Leadership Academyfor Returning Leaders

9 March 2017

Gabrielle K. Gabrielli, Ph.D.

Ground Rules

1. Turn any cell phones or anything else thatmakes sound to the off or silent position.

2. Be on time including from breaks.3. Listen actively.4. Keep an open mind.5. Be respectful to everyone; don’t interrupt.6. If you break any rules, you sing.

90-Second Introductions

• Who are you?• What do you do? (30 second elevator

speech)• Anything to share?

• Are you participating in the mentoringprogram?

Agenda

Thursday 9 March 20171300 Working Lunch, Ground Rules, Objectives, Introductions

1330 BrandingBranding and RebrandingNetworking In Person

1400 Next Level NetworkingActivityDiscussionApplication

1620 Leadership Academy Mentoring and CoachingDiscussion

1630 Adjourn

Learning Objectives

• Discuss effective networking techniques inperson and online.

• Describe strategies to take your networkingcapabilities to the next level.

• Define branding.• Discuss the importance of branding.• Explain ways to brand yourself.• State the 15 rules of how to create greatness

in networking.

What Is Branding?

Branding Is....

• What you do and do not represent• What makes you unique• Why people should trust you• How you make connections• The gut feeling people get when they think

about you• How you add value to a product (the

product is YOU!)

Why Brand Yourself?

– It sends a clear message about who youare.

– Products that are branded are oftenchosen over similar products because theysomehow have a perceived value of being“better.”

What is Your Brand?

• Write down a word or words that peoplecurrently use to describe you.

• Write down a word or words that you wouldlike people to use to describe you.

Elevator Pitch

Ways to Brand Yourself

• Become an expert in something related toyour business.

• Buy your name as a domain name for awebsite or blog.

• Form relationships and build trust.• Master the art of networking appropriately

and find ways to create greatness.

Next-Level Networking Tips

• Connecting• Reciprocating• Exchanging• Asking• Targeting• Enabling

• Giving• Reconnecting• Evaluating• Adding• Thanking• Niche-ing• Evolving• Satisfying• Sustaining

Ways to Network

• Join associations.• Use social networking.

– LinkedIn– Facebook (personal AND business)– Pinterest, Instagram, Google+, etc.– Twitter

• Volunteer your time and expertise.• Get outside of your comfort zone.

Where Should You Spend YourTime?

LinkedIn

• Get your profile to 100% completeness.• Include a professional headshot.• Get recommendations.• Use power words.• Join relevant professional groups.• Interact with others in groups.• Make new connections.• Create a custom URL.

How to Customize Linkson LinkedIn

Why Have a Facebook BusinessPage versus Personal Page?

• It is in compliance with FB rules.• It helps with SEO.• You can directly market to your likes.• You can use various statistics to examine

metrics, see what postings worked andwhat didn’t work, and how various aspectshelp with engagement.

• Personal friends limit is 5000. There is nolimit on business pages.

• It helps with cross-promotion.

Facebook Campaigns

• http://www.facebook.com/advertising– You can target all aspects of marketing-

geographic, demographic, psychographic

Rebranding

• Many major rebranding efforts have failed.• If you choose to rebrand, do so for a good

reason.• Never rebrand too frequently or you will

confuse your market.

Question on Rebranding YOURSELF

• Question from Amanda: Rebranding -changing your image as your positionchanges

• Answer - This is difficult but you do needto rebrand and post appropriately basedon how you would like people to perceiveyou in your new role. Don’t be ahumblebrag (new term in the dictionary)but do post about accomplishments inyour new role

Question on Branding

• Question from Lori - How to brand yourself when you wear multiple hats... shouldyou have multiple accounts/pages?

• Answer - It depends. For the most part,the answer is yes. Just don’t compete withyourself. I will share my own example ofthat.

Question on Branding YOURSELF

• Question from Lola - Should I consider aseparate page to brand myself?

• Answer - It depends. Are you your ownbrand? Are you committed to keeping upyour business page and your personalpage? Do you have a product to sell? Ifso, then definitely yes. If not, then weighyour options.

Question on Time and Effort

• Question from Amber - dissection of timeallocation for maximum impact...Whereshould I be spending the majority of my timewhen it comes to marketing, branding andsocial media?

• Answer - In the beginning, you will need tospend more time on marketing, branding,and social media, but as you build yoursites, you can just work to keep those sitesup. Don’t forget about your own website, too!

How to Allocate Time

Question on Marketing

• Question from Amber - How do youmarket your new business?

