To see and hear the whole webinar in recorded form simply click on the link and follow the instructions.
And for the Code of Ethics itself.
To see and hear the whole webinar in recorded form simply click on the link and follow the instructions.
And for the Code of Ethics itself.
Strategic Approach vs. Quick and Dirty?
Having just returned from the SIETAR Switzerland congress in Lugarno where I was surrounded by enthusiastic independents, many of who were busily growing their own businesses, one question struck me as most important – What do I do first?
To build up a complete marketing funnel with experienced based assets takes time. It can be a multi-year project that will require dedication, thought and plenty of external energy and opportunity.
As I have said many times – This build centres on 4 products – 1) The Professional Interrupter – an attention grabbing and valuable asset that is strong enough to stop a busy and successful decision maker for long enough for them to take notice of you. 2) The Product 4 Prospect Asset – An exchangeable item that promises the delivery of value to a cold contact in return for their Opt In – you give them some knowledge and value and they give you their first name, last name, E Mail and permission to contact them. Simple. 3) The Trip Wire – Another small and valuable package that represents a bargain for the price. What could you build and sell for €20? It must represent more value than the perceived cost would indicate, so that you can convert cynical and critical outsiders to become insider tribe members who can warm to your intelligence and experience. 4) Your Core Deliverable Product – The thing you are most passionate about, sold to the insider tribe member, who is ready to appreciate what you have crafted. They KNOW it represents value and, so, will happily pay a premium to receive it.
Building a Crowd.
There are many contact points required and much interaction to build a warm and loyal crowd who will come to know you, like you and trust you to a level where they will confess their flaws, weakness or gaps and ALLOW you to help them. The key here is your reputation – Something that is built in THEIR hearts, stomachs, minds and memories. Remember – they own your Brand. That is where it lives – with your audience, your list, your database, and, in your new family of followers.
Quick and Dirty
Having said all of that (in 350 words) there will be irresistible opportunities that pop up and come your way, out of the blue, and that can generate great commercial returns.
Here it is about scrambling all of your resources together quickly to construct a credible offer and take advantage of this one time gift.
80% is good enough.
Is it time to fight the perfectionist in you and get that outline out quickly? Are you prepared to fill in the gaps later? And. Will your expedience pay off?
What should I do first?
So, we come to a hybrid approach – Keep on track with your long strategic game of building high quality and long lasting assets AND go for it when the sun shines just for a moment. Ironically, it can be those one-time deals that help build your credibility in the longer term and, reacting quickly to lightning chances can really help you to build your resilience, agility and intelligence when it comes to marketing and closing deals later on, when your company is fully formed and ready to take on all comers.
About the Author Matthew Hill is a trainer, author and coach helping new independent trainers and coaches to get more business in through the door. He is running a Going for Growth bootcamp for independent trainers in The Hague, 17th to 19th August 2018. Details at culture99.wordpress.com.
How did this wild adventure start?
Having talked about a more authentic, shared life together during holidays walking the grand randonnees, in September 2017 we finally realised our dream, upped sticks and moved to Brittany, Western France to start a new adventure. The first thing to say is obvious: when dreams become reality they are no longer dreams; and this is where our story begins.
The project: to set up and launch a residential centre for training courses, workshops and retreats in the peaceful and inspiring surroundings of rural France.
Part 1 of the Story – Months 1 – 4
Starting as we meant to go on, and in my case with 30 years’ experience of giving intercultural integration advice, we were determined not to fall into the trap of relying on a support network offered by other Britanniques….no! We were going to integrate right from the beginning!!!! We set about asking for advice where the French go: at the mairie, the CCI (Chamber of Commerce) and of course in the bakery and tabac.
Observation 1: the advice and insights given by others who have done the same thing is invaluable, but especially in the form of person-to-person contact. There is very useful objective advice online, but internet forums are generally to be avoided!
Step 1: moving in….
