the power of the media. When I wrote the book, not only did I interview more than 100 players and coaches, I also talked to countless members of the local media.

By including them in the process, they became invested in the book. As a result, I wound up doing about 50 TV and radio interviews and scored

Opportunity Knocks As my career has progressed, I have become more adept in finding and capitalizing on opportunities that align with my passion. I write three to four new books every year and I am always on the prowl for new ideas. I interview hundreds of athletes every year for various book projects and, if a player gets hot, I can react in a heartbeat. You see, the publishing world has changed immensely in the “new economy” and you can’t take 12 to 18 months to write about something. You have to be able to react to current events and bring your projects to the marketplace quickly and strategically.

Case in point: My newest best-seller, a flip-book titled I Love Brett Favre—I Hate Brett Favre, resulted from my May 2010 | SPEAKER | 23

idea that went from concept to Super Target end-caps in just over 60 days. I will never forget the genesis of how it all went down. I was sitting in my office one day this past summer when I heard a rumor on the radio that long-time Green Bay Packers quarterback Brett Favre wanted to un-retire and sign a contract with my beloved Vikings.

Come on, Brett-freaking-Favre wearing purple—are you kidding me?

Arguably the greatest Packer in history wants to play for his team’s biggest rival? This had to be some sort of vile

it was going to be out in time for the Vikings vs. Packers Monday Night Football game, which just so happened to be in a little over two months. They threw caution to the wind and said, “Go for it.”

Sure enough, Favre signed with the Vikings and I was off to the races, interviewing more than 100 current and former players, coaches, fans and media nationwide. It was a challenging deadline to meet, but I knew that there was going to be a pot of gold at the end of that rainbow if I could deliver.

Internet hoax. I knew that if this actually came to fruition, however, it was going to be the biggest sports story of the decade up here. And, more important, if I had a book out about it—then I was going to be at the epicenter of it all. I smelled another opportunity. I knew that there was a delicious back-story about revenge and that somebody was going to tell it. I figured why not me?

I was a member of the working media with the Vikings and would be able to interview the players directly, including Favre. With that, I immediately called my publisher in Chicago and told them that I was going to selfpublish this book or they were going to publish this book, but either way

24 | SPEAKER | May 2010

Ironically, Favre led the Vikings to within one play of making it to the Super Bowl in January 2010, and I cringe to think about how much revenue and exposure I lost out on by not being in Miami promoting the book. Oh, well, it was a hell of a ride and it isn’t over yet. In fact, the polarizing flip-format has proven to be so popular that I am currently negotiating with several big publishers on doing I Love Sarah Palin–I Hate Sarah Palin, which, hopefully, will be the beginning of a new franchise.

Self-publishing can be very lucrative if your book takes off. But if it tanks, you have Christmas gifts for life.

Hate it or Love it?

Play to Your Passion

Finally, after many 18-hour days, the book came out and instantly went viral–thanks, in large part, to the Monday Night Football analysts flipping the book during the game. The buzz was insane. I wound up doing close to 200 local and national print, TV and radio interviews, and the book became the “it” Christmas gift in Minnesota and Wisconsin, selling close to 25,000 copies. Seemingly, everybody loved flipping it, and it brought this filthy smile to their faces. I would sign the “I Hate” side for Wisconsin fans who went from loving to hating Favre, and the “I Love” side for Minnesota fans, who went from hating him to loving him — like me.

In a nutshell and based on my experience, you need to use your passion to grow your business. Hopefully, this is some sound advice from a passionate rodent-turned-writer. Who’d-a thunk?

Ross Bernstein is the best-selling author of nearly 50 sports books and has appeared on thousands of television and radio programs over his career, including CNN, ESPN and NPR as well as in the pages of The Wall Street Journal, The New York Times and USA Today. As an ethics and accountability keynote speaker, Bernstein energizes his audiences through inspirational sports stories. Visit www. rossbernsteinspeaking.com.

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Laura Stack, MBA, CSP Webinar Director, NSA University

National Speakers Association

Increasing

Sales in a Recession

By Ron Karr, CSP

R

emember the good old days when all you had to worry about was your competition? Today, you not only compete with other speakers, trainers, consultants and coaches, you also compete with every other expenditure an organization needs to make as it prioritizes where to spend its limited dollars.

