Customize, Don’t Just Personalize

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

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National media resourceNational media resource

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San JoseSan Francisco

Monterey

San Diego

Los Angeles

Sacramento

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Morgan Seminar Group21

Years of Excellence

1980-2001

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Travels internationallyTravels internationally

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Royal Cruise Line

Clients includeClients include

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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

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Inspiring Others to Win

Best Practices in Customer Service

Speaking Successfully

Co-author of...Co-author of...

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Korean RussianItalian

French German Spanish

Danish Portuguese

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Certified Speaking

Professional

Certified Management Consultant

CMC

15th person in the world15th person in the world

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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

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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

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AgendaAgenda

Why customize?Why customize? Clarify definitions:Clarify definitions:

Canned Personalized Customized

10 levels customization10 levels customization

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Who’s here?Who’s here?

??

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Stop signalStop signal

Hand up stop talking

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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...

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What Do You Think?What Do You Think?

1. I believe customization is 1. I believe customization is important because...important because...

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What Do You Think?What Do You Think?

2. Some of my challenges about 2. Some of my challenges about customization are...customization are...

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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...

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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...

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What Do You Think?What Do You Think?

1. I believe customization is 1. I believe customization is important because...important because...

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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

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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.

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What Do You Think?What Do You Think?

2. Some of my challenges about 2. Some of my challenges about customization are...customization are...

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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

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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...

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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

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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...

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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

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3 Levels of Customization3 Levels of Customization

CannedCanned PersonalizedPersonalized CustomizedCustomized

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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.

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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.

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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).

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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.

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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

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Levels 1-5

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Form a team of 4Form a team of 4

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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.

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Morgan Customization ScaleMorgan Customization Scale

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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

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If you’re that upset, sir, perhaps you should see our complaint manager.

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If you’re that upset, sir, perhaps you should see our complaint manager, Earl.

This was my client’s conference template

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Arthur will have Arthur will have something rhythmic something rhythmic to share, no doubt. to share, no doubt.

——Arthur HullArthur Hull

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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

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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

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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

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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.

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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.

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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?

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Make your commitment Make your commitment to excellenceto excellence

Fill out your pink card for three habits to change starting now

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ClinicClinic