Early indications: deliveries have to be guided in by phone. Mostly they have satnav but this is not to be trusted. We found that about 3 conversations were necessary for every delivery. Where does that figure on Hofstede?? Problem: I thought I spoke French, mais non! The phone was impossible. Every response was met with what seemed like a whole life story while I was still deconstructing the first greeting. I was also frankly out of the habit of answering the phone and talking to a person rather than a robot…
“Please, what is the context??” I plead, trying to figure out yet again who this was and, even more challenging, where they were – since we didn’t know the geography any better than them!! In our area houses do not have names, so nobody knows where to direct a delivery if you have just moved here, because they don’t know you… Oh and dont’ worry about why that package arrives and leaves not from the post office but the coin fumeur (…..smokers’ corner) tabac in the next village….
Observation 2: so we need to be known!!!! …Start with the “weak ties”…neighbours, baker, newsagent…..
Step 2 Get registered…Grappling with bureaucracy, processes and “the system.” As we intend to be fully integrated into the community, working and living for the majority of the year in our little village, we need to set up our official support network. The problem is that when we ask the locals, they give us the answer but they don’t realise that we are the equivalent of David Bowie in the Man Who Fell to Earth…We don’t know the background, we haven’t grown up with the way the system is organised; so each meeting is positive, friendly and helpful, but we still come away with a feeling of mild panic that we still don’t really understand what is going on because we can’t put the “whys” with the “whats”. We feel as if we are getting almost nowhere fairly slowly, but I still have total faith that suddenly, like climbing a mountain, we will reach the top, having matriculated and received notification of our taxable status.
The result is that we go to all the offices we are directed to but often in the wrong order. After every meeting with another very helpful civil servant we come out encouraged and optimistic, but still not quite sure if anything has moved on. Problem: if you don’t know the system you can’t tell if we are progressing. Observation: wow it cannot be exaggerated how disorientating it feels to arrive in the new system. After 4 months we’re not yet registered with health and social care but we think we have managed to register the business and we have definitely managed to register the car…born in Italy, raised in UK and naturalised in Franc.
We meet the mayor and get to know the staff at the mairie, which has lists and records of everything and everyone in the commune and is the go-to place for everything: getting planning permission; inviting international visitors who need visas; forming a club; contributing to the newsletter; picking up bin bags. Here you can’t be invisible and you are instantly accountable. Next, off to the bank to open an account – armed for the second meeting (the first meeting appeared to be relationship building) with proofs of address/ residence/birth/ proof of income. The application process is personal: “Madam has travelled a lot” and is all done with the utmost courtesy and friendliness despite the fact that our financial investment is minimal to tiny.
What a huge learning curve – fascinating, mentally tiring and baffling… but soooo interesting, frustrating – and sometimes bizarre. As an intercultural professional I am genuinely interested in the underlying, the abstract, the philosophy… how come everything is so different?….
What do I love about France so far?…the focus on people; the fact that you can be neither unaccountable nor invisible – the close relationship with the commune . our mayor sees to that – you are acknowledged (“weak ties”) everywhere you go, and after around 4 months we are starting to get more than a “bonjour”……petit a petit…… I love the fact that everything is discussed before anything is done – then it is done with absolutely no nonsense, and the person who has done whatever it is, is automatically accountable for their actions… and there is a kindness and a sensitivity both to the human condition and to beauty and art. Oh yes and although we are STILL finding the 2 hour lunch break annoying because for 30 years we have been programmed that that is when you pop out to get things…… I really appreciate that all working people have 2 hours a day where they mostly eat together, talk together and bond…….. And the space around us, and the lack of M6 motorway (or any) traffic.
What I don’t like? Probably all of the above on a bad day!!!!
Until the next time,
About the Author – Daphne Laing is a language and intercultural training specialist now based in France with a long career in training and academia. During the 1990s she worked in Executive training at Regent Executive and Lydbury English Centre before joining Higher Education where she headed up the Centre for Language and Communication Training during the halcyon years of Internationalisation in UK. During that time she was involved in several EC funded projects to that end as well as partnership development activity in places as diverse as Sri Lanka, Kurdistan, Burma and China. Her practice is deeply rooted in observation and discovery and on encouraging personal reflection and growth. She is now working as an independent consultant and trainer and is setting up an inspirational residential centre for education and personal development events and courses in Pen Ar Bed (top/head/centre of the world in Breton) in Western France.
