Talk Your Way to the Top: How to Address AnyAudience Like Your Career Depends On It
by Kevin Daley and Laura Daley-Caravella
McGraw-Hill 2004 (211 pages)
This guide provides readers with communication strategies forevery speaking opportunity--from knowing when and whereto speak up, how to convey passion and make it contagious,and connect with an audience on multiple levels.
Table of Contents
Talk Your Way to the TopHow to Address Any Audience Like Your CareerDepends On It
Chapter 1 - Afraid? You Are Not Alone!
Chapter 2 - How to Stand Up and Speak as Well as You Think
Chapter 3 - How to Present Up the Management Chain
Chapter 4 - How to Be a Luncheon Speaker
Chapter 5 - How to Handle Audience Pressure
Chapter 6 - How to Orchestrate the Successful Business Lunch
Chapter 7 - How to Sell Your Ideas
Chapter 8 - How to Speak on the Spot
Chapter 9 - How to Move a Group to Action
Chapter 10 - How to Brief the Boss
Chapter 11 - How to Deliver Bad News
Chapter 12 - How to Run a Meeting So Well Your Participants Will Applaud
Chapter 13 - How to Disagree with Your Boss without Getting Fired
Chapter 14 - How to Persuade Through a Talk
Chapter 15 - How to Emcee an Event, Introduce Speakers, and Present Awards
Chapter 16 - How to Deliver a Talk to Inspire
List of Figures
List of Sidebars
Back CoverThis book is about peoplepeople like you who have to speak in front of critical listeners as part oftheir business lives. Since you cant avoid these situations if you want to advance your career, youmay as well get good at them. Talk Your Way to the Top introduces you to a number of situationscommon to everyday business, then details the skills you need to communicate without fear andmake the best impressionwhether you are speaking to an audience of 1 or 1000.
About the Authors
Kevin Daley is one of todays most accomplished corporate coaches. The founder and chairman ofCommunispond, Daley has provided communications training to over 450,000 business executivesthroughout the United States, Europe, and Asia.
Laura Daley-Caravella has been designing programs and coaching executives for eighteen years. Herclients have included Citibank, Coca-Cola, NBC, and numerous other brand-name, globalorganizations.
Talk Your Way to the TopHow to AddressAny Audience Like Your Career Depends On ItKevin Daley and Laura Daley-Caravella
New York Chicago San Francisco Lisbon London Madrid Mexico City Milan NewDelhi San Juan Seoul Singapore Sydney Toronto
Copyright 2004 by Kevin Daley and Laura Daley-Caravella. All rights reserved. Printed inthe United States of America. Except as permitted under the United States Copyright Act of1976, no part of this publication may be reproduced or distributed in any form or by anymeans, or stored in a data base or retrieval system, without the prior written permission of thepublisher.
1 2 3 4 5 6 7 8 9 0 AGM/AGM 0 9 8 7 6 5 4 3
McGraw-Hill books are available at special quantity discounts to use as premiums and salespromotions, or for use in corporate training programs. For more information, please write tothe Director of Special Sales, Professional Publishing, McGraw-Hill, Two Penn Plaza, NewYork, NY 10121-2298. Or contact your local bookstore.
This book is printed on recycled, acid-free paper containing a minimum of 50% recycled, de-inked fiber.
Library of Congress Cataloging-in-Publication Data
Daley, Kevin, 1931Talk your way to the top / by Kevin R. Daley and Laura Daley-Caravella.p. cm.Includes bibliographical references and index.ISBN 0-07-140564-X (hardcover : alk. paper) 1. Business presentations. 2. Public speaking. I. Daley-Caravella,Laura. II. Title. HF5718.22.D35 2003 651.7 3dc21
To those special people whose inspiration and insight helped make this book a reality:
Ann Goodson Daley
With special thanks to:
Our contributors of ideas, content, and graphics:
Our Content Wrangler:
About the Authors
Kevin Daley has spent the last forty years helping people develop their communicationsskills. In 1969 he founded Communispond Inc., which has since trained over 450,000executives worldwide. Kevin also worked in the advertising industry and is a former U.S. Navyjet pilot. He now lives with his wife, Ann, in Connecticut. His first book, Socratic Selling: Howto Ask the Questions That Get the Sale, was published with Emmett Wolfe in 1996.