So, how do you get booked consistently in tough times? The key is going back to basics. Call former clients to find out their struggles and issues. Give free talks to audiences who can buy your services. Get published and build your brand. Use social media to expand your brand. Create a great Web site and an attention-grabbing video. But, you already know all of this and wonder if there is anything new you should worry about today. The answer is a resounding “YES!” The market is changing. Besides cutting expenses, clients are under the gun to produce results. They have little time for professionals who cannot deliver. They are not looking for theory and hype—they want practical applications that can be easily implemented and sustained over a period of time.

As a speaker, you must adjust your approach to the market if you are going to continue to succeed. Rethink your sales process and strategy, and even the mix of services you offer. To sell more in a down market, you need to concentrate on

26 | SPEAKER | May 2010

five critical areas: outcomes, return on investment, high-level decision makers, flexibility and sharing best practices with other NSA members.

Sell the Outcomes When a vice president or C-level decision maker is determining how to spend her limited budget, she will invest in services that will help her achieve her goals. In other words, she wants results. She is not buying your speech, consulting service or coaching/training program. She is buying the results that she can expect from your services. For example, I will buy a drill at Lowe’s for only one reason: the quarterinch hole I want to make.

What outcomes do you offer your clients?

Build ROI When I started in this business 22 years ago, a consultant in Chicago offered me some sound advice: “If you are going to succeed as a professional speaker, you need to convert your intangible service into tangible results.”

You must show a client a clear ROI from using your services, even though many argue that ROI is difficult to assess and measure. A CFO is likely to challenge any proposal stating specific ROI metrics, but that doesn’t mean you shouldn’t talk about it. Explain how a client’s investment in hiring you will positively impact the bottom line.

To build ROI, you need to move beyond your specialty. Here’s a case in point:

When a client hired me to conduct a one-and-a-half-day sales training program, I asked him to identify his biggest challenge. He said that his company was being forced to give away its equipment for free because that was the only way it could compete with the competition. The company made money on the consumables.

When I found out the company had $8 million of free equipment in the field, I became vested in customizing my training around selling a machine when it is being offered for free. Four months later, the client had added $4 million back to the bottom line by reducing the number of free placements in the market.

That is called ROI.

May 2010 | SPEAKER | 27

Show and Tell Your ROI Whether you are a humorist, consultant or keynote speaker, ask your clients about issues they want to resolve and their goals for achieving the desired results. Then, explain how your products and services can help attain those outcomes. In some cases, you can show tangible proof based on your experiences with past clients. In other cases, the proof is not black and white; however, just talking about ROI will pique your buyer’s interest. Often, you will uncover information that will allow you to present an option to justify the client’s investment in you.

The current economy is forcing organizations to look for greater ROI than in past years. What was enough to sell your speech two years ago may not be enough to sell it in 2010. You need to identify as many outcomes as possible to show how your program will benefit the organization.

Once you have promised ROI, you must deliver on it. That means customizing your program so it will yield results. This goes beyond putting the client’s logo on your handouts. It means interviewing people, changing your message where appropriate, and speaking the client’s language.

You must do more than show up and give a speech. People want practical application. They want to know that you really understand their world and issues. They need to believe in you and the message.

Reach High Calling high in the organization will give you access to larger budgets.

When working with a vice president of sales, I was hired for three keynotes in three cities and a one-day key account selling program. The client also purchased 500 sets of my books and tapes.

Even though my fees were higher than the line items in the budgets, my highlevel contact person had access to other 28 | SPEAKER | May 2010

budgets, including training and marketing. He found the money after he was sold on the outcomes I was offering.

In a recent Webinar, Steve Waterhouse, CSP, Dean of NSA University, echoed the fact that decisions are being pushed to higher levels. In the past, a front-line manager could make a $5,000 decision.

Today, it may be a vice president who makes that decision.

me to four other companies.

How can you be flexible without giving away the store or diminishing your value? How can you help clients deal with their budgetary restrictions so they can benefit from the incredible outcomes you can provide? Tough times call for creative measures. Are you flexible in your approach? If not, your opportunities will be limited.

Flexibility

Leverage NSA Membership

You can be rigid in your terms and conditions when there is low supply and high demand. But when the reverse happens, you need to be flexible regarding payment terms, services provided, distribution methods, etc. You don’t have to reduce your fees, but you should be creative in structuring the deal to meet your client’s needs.

Last fall, a client asked me to fly to Boca Raton, Fla., to give a keynote based on my new book. I was jazzed until I realized I had already committed to attending an NSA board meeting. I didn’t want to lose the deal, so I offered an alternative. Why not produce a video in which the vice president could interview me on issues he wanted to discuss, based on my book? It was a win-win situation because I would still be in front of his people.