How can you prevent horrible feedback, crazy conflict and difficult delegate behaviour?
We have all been there. It starts with a funny feeling in your stomach and then a look or comment from one of the alphas in the room. What is happening? you ask. Am I loosing the room? Lunch is tense and then, there comes an excuse why a few people don’t give in their paper feedback forms at the end of the day. You leave feeling that you put in plenty of effort but that, somewhere along the way, you and the room parted company and were travelling along different roads.
The next day you receive a troubled E Mail from your L&D contact within the company or the provider who supplied you with the subcontract day. And it is all bad news from then on in.
There follows a list of your “crimes” and how negative and upset the room were. Etc. etc. etc.
It does not have to end like this. Let us make the classroom safe for you again with 4 simple actions…
I always offer up an agreement at the beginning of a training day, coaching or even a speaking engagement. It shows professionalism and represents a light negotiation with the audience where they have a chance to shape the experience they expect and sign up to some rules emotionally. Ultimately, they will get more from you and your session.
My favourite one is, “Be Teachable”. It sounds simple and is profound. Do they think they know this stuff already? Will they have strong opinions about your content? Have they been brainwashed with stereotypes and are poised to attack?
By asking them to take a fresh look and let the material in, you are setting up a space that will allow for maximum exchange with minimum conflict. (Civilised challenge is allowed and even encouraged – Not disruptive conflict.)
And, when we add, “Respect Each Other”, you are sending a deep message about honour and civilised behaviour that will sink into the unconscious minds of the tricky participants and so protect yourself by raising THEIR self- awareness.
In these modern times, spraying theory at bored pupils will no longer be accepted. The room now want their share of the microphone and to tell their story.
Interrupt less, correct less and listen more.
Listen at a deeper level and add constructive input at the end. No more death by detail, 75 word slides and learning by rote. Now we are flipping the classroom with interactive exercises and intelligent debriefing. The less you say the more the class will enjoy your session.
I still meet Interculturalists who can’t wait to put flags all over bi-polar dimensions, talk about China and India as if they were homogenous monocultures and peddle sophisticated stereotype as if it where going to help a remote team or diverse group dealing with the stresses and strains of an urgent and important project.
Let us take some responsibility upon ourselves to keep up with the modern world.
Your delegate’s exposure to Social Media and Netflix box sets has whetted their appetite for compelling narrative (and it better be as real as possible.)
Converting your personal experience into useful stories that carry a transferrable wisdom is a great way to engage your audience, build rapport with the group and get them on your side.
Dig to find a relevant story and share it at the right moment. Not too long and told from a humble or witty perspective. Keep the story light, though the meaning may be deeper.
So, with these 4 tools, we can avoid the alpha challenge that signals the end of learning for the day and the start of an awkward defence of your training style and content.
Go save a life – Yours.
Good luck with your next group session…
Matthew Hill is an Intercultural trainer, coach and author.
Contact him at email@example.com
The Intercultural Training Channel is running a marketing event for Intercultural trainers and coaches in lovely Lisbon in Portugal.
We are actively seeking a volunteer “runner” – Probably an enthusiastic student, to help set up the room in the Vintage Hotel and Spa at the start of each training session, marshal the participants back from their breaks (special persuasion skills required), hand out papers, workbooks etc., operate recording equipment, fetch lunch & drinks, take notes, etc.
The venue is the new Vintage Hotel and Spa, Lisbon
The runner role is not paid, however we will give you €150 toward your time & expenses. You will be welcome to learn as much as you can in the room with the interculturalists. Probably someone with a marketing, intercultural or social media interest would benefit most from this experience.
The training is IN ENGLISH.
Please feel free to contact me and we can talk about the role in more detail.
The Intercultural Training Channel
When junior trainers are about to start their day shadowing me in the corporate classroom, they will often ask, “What is required to deliver a good training day?”
My answer is to highlight the 3 S’s –
Let’s develop this and see what’s important…
**1. State – A 1,000 external factors affect the state of the room at the beginning of any facilitated session – weather, the economy, day of the week, company performance, the politics of the company – redundancies / rapid growth / merger or acquisition etc.
