Difference between sales

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Customize, Dont Just Personalize

• For NSA Western Winter Workshop
• March 3, 2001

presented by Rebecca L. Morgan, CSP, CMC
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National media resource
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Morgan Seminar Group
21Years of Excellence 1980-2001
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Travels internationally
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Clients include
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Author of best-selling books
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Co-author of...
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French
German
Spanish
Korean
Russian
Italian
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15th person in the world
Certified Management Consultant
Certified Speaking Professional
CMC
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SpeakerNet News

• The global, award-winning, weekly e-zine for
  speakers, trainers and consultants.
• www.speakernetnews.com

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Rebecca L. Morgan, CSP, CMC
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Customize, Dont Just Personalize

• For NSA Western Winter Workshop
• March 3, 2001

presented by Rebecca L. Morgan, CSP, CMC
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Agenda

• Why customize?
• Clarify definitions
• Canned
• Personalized
• Customized
• 10 levels customization

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Whos here?
?
?
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Stop signal
Hand up
stop talking
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What Do You Think?

• 1. I believe customization is important
  because...
• 2. Some of my challenges about customization
  are...
• 3. Ive seen some customization attempts fail
  because...
• 4. I know I could customize more effectively if
  I...

Page 1
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What Do You Think?

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

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What Do You Think?

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

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What Do You Think?

• 3. Ive seen some customization attempts fail
  because...

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What Do You Think?

• 4. I know I could customize more effectively if
  I...

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What Do You Think?

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

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• Its gotten to the point that I almost dread
  public seminar programs because I know that I
  wont have the opportunity to get to know my
  audience and prepare like I am accustomed to.
• Patti Hathaway, CSP

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And for another perspective...

• I do no customization! If you have a solid,
  quality message and presentation, theres no need
  to customize.

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What Do You Think?

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

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• Everyone says you have to customize. I say it
  depends. Lots of great speakers don't customize
  much. Its a question of your presentations
  purpose, and the narrowness or breadth of the
  audience. You can do very little customization
  and still have a great presentation.
• Ken Braly

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What Do You Think?

• 3. Ive seen some customization attempts fail
  because...

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• I saw a professional speaker present to a
  computer user group. He customized quite a bit,
  using technical terminology and mentioning
  company initiatives that I knew he didn't really
  understand well. I felt he came across as out of
  his league, with not a lot of credibility, and
  thought it would have been stronger had he stuck
  to his own material
• Ken Braly

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What Do You Think?

• 4. I know I could customize more effectively if
  I...

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• So many speakers say they customize and then
  dont, or they dont understand what it means to
  truly customize a program.
• Mark LeBlanc

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3 Levels of Customization

• Canned
• Personalized
• Customized

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Canned

• A canned presentation is more of a performance,
  humorous or motivational in nature. These often
  get a bad rap from speakers. These types of
  presentations do serve a purpose, and can often
  command high fees, depending on the skill level
  of the speaker.

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Personalized

• A personalized presentation is what most
  speakers do. It includes limited personalizing,
  e.g., logo on the handout, an interview or two,
  and a reference or two during the presentation.

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Customized

• A customized presentation is specially prepared
  for an organization, requires an in-depth study
  of the industry, client, culture, people, and/or
  annual reports, new content is created, and/or
  new handouts are designed with specific material
  (or some strong combination thereof).

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Whats Your Customization Level?

• A. Write the organizations name or initials for
  the last 5 presentations you gave.
• B. Write the organizations name or initials for
  the next 5 presentations youll give.

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Morgan Customization Scale
Levels 1-5
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Form a team of 4
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Team Process

• Ask your teammates any questions you have about
  anything weve covered so far.
• Share with your team the ideas you want to
  implement.

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Morgan Customization Scale
Levels 6-10
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This was my clients conference template
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• Arthur will have something rhythmic to share, no
  doubt.
• Arthur Hull

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• Lets hope Johnsays something interesting, so
  Ill have a quote.
• John Foppy

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• Lets hope Brian hit a home run, er, touchdown so
  Ill have something quotable.
• Brian Holloway

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• A medical company hired me. I told them I would
  visit one of their clinics to see how their
  customers are treated. Then they told me that I
  was speaking to their groups of MALE IMPOTENCY
  clinics!!!
• Scott McKain, CSP, CPAE

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Team Process

• Ask your teammates any questions you have about
  anything weve covered so far.
• Share with your team the ideas you want to
  implement.

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Work on Your Stuff

• With one teammate, discuss how you can add more
  customization to your upcoming presentations.

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Action Plan

• What are you going to do differently?
• What is your plan of action?

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Make your commitment to excellence
Fill out your pink card for three habits to
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