The video was shot in my backyard which, by coincidence, is in the same city as the client’s headquarters. By offering this option, the client saved money on my travel expenses—and I had three hours of uninterrupted time for new opportunities by not presenting a traditional speech.

The following week, the same vice present invited me to sit in on a key account strategy meeting and give my feedback on the process. Two years ago, I would have declined, but this time, I agreed. After the four-hour meeting, I shared my thoughts. Since then, he has identified two more projects for me to work on this year, and he also referred

My NSA membership has been a blessing in disguise for 17 years. Cavett Robert, CSP, CPAE, was right when he said that by sharing, we will create a bigger pie for everyone. In tough times, one cannot do it alone. We need to share best practices with other speakers by attending mastermind groups, the Winter Conference and the Annual Convention. In fact, the ideas I received at the Winter Conference in Nashville have already paid dividends.

As with any group, the value you get is determined by the effort you put forth in giving to others. By helping others achieve their goals, you will receive more in return than you ever thought was possible. But, isn’t that what sales is all about?

Concentrate on identifying your client’s desired goal and showing them how you can help achieve it. By focusing on delivering a successful outcome, you can increase your income in today’s precarious economy.

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He is the author of Lead, Sell or Get Out of the Way, The Titan Principle®: The Number One Secret to Sales Success and the co-author of The Complete Idiots Guide to Great Customer Service. Visit http://ronkarr.com.

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May 2010 | SPEAKER | 29

relevant resources Time-saving tools and technologies

It’s in the Bag The right bag makes all the difference, whether you use it for your daily commute or a carry-on when traveling. Check out the following bags that pack a lot of style in a variety of sizes and shapes.

3

The Lightweight

4

Head Case

Tough but lightweight, this everyday tote carries all of your goods and disappears into its own tiny pocket when not in use. Features include a large internal compartment for valuables, side mesh pockets and a top cinch cord and buckles to secure contents and attach external items. Breathable straps can be stored, and the lightweight foam back cushion can be removed for use as a sitting pad. Made from triple-ripstop nylon with a polyurethane coating and a durable water-repellent finish. Weighs 11.9 oz. Measures 14” x 12.5” x 7.5.” $79. www.patagonia.com

1

Feminine and Functional

Show off your style with a chic bag from Lexie Barnes. The Echo has a fully padded and zippered laptop compartment, front compartment with five organizer pockets, dual zipper closures and a padded shoulder strap. It also has a hidden key/phone pocket and a comfortable carry handle. Made of waterresistant waxed canvas and durable nylon trim—simply wipe it clean and go.

Available in three prints. Measures 11” x 15” x 3.” $119. www.lexiebarnes.com

2

The Messenger 2.0

Inspired by those who think messenger bags are too horizontal, the travel and TSA-friendly Blogger 2.0 Messenger from TimBuk2 is a vertical shoulder bag with a laptop compartment that unzips flat, eliminating the need to remove your laptop at airport security. You get full protection without the bulk of a typical messenger bag, in a vertical shape that looks professional. And who can resist the name? Measures 12.2” x 17.3” x 6.7.” $110. www.timbuk2.com 30 | SPEAKER | May 2010

Designed to hold everything you put on your head—shampoo, lotions, toothpaste—CaseLogic’s XN Urban Toiletry Kit has colored interior pockets so you can actually see what’s inside and three “wet” pockets to prevent leaky products from making a mess of your entire bag. Its butterfly design packs flat and you can hang it from the back of your bathroom door for easy access.

Measures 10.5” x 7.75” x 2.75.” $34.99. www.caselogic.com

7

5

Hard Knock Hoodie

The Anti-Man Purse

Carry everything, including the kitchen sink, with Hamptons Hybrid from BumBakPak. Industrial and practical, this bag features the revolutionary Bak2Pak® Carrying System that converts from an ergonomic, low-riding backpack to a convenient one-strap messenger. A top-loading compartment lets you breeze through airport security and your valuables are protected with heavy padding and a rubber-coated zipper.

Includes a spacious main compartment and pockets for stuffing books, folders, power cords and other gadgets. Available in four sizes: S, M, L and XL. $94.95. www.bbpbags.com

Built to take a few hits, the Hoodie Netbook Case from BuiltNY guards your netbook with a unique rigid EVA back and sides for protection, soft inner lining and an elastic neoprene cover that stretches over the top to secure the netbook in place. It has a built-in back pocket for storing cords, and fits easily into your luggage when you’re on the go. Holds 7” to 10” netbooks and comes in three colors.