• Answer - Determine your business name,buy a GREAT domain name, brandyourself consistently, create social mediapages on YouTube, Facebook, Google+,LinkedIn, Instagram, Pinterest (orwherever your audience uses), updateyour LinkedIn and Facebook to reflect thatyou work for your own business, network!

Question on Testimonials

• Question from Amber - How do you usetestimonials to your advantage?

• Answer - Testimonials are SO important!Encourage your clients and those youserve to write testimonials for you, thenask them to cross-post on other socialmedia. Also ask permission to post onyour website or on promotional materials.

Question on Networking

• Question from Ericka - Networking toexpand your reach and influence thatresults in more volunteers, donations, andname recognition.

• Answer - If you have a nonprofit, usehttps://nonprofits.fb.com as a guide.Register your page to be able to receivedonations. Create events to solicitvolunteers, and post and tag pictures ofpeople then share on your personal page.

Question on Networking

• Question from Ericka - What are the bestgroups, associations, organizations, clubsto join that have highest value for a newnonprofit?

• Answer - Depends on who your targetaudience is but I recommend FloridaSociety for Association Executives,Professional Womens Forum (don’t needto be a Chamber member to attend), lunchand learns

Final Thoughts on Branding

• What efforts will you take to make surethat your brand goes from where it is nowto where you want it to be?

Networking Basics - A Review

• Put name tag on right side of chest.• Purchase a nice magnetic name badge.• Greet the other person with a smile.• Ask questions of the other person first.• Never sell your services...be natural and

you will sell yourself.

Networking Tips for Everyone(Including Introverts and Those Who Dislike Networking)

1. Connect with somebody new every day.2. Reconnect with existing contacts.3. Avoid “picnicking” (eating lunch at your

desk).4. Take breaks at work to interact with others.5. Occasionally introduce two people you think

should meet each other.6. Attend industry events.

Networking Tips

7. Choose quality over quantity (forexample, spend more time with the rightpeople rather than spending a shortamount of time with a lot of people).

8. Display a positive attitude.9. Ask people questions.

Great Questions to Ask• What do you do?• What made you decide to get into your business?• What do you love most about what you do?• What do you see as coming trends in your business?• What made you come to this networking event (city, etc.)?• If someone who knows you well were to describe you in

one sentence, what would he or she say?• What do you enjoy doing with your free time?• Where was your last vacation (or next vacation)?• What ideas do you have for me?• Who do you know that I should talk to?• How can I help you?

Networking Tips10. Participate in the discussion by sharing

relevant personal stories (asking too many questionswithout sharing can feel more like an interrogation).

11. Get out of your comfort zone (connect with peoplewho are seemingly different than you).

12. Use preferred names and titles, and err onthe side of formality (let others make the decision if theywant to be called by a first name).

13. Communicate with people in their worldincluding via social networking.

14. Don’t just communicate with people;connect with them.

Networking Tips

15. Find a new hobby (or rediscover an old one).

16. Ask someone you know for an introduction.17. Set time limits on networking.18. Remember that practicing networking

makes it more natural over time.19. Be an empathetic, active listener.20. Don’t be afraid to ask for a favor (give and

receive favors at a 2:1 ratio).

21. Evaluate networking groups and purgeones that don’t add value to you.

Networking in Person

22. Smile and make eye contact.23. Wear your name badge on the right side

of your chest.24. Buy a magnetic nametag.25. Always be ready with a friendly greeting

and handshake.26. Remember people’s names.27. Be prepared to answer the question,

“What do you do?” Have a great elevatorspeech.

Networking in Person

28. If you are between jobs, don’t say you areunemployed, between jobs, just lost yourjob, etc. Instead, describe your passionand say that you are seeking anopportunity where you can contribute yourskills in a team-focused (or other environment).

29. Listen more than you talk.30. When making introductions, begin with the

person you wish to honor first (for example, “Dr.Smith, I’d like to introduce you to Mr. Jacob Wilson.”).

Order of Introductionsa. In business, introduce a client before anyone in

your company.b. In a large company, introduce the person of

higher rank first.c. First introduce a guest of honor, then others in

attendance.d. When rank doesn’t apply in social situations,

introduce:- First a woman, then a man.- First an adult, then a child.- First a friend, then another family member.- First an elder, then the other person.

Networking in Person

31. For introductions, look at the person youare speaking to first, then turn to the otherperson to complete the introduction.

32. When introducing someone to a smallgroup, name the group members first,mostly to gain their attention (for example,“Ashley, Frank, Victor, I’d like you to meet Alyssa.”).

