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Seize Your Business: Using Speech To Grow Your Business (Nadine Haupt)

In this SeizeYourBusiness.com entrepreneur video, Nadine Haupt discusses how to structure an effective speech, where to speak and the power of story telling. 

Nadine Haupt

FAST Women In Business

(630) 701-6806

Speaking for Business

In this SeizeYourBusiness.com entrepreneur video, Nadine Haupt discusses how to structure an effective speech, where to speak and the power of story telling. 

JIM WASZAK: Our guest today is Nadine Haupt from FAST Women in Business. What I'll tell you about Nadine -- is probably the most interest thing -- is she used to be a pit crew chief in the racing world. Nadine, welcome to our show. Good to have you here.

NADINE HAUPT: Thanks, Jim.  Happy to be here.

JIM WASZAK: So tell us a little about the racing.  I mean, I think that's kind of an interesting thing. 

NADINE HAUPT: It's not something you come across with every day at all.

JIM WASZAK: Absolutely, absolutely.  Let alone a lady who does it.

NADINE HAUPT: Exactly.  So I kind of got started in engineering school where I just thought: math, science, I like taking apart things, and that.  So I went down to Purdue university, and during my summers I actually got an opportunity to work for Chrysler Corporation and do engine design on the Dodge Viper V10.  And it was during that group ‑‑ It was a very small team very unique to the corporation that there was about 80 team members. They were all involved in some form of motor sport:  dirt tracks, oval tracks, you name it, drag racing.So that's where I started to get that first bug of interest in racing. I started doing some amateur stuff on the weekends where you pay money to go racing.​

JIM WASZAK: You actually drove? 

NADINE HAUPT: No. I just did some of the background, engineering, all logistics, all that kind of stuff. No, I left the driving to someone else.  But it dawned on me that there was a real passion of mine, and I wanted to figure out a way to get paid to do that passion. So I spent about two years focused and determined, persevering, knocking on every door I could possibly find until I finally got the opportunity to join Honda Performance Development in their Indy car program. Then I spent seven years navigating that good-old-boys network to tune engines for three different engine manufacturers: Mercedes Ilmor, Ford Cosworth, and Honda Performance.  So really exciting experience and probably at the pinnacle of a lot of what was going on in open wheel at the time too.

JIM WASZAK: Super.  Super.  So if my car doesn't start you can know how to jump it? 

NADINE HAUPT: I can do the basics.

JIM WASZAK: Okay, sounds good.  Okay, so tell us about FAST Women in Business.  What's the theme? Who are you working with? Et cetera.

NADINE HAUPT: Sure.  So after a 20-year career in corporations, and small businesses, and startups, and engineering firms, I realized that I really wanted to go out on my own and do my own thing.  So two years ago I had that opportunity where I said I see how all of my talents, and skills, and abilities can really help serve others to grow and develop the freedom and flexibility that you're looking for when you try to do something on your own.  So I launched FAST Women in Business really to help entrepreneurs go through more of a structured and authentic approach to client attraction and business development. That they can really create that freedom, flexibility, and financial independence that most of us are looking for when we decide to go out and do business on our own.

JIM WASZAK: Do you tend to focus more on the strategy standpoint where people aren't quite sure what to do, or do you focus more on the execution standpoint when they kind of know what they want to do, but they have trouble getting it done? 

NADINE HAUPT: It's a little bit of both actually. What I like to see -- I'm a certified professional coach as well -- I like to bring in a little bit of consulting to the coaching modality as well.  Sometimes it's a mindset; you really got to get out of your own way to start making progress.  But sometimes you just need some strategies and tactics to help refocus or find the right path for you to go down.  So it's a little bit of both that I bring to clients when I work with them.

JIM WASZAK: Got it.  Beautiful.  Well, our topic today is using speaking opportunities to build your business, and that's something I think you've done a bit.  Tell us how that's worked for you, and how you get the right gigs and that sort of thing. 

