CC-ASTD Makes a Difference in Africa
Promoting Business Marketing
by Loukia Verhage
As
Americans, we are so accustomed to sophisticated marketing that we don’t
realize the simplest marketing plan can have a great impact on those outside
our culture. The materials developed for delivery at Tumaini (HOPE) Community
Center were simple. Imagine, though, trying to explain the concept of an “elevator
speech” to people who may eat only one meal a day, let alone ride on an
elevator! The problem—what is an elevator speech? OK, how about a “poster
phrase,” as they call those 2' x 4' ads that plaster buildings? Once I
introduced the concept of the poster phrase, we went to work on one. All parties
answered three questions:
1. What does your business do?
2. How are you different?
3. Why are you helping customers?
Once answers were established, participants crafted a single sentence to explain their businesses. Having the participants work with each other interactively was the key to success. The noise level in the room was deafening and glorious. This allowed the participants to practice business discussions in a safe environment. In addition, we discussed how to have others refer customers or “spread the word.”
- All of the exercises were successful due to a few guidelines that I have
learned in my own consulting practice.
- Have instructors visit each participant’s table to assist with materials,
further translate, or explain points.
- Demonstrate what the participants need to do by explaining the objective of
each exercise, elaborating each step, and providing examples.
- Create a safe environment for practice by reminding them that it is OK to
err here in the classroom so they get it right before stepping into the outside
world.
- Pay attention to the face and body language. By enunciating words clearly and slowly and by making use of the interpreters present for every three sentences, we guaranteed understanding.
The result? An incredible desire among the attendees to participate, learn, and create. They left with a marketing phrase that they could use to grow their business and develop more self-sufficient organizations. As they go forward, they will also be able to coach the widows and orphans running small businesses to do the same. In other words, they left the community center with HOPE.
Loukia Verhage is President, K&L Consulting, Inc., an organization whose mission is improving performance and communication by illuminating the possibilities in people. Her company specializes in personal and team programs, CRM, curriculum development, and training. Loukia can be reached through www.kandlco.com, or by phone at 773-510-3135.
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