Measures 9” x 12” x 1.6.” $35. www.builtny.com

8

Frequent Flyer

In a hurry? Pick up the Zip-Thru™ Air Traveler Backpack from Targus, designed to help you clear airport security without removing your laptop from its case.

Lightweight with a 3D mesh padded back panel for added support, the ZipThru™ includes file storage, two water bottle pockets and a number of other compartments for all of your quick access items. Fits laptops with up to 16” screens and splits down the middle, isolating the laptop on one side to allow for clear x-ray scanning. Measures 13.5” x 16.5” x 7.” $69.99. www.targus.com

6

The Commuter

If you’ve ever worn a pair of Keen shoes, you’re familiar with the high quality.

The sleek Commuter Bag isn’t an exception. A water-resistant main compartment in addition to two side compartments and a 15.4” laptop sleeve provide optimum organization for work or play. The adjustable sternum strap can be fixed left or right to match the waist belt orientation and the bag is specially designed to prevent shoulder straps from dangling. Available in four colors. Measures 16.1” x 16.5” x 5.1.” $100. www.keenfootwear.com

This product information was compiled and researched by Lauren Aiken, NSA’s tech-savvy publications assistant and PEG newsletter coordinator. Lauren can be reached at Lauren@nsaspeaker.org.

May 2010 | SPEAKER | 31

Beyond Borders Controlling cultures, countries and comfort zones

T

Law and Order

raveling to foreign countries for business or pleasure can be an adventure, but it could land you in hot water—or worse—if you don’t follow the laws of your destination country.

When accepting speaking engagements abroad, it is your responsibility to learn about the country’s laws and regulations and obey them because the penalties could be severe.

Take, for example, the highly publicized case of Michael Fay, an 18-year-old American expatriate student who was convicted of vandalism in Singapore in 1994. He was fined $2,200, sentenced to four months in jail and a caning (six strokes on the buttocks with a moistened rattan cane that draws blood and leaves permanent scars). When former President Bill Clinton protested the extreme punishment and asked the government of Singapore for clemency, Fay’s fine and jail sentence were upheld, but the caning was reduced to four strokes.

Although this is an extreme case, it serves as a reminder that U.S. citizens in a foreign country are subject to its laws.

Here are some examples of weird—but real—laws that are still on the books in other countries:

Brazil

Singapore

• The “A-Okay” sign is equivalent to giving the middle finger in America.

• You cannot remove bandages in public.

• It is illegal to pay for a 26-cent item in all pennies. The limit is 25 cents.

• The sale of gum is prohibited.

• Failure to flush a public toilet after use may result in very hefty fines. Special police patrol public restrooms.

• It is illegal to enter the country with cigarettes, which are banned in all public places.

Denmark

Thailand

• When driving a car, you must keep the headlights on at all times or you will face a $100 fine.

• It is illegal to go outside without wearing underwear, even if you’re fully clothed.

• Violators are subject to a $600 fine if caught throwing away chewed bubble gum on the sidewalk.

• It is illegal to step on the nation’s currency.

Australia

Saudi Arabia

• It is illegal to walk on the right side of a sidewalk.

• You cannot leave your car keys in an unattended vehicle.

• Women may not drive cars.

• Women cannot appear in public, unless accompanied by a male relative or guardian.

32 | SPEAKER | May 2010

Canada

Finland • Taxi drivers must pay royalties if they play music in their cars for paying customers.

France • It is illegal to kiss on railways.

• You may not take photos of police officers or police vehicles, even if they’re just in the background.

Germany • It is illegal to wear a mask.

Mexico • Any kind of nude artistic display is illegal.

Philippines • Cars with license plates ending with a 1 or 2 are not allowed on the roads on Monday, 3 or 4 on Tuesday, 5 or 6 on Wednesday, 7 or 8 on Thursday, and 9 or 0 on Friday after 7 AM.

United Kingdom • It is illegal for a woman to eat chocolates on a public conveyance.

• It is illegal to leave baggage unattended, and picking up abandoned baggage is an act of terrorism.

• Placing a postage stamp that bears the Queen upside down is considered treason.

• It is illegal to be drunk in a pub or bar.

This information was compiled

by Barbara Parus, the managing editor of Speaker magazine, who always fastens her seat belt, obeys the speed limit, pays her taxes on time and never bribes public officials.

She can be reached at barbara@nsaspeaker.org.

what would you do?

