190322_Extraordinary_Business_Communication_Martin_Gross.pdf

Business comunication class

1. EXTRAORDINARY
BUSINESS
COMMUNICATION
Martin Groß, 22.03.2019

2. LEARNING GOALS
After this course you will…
✓haveimprovedyourstorytellingaboutyourbusinessaswellasyourbusinesspresentation
✓understandcultural specifics when presenting to a German audience
✓know about criteria, e.g. structure, engagement, storytelling that make presentations excellent

3. EXPECTATIONS

4. Agenda
Part 1
Part 2
Part 3
Part 4
Howtomakeyourbusinesscommunicationmemorable
Golden Circle of Communication | Storytelling
Presenting in Germany
Tips & Tricks | Target Group Analysis | German Cultural Specifics
Improvement Space
Evaluation of your Presentations| Improvement Time including Consultancy
Body Language
Introduction to Authentic Body Lanaguage
Part 5
Exercising Presentations
Training “The Pitch”

5. Reflections
Share your experience in Germany up until now.
Focus on what is relevant for your company presentation.
➢What surprisedyou?
➢Do you feel that you need to adopt your behavior in
German business context?
➢Any major takeaways?

6. Howtomakeyourbusiness
communicationmemorable
The “Golden Circle” of Communication
Introduction to the Art of Storytelling

7. The “Golden Circle” of Communication
HOW
WHAT
WHY
Outside-In /
Conventional
Inside-Out /
Memorable
WHY
Purpose, cause or belief
Very few organizations know why they do what they
do. Why is not about making money. It’s the very
reason your organization exists.
HOW
How do you do what you do?
Some organizations know how they do it. These are
the things that make them special or set them apart
from their competition.
WHAT
Every organization on the planet knows what they
do. These are products they sell or services they
deliver.

8. The “Golden Circle” of Communication
HOW
WHAT
WHY
WHY
•Your Vision
•With the “Why” comes trust
•Make it authentic
Examples:
“Everything we do, we believe in challenging the
status quo and continuously developing new
solutions that make the world a better place.”
“We are contributing to the sustainabledevelopment
of humankind.”

9. The “Golden Circle” of Communication
HOW
WHAT
WHY
HOW
•Specific action taken to implement your WHY
•Your Value Proposition / Problem Description
•Target Customer
Examples:
“The way to challenge the status quo is to make our
products beautifully designed, simple to use and
user friendly”
“The way to contribute to sustainable development is
to provide infrastructure solutions that are
affordable, durable and are produced in an
environmentally friendly way”

10. The “Golden Circle” of Communication
HOW
WHAT
WHY
WHAT
•Specific Product, Service, Offer
Examples:
“We make great computers.”
“We make steel beams”

11. Martin‘sWhy-How-What
I believetocreatea worldin
whicheveryonelearnsmore,
becomesmoreandinspires
moretocreatethe
Extraordinary.
Myservicesandsolutionsare
highlyenergetic, crystalclear
andinspiring.
I runtransformation
progragramsforpeople,
teamsandorganizations.
WHY HOW WHAT

12. Exercise
Write down yourWhy, yourHowandyourWhatforyourbusiness.
10 minutes
Tofind yourWHY youmayaskyourself:
Whydo I getout ofbedevery
morning?
WhatisitthatI believetocreate
withmycompany?
Ifyouhavean answer, askyourself
‘whyisthatimportant?‘ andrefine
youranswer
Tofind yourHOW youmayaskyourself:
Whatmakesyourbusinesshardto
copyforothers?
Whatmakesyouunique?
Whatkindofproblemareyou
solving?
Tofind yourWHAT youmayaskyourself:
Whatisyourconcreteserviceor
offering?

13. Professional Presentation –by Martin Groß 5/1/2017
Coffee Break
15min

14. Amygdala the “Bouncer“
STORYTELLING

15. Amygdala the “Bouncer“

16. The Hero’s Journey
OrdinaryWorld
Special World
Status Quo
1. Call toAction
2. Assistance
3. Departure
4. Trials
5. Approach
6. Crisis
7. Treasure
8. Result
9. Return
10. New Life
11. Resolution

17. Storytellingcombinestheheartwiththehead
Storytelling combines the heart with the head and makes messages stick
Conventional Rhetoric = Head Heart = Story

18. Stories areself-reinforcing
Out-
come
Story
Action
Agile is new, everywhere and
you got to have it. Everyone
does it.
I want agile development,
I think it‘s required,
I start informing myself
I believe agile is
the way to go,
I start piloting it.
I tell others.
Our entire life builds up around stories about
ourselves: Who we were, who we are, who we want
to be.
We owe everything that we are to our behaviors and
attitudes, which are massively influenced by the
stories we tell about us and others.
Which means in return that stories define who we
are. Stories about us define our reality.
The question is: are we telling limiting or
empowering stories about us, who we want to be,
our workplace or our products?
Empowering stories, will positively reinforce the
validity of the story on an emotional level,
causing trust, loyalty, believe, and positive
perception.

19. The ROI ofStorytelling
Jim Collins and Jerry Porras inBuild
to Last: increased financial results
for companies that let their purpose
(story) drive what they do.
These companies outperform the
general market 15:1and
comparison companies 6:1
John Kotter and James Heskettin
Corporate Culture and Performance:
revenue growth that is 4 times
faster and share price growth that
is 12 times faster.
Storytelling is not about selling
things –it’s about creating
connections, sharing experiences,
and inspire people to take
action.
Storytelling should not be crammed
in a box alongside digital tools like
banner ads or landing pages. The
power of storytelling cannot be used
to measure sales in percentages
like conversions. Storytelling is
about emotional connections.
versus

20. Storytellingframework
What do our
customers
want?
What
stands in
their way?
How can we
be their
guides?
What is the plan?
How can we help
remove barriers,
solve problems?
What action do
we/they need to
take?
What does success look
like? What does
life/business look like if our
customer lives this story?
That results in…
What will our customers be
missing if they don’t live
this story? What will we be
missing?

