Best of the Brands: Eloqui

Deborah Shames, Jonathan Fitzgarrald, David Booth

From time-to-time, one of my attorney colleagues will ask me to handle what s/he perceives as a sales pitch from a consultant or vendor.

Although it is my job to say, “Sure fellow colleague, I’m happy to take a meeting,” I have to admit it is not top of my list.

Such was the situation when I originally met Deborah Shames and David Booth of Eloqui.   I agreed to have lunch, justifying to myself that, at the very least, I would leave having eaten a decent meal.

Much to my surprise, and within the first 30 seconds of our meeting, my attitude did a 180!

Not only did they connect with me in a meaningful way, but I was so impressed with their approach that when they finally asked if they could train my firm’s attorneys, I replied, “Forget about them, how about you start with me?!?”  And so they did.

Since that initial meeting, over 40 of the firm’s attorneys have been through some aspect of Eloqui’s communications and presentation training.

Now is your chance to experience the passion of Eloqui.

Jonathan: How do your clients describe Eloqui’s services?

Deborah: Our clients say it best, “In all my years of taking seminars, I’ve never had anything like this. I expected to be bored and make excuses for leaving early, and I can’t believe how much fun I had and how quickly the time passed.”

David: Eloqui training is highly practical, and has immediate business application. Our approach has been borne out by many clients going into pitches or major presentations after experiencing Eloqui training and winning substantial pieces of business.

Jonathan: You advise some of the top professionals within the legal, financial, and investment communities. How does Eloqui’s brand benefit from being associated with such organizations?

David: Let’s just say we are known by the company we keep.

Deborah Shames

Deborah: Specializing in communication and presentation skills, we don’t need extensive knowledge of other industries. In fact, it is almost a detriment.  If a professional can’t explain what s/he does and how they do it effectively to an “outsider,” they will never be successful at communicating their value. We become a sounding board, driving our clients to differentiate their products and services in an authentic, memorable manner.

Jonathan: What do you do individually to manage and promote your personal brands?

Deborah: To date, we have produced three books, including two tip books and a business bestseller: Own the Room, which was published by McGraw-Hill. We include Own the Room in our training materials, and distribute copies of all three books when we deliver keynotes around the country.

David Booth

David: Going on eight years now, we keep in touch with our contacts through a weekly email.  The email contains a speaker tip, quote, and word of the week, which keeps us top of mind.

Deborah: The weekly email is also an excellent business generator–go figure!

David: We author these communication tips ourselves, based on what we observe from our clients, and look to current events, popular culture, and micro-trends to stay relevant.

Deborah: And we speak regularly to business and networking groups throughout Greater Los Angeles.  Doing so allows us to demonstrate our concepts while giving back to our extensive referral network. Additionally, we donate our time to prepare up-and-coming, young professionals and leaders at various charities.

Jonathan: What unique characteristics do you have that distinguish you from other professionals within your field?

David: What sets Eloqui apart is our cross disciplinary approach; we marry techniques from the Entertainment Industry (like how to be more engaging), with the latest findings in cognitive science for how to be memorable, and the ‘blink’ or initial impression from the field of psychology.

Deborah: I was a film and television director, running my own production company for 14 years. Being field-trained allows me to recognize a speaker’s strengths and weaknesses, adding the right skills to perform at their maximum potential.

David: And I was a performer, theatre director, and corporate spokesman for Fortune 500 companies. My field-training encompasses every venue that a speaker might face. Our unique combination of talents forms the core philosophy and programs in our Eloqui playbook.

Jonathan: Advising senior-level professionals as to the changes they need to make in order to be persuasive communicators must be challenging.  How do you handle what could otherwise be a sticky situation?

Deborah: As directors, we observe every aspect of our clients’ appearance and behavior. If a man’s jacket sleeves are too short, the shoulders too wide, or his shirt is wrinkled, we recommend a make-over. If a woman crosses her legs when she stands to present or doesn’t make eye contact around the room, we identify and manage her insecurity. And if a team is pitching and the non-speakers don’t pay rapt attention to the lead presenter, we spotlight how they are telegraphing a lack of respect for one another. Rather than delivering a template driven program, Éloqui training is always customized to the client.

Jonathan: Strong brands deliver a promise.  What is yours?

David: Overall, we promise an increased hit rate, greater ability to attract new business, and better positioning as a leader in your industry.

Deborah: That happens through a greater understanding of human behavior. When a presenter better understands the temperament of their target audience (clients, contacts, referral sources, etc.), they will be more persuasive.

We’ll also arm you with solid tools for structuring any presentation and shortening your preparation time. These include how to identify your intention, craft a unique opening, create a compelling PowerPoint, tell a memorable story, and close with panache.

David: You’ll have behind-the-scenes insight into the techniques performers use to captivate and maintain the attention of any audience. If presenting or pitching as a team, you will learn the skills to hand-off seamlessly and exhibit respect and appreciation for your co-presenters, both verbally and non-verbally.

Jonathan: With a heightened sense of how professionals communicate, I’m curious what you have witnessed others do that ultimately hurts their personal brands?

Deborah: Many talented professionals use outmoded and old-fashioned self-introductions or sales techniques. This comes from copying each other to avoid making a mistake. From the first few words of a presentation, we can tell when a presenter has spent the majority of his/her time constructing the content, as opposed to putting their attention on how to create a specific impression, deliver the material, and engage the audience.

David: Predictably, when speakers focus on listing their product and services, or educating rather than persuading, they deliver too much information, appear unfocused and bore us to tears!

Jonathan: Any final thoughts or suggestions on personal branding?

Deborah: David and I have always been hungry and ambitious–never satisfied with second place. We honor that drive, which benefits our clients because when they win, we win. Making a positive influence on society, one person at a time has always been a passion of ours.

David: Exactly! It fulfills and energizes us. Our work gives us a greater sense of purpose and meaning.

Jonathan:  Thanks Deborah and David!  To recap, a strong personal brand:

• By association, enriches all aspects of an individual’s life–not just within the business context
• Stays top-of-mind with target audiences in order to be accessible when needed
• Uses unique talents, traits, and experiences to demonstrate credibility and authenticity
• Willingness to positively influence and affect those around them for the greater good of society

Follow