The People...They Just Want to be Entertained
Depending on your fiscal year cycle....you either recently held your sales kickoffs...or you are planning them in the next few months. Maybe you are hosting events...panel discussions or webinars to engage with your clients.
What The Planners/Executives Focus On
No matter what type of event you are planning or participating in...no doubt there is a lot of focus on the key messaging...the script...getting the numbers and the strategy just right.
Sound familiar?
The View From the Cheap Seats
Now.... think back over the years on all these types of events that YOU have listened to...been in the audience for....sat in large conference center ball rooms....or over the last two years...sat in your home in front of a webinar for a couple of hours. What...if anything stuck with you?
Was it the flashy new power point template that the marketing or brand team came up with?
Was it the numbers?
Was it how well scripted the speaker was and how they employed all the right presentation skills training they took over the years?
Nope? Not ringing a bell?
The People...They Just Want to Be Entertained
In one of my recent blog posts (Sales is Hard...But Meetings Don't Have to Be) I highlighted some lessons that I learned from a former boss. To Refresh your memory...they were:
5 Lessons Learned from Loz
Never go into a big meeting without knowing where everyone in the room stands
Leverage your relationships and network for what you need.
The people…they just want to be entertained
Establish yourself as an expert in the room.
Personal branding is more important than you realize
So....to build on Loz's #3 lesson learned....his point always was...people do business with people. They sit in a lot of meetings over the years and get asked to attend events. It is table stakes that people expect you to be knowledgeable...capable....experienced...etc... If you are simply showing up...reading from a script... putting numbers up...and not "entertaining them" then just send out your report...your power points...the information and let them read it for themselves. It shows respect for their time and intelligence.
Otherwise... YOU need to lighten up...be engaging...tell a story...be personable...and make it worth their time! I know it is easier said than done... especially for some people more than others. Deep breath....relax...YOU know your stuff... YOU'VE done the work...EVEYONE is rooting for YOU...let YOUR light shine through (whatever that means for YOU).
As the Maya Angelou said...
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
What Actually Sticks With YOU
Like all of YOU...I have been "in the cheap seats" a lot over the years and here are a few things that have stuck with me...
WHO the person was and the connection they made with the audience. I can honestly tell you that there are people that I can name that I would invite on "stage" for any occasion and almost any topic. The audience always connects with THEM and THEY are memorable. Their energy and passion is what made the message come to life...not the words or power point slides themselves.
The Story they told... THEIR Story...in their own words. At almost every event...attendees will say it was the key note motivational speaker that was vulnerable...made fun of themselves...took risks... went off script or told them something personal that they remember most. It has to be something that "touches you".
Genuine Comradery. Throughout the event you get this sense that the people participating enjoy working together...play off of one another...bring out the best in each other to also bring the audience along on the fun. It leaves everyone feeling like...."I want to work with this team"!
More Cowbell! Incorporate multi-media in a way that makes sense and isn't forced. Incorporate music (i.e fun walk up music), videos, interviews, audience participation, etc...
Lived in the Moment. Took advantage of moments that were unscripted....just happened (i.e dog, cat or child shows up in your background)...let it play out and run with it! Or even live demos or tours (like we did recently for a Public Sector Event where we included a live tour of our Technology Renewal Center in Andover, MA). It is authentic...genuine and people can relate!
In Closing...
When the people are memorable...your event is memorable.
I can't tell you the exact numbers...facts...strategic initiatives...or earnings per share from 10 years ago...but I can name some of the most memorable events I attended (virtually or in person) thanks to the few things above.
As a result... I wanted to stay with that company...work with those people...give more of my time...passion and energy to the business. And really...at the end of the day...isn't that what it's all about?
Leadership Questions of the Week for YOU:
What have YOU seen recently from an event you participated or attended that really stuck with you?
Do YOU think there is a disconnect between those planning events (as well as the executive team) and those who are listening in from the "cheap seats"? If so, why do you think that is?
What do YOU remember most from events over the last 10 years that have stuck with you. Are there any missing from the bullet points above?
Thanks for reading and remember...YOU make a difference!
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