33. When introducing people, find a topic theyhave in common (for example, “Jonah, I think you andNicole share a passion for helping others. Nicole might enjoyhearing about your recent mission trip to Africa.”).

Networking in Person

34. After a networking event, take notesabout individuals (for example, ifsomeone says his or her next vacation isto Alaska in July, follow up by Augustand be sure to ask about how thevacation was).

35. Follow up with people soon after anevent.

Networking Online

36. Remember that everything you postonline is permanent.

37. Keep in mind that every message orcomment your post, every picture youshare, and every activity you do is arepresentation to others of yourcharacter, values, and worth.

38. Use LinkedIn to its full potential since itis the best ROI for business.

LinkedIn Tips

a. Create a custom URL and consistently brandyourself.

b. Include a professional headshot photo.c. Get your LinkedIn profile to 100% complete.d. Use power words that are action verbs.e. Focus on tangible, measurable accomplishments.f. Ask for recommendations from trusted peers.g. Give recommendations and endorsements to others.h. Add buzzwords that are important in your field.i. Add volunteer experience.j. Include photos in your experiences.

Elevator Speeches or Pitches

Effective Elevator Speeches

• 10-20 seconds• Should be memorable and succinct• Should be descriptive enough that the

other person understands what you do• Should pique interest enough that the

other person asks a question• Should not come off as a hard sell

An Approach to Elevator Speeches

• Case - build solid persuasive case withlogical arguments and evidence to supportyour message

• Creativity - blend thoughtful analysis anda story to craft an intriguing message

• Delivery - present message in authenticvoice without sounding canned

Terri L. Sjodin, Small Message, Big Impact: The Elevator Speech Effect

Elevator Speeches

• Different approaches exist.• Next three examples are from Bruce

Gabrielle (no relation ).• As we go through each, consider tweaking

your own elevator speech.

Velvet Rope Elevator Speech

1. Start with a story, news, or humor.2. Add an emotional benefit statement

where you focus on results.3. Quantify your success with numbers if

possible.4. Use the “velvet rope close” which

suggests your offer is only accessible tocertain types (i.e. “I’m not sure if I canhelp you, but....”).

Chris Westfall, The New Elevator Pitch

Westfall ExampleDo you remember about 10 years ago when the space shuttleColumbia was destroyed on re-entry? It turns out the engineerstried to warn NASA about the danger. But the PowerPoint slidesthey used were a complete mess and no-one understood thedanger.That’s what I do. I train people how to make sure their PowerPointslides aren’t a complete disaster.For instance, students who attend my workshop can create slidesthat are 50% more clear and 50% more convincing by the end ofthe training, based on scores students give each other before andafter the workshop.I’m not sure if my training could work at your company. It reallydepends how much you use PowerPoint and what’s at stake ifyour PowerPoint is unclear. But I’d be happy to talk to you aboutit.

S.I.R. Elevator Speech Concept

1. Situation (conflict). Illustrate the paincurrent customers face.

2. Impact (escalate conflict) – Explain theimpact of that situation. How is thisaffecting profits, market share, customerloyalty, or anything else the prospect isconcerned about losing?

3. Resolution – Explain how you solve theproblem. Focus on benefits, not productsand services. Richard Fouts

Fouts Method

You know how most business people usePowerPoint but most use it pretty poorly? Well,bad PowerPoint has all kinds of consequences– sales that don’t close, good ideas that getignored, time wasted building slides that couldhave been used developing or executingstrategies. My company shows businesseshow to use PowerPoint to capture those sales,bring attention to those great ideas and usethose wasted hours on more importantprojects.

Wow-How-Now Elevator Speech

1. WOW. Say something intriguing (even puzzling)that will make the other person want to hear more-a creative summary of what you do that requiressome clarification. Ideally, the prospect’s reactionwill be to cock their head and ask, “What does thatmean?”

2. HOW. Answer the stated (or unspoken) questionand explain exactly what you do.

3. NOW. Shift into storytelling mode, giving a concreteexample of a current customer. The key phrase is“Now, for example…”

Brian Walter

Walter Example

• Prospect: So, what do you do?• Me: I help build PowerPoint muscles.• Prospect: Huh?• Me: I teach people how to use PowerPoint

more effectively in business. Now, forinstance, I’m working with a global consultingfirm to train all their senior consultants to givebetter sales presentations so they can closemore business.

Questions?

Your website portal:http://gabrielleconsulting.com/leader2017r