And, if you have a room full of introverted people or workers that do not see your topic as vital, interesting or even relevant, then you can assume that the room will feel cold and distant. So, what can you do about it?
The simplest method and one that has yet to fail is the solo – pair – group formation. It starts with you asking something simple such as, “Working on your own, remember back to your worst customer experience from last year. What were they like and what was difficult about them?” If they are an extremely withdrawn group you don’t even have to debrief the exercise with shout outs.
This will engage the participants whilst maintaining their sense of security as the work is private and kept in their heads.
Next phase, “In pairs, share your stories and compare them to see if there are any common themes.” Here you have overcome most of the reluctance to speak as everyone has generated some content that they can talk about. Facilitating a share or two in the debrief can start to get the crowd moving.
Then, the big one. Arranging the delegates into groups of 3 (for the quietest of groups) up to 5 or 7 people, ask them to discuss actions, brainstorm suggestions or analyse what is going on – either using one of their generated scenarios or a case that you have prepared that has some obvious treasures in and some hidden gems as well.
**2. Style – When it comes to how we take in information, process it, use it or remember it, people react differently. There are 4 main styles emerging from the research of Kolb, Honey and Mumford. The main types can be responded to in your training to make sure you catch everybody and create a successful day.
Activist – Doer – An inductive and practical person that learns as they do. They will be best engaged with a brainstorming, divergent exercise, solving a problem, discussing in a group, attempting a puzzle, or being given a competition or role-play to perform.
Reflector – Watcher – An observer, chewing over that has happened – Their favourite activities in the classroom include a self-analysis audit or questionnaire, taking on the official observer role in a game, being the feedback giver to others in a group, or, using the interview format.
Theorist – Thinker – Probably a deductive thinker. Theorists are best engaged when the facilitator provides a model, facts or statistics to crunch. They appreciate plenty of context and background information and then being given the chance to apply a newly learnt theory to a particular scenario.
Pragmatist – Feeler – The opposite of Theorists and Reflectors, these inductive thinkers like to get stuck in and do something, experiencing the world and coming up with theories as they go. For them a practical application such as a simulation will work well, or a case study that they find relevant. They appreciate the opportunity of getting down and dirty with a problem and figuring things out for themselves. Get them building a tower with multiple iterations and you will hit the spot.
An intake form sent our before the training can help you assess the largest style present in the group allowing you to adapt your material and exercises accordingly.
**3. Structure – Whilst the design of a classroom day will be tailored to the mission, the company and the group in the room, there are common elements that will help you get your group to a great learning outcome.
Introduction – Meeting the audience where they are NOW, promising a specific benefit to them as an outcome and, vitally, agreeing the rules of engagement for the day, especially with a more volatile or testing group.
Warm up – Something to get the brain going and for you, the facilitator, the chance to assess their styles in real time. How many activists, reflectors, theorists and pragmatists are showing up in the room?
Win – You do need to make an impact as “the teacher” fairly early on – Saying something profound, uncovering the cause of some strange behaviour within the group, or introducing a life changing model, shortcut or a new way of tackling an old problem.
Model – Framing your main input within a robust structure that the delegates can relate to, understand and remember.
Feedback – This is a confident move. After about an hour of class, ask the group, “What should I change? Do you want me to start something, stop something or do more of something?” Best to find out if you are missing the mark as a facilitator with plenty of day left.
When you do this and get some stinking feedback – not to worry. In the worst case, say thank you and take a 10-minute time out to restructure your approach and get back on side with the group before they mutiny.
Best case – they appreciate the chance to give input on their needs and will rate you more highly as a confident and flexible trainer.
Practical – Activity is the key for all types to connect the theory with their particular situation. I do favour gaining real company cases to work on here, wherever possible. Made up cases never ring totally true and will not gain 100% engagement from your cohort.
Investigation – Handing over control to the group is an important stage in any training. Letting them explore, self organise, access materials in the own way and even storm a little will make them feel they have had a deeper and more significant experience.