Casting a reality check on real-world conundrums

Twitter Jitters “If the client was streaming the session live to virtual attendees as well, I would be happy to incorporate it into my presentation. I would make sure that the Twitter feed is not shown on the screen because it’s too much of a distraction for the audience, and a tech moderator is present to feed comments/ questions to me from the attendees via the Twitter feed.

That way, I can interact with the virtual and live audiences simultaneously, and I don’t need to know Twitter.”

—Glenn Thayer, Colorado Springs, Colo.

What would make a difference is the venue, the content and the context. Just because one can do it doesn’t mean you should.

—Eileen McDargh, CSP, CPAE, Dana Point, Calif.

“I would tell the client that I’m their girl if they want customer service. But, if they want to learn from the Twitter Goddess, they should call Gina Schreck, CSP. “ —Ruby Newell-Legner, CSP, Littleton, Colo.

I would take the opportunity to learn the technology and integrate it into my program. Twitter really isn’t that complicated. Besides, there’s nothing like real-time, honest feedback being sent to the entire universe to keep you humble on the platform!

A client asks you to deliver a program and incorporate Twitter into your presentation.

You’ve been meaning to get on the Twitter train, but haven’t done so yet. You could probably learn it quickly, but you are wondering if you should confess that you are not familiar enough with the technology to use it.

What would you do?

A speaker not on Twitter? The first question should be: Why the heck not?!

I would ask to what extent they want to incorporate Twitter. Then, I would admit (in this hypothetical) that I am not actively using the tool. Based on the amount of time I’d have to prepare, I may or may not be able to effectively incorporate some basics of the tool.

—Nora Burns, Denver, Colo.

—Dan Stockdale Harriman, Tenn.

“I would respond to the client by posing the question, ‘What would Shakespeare do?’

To tweet, or not to tweet, that is the question. Whether ‘tis nobler in the mind to suffer the slings and arrows of 140 characters, or to take arms against a sea of troubles by raising our arms in the audience and asking the question in person?

Ay, there’s the rub.

This should confuse the client to the point that they drop the subject altogether, and you can proceed with your program as planned.”

—Dale Irvin, CPAE, CSP Downers Grove, Ill.

What Would You Do? is a regular column that presents a real-life dilemma faced by professional speakers. NSA members are encouraged to submit a dilemma for possible discussion in this column. Please submit dilemmas to ethics@nsaspeaker.org. NSA reserves the right to edit submissions for length and style. All dilemmas will be anonymously attributed. Opinions expressed are those of the individual respondents, not NSA. May 2010 | SPEAKER | 33

Turning Point A career-changing moment or experience

Getting in the Zone

I

n 2004, I attended the NSA Convention in Orlando. At the last minute, I was asked to sing some Patsy Cline songs after the Founders Banquet. My immediate response was “Yes!” I had played Patsy in a show called “Always … Patsy Cline” in Chicago for eight months, and broke the box office record for most tickets sold in an eight-week period ($352,000). I received rave reviews and was nominated for the prestigious Joseph Jefferson Award. So, whenever I am asked to “sing Patsy,” I love it.

For some reason, I even had my Patsy costume with me, complete with wig, so I absolutely looked the part!

It went swimmingly. In fact, I was invited “officially” to perform with Pat Hazel the next year.

Aaannnd, maybe not.

Panic!

I realized my Zone of Genius is my voice, my guitar and my story.

Technical wizardry is not my friend.

But to come out with a heart full of love, laughter and truth, my guitar in tune, and my voice warmed up ready to sing and to speak, that’s what works best. Anything else is simply a distraction.

So, hey, live and learn, right? I tried something that I had envisioned for quite some time, but it was not as effective as just keeping it simple.

And the fact that I did it at NSA is just grace—it’s the most loving and accepting audience.

I had just seen the best of the best.

Speakers who inspired me convinced me to “tell my story” and speak on my area of expertise. Or, as Gay Hendricks says in his book, The Big Leap, be in my “Zone of Genius.”

I had to make the most of this chance ... with film, backtracks and PowerPoint®!

I put a great movie together, opening with The Beatles on The Ed Sullivan Show, and photos of the singers I was honoring who had inspired me on my path to being a singer. It was going to wow them!

34 | SPEAKER | May 2010

Unbeknownst to the audience, it didn’t come off the way I’d hoped. I was good and the performance was good, but it wasn’t in my Zone of Genius.

It was in my The real “Zone of Trying Patsy Cline Too Hard.” It was all tech and very little authentic me. You see, I didn’t have confidence in my genius. I was sure my Zone of Genius was not enough.

