PROFESSIONAL: Are You a Seller? - Merchandise Successes

     When the “little red light” went on… four times a show and sometimes three shows a day… I knew what that meant.  Time to be “on” and time to deliver what we’d stirred up in a pre-show meeting about the day’s golf or the day’s sporting stories.  It was time to "SELL."

"Delivering" with Chamblee

     I’ll never forget the time I was called in hours earlier than scheduled... to fill in on show at the last minute.  I was just off the golf course… and the show was in less than 90 minutes.  That meant a real quick shower… a real quick drive in… and straight to the make-up room.  Handed a “rundown” with no time to write a single script…  I remember telling talented analyst and good friend Brandel Chamblee… “well, we won’t kill em’ with information today… but we sure can sell the entertainment value!”  We had to SELL!  And you know what… we had our best show of the week.  All fun… kept it light and really sold what we had with personality (insert joke here) and energy.  We still talk about that day.  We "sold" that particular 30 minutes with everything we had.

    In every job I’ve held during my career, I’ve held myself to four things.

        * Give absolutely everything I had to the job

        * Do it with passion and high energy

        * Work to make a difference... not just work

        * Sell the product well and trumpet successes

    Our communications team at the LPGA hears me talk a lot about “merchandising.”  Probably more than they’d like... but I think it’s important to work hard to deliver on key objectives or goals… and then work just as hard to showcase the successes we’ve achieved. 

Think "Big Picture" - Merchandise Your Work

      I don’t mean brag.  I mean celebrate your victories (in our case media or tour driven) and let people know that making a difference is worthy of notice.  Seeing big results, motivates.  Positive metrics move people in a positive direction.  Television networks "merchandise" improved ratings.  Companies "merchandise" improved profits.

     We spend quite a bit of time sorting through ideas and coming up with projects that we feel can make a difference for the LPGA.  As the leader of our team, I think it’s important that everyone take “ownership” of certain areas of our media and communication efforts. That means stories to promote, events to promote, media groups to work for, and an overall platform to build and grow.  And each staff meeting is a gathering of the team and a chance to look at our "scorecard" ... showcasing any key victories.

      At the end of the year… my goal is that we cross off things we needed to do to be better, but also to celebrate bigger accomplishments that truly helped the overall business. After all, who isn’t asked for results on action items or key deliverables?  And when we achieve something that people noticed... and amass a collection of successes... it's my belief that you then put it out there for people to rally around.  It helps build momentum for your brand and creates "buy in" from others.

If It's Made a Difference - Show It

    Imagine that a "little red light" goes on for your team.  The stage is yours to achieve success.  Now, ask yourself if YOU are working just as hard to merchandise your successes – especially those that make a difference for the collective good of your entire team.

Thought for the Day:  What we do is very important.  How we do what we do is even more important.  Are you working to do something special?

Thanks as always for following this blog… and building the audience month by month by sharing with others.  I welcome your thoughts and appreciate the comments… here and on Twitter.  You can follow me @KraigKann

PUBLIC SPEAKING: Why You Should Pace Yourself

    

Podium is YOUR space... What's YOUR Plan?

I stood up in front of a terrific audience recently... had plenty to say and immediately broke one of the "golden rules" of public speaking.  I apologized before I even began!  Completely a no-no... as you'd never want to give people the impression that something was wrong or you were "off your game."  It's like warning people that a wreck is coming.

    But I did it on purpose... and told them I was breaking my own rule. I'd been thinking all afternoon about what I was going to talk about ... and even while sitting at the table waiting to be introduced. I had plenty of thoughts (all good) about things I wanted to cover.  In fact, I was completely revved up to speak, engage and excite about the LPGA's new International Crown event that debuts next year at Caves Valley Golf Club. With a smile and a laugh...  I "apologized" that I might forget a few things.. and get off track given the number of things to share in about 20 minutes.  Sometimes I use note cards to put a few bullet points down to remember.  This time.. I wanted to go without... be natural and focus on energy.

My focus was Energy & Engagement

    Needless to say... I didn't get off track... covered my topics and all seemed to go well.  Here's why I bring this up.... speakers are usually under a time limit, have several things they'd like to cover, and would like to leave the audience with a good impression.  My answer is simple.  Pace yourself.  And there are good reasons.

    Audiences have an attention span.  But only for so long.  You know it and I know it.  In fact, we've all lived it.  You'll pay attention to things... up and until the speaker loses his or her enthusiasm or begins to ramble or get sidetracked.

    Your information needs to be remembered and hopefully re-delivered.  Energy is tough to maintain... no matter how long the speech. Using too much energy too quickly can leave you out of gas when you have other points to sell or need some in the tank for the big finish.  If you expect your audience to have a solid "take home effect" ... then figure out your key points and make sure you've got the ability to drive them home.

   You get one chance at a first and last impression.   Better nail both.  Every news story or movie has a goal of a dynamic or compelling start... and a big finish that leaves you with something to remember.  Nobody wants to start slow and end with a thud.  So make sure you come out of the gate strong and cross the finish line with your best energy.  

Hook Audience Early... Finish Strong

     When it comes to public speaking, there's nothing better than seeing smiles and signs of engagement.  You can tell when you're not connected with your audience.  The goal is to hook em' early... reel em' in for the long haul and send them off with a lasting impression.  So the next time you've got a speech to make... make sure you've got a clear beginning that makes them sit up straight and a few key moments throughout that leave them remembering your key deliverable topic points.  Keeping pace... will make your talks more memorable, create more opportunities... and keep you in the speaking game for the long haul

    Follow me on Twitter @KraigKann... and please keep sharing on this blog or on twitter.  If you've got a topic you'd like me to share thoughts on... send it my way!

    Thought for the Day: Work hard to make your audience engaged.  And remember... your job is to make them leave wanting more and remembering that you were the speaker in the first place.