1. Effective Business Communications CBTG – Summer Meeting – August 7, 2014 Presentation to MBG MBG Learning & Development Learning for Life

2. MBG Learning & Development, LLC COMMUNICATION IS… Confirmed understanding

3. Learning for Life MBG Learning & Development, LLC Albert Mehrabian - Professor of Psychology UCLA Communication – pertaining to feelings and attitudes The way the words are said (inflection) Words that are spoken (verbal) Facial expressions (visual) 7% 38% 55%

4. Learning for Life MBG Learning & Development, LLC Albert Mehrabian - Professor of Psychology UCLA 250,000750,000 Facial SignalsPhysical Signs

5. Learning for Life MBG Learning & Development, LLC Albert Mehrabian - Professor of Psychology UCLA Facial Signals Physical Signs Paralinguistic cues

6. Learning for Life MBG Learning & Development, LLC Memory test 4955372531

7. Learning for Life MBG Learning & Development, LLC Memory test 713 4955 61 37 4319 2531

8. Learning for Life MBG Learning & Development, LLC Memory test 713 4955 61 37 4319 2531

9. Learning for Life MBG Learning & Development, LLC Effective communications?

10. Learning for Life MBG Learning & Development, LLC KNOW YOUR AUDIENCE RULE 1

11. Learning for Life MBG Learning & Development, LLC The pains of business travel Carlson Wagonlit Study

12. Learning for Life MBG Learning & Development, LLC PREPARING FOR A TRIP DURING A TRIP But they still feel positive… Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

13. Learning for Life MBG Learning & Development, LLC CAREER SUCCESS Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

14. Learning for Life MBG Learning & Development, LLC EMPOWERING SENSE OF FREEDOM Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

15. Learning for Life MBG Learning & Development, LLC LIKE THAT THEIR FRIENDS THINK THEY ARE “EXPERTS” Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

16. Learning for Life MBG Learning & Development, LLC EXPERIENCING NEW PLACES Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

17. Learning for Life MBG Learning & Development, LLC EARNING MILEAGE OR LOYALTY POINTS Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

18. Learning for Life MBG Learning & Development, LLC TRYING NEW FOODS Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

19. Learning for Life MBG Learning & Development, LLC SPENDING TIME ALONE Fairfield Inn and Suites by Marriott Business Traveler Research, August 2012

20. Learning for Life MBG Learning & Development, LLC Here’s a great example. Staying engaged

21. Learning for Life MBG Learning & Development, LLC

22. Learning for Life MBG Learning & Development, LLC Hilton suggests

23. Learning for Life MBG Learning & Development, LLC We’re not looking to win your stay on this trip. We’re looking to make a real, authentic connection with you and hopefully gain a customer for life. Hilton suggests -Vaness Sain-Dieguez -Social Media Director

24. Learning for Life MBG Learning & Development, LLC Write down your three strongest value propositions for travelers.

25. Learning for Life MBG Learning & Development, LLC KNOW YOUR ENEMY RULE 2

26. Learning for Life MBG Learning & Development, LLC What you are up against 8 seconds 9 National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press (Jan 2014)

27. Learning for Life MBG Learning & Development, LLC ? 6 2 9 87 5 4 3 1 0 6 2 9 8 7 5 4 3 1 0 MILLERS MAGIC NUMBER

28. Learning for Life MBG Learning & Development, LLC The magic number George A. Miller (1956)

29. Learning for Life MBG Learning & Development, LLC The magic number Alan Baddeley (1986)/Nelson Cowan (2001)

30. Learning for Life MBG Learning & Development, LLC Time is not on your side 20 mins1 day31 days 100% Start 98969492908886848280787674727068666462605856545250484644424038363432302826242220 Hermann Ebbinghaus (1886)

31. Learning for Life MBG Learning & Development, LLC What percentage of business travelers claimed that “their friends view them as expert travelers?” 74% 76% 78% A. B. C.

32. Learning for Life MBG Learning & Development, LLC What percentage of business travelers claimed that “their friends view them as expert travelers?” 74% 76% 78% A. B. C.

33. Learning for Life MBG Learning & Development, LLC What percentage of business travelers said that “trying new foods” was their favorite perk of travel? 38% 42% 46% A. B. C.

34. Learning for Life MBG Learning & Development, LLC What percentage of business travelers said that “trying new foods” was their favorite perk of travel? 38% 42% 46% A. B. C.

35. Learning for Life MBG Learning & Development, LLC Time is not on your side 20 mins1 day31 days %20 Hermann Ebbinghaus (1886)

36. Learning for Life MBG Learning & Development, LLC Do your value propositions resonate with the traveler?

37. Learning for Life MBG Learning & Development, LLC Becoming a trusted advisor Social interaction

38. Learning for Life MBG Learning & Development, LLC Becoming a trusted advisor Crisis communications

39. Learning for Life MBG Learning & Development, LLC Becoming a trusted advisor Just in time information

40. Learning for Life MBG Learning & Development, LLC Becoming a trusted advisor Traveler surveys

41. Learning for Life MBG Learning & Development, LLC KNOW YOUR MESSAGE RULE 3

42. Learning for Life MBG Learning & Development, LLC Blaise Pascal Mathematician, logician, physicist and theologian “Je n’ai fait celle-ci plus longue que parce que je n’ai pas eu le loisir de la faire plus courte.” “If I had more time, I would have written a shorter letter.”