21. YourBusiness Story
Developonecompellingstorytobetoldaboutyourbusiness.
When you build the story think about
what do you want them to know,
what do you want them to feel and
what do you want them to do?
Take real examples, use customer anecdotes and quotes, draw mental pictures,
turn facts into quotes.
15 minutes

22. Professional Presentation –by Martin Groß 5/1/2017
LUNCH

23. Part 2
Presenting in Germany
Tips and Tricks for Excellent Presentations
Target Group Analysis & Engaging an Audience
German Cultural Specifics
Criteria for Excellent Presentations

24. Tips and Tricks for Excellent Presentations
✓Include only necessary information
✓Keep it simple -simple explanations and simple graphics -reinforce specific points with data, don't jam
your slides
✓Lead with your main point -bottom line up front
✓Reduce time spent on company history -rather focus on specific problem you can solve for potential
clients
✓Let yourself, not your slides, shine -focus on what you say and how you say it
✓Tailor your presentation to your audience (adapt your storytelling, adapt e.g. cover slide)
✓Let your personality show -authenticity is key
✓Keep your energy up -your vibe will translate to your audience
✓Rehearse -Practice, it's just like sports, mastery takes time

25. Target Group Analysis
What kind of information to collect:
People profile:
Gender, age, experience, functional expertise, role in the company, level of influence
Characteristics such as Thinker, Networker, Analyzer, Rationalist, Feeler, Planner, Doer, Synthesizer, Generalist
What is their goal when listening to you?
Company profile:
Size, revenue, supply chain, customer profile, problems/issues, potential, future strategy, etc.
Identify similarities, competitive advantages, common ground
How to collect information:
Research online (Xing, Linked-In, Google, company homepage)
Use small talk during initial encounter or lunch/dinner spaces
Ask in your network if anyone has made experience with the target audience yet

26. Engaging an Audience
✓Start and end strong
✓Know your strengths as a presenter –what presentation persona are you?
✓Use Storytelling
✓Ask a strategic question if applicable
✓Cater to personal characteristics
✓Embrace the rule of three -boil your presentation down to three major points (memorable messages)
✓Be aware of your body language -natural, fearless, smiling, positive
✓Again: practice, practice, practice

27. German Cultural Specifics
“Germans are Humans, too” 
Don’t worry, Germans are nice, polite, and interested
Small talk on the way to the meeting room, business talk as soon as everyone settled in the meeting room
Separation ofprivate andbusinessspheres
Bottom-line first –what do you want? Can be done with a short story
Be precise, short, focus on business value added / your contribution to their business
Include concrete numbers (e.g. price, volumes, delivery time, etc.)
Mention references (amount of suppliers or customers, major clients you work with)
Include agenda in the beginning
Don’t use too many colors in your presentation materials (deemed unprofessional)
Structure your presentation well(e.g. Golden Circle)

28. Part 3
Improvement Space
Self-Evaluation of your Presentations
Improvement Time including Consultancy

29. Self-Evaluation of your Presentations
Criteria for excellent presentation –rate your presentation on the flipcharts using post-its
Appealing but simple slide layout
Avoid Fancy Fonts
Contrasting colors for text and background
Use of photos, charts, graphs
Avoid excessive use of slide transitions and animations
Short and precise (limited numbers of slides), no jammed slides
Use of Storytelling
Start with Why
Messages tailored to audience

30. Professional Presentation –by Martin Groß 5/1/2017
Use the time to improve your presentation!
You can come in front to me or call me to your place to look over your presentation, answer
questions and provide ideas for improvement!

31. Professional Presentation –by Martin Groß 5/2/2017
Coffee Break
15min

32. Part 4
Body Language
Key toauthenticpresentations

33. Body Language Training
Facial Expression Gestures
Breathing
Body Postures Handshakes
Movement Eye Contact Pointing

34. Becoming a better Speaker
75% of all people suffer from some kind of public speaking anxiety
Stop trying to be someone else
Zoom in, zoom out
Don’t look for approval. Focus on contributing
Practice. A lot.
Watch Ted Talks
Video yourself speaking
Know your content cold

35. Part 5
Exercising Presentations
The Pitch

36. Training a Company Pitch
ATTENTION INTEREST DESIRE ACTION
Who are you?
What’s your vision &
what do you do?
What’s your USP?
Clear description of
your core benefit in
1-2 sentences.
How do your
customer benefit
from your product?
Appeal to the
customer to take
action –close the
deal.
2 Minutes In pairs, take turns

37. Feedback and Open Points

38. Wrap-Up &
Closing

39. LEARNING GOALS
After this course you will…
✓haveimprovedyourstorytellingaboutyourbusinessaswellasyourbusinesspresentation
✓understandcultural specifics when presenting to a German audience
✓know about criteria, e.g. structure, engagement, storytelling that make presentations excellent

40. Agenda
Part 1
Part 2
Part 3
Part 4
Howtomakeyourbusinesscommunicationmemorable
Golden Circle of Communication | Storytelling
Presenting in Germany
Tips & Tricks | Target Group Analysis | German Cultural Specifics
Improvement Space
Evaluation of your Presentations| Improvement Time including Consultancy
Body Language
Introduction to Authentic Body Lanaguage
Part 5
Exercising Presentations
Training “The Pitch”

41. Professional Presentation –by Martin Groß 5/2/2017
THANK YOU

42. ContactInformation
Martin Groß
[email protected]
[phone]
www.theextraordinary.de