NADINE HAUPT: It's funny, because I've always loved speaking; it's something that I've done as far back as I can remember.  I interviewed with the racing stuff back then, so I have some really fun clips from ESPN and those days.  But even through my corporate careers, I was always speaking whether it was as an industry expert in natural gas for commercial trucking or doing sales training and dealer operations work. I had this kind of structure that I was using and was successful with. I’d get people to come up afterwards, exchange business cards, have some follow up. I thought, “Perfect,” when I launch my own business.Speaking is a great way to really market yourself and get yourself out there. But what I found was what I was using before -- this structured model of teaching and educating and giving a lot of value -- wasn’t converting to dollars.  I had to take a step back and say, but I get the great comments that “Oh, I’ve learned so much, Nadine. Thanks for showing me this,” but they would just walk right out the door.  There wasn’t any way for me to follow up or ask -- they weren’t eager to get more information from me. I had to start looking at things a little differently.I started studying a lot more on sales process, and technique, and looking at all the gurus out there that have done leveraging from Dan Kennedy and Magnetic Marketing to some of the speakers in the National Speaker Association, which I’m a member, of how are they doing things differently.  Until I finally came up with a structure that allows you to still give value.  So you can still be authentic to your audience in wanting to create value and give them something, but also leave it so they’re almost begging you for more.  So I call it my “Speak More, Sell More” blueprint.  So there’s a process behind the madness, so that you can really try and attract the right leads who either become clients or make sales at the back of the room.

JIM WASZAK: Interesting.  Interesting.  So how do you find the right places to speak at or groups to speak to? I’ve done some speaking too and sometimes I’m speaking to people that there’s no way it can lead to anything.  I don’t mind sharing my knowledge, but one of the reasons we do it is marketing.  So how do you find the right groups? 

NADINE HAUPT: You bring up a good point. Not all speaking gigs all equal. On one hand, in the beginning you might want to try to get out and speaking to everyone just so you can get that practice. You can tweak your talk and that kind of thing. But eventually you have to focus in on who’s your perfect match or ideal client and really be able to understand who they are. Then that leads you to where they hang out.  So you know that if you’re looking for a particular type of business owner, they may be at Chamber of Commerce meetings verses a Rotary Club meeting.  If you’re in the health and wellness area, for example, maybe you’re not going to find them going to the Kiwanis Club. But you may find them in a very specialized healthcare that maybe hospitals are putting on. It really comes back to understanding who that ideal client is, and then figuring where they hang out.  And because this model is you’re speaking for free -- you’re not asking for payment to come and speak like a key note speaker -- you can draft a very simple talk summary: a simple way to explain what your key points of your talk are, but also gives them promotional material and a little bit of back up. It’s easy to reach out to key people when you know the right organization that will fit with the likelihood of having your ideal client in the audience.

JIM WASZAK: You know a lot of people are wanting to do some speaking, but they’re kind of uncomfortable getting up in front of a group.  One of the things I’ve noticed is the easiest way to give a good speech is to just tell stories people love hearing stories; would you agree with that? 

NADINE HAUPT: Absolutely.  In fact, that’s one I have the “Speak More, Sell More” blueprints. I have 6 Ps I call it -- is the different areas -- and one of them is positioning.  That’s all about positioning yourself as the expert and positioning the audience as the right people to be hearing your talk.One of the key pieces of positioning yourself right is to tell your story -- Is to tell your powerful story of why this work is so important to you.  Because then you’re starting to create that relationship already with the audience members who resonate with that story.  You’re exactly right, because then through the rest of the process, we start weaving in success stories of your clients. They can then self-identify.  As they’re sitting in the audience to say oh, I have that same problem or that same pain point.  Maybe this will work for me too.  But storytelling is the perfect way to do it.  Like you said, we’re not there -- When you’re speaking for business, it’s not about being the super polished -- No “ahs” and “ums,” complete master of speaking: It’s about getting your specific message out about your service or product. The best way you can do that is telling those stories, which will also, believe it or not, give you the confidence even if you’re not comfortable with speaking. 

JIM WASZAK: Why don’t you share with us one of the stories you like to tell as maybe an example for our viewers and listeners. 