43. Learning for Life MBG Learning & Development, LLC Cognitive load AUDITORY CORTEX VISUAL CORTEX

44. Learning for Life MBG Learning & Development, LLC Information storage and the senses

45. Learning for Life MBG Learning & Development, LLC What makes a message stick ? Communicated in a way that anyone can understand Is delivered after the presenter provides context for the audience Holds the audiences attention, overcoming distractions Provides relevant information that is easy to recall

46. Learning for Life MBG Learning & Development, LLC What makes a message stick ? Communicated in a way that anyone can understand Is delivered after the presenter provides context for the audience Holds the audiences attention, overcoming distractions Provides relevant information that is easy to recall

47. Learning for Life MBG Learning & Development, LLC What makes a message stick? LANGUAGE DISTRACTIONS PRESENTERAUDIENCE MESSAGE TEMPERAMEN T FILTERS

48. Learning for Life MBG Learning & Development, LLC Do your value propositions resonate with the traveler? The best Account Managers and Consultants Feature Benefit Advantage We are empowered to deliver their solutions Duty of care Mobile App for travelers Quality driven – get it right the 1 st time

49. Learning for Life MBG Learning & Development, LLC 3 value propositions 10 minutes “We to you.”

50. Learning for Life MBG Learning & Development, LLC Does your message have a story? STARTMIDDLEEND THE PLAYERS THE CHALLENGE THE SOLUTION

51. Learning for Life MBG Learning & Development, LLC Short-term to long-term memory? Human-Memory.net Meaning Association

52. Learning for Life MBG Learning & Development, LLC KNOW YOUR AUDIENCE ENEMY MESSAGE RULES 3

53. Learning for Life MBG Learning & Development, LLC What is a Presentation? 53 A presentation is the process of presenting a topic to an audience. It is typically a demonstration, lecture or speech meant to inform, persuade, or build good will.

54. Learning for Life MBG Learning & Development, LLC Why do you Present? buy a product approve a project apply new information enact legislation donate bring in a verdict follow a new procedure agree to a change provide support participate gain agreement use a service To persuade someone to… sell something

55. Learning for Life MBG Learning & Development, LLC Persuasion The Psychology of Persuasion – Robert B. Cialdini-

56. Learning for Life MBG Learning & Development, LLC Cognitive load AUDITORY CORTEX VISUAL CORTEX SHORTCUTS Cognitive overload Switch or TriggerAutomated compliance The Psychology of Persuasion – Robert B. Cialdini-

57. Learning for Life MBG Learning & Development, LLC Weapons of Influence: Reciprocity Consistency Consensus / Social proof Liking Authority Scarcity Click, Whirr! The Psychology of Persuasion – Robert B. Cialdini-

58. Learning for Life MBG Learning & Development, LLC Restaurant tip study: Mint = 3% increase in tip 2x mint = 14% increase Mint + personal/group acknowledgement = 23% increase 1.First to give 2.Personalized 3.Unexpected Reciprocity Obligation to give when you receive The Psychology of Persuasion – Robert B. Cialdini-

59. Learning for Life MBG Learning & Development, LLC Medical appointment study Patients were asked to write down the details of next appt. 18% decrease in missed appointments 1.Look or ask for small initial commitments that can be made 2.Voluntary 3.In writing Consistency People will act in a manner that is consistent with what they have previously said or done The Psychology of Persuasion – Robert B. Cialdini-

60. Learning for Life MBG Learning & Development, LLC Hotel towel use study: Specific signs added to rooms 33% increase in the reuse of towels 1.What are other people doing 2.Identify actions 3.Identify similarities Consensus / Social-proof People will look to the actions and behaviors of others Similar studies: Publicized Suicides Auto crashes Plane crashes The Psychology of Persuasion – Robert B. Cialdini-

61. Learning for Life MBG Learning & Development, LLC We like people who are similar to us, compliment us and cooperate with us toward mutual goals Business School Study on negotiation: Time = money… 55% success Exchanged personal Info 90% success Liking People prefer to say “yes” to people they like 1.Areas of similarity 2.Genuine compliments The Psychology of Persuasion – Robert B. Cialdini-

62. Learning for Life MBG Learning & Development, LLC Casual clothes vs. uniform studies Real Estate Study: 20% increase in appointments 15% increase in signed contracts Authority People will follow the lead of credible, knowledgeable experts 1.Present credentials and/or experience first 2.Doesn’t matter who introduces The Psychology of Persuasion – Robert B. Cialdini-

63. Learning for Life MBG Learning & Development, LLC BA announced cancellation of Concord flights Next day sales skyrocketed 1.Point out Benefits 2.Identify Uniqueness 3.Identify what might be lost Scarcity When something is hard to get, people will want it more The Psychology of Persuasion – Robert B. Cialdini-

64. Learning for Life MBG Learning & Development, LLC Cognitive load SHORTCUTS Cognitive overload Switch or TriggerAutomated compliance The Psychology of Persuasion – Robert B. Cialdini-

65. Learning for Life MBG Learning & Development, LLC KNOW YOUR AUDIENCE ENEMY MESSAGE RULES 3

66. Learning for Life MBG Learning & Development, LLC Mark Twain American Author and Humorist “It usually takes me three weeks to prepare a good impromptu speech.”

67. Learning for Life MBG Learning & Development, LLC Questions?

68. Learning for Life MBG Learning & Development, LLC Thank you. Matt B. Girod matt@mbglearning.net 410-586-3628 matt@mbglearning.net Learning for Life