Coaching in the Rockies - Part two

by Michel C. LAVOIE

A unique learning experience:

The interns had many diverse challenges and preoccupations during the market. “If I meet the broadcaster informally during coffee break, should I talk about my project immediately or wait for the right moment?”(Wait for the right moment. You don’t want to come across as over-bearing). “When do I know it is time to stop pitching an idea?”(Look for non-verbal signs). “What are the signs that the point has been made or that there is no interest on the part of a broadcaster?”(They will let you know quite clearly or they will ask you to send them the project for future analysis). “What if the broadcaster shows no interest in my project at the beginning of the meeting, what do I talk about?” (Ask them what kind of projects they are looking for).

Using powerful questions with the producers:

I employed a variety of questions which were meant to create a state of preparedness for action during the pitching sessions. Here is a sample of questions in my Banff ‘toolkit’:

1. 1. What can you do to get in touch with your passion for your project in order to communicate it to the broadcaster?
2. What are your main strengths as a producer? How will you use these during the pitch?
3. How can you best convey your competency and credibility as a producer during your pitch? (Key phrases, use of body language, etc.)
4. What is your desired outcome for the pitch meeting?
5. What are the 3 main selling points your want to leave the broadcaster with?
6. How are you going to begin your presentation? Opening lines? How are you going to finish your pitch?
7. What are you going to do to have a follow up meeting in the future?

At the end of the morning meeting, I suggested that the interns practice visualizing the results they wished to achieve at their pitching session that day. I asked them to see, to hear and to feel the results they wished to accomplish during their pitch meetings before the meeting. To visualize the outcome they wanted to achieve. I stressed the importance of seeing the result before it actually occurred and to act as if it was going to materialize.

Establishing rapport with the other person:

I underlined the importance of establishing rapport with the broadcaster before expecting this person to listen. Creating rapport is almost more important than the pitch itself. Show genuine interest in the other person by asking questions and focusing on them. Establish a empathic relationship. Take a genuine interest in getting to understand what is important to the other person. I pointed out possible techniques such as picking up on another person’s favorite key words and phrases to build these subtly into their own conversations with them. We talked about being on the look out for the other person’s goals and intentions in order to get on the same wave-length. We discussed the importance of tone of voice and body language. In effect, these aspects were as important as words in communicating an idea during a pitching session. Finally, I impressed upon them the importance of having one discussion, one agenda, and to obtain good feedback to their idea from the person they are pitching.

Flexibility:

At some of the morning sessions, we discussed flexibility with regards to attaining results. ‘Be ready to do what it takes to make the deal work. It is important to know exactly what you want as an outcome before the pitching meeting is held. Then have the awareness to see and understand what isn’t working so you can modify your behavior and pitch accordingly the next time around to steer you toward the desired outcome. Finally, be flexible. If the pitch isn’t working, try another direction. Be as flexible as possible so you can roll with the action and adapt to a changing environment.’

One of the producers was stood up by somebody she had booked a meeting with. This was a learning experience for her. “I didn’t appreciate being stood up; I won’t do it to somebody else. I know how it feels.” Another intern stood somebody up...accidentally. What to do? How to handle the situation? After some mentoring, the intern decided to write a note of apology. It is better to keep the door open and face up to the situation than to avoid it. You are only as good as your reputation and personal integrity.

“Banff is only the beginning!” A huge realization came for all concerned on the third day when, at our morning briefing, one of the interns mentioned all the work required to follow up on the Banff meetings. “The real work begins when you get home and when you attempt to contact that broadcaster who was so friendly and encouraging when you met her/him at Banff…only to find out that a particular broadcaster doesn’t answer your emails or return your calls. This busy executive is probably wading through a paper land of 300+ projects s/he showed interest in at Banff…and which have all landed on his/her desk at the same time. This is when the real work begins… So, we talked about the best ways to prepare for Post-Banff…How to make to do lists; set priorities, find the most effective ways of communicating with the contacts made at Banff.

Concluding notes:

As the days advanced, my services were predictably less and less required. This kind of coaching-mentoring situation was new to me. This is as it should be. They were over the first day jitters; they were perfecting their approaches; they were building on the experiences and successes and they were learning from their less successful experiences. The buzz of the market can be intoxicating for neophytes. Some were exhausted; two others were somewhat depressed by the competitive climate and the difficulty in making in-roads at this venue. They would have to make decisions concerning their future. What do you do when you don’t like the competition element inherent in any market situation? Many of the interns have mentioned how demanding the market experience is physically and psychologically. Most got into it and threw themselves into the experience with everything they had. Fish to water. Others were not as successful and could use follow up coaching and mentoring. Some will continue doing some soul-searching to come to terms with their professional roles in the industry in the future.

From my perspective, as well as being a terrific professional experience, I had to learn to be flexible, empathic, responsible and adaptable to each individual. I was juggling individual and group coaching almost simultaneously. Most emerging producers came out of the experience with at least one project to follow up on with a broadcaster. This was a most pleasant surprise and outcome as expectations at the outset were realistic and the emphasis was on creating contacts for the future rather than making the big deal. In this sense, the experience was a wonderful success for everyone concerned.