Feb 25, 2016
presented bypresented byRebecca L. Morgan, CSP, Rebecca L. Morgan, CSP, CMCCMC
Customize, Don’t Just Customize, Don’t Just PersonalizePersonalize
For NSA Western Winter For NSA Western Winter WorkshopWorkshop
March 3, 2001March 3, 2001
Reb
ecca
Mor
gan,
CSP
, CM
C
Reb
ecca
Mor
gan,
CSP
, CM
C
National media resourceNational media resource
Reb
ecca
Mor
gan,
CSP
, CM
C
San JoseSan Francisco
Monterey
San Diego
Los Angeles
Sacramento
Reb
ecca
Mor
gan,
CSP
, CM
C
Morgan Seminar Group21
Years of Excellence
1980-2001
Reb
ecca
Mor
gan,
CSP
, CM
C
Travels internationallyTravels internationally
Reb
ecca
Mor
gan,
CSP
, CM
C
Royal Cruise Line
Clients includeClients include
Reb
ecca
Mor
gan,
CSP
, CM
C
Professional Selling
Calming Upset Customers
TurboTime: Maximizing Your Results
Through Technology
Life’s Lessons: Insights and
Information for a Richer Life
Author of best-selling booksAuthor of best-selling books
Reb
ecca
Mor
gan,
CSP
, CM
C
Inspiring Others to Win
Best Practices in Customer Service
Speaking Successfully
Co-author of...Co-author of...
Reb
ecca
Mor
gan,
CSP
, CM
C
Korean RussianItalian
French German Spanish
Danish Portuguese
Reb
ecca
Mor
gan,
CSP
, CM
C
Certified Speaking
Professional
Certified Management Consultant
CMC
15th person in the world15th person in the world
Reb
ecca
L. M
orga
n, C
SP, C
MC
SpeakerNSpeakerNet Newset News
The global, award-winning, The global, award-winning, weekly e-zine for speakers, weekly e-zine for speakers,
trainers and consultants.trainers and consultants.www.speakernetnews.com www.speakernetnews.com
Reb
ecca
Mor
gan,
CSP
, CM
C
Rebecca L. Morgan, CSP, CMCRebecca L. Morgan, CSP, CMC
presented bypresented byRebecca L. Morgan, CSP, Rebecca L. Morgan, CSP, CMCCMC
Customize, Don’t Just Customize, Don’t Just PersonalizePersonalize
For NSA Western Winter For NSA Western Winter WorkshopWorkshop
March 3, 2001March 3, 2001
Reb
ecca
Mor
gan,
CSP
, CM
C
AgendaAgenda
Why customize?Why customize? Clarify definitions:Clarify definitions:
Canned Personalized Customized
10 levels customization10 levels customization
Reb
ecca
Mor
gan,
CSP
, CM
C
Who’s here?Who’s here?
??
Reb
ecca
Mor
gan,
CSP
, CM
C
Stop signalStop signal
Hand up stop talking
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
1. I believe customization is important 1. I believe customization is important because...because...
2. Some of my challenges about 2. Some of my challenges about customization are...customization are...
3. I’ve seen some customization attempts 3. I’ve seen some customization attempts fail because...fail because...
4. I know I could customize more 4. I know I could customize more effectively if I...effectively if I...
Page 1
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
1. I believe customization is 1. I believe customization is important because...important because...
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
2. Some of my challenges about 2. Some of my challenges about customization are...customization are...
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
3. I’ve seen some customization 3. I’ve seen some customization attempts fail because...attempts fail because...
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
4. I know I could customize more 4. I know I could customize more effectively if I...effectively if I...
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
1. I believe customization is 1. I believe customization is important because...important because...
Reb
ecca
Mor
gan,
CSP
, CM
C
It’s gotten to the point that It’s gotten to the point that I almost dread public I almost dread public seminar programs because seminar programs because I know that I won’t have I know that I won’t have the opportunity to get to the opportunity to get to know my audience and know my audience and prepare like I am prepare like I am accustomed to.accustomed to.
