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I was recently at a conference that was so well organized it was
striking! The focus was about the individual needs that people with disabilities
have in daily educational environments. Attendees were administrators,
attorneys, advocates, parents, and people with varying degrees of disabilities.
At registration, we received canvas bags that came with the usual meeting room
maps, bios, etc. Yet, some additional stand-outs were:
Audience oriented:
Convenience:
Engaging:
Nourishment:
By now you might be wondering why I am bringing this up since you
personally might never go to this type of conference. My point is that details
necessary for many attendees were known, respected and delivered in a world
that rarely does that for these people. I found myself in awe due to the
forethought and organization that I do not routinely find in my corporate and
even marketing and guru events.
So, what's up with that?
Here's what I think. One of the best ways for people with learning differences
to retain information is when lessons and life skills are broken down into chunks
and sequences. This is usually done for them, not by them. The people who put
on this event are accomplished, by nature or necessity, as the accommodators
and modifiers for people with challenges.
People with atypical lives and those around them are more sensitive to
special needs. Even though there were fewer people in attendance with actual
special needs, the target was people with special need interests. The event
coordinators knew the necessities for this target population. Therefore, the
event itself proved that they know their business and verified their abilities on a
tangible level by example.
The value of this is no different for any potential relationship. Whether it
is romantic, business-related or educational based; your style, extra touches
and attention to your target's valued desires and necessities are what will not be
forgotten. Remember, what you expend is what expands.
Research, accommodate and modify your delivery to your potential client's
necessity or industry standard, and do so completely. Conduct your business
within the comfort zone of your client base.
Remember the agenda is to impress, not distress.
It's a common belief that French people do not care for Americans. Yet,
Americans who speak French while in France have said they do not experience
the same depth of alienation as non-French speaking Americans. Think about
it, those Americans who speak French are adapting and modifying to the
"industry standards" of the country they are visiting. In turn, they are more likely
to be accepted, and feel more comfortable in new surroundings - it's a win-win
situation!
Take it a step further. Find out what your competitors biggest deficit is among
the industry and fill those shoes. Then walk those shoes directly to the decision-
maker, let the potential client (sample / experience) tying up those laces and
you just tripled your potential to walk out with the order!
A twist to consider, two steps further: Regarding the two examples I just
gave you for business (hospital purchasing) and personal (women with flower
allergies), again, do not base your actions on assumptions. Always consider the
details to accommodate individuals within the company. The person you are
dealing with might conduct internal business on mainframe, yet externally
communicate via a PC.
Learn the company focus and needs. Separately learn the focus and
preferences of the contact person you are working with inside the company. Be
adaptable to the communication and work style of the decision-maker or touch
point person.
Case in point: Do research to make sure he / she is not allergic to flowers. Just
because I wrote that, it does not mean that it applies to me personally. In case
you're wondering, I am not allergic to flowers and I happen to love them - so
bring 'em on!
striking! The focus was about the individual needs that people with disabilities
have in daily educational environments. Attendees were administrators,
attorneys, advocates, parents, and people with varying degrees of disabilities.
At registration, we received canvas bags that came with the usual meeting room
maps, bios, etc. Yet, some additional stand-outs were:
Audience oriented:
- (Some attendees were sight-impaired and others worked with sight-
impaired.) Braille letters were incorporated on the plastic back of each
name tag. The letters were the conference room numbers that each
attendee pre-registered and attended for breakout sessions. - FM Sound System microphones were attached to presenters. These
sound systems clarify sound wave output better than standard systems.
While this benefits all attendees, these particular sound systems are
often used specifically for people with auditory challenges. - Sign language interpreters were utilized with the keynote speaker
session. - All activities were located on the first floor and easily accessible.
Convenience:
- Name Tags had the conference room names printed in order of each
breakout session we pre-registered for. We did not have to keep pulling
out paper to look up our next move. - Canvas bags were the perfect size to hold book purchases, business
cards and flyers. - Each bag included a notepad and pen kept together by a custom
plastic carrier. - Second pens were ballpoints with a highlighter on the opposite tip of the
writing end. - The exhibitors were easy to find and booths were all double manned.
Products were available in clear sight, yet not overly promoted to
anyone's discomfort. - Vegetarians had discreet, yet visible symbols on name tags that
matched symbols on vegetarian box lunches for easy identification.
Engaging:
- Each breakout session had visual, verbal and interactive
experiences. This also accommodated various receptive learning
styles. - The end of each session had a yellow paper survey. Since it was the only
handout in yellow, participants knew immediately what it was for in each
session. This accommodated “familiarity.”
Nourishment:
- Continental breakfast and lunch accommodated meat and vegetarian
diets. - Water, coffee and tea were kept at appropriate temperatures in all
rooms throughout the day. - Additional drinks were served during meals.
By now you might be wondering why I am bringing this up since you
personally might never go to this type of conference. My point is that details
necessary for many attendees were known, respected and delivered in a world
that rarely does that for these people. I found myself in awe due to the
forethought and organization that I do not routinely find in my corporate and
even marketing and guru events.
So, what's up with that?
Here's what I think. One of the best ways for people with learning differences
to retain information is when lessons and life skills are broken down into chunks
and sequences. This is usually done for them, not by them. The people who put
on this event are accomplished, by nature or necessity, as the accommodators
and modifiers for people with challenges.
People with atypical lives and those around them are more sensitive to
special needs. Even though there were fewer people in attendance with actual
special needs, the target was people with special need interests. The event
coordinators knew the necessities for this target population. Therefore, the
event itself proved that they know their business and verified their abilities on a
tangible level by example.
The value of this is no different for any potential relationship. Whether it
is romantic, business-related or educational based; your style, extra touches
and attention to your target's valued desires and necessities are what will not be
forgotten. Remember, what you expend is what expands.
Research, accommodate and modify your delivery to your potential client's
necessity or industry standard, and do so completely. Conduct your business
within the comfort zone of your client base.
- Business Example: If you work with supplying hospitals and the industry
standard is still on a mainframe ordering system, make sure your
company adapts the delivery system to work with mainframe computers.
- Personal Example: If you want to impress a woman with flowers, make
sure she is not allergic to them. Don't assume that just because she is
female, that she likes or wants flowers!*
Remember the agenda is to impress, not distress.
It's a common belief that French people do not care for Americans. Yet,
Americans who speak French while in France have said they do not experience
the same depth of alienation as non-French speaking Americans. Think about
it, those Americans who speak French are adapting and modifying to the
"industry standards" of the country they are visiting. In turn, they are more likely
to be accepted, and feel more comfortable in new surroundings - it's a win-win
situation!
Take it a step further. Find out what your competitors biggest deficit is among
the industry and fill those shoes. Then walk those shoes directly to the decision-
maker, let the potential client (sample / experience) tying up those laces and
you just tripled your potential to walk out with the order!
A twist to consider, two steps further: Regarding the two examples I just
gave you for business (hospital purchasing) and personal (women with flower
allergies), again, do not base your actions on assumptions. Always consider the
details to accommodate individuals within the company. The person you are
dealing with might conduct internal business on mainframe, yet externally
communicate via a PC.
Learn the company focus and needs. Separately learn the focus and
preferences of the contact person you are working with inside the company. Be
adaptable to the communication and work style of the decision-maker or touch
point person.
Case in point: Do research to make sure he / she is not allergic to flowers. Just
because I wrote that, it does not mean that it applies to me personally. In case
you're wondering, I am not allergic to flowers and I happen to love them - so
bring 'em on!
| 2007 April Article - by Mo Bailey Let Your Client's Shoes Determine Your Footing |
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