Reflection – The oldest teaching trick in the book is to ask (just after a break or lunch), “So, what have you learnt in the last session that you will apply in your day jobs?”
Application – An entertaining training day with no impact on work will be remembered as just being a shallow jolly and may prove harmful to your professional reputation. Transfer from the classroom to the shop floor is what is required. Flipping the classroom and asking the participants to come up with great behaviours that everybody agrees to and wishes to encourage and reinforce and a list of undesirable and destructive behaviours that are to be extinguished from the company’s workplace can be profound.
Summary – Telling them what you are going to tell them, telling them it and then telling them what you have just told them is sound advice (from the Army.)
Follow up – I like to get a conference call going to debrief the participants a couple of days or weeks after we training day. I ask 3 simple but important questions, “What do you remember?” “What did you learn, try out, and, it’s working?” And, “What did you learn, try out, and, it is NOT working?”
So, what have we talked about today?
To summarise, you will inherit a state when you walk in to the training room and it is your job to decide what to do to build their energy level and engagement dynamic to get the job of teaching done.
People have individual preference for experiencing activities, taking in knowledge and applying themselves to tasks. You will also find a predominant style in one department that will colour your choice of task and exercise selection.
Finally, Structure – these are the elements that must be included in your training day, if you wish to get good feedback, achieve a learning outcome and transfer the key behavioural change elements to the delegate’s workplace.
Good luck with your next training day.
Matthew Hill has 10,000 hours of training, coaching and speaking experience and has worked in 30 countries with some of the best corporations in the world. He has had the pleasure of working with more than 80 nationalities and for 3 Governments.
To register click on the link; http://www.sietar.es/congreso
One Product You is NOT Optimally Profitable
Here is the simplest business build you will ever do. It consists of just 4 products that will move you to POSITIVELY interrupt your targets and start making a profit.
Product One – The Lead Magnet – What could you package up, from your knowledge and experience, and give to your target audience of potential customers that will grab their attention, please them, and, spark their curiosity to a level that helps them take a tiny tiny action step?
Successful suggestions include a work sample, a live demonstration, a powerful recording, a content rich webinar, a white paper, a quick quiz / audit, a 15 minute coaching call or any other small package that can show your depth, credibility and brand to good effect.
Sometimes called a Product4Prospect, the Lead Magnet is given away in exchange for contact details and permission to approach the receiver in the future.
Product Two – The Trip Wire – You can have an audience of 10,000, but, if they don’t buy anything, you are just a loud and unsuccessful busker!
The genius of the Trip Wire product is that it is cheap enough to trigger a no-brainer buying decision and, at the same time, acts as a psychological doorway, taking the individual from feeling like a distant, isolated observer to feeling like a customer, insider and club member.
That is what is so clever about the Trip Wire product.
Again, it must be packed full of value but must NOT provide the complete solution – They need to fill in the gaps in their knowledge with your Product Three.
Successful suggestions for a Trip Wire product include a starter version of your offering, a paid taster session, a paid intake clinic combining audit with delivered content, your book, a recorded audio product or the how-to film that you have made.
Product Three – Your Core Offering – This is the one product that everybody has. The advantage of running a sequence and not starting by pushing your Core Offering, is that you may achieve extra levels of trust and branding and so, will be able to price your Core Offering at a premium. It is important to max the joy of the customer as they receive your service so that their customer experience, CX is exceptional, memorable and becomes a talking point. It is your customer’s outstanding emotions that will boost and grow your company. Good enough is no longer good enough. Wow is now.
Suggestions for helping support an outstanding Core Offering to attain the level of REMARKABLE – Differentiate your offerings into Bronze, Silver and Gold levels that offer economy, normal and luxury versions, add an accompanying user guide and demonstration that are ACTUALLY usable, rustle up celebrity endorsements, design in fun, energy and humour, add sleek design and cool features, work hard to enrich context with multi-channel delivery, build in the possibility of more interaction with the expert you, include full risk reduction, reversal and guarantees, and, incorporate customer feedback to smooth out the bumps in the customer journey, so you know you are delivering something special.