—Patti Hathaway, CSPPatti Hathaway, CSP
Reb
ecca
Mor
gan,
CSP
, CM
C
And for another perspective...And for another perspective...
I do no customization! If you have a solid, quality message and presentation, there’s no need to customize.
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
2. Some of my challenges about 2. Some of my challenges about customization are...customization are...
Reb
ecca
Mor
gan,
CSP
, CM
C
Everyone says you have to Everyone says you have to customize. I say it depends. Lots of customize. I say it depends. Lots of great speakers don't customize great speakers don't customize much. It’s a question of your much. It’s a question of your presentation’s purpose, and the presentation’s purpose, and the narrowness or breadth of the narrowness or breadth of the audience. You can do very little audience. You can do very little customization and still have a great customization and still have a great presentation.presentation.
——Ken BralyKen Braly
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
3. I’ve seen some customization 3. I’ve seen some customization attempts fail because...attempts fail because...
Reb
ecca
Mor
gan,
CSP
, CM
C
I saw a professional speaker present to I saw a professional speaker present to a computer user group. He customized a computer user group. He customized quite a bit, using technical terminology quite a bit, using technical terminology and mentioning company initiatives that and mentioning company initiatives that I knew he didn't really understand well. I knew he didn't really understand well. I felt he came across as out of his I felt he came across as out of his league, with not a lot of credibility, and league, with not a lot of credibility, and thought it would have been stronger thought it would have been stronger had he stuck to his own materialhad he stuck to his own material
——Ken BralyKen Braly
Reb
ecca
Mor
gan,
CSP
, CM
C
What Do You Think?What Do You Think?
4. I know I could customize more 4. I know I could customize more effectively if I...effectively if I...
Reb
ecca
Mor
gan,
CSP
, CM
C
So many speakers say So many speakers say they customize and they customize and then don’t, or they don’t then don’t, or they don’t understand what it understand what it means to truly means to truly customize a program.customize a program.
——Mark LeBlancMark LeBlanc
Reb
ecca
Mor
gan,
CSP
, CM
C
Page 1
3 Levels of Customization3 Levels of Customization
CannedCanned PersonalizedPersonalized CustomizedCustomized
Reb
ecca
Mor
gan,
CSP
, CM
C
CannedCanned
A “canned” presentation is more of a A “canned” presentation is more of a performance, humorous or motivational performance, humorous or motivational in nature. These often get a bad rap in nature. These often get a bad rap from speakers. These types of from speakers. These types of presentations do serve a purpose, and presentations do serve a purpose, and can often command high fees, can often command high fees, depending on the skill level of the depending on the skill level of the speaker.speaker.
Reb
ecca
Mor
gan,
CSP
, CM
C
PersonalizedPersonalized
A “personalized” presentation is A “personalized” presentation is what most speakers do. It includes what most speakers do. It includes limited personalizing, e.g., logo on limited personalizing, e.g., logo on the handout, an interview or two, the handout, an interview or two, and a reference or two during the and a reference or two during the presentation.presentation.
Reb
ecca
Mor
gan,
CSP
, CM
C
CustomizedCustomizedA “customized” presentation is specially A “customized” presentation is specially prepared for an organization, requires an prepared for an organization, requires an in-depth study of the industry, client, in-depth study of the industry, client, culture, people, and/or annual reports, culture, people, and/or annual reports, new content is created, and/or new new content is created, and/or new handouts are designed with specific handouts are designed with specific material (or some strong combination material (or some strong combination thereof). thereof).
Reb
ecca
Mor
gan,
CSP
, CM
C
What’s Your Customization Level?What’s Your Customization Level?
A. Write the organization’s name or A. Write the organization’s name or initials for the initials for the lastlast 5 5 presentations you gave.presentations you gave.
B. Write the organization’s name or B. Write the organization’s name or initials for the initials for the nextnext 5 5 presentations you’ll give.presentations you’ll give.
