Orvel Ray presenting diplomas in Nairobi, Kenya

In September, speaker and consultant Scott “Q” Marcus did a program and workshop for NSA Colorado on an advanced audience-interaction technique called “Sculpting,” in which participants collaborate to build a living model of a problem or situation, then work to solve it. It was outstanding in every respect, and we all left the day eager to give it a try.

The opportunity arose in the opening hour of a two-day Advanced Guerrilla Selling Seminar that I was teaching last week in Nairobi, Kenya. After the opening story and overview, the room was just flat. At first I just chalked it up to my America accent; after all, their first language was Swahili. Or maybe it was a bit of a cultural thing (here’s another White man telling us what to do) but it just wasn’t connecting. Here were 90 Sales VPs and Managers, from three countries, representing the biggest companies in East Africa, sitting quietly and looking skeptical. I was in trouble and I knew it.

So I did a sculpt, based on the “Get through the Day” theme that Scott had demonstrated. I called for a volunteer to represent the role of the Salesman. Mark, who sells big transformers to electrical utilities, stepped forward, and we positioned him far stage left, and gave him the goal of getting across to the far end of the 20-foot stage, which would represent his goal of making the sale.

Then I asked the audience to shout out possible obstacles that could get in the way.

“Competition!”
“Traffic” (Nairobi is notoriously gridlocked)
“Infrastructure” (temperamental at best, or lacking altogether)
“Technology”
“Dead mobile”
“Corruption”
“Time”
“Price”
and so on.
As each participant spoke up, we brought them in turn up onto the stage, asked them to pose in a way that would show us what their obstacle might “look like,” and “where in the day” it should go. After arranging themselves across the stage, we set the sculpt in motion. “OK, Mark, time to go to work.”

It looked like a Rugby scrum as Mark struggled to push his way over, around, under and through one challenger after another. It was hysterical. When he finally made it to far stage right, the room exploded into applause and cheers.

“So, is this what it feels like to do business in Africa?” I asked.

A resounding, “YES!”

“Ok, then. Over the next two days, this seminar is going to teach you strategies and tactics to help overcome all of these obstacles, and more.”

It was as if someone had waved a magic wand. What they got from the sculpt was that, first of all, this was going to be a fun, collaborative, participative environment, rather than a formal stuffy lecture. (Kenya was a British Protectorate, and that culture still lingers. It’s subtle, but Kenyans are resentful of white authority figures). It also set their expectations that the content would be practical and street-wise. They could see that, “this guy gets it.” I think it gave them permission to relax, speak out and play along. And it humanized me in a way that bonded me to the group. From that moment on, they were fully engaged, relaxed, chatty and eager to speak out and participate.

Imagine my shock and surprise when this same group gave the program a standing ovation at the end of the second day. Absolutely unheard of for a long seminar; certainly a first in my career.

The sculpt set the stage for a successful learning experience that transcended language, race and culture. Scott, I can’t thank you enough for teaching us this very powerful technique, and I look forward to using it again in my next seminar.

Continuing my discussion with fellow professional speaker Suzannah Baum, she shared some concern about how to approach the client after they have already videotaped her presentation.

As a Guerrilla Selling Speaker, I often have clients video my keynote for internal publication. Guerrillas believe in the power of Investment, so they invest first in their customers and clients. Explain that your copyright attorney had advised you that you need to write a letter specifically granting permission to use the video, because it may otherwise infringe on unforeseen future uses of the material in books, magazines, pay-per-view, etc.

Prepare the letter on your stationary, using the language, “[Your Company] hereby grants limited, non-transferable License and permission for [Client] to publish the [length] minute video, ["Title of Your Training”] recorded on [performance date] at [location], hereinafter referred to as “the video.” [Client] may publish an edited version of the video, subject to approval of the author, on their company website at [http://www.clientswebsite.com] for viewing by employees of [Client] and the general public, for a period of [one year should suffice, but not more than three]. Commercial use and mechanical distribution are specifically excluded.

“[Client] agrees to indemnify [you] from any action which may arise as a consequence of this publication. [You] reciprocally indemnify [Client] and affirm that [your company] posses all rights to the video content, and have the authority to grant such license.

“In consideration of this license, [Client] agrees to surrender to the author all original master video tapes of the video, together with a DV or QuickTime version of the finished product on DVD within 30 days of completion of their edits. All Other Rights Reserved.”

Sign and date two copies, and have them countersign, date and return a copy of the letter. That should do it.

Then point to it from your website, your one-sheet, your bio, your eSpeakers listing, your bureau listings, etc. Here’s the guerilla twist: why go to all the bother of hosting a long demo video on your own servers when they will do it for you?

–OrvelRay

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Trade shows and consumer shows require different approaches, promotions, and follow up. Here’s specific strategies to succeed at each type of show.

Trade Shows

People attend trade shows to review the latest developments in their industry or association, make future buying decisions, and meet with other industry colleagues.

Buying or writing shows are a special type of trade show that purchasers attend to order inventory for their businesses, shops, and chain stores. These shows happen at regular times of the year tied to consumer buying patterns.

Exhibits are often large and complex, with companies spending lots of money to buy position and prestige in their industry.

The exhibit staff tend to be sales and upper level management. Many peer-to-peer meetings occur — CEO’s visit with CEOs arranging business deals. Visitors expect access to high-level decision makers and want to speak with people who can make commitments. While some sales are closed at the show, most of the closing is done after the show is over.

Consumer Shows

Consumer shows are a collection of temporary stores, like a bazaar. Vendors present their goods and services for sale, and are looking for consumers of what they sell. Examples include home decorating shows, sports shows, and Chamber of Commerce expos.

Exhibits at consumer shows are often no larger than a single booth, only going to larger sizes if there are many products to show, such as an appliance or furniture company.

At consumer shows, you’re probably talking to the buyer, or a person who has direct and powerful influence on the buyer. You only have to impress and persuade the person you’re speaking with to make the sale.

Visitors don’t need to speak with decision makers, and expect to speak with a sales person. At consumer shows, you should be selling and closing as much as possible.

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