Laura Daley-Caravella has eighteen years experience in the design and delivery ofexecutive skill development programs. Additionally Laura worked for Citibank for sevenyears. She lives in Connecticut with her husband, David, and two children, Ryan and Kelly.
IntroductionBefore cofounding Communispond in 1970 with my friend and business colleague,Charlie Windhorst, I was a management supervisor for the J. Walter Thompson (JWT)advertising agency. I was responsible for handling some advertising accounts at JWT, but,because of my interest and experience with presentations, I was also assigned to the newbusiness development team.
Ill never forget my first experience pursuing a new account. Someone at JWT had heard arumor that a certain big advertiser was unhappy with its agencyone of our big competitors. Iwas asked to call the president of that company and see if I could set up a meeting. I wastold not to bring up the subject of a possible switch of agencies, but to give him theopportunity to do so. I was pretty confused by those instructions, but I made the call.
The president answered his own phone (miracles still happen), said, Hello, and suddenly Ihad to say something. Heres what came out of my mouth: Hello, my name is Kevin Daley,vice president of J. Walter Thompson. I was reviewing our records today and discovered thatwe have never established the right kind of relationship with you.
At that point I shut up; I didnt know what else to say anyway. His response was: I dont knowanything about the relationship you might have with someone here, but we are consideringmaking a change in our agency set up and Id like to talk to your management about whetheror not J. Walter Thompson would be interested in soliciting our account.
Wow! I couldnt believe my good luck. The meeting took place and a date for a new businesspresentation was established. We knew wed be up against four or five other top agenciesitwould be a bake off, a beauty contest, a dog-and-pony show.
Everything depended on the presentation.
We needed to highlight our talents, our creativity, our skills, our people, and ouraccomplishments. The presentation would be made up of many parts and involve severalpeople. We started the planning process by creating an agenda and identifying thepresenters. We notified all eleven presenters and told them what content they shouldemphasize. Finally, we scheduled two rehearsal times for each presenter. I rehearsed eachof them personally. They hated rehearsing. They liked to talk about the material instead ofdelivering it. But that doesnt work. The words need to have traveled their route previously orthey will take detours when they are launched to a live audience. The same is true forgestures and the handling of charts. Life is physical and so is presenting; we must physicallygo through the process to learn it. Then we must do it again (do it, not talk it) if we want toimprove.
Were they good presenters? Some were. Most werent. Were any of them great? No. Theywere experienced and competent, but not highly skilled. Some talked to their charts, not tothe audience. Some mumbled or swallowed words. One senior vice president, whose namewas Bill, read his script hidden behind a lectern while a cohort controlled his visuals. Theyleaned on the table; they slouched; they put their hands in their pockets. None of thesethings are punishable by death. But these people were the cream of the crop, the best thatJWT had to offer. And yet they ranked good, not great, as presenters. This started methinking: There should be a training program for people whose livelihood depends uponmaking great presentations.
When the big day arrived, the client showed up with his team and was taken to the mainconference room, which had been designed as a mini theater for just this purpose. Therewas a conference table at floor level, with seats behind it.
The meeting began with eight client representatives and five JWT people seated around thetable. Most of our presenters were on standby, outside the room. Our chairman opened,welcomed our guests, and established the agenda. In the dialogue that followed, the clientidentified why they were there and what they were looking for. Once that discussion wasover, we began our presentation.
Our executive vice president started by giving a presentation on the subject, Who is the J.Walter Thompson company?
Next, individual case histories were presented on five accounts: Standard Brands, Kodak,Ford, Listerine, and Miles Laboratories. Five different account supervisors delivered these.They showed print ads and television commercials. They articulated marketing and creativestrategies. They outlined budget effi