Is that it? No. There’s more…
Product Four – A Second Product. Did you think that getting the customer to buy your main offering once was the end of the line? No. Now we need to get you to PROFIT.
The costs of customer acquisition are normally assigned to the core offering. This limits any possible profit gained from first time customers. This applies to all one-product companies.
We all know that new customers are the most expensive to acquire and that returning customers are the best to have and the cheapest to maintain.
All that cost of identifying, interrupting, warming, closing and delivering has been sunk. Now, with your Second Product, you know who they are and they understand how you operate. The next “box” you deliver will have a much higher margin. And it does not have to be priced at a super premium to achieve this. Sure, a high-end new offering will sort the wheat from the chaff and get those, “I must have the best” types excited. But, a regular priced offering will really boost profits, even when you average out Core and Second Product margins combined.
Suggestions for creating and supporting a Second Product include – The advanced level version of your core, something complementary to the first purchase, “And customers also bought this…”
If a trainer is selling knowledge first time around, they could sell a change programme as the second bite.
If Tony Robbins is offering you mind reprogramming in his first session, his next offering might provide a deep dive into personal wealth and finances.
So, that’s it. The 4 products you need to complete your set, establish a winning commercial sequence and all done whilst delighting your customers and generating above industry average levels of profit.
Call to ACTION – We are running our next Business Growth Bootcamp for Independent Trainers and Coaches this June in the marvelous Capital city of Lisbon, Portugal, Tuesday 26th to Thursday 28th June 2018. To check out the details, simply click on the link.
Good luck and do let me know if you need some help.
To register click on; http://sietar.ch/2018-congress/registration/
When would NOW be a good time to start your personal Trainer / Coach / Academic / Student – Time / Work Quality revolution?
“I am Good Busy. My schedule is packed with exciting trips and assignments taking place in desirable locations, working with and for kind, progressive and generous clients who seem to understand me, appreciate me and, specifically, understand my worth to them.
They provide a stimulating brief that I am excited to get my teeth into. The work has plenty of variety, suits my strengths and allows me to be fully expressed, in the zone and at my best as I execute the work that I love.”
Have we described your life perfectly? Or, the one that you wish to have in 2018?
Both 1. & 2. are, of course, an exaggeration. The point of showing you the above two paragraphs is to get you to feel something and recognise elements of WHAT YOU WANT and what you are stuck with and wish to ESCAPE.
The Symptoms –
*Does your heart race or sink when a new work order comes in?
*Do you ever feel ill or experience a mild panic attack on the way to work?
*Do you feel low on Sunday and drink too much on a Friday evening alongside your equally disenchanted colleagues?
*Has your description of what you do become more cynical when are asked about it socially?
What needs to change in 2018?
*Who were you when you set out in the world of work?
*Are you still that person?
*What do you want your day job to be in 5 year’s time?
*What do you want your legacy / eulogy to be?
*What do you enjoy most in your work?
*What activity fills you with dread?
*Are you healthy / happy / fulfilled?
*Are you EARNING what you are worth?
*Is the output of your work good, neutral or evil?
*Are you giving out something via your job that is adding value to the broader human experience?
What can you Do?
Instantly my life improved. I felt rebellious, free and more in control of my content, my audience and my outcomes. My income went up, my spare time went up, my boredom, stress and frustration levels went down.
My question became, “Why didn’t I do this earlier?”
Upgrade Everything – If you increase the quality of every little thing you work on and create something whole that is exceptional, people will notice, your brand will become REMARKABLE and your place in the world will change.
+How can you turbo charge your product?
+What will take your service levels to a place that commands a premium price?
+How can you find the courage to ask for an OUTRAGEOUS fee and keep a straight face?
+How can you create a niche that you will own, dominate and FILL with value?
+How can you spend your time being Fully Expressed, utilising your value and being totally connected to your client, their objectives and your transformational talents?
Conclusion – You get the life you tolerate, so maybe it is time to take action and raise your standards.
If you have been affected by this blog post and want to start your year with a bang – Do feel free to drop me a line and we can have a 5-minute conversation. I would like to hear your story.
Thanks and “bon chance” for 2018.