Page 2
Reb
ecca
Mor
gan,
CSP
, CM
C
Level 1 last nextBefore and/or during your presentation Presentation # 1 2 3 4 5 6 7 8 9 10Use the organization’s nameUse their industry’s nameMention the meeting theme
Have the buyer complete a pre-program questionnaireProvide “giveaways” (e.g., T-shirts, bandanas, clocks, pens) printed with your program titleProvide job aids to reinforce your pointsBefore your presentation, conduct a management briefing session to help manager's understandhow to use the ideas from your presentation
Morgan Customization ScaleMorgan Customization Scale
Page 3
Levels 1-5
Reb
ecca
Mor
gan,
CSP
, CM
C
Form a team of 4Form a team of 4
Reb
ecca
Mor
gan,
CSP
, CM
C
Team ProcessTeam Process
Ask your teammates any Ask your teammates any questions you have about questions you have about anything we’ve covered so far.anything we’ve covered so far.
Share with your team the ideas Share with your team the ideas you want to implement.you want to implement.
Reb
ecca
Mor
gan,
CSP
, CM
C
Morgan Customization ScaleMorgan Customization Scale
Page 5
Levels 6-10
Level 6 last nextBefore and/or during your presentation Presentation # 1 2 3 4 5 6 7 8 9 10Use quote from client’s people/leaders on a visual
Put your visuals on client’s templates to match conference look
Learn and report on company/industry best practices
Conduct focus group w/client’s people and/or customers
Interview the client’s customers
Research the client’s competition
Interview pre-arranged audience members during your session
Tell stories from client’s organization (with their permission) and have the person/people mentioned stand,and the audience applaud their efforts
Reb
ecca
Mor
gan,
CSP
, CM
C
If you’re that upset, sir, perhaps you should see our complaint manager.
Reb
ecca
Mor
gan,
CSP
, CM
C
If you’re that upset, sir, perhaps you should see our complaint manager, Earl.
This was my client’s conference template
Reb
ecca
Mor
gan,
CSP
, CM
C
Arthur will have Arthur will have something rhythmic something rhythmic to share, no doubt. to share, no doubt.
——Arthur HullArthur Hull
Reb
ecca
Mor
gan,
CSP
, CM
C
Let’s hope JohnLet’s hope Johnsays something says something interesting, so I’ll interesting, so I’ll have a quote.have a quote.
——John FoppyJohn Foppy
Reb
ecca
Mor
gan,
CSP
, CM
C
Let’s hope Brian hit a Let’s hope Brian hit a home run, er, touchdown home run, er, touchdown so I’ll have something so I’ll have something quotable.quotable.
——Brian HollowayBrian Holloway
Reb
ecca
Mor
gan,
CSP
, CM
C
A medical company hired A medical company hired me. I told them I would me. I told them I would visit one of their clinics to visit one of their clinics to see how their customers see how their customers are treated. are treated. ThenThen they they told me that I was told me that I was speaking to their groups of speaking to their groups of MALE IMPOTENCY MALE IMPOTENCY clinics!!!clinics!!!
——Scott McKain, CSP, CPAEScott McKain, CSP, CPAE
Reb
ecca
Mor
gan,
CSP
, CM
C
Team ProcessTeam Process
Ask your teammates any Ask your teammates any questions you have about questions you have about anything we’ve covered so far.anything we’ve covered so far.
Share with your team the ideas Share with your team the ideas you want to implement.you want to implement.
Reb
ecca
Mor
gan,
CSP
, CM
C
Work on Your StuffWork on Your Stuff
With one teammate, discuss how With one teammate, discuss how you can add more customization to you can add more customization to your upcoming presentations. your upcoming presentations.
Page 8
Reb
ecca
Mor
gan,
CSP
, CM
C
Action PlanAction Plan
What are you going to do What are you going to do differently?differently?
What is your plan of action?What is your plan of action?
Reb
ecca
Mor
gan,
CSP
, CM
C
Make your commitment Make your commitment to excellenceto excellence
Fill out your pink card for three habits to change starting now
Reb
ecca
Mor
gan,
CSP
, CM
C
ClinicClinic