This is when I experienced a turning point.

So, sometimes our Zone of Genius is simple, but we just need to stretch and try something new. That’s a good thing. But I can hear Patsy telling me to keep it simple. My voice, my guitar and my story are the only things I need to deliver a great presentation.

Megon McDonough entertains and inspires audiences with her music, world-class voice, and humorous, heart-warming stories. With 10 solo albums to her credit, and nine compilation CDs, she is recognized as a critically acclaimed songwriter and performer.

McDonough’s message of encouragement and positive interaction leaves audiences feeling empowered and enlightened. Visit www.megonspeaks.com, www.megonmcdonough.com and www.herwayshow.com.

PASS IT ON! Help us build our NSA community and increase awareness of the speaking profession! By passing on an issue of Speaker magazine, you are joining over 1,000 NSA members who are getting the word out about NSA. After you have finished reading this issue of Speaker magazine, simply pass it on to someone who might be interested in learning more about NSA. Or leave the information in a public place for someone else to discover; for example, on an airplane, at your doctor’s office or in a beauty salon.

All editions of Speaker magazine are available in digital format at www.nsaspeaker.org.

So, what are you waiting for? Pass It On!

Thank you for helping NSA expand its reach.

Questions? Please contact our offices at (480)968-2552 or email information@nsaspeaker.org

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Global Speakers Summit April 13-16, 2011 Noordwijk, Netherlands For more information on any NSA event, call (480) 968–2552 or go to www.nsaspeaker.org. Details for Global Speakers Federation (GSF) events are available at www.IFFPS.org.

March 2010 | SPEAKER | 37

Humor Me Quips, tips and parting shots

Girls Just Wanna Have Fun

W

hen I checked into a Marriott Hotel in the Kansas City area, I was delighted to see the lobby swarming with high school kids. I figured they were there for a mock legislature weekend or something like that. I have stayed at way too many Marriott hotels over the years, and now I’m a “Platinum for Life” member of the Marriott rewards program.

The front desk person gave me a special key card that granted me access to the concierge floor. Just as I stepped inside the elevator, three high school girls rushed over to me. One was clearly the leader, and the other two were “elbow girls.” The leader was clutching a large handbag in front of her chest and the elbow girls were giggling nervously at her side.

“Hey, Mister,” the leader brightened.

“Are you going to the concierge floor?

Can you take us up there?”

You have to trust me on this: I am a pretty good judge of who wants to play, and I sensed she would. Hoping I didn’t sound like a dirty old man, I adopted a look and tone of swagger and replied, “Maybe. What’s in it for me?”

The elbow girls almost wet themselves.

But not the leader. She dipped her hand into her bag and pulled out a new pack of Juicy Fruit gum for me. She had 38 | SPEAKER | May 2010

that “ain’t this something?” smile on her face.

“That’s good,” I acknowledged, “But not good enough!”

(More heavy sweating and nervous giggling by the elbow girls.)

The leader reached into her bag again and withdrew a paperback copy of Jon Steinbeck’s The Grapes of Wrath.

“Perfect!” I announced. “You’re in.”

And up we rode. I was laughing aloud when I arrived at my room. I love to be with people who are willing to play.

I could hear the girls rushing up and down the hallway, splitting their sides with laughter.

Now, I was drunk with power.

Could I engage someone else to play with me? As I was ironing my shirt and getting ready for a swim in the indoor pool, I heard what sounded like the world’s biggest vacuum cleaner in the hall. I headed for the pool and, sure enough, a man was struggling to push a monster vac down the hallway. I squeezed around him, smiling, but he was working too hard to notice.

When I returned to the hallway, he was now three doors past my room on

his knees, and the machine was partially disassembled. He wasn’t a happy camper—he was grunting and muttering “Ugh” and “Gee-whiz.” (Yeah, right.)

This was my chance! I sneaked up behind him, placed my hand on his shoulder and said, “Hey, while you’re down there praying, would you mind saying one for me?” His demeanor immediately changed. He shook his head, let out a big sigh, nodded his head and replied, “OK, man … whatcha need?”

People want to have fun, as illustrated by the three girls and even the frustrated carpet cleaner. As speakers, we can bring fun to them on and off the platform.

Lou Heckler, CSP, CPAE, is a motivational speaker, humorous keynoter and a speech coach. Always of an entrepreneurial spirit, Heckler began his full-time speaking career in March 1980, performing keynote speeches and conducting training seminars on a variety of management topics. For more information, visit http://louheckler.com.

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