NADINE HAUPT: Okay.  So a previous talk which I had done -- which is based on my book Fall in Love with Monday Mornings -- I talked about how the concept of OGIM syndrome, or, oh, God, it’s Monday, kind of came about.  I tell this story of a time:It was October 27th, 2007. I was on a flight from Chicago back to LA to visit my friend, who was celebrating a 50th birthday and at that point of time.  I got on a plane wanting to have some down time to think and percolate.  I started realizing that there was this accumulation of things my job felt really stagnant like there wasn’t any opportunities for advancement. I had just a finished my masters degree in material science engineering. I had no social life.  If I wasn’t at work, I was downtown in IIT in classes. The two-and-a-half-year relationship that I was in was at that fork in the road of -- “Are we moving forward or are we not?”  My fitness, my health was suffering because I just wasn’t paying attention to myself.  I realized I was in this stagnant place and wasn’t really sure what to do about it. I arrive in Los Angles.  I get off the plane, and I see this advertisement on the terminal wall. I have no idea what they were selling, but the headline caught my attention.  It said do what you want not what you can.  It was like all of the sudden all the light bulb went on: that every time I had reinvented myself previously in my career or even life choices, it was because I was pursuing what I really want to do not just what I could do based on my experiences credentials or what somebody told me I might be really good at. That’s become kind of the mantra of my world, and what I try to bring to clients is to help them do more of what they want not of what they can. 

JIM WASZAK: Right.  That’s a really great example of a story because if you notice, she talked about her education and some of her expertise without just saying, “Hey, I went to this school.  It was woven into the story, so it actually sells a lot better because people can absorb that at their own pace so to speak.

NADINE HAUPT: Exactly. When you can do that subtly like that where you’re building credibility, but you’re also exposing yourself to be a bit vulnerable -- that, “Hey, everything wasn’t perfect. I didn’t have it all figured out. I was lost I was frustrated,” then again it’s creating that relationship that people can say, “Oh, my gosh. She’s just like me. Maybe she can get me those same results.

JIM WASZAK: Right. A lot of people that focus, like you said, on sort of their skills and not their interests. What I found -- and I do some career coaching among other things -- is a lot of times you can combine those things, but a lot people don’t think about how.  So I think that’s a good lesson.  So what else should we know about speaking successfully? 

NADINE HAUPT: It really does come down to that structure and understanding the purpose and premise of why you’re there.  There will be times where you may be asked to speak for a fee like a key note. In that case the structure might be a little different because you’re not going there to sell.  You may be given an opportunity to speak at an event where you can have the back-of-the-room sales:  a product or a book or a service that you can sell. Then there’s a special technique and structure to be able to still give value without giving away the store. Then transition to the offer so you create this rush to go to the back of the room because they just need to have it.  And what’s fantastic is you can use that same structure, for an example, when you can’t sell it.  There’s a lot of people that want to have speakers come in and speak for free, and they’ll say “Yeah, but you can’t sell anything.”  Well, then you just take a different approach.  Say, “Well, can I offer a gift to your audience?” Then you switch – you keep similar structure, but instead of selling something, you’re offering something for free in exchange for their contact information so you can follow up with them later.”  Usually, I’ve never come across an organization that has said to me, “Oh, no. You can’t give away a free gift.”So Chambers of Commerce, all sorts of different groups, small networking associations, very specific women’s net alliances that I’ve spoken to: They’re all like, “Yeah we’re a no selling group, but, oh, yeah.” So I give freely then follow up; that’s the key.

JIM WASZAK: So is helping people using speaking in their business is that something you work with people on or can?

NADINE HAUPT: Absolutely it’s something I love doing. In fact, I’ve come up with a boot camp I call it.  The “Speak More, Sell More” virtual boot camp that I’m launching a pilot program here at the end of July to really help people structure not only the way they create their value -- creating that offer that you’re going to make -- but also to look at your process.  What are you doing with clients? What are you doing with your customers? And is there a unique process or exclusive system that you go through that you’re not even seeing?  When we can work on those things, then we can put this into a structure that gives you a talk that converts into sales.

JIM WASZAK: Because a lot of people that have some talent but don’t know how to talk about it.

NADINE HAUPT:  Absolutely.

JIM WASZAK: So last question for you: So your business is FAST Women in Business. Does that mean you work exclusively or primarily with women, or do you help everybody or what’s –​

NADINE HAUPT: I help everyone who is motivated and driven for results.  That for me is the key.  If you’ve made the decision that you have to move forward, and you just need direction and guidance.  Then we need to talk. The FAST Women in Business is kind of a tongue in cheek, right?  Kind of a flash back to the racing days.  I also look at the FAST as an acronym of the traits I try to develop with my clients.  And that is to be fearless, ambitious, strong, and trailblazing. 

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In our weekly business podcast & videocast Bryan McDonald of On Purpose Growth and Kevin O"Flaherty of O’Flaherty Law delve into the mind of a successful business owner to discuss lessons that he or she has learned in the course of business so that our viewers and listeners can gain from his or hear experience. 
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