Customer Conference Outcomes: It’s Harder Than You Think

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Customer conferences are back, and attendance is strong! The brief hiatus to virtual events didn’t hold up as a viable option. And the data proves it out. More than 70% of event planners say it’s too difficult to mimic a real-life experience virtually, and 67% say the brand narrative doesn’t come through. And that’s why 98% are back in convention centers, ballrooms and other venues to drive their marketing strategies.

But it’s a little different this time around.

Historically, the customer conferences belonged to the marketing team. They built the hype and positioned new products and ideas on a big budget with lots of bells and whistles to create a fun event. Sales jumped in post-conference and scheduled customer conversations and visits to generate an opportunity. The marketing investment was measured by attendance, customer fun and sales follow-up.

In the last year, sales leaders learned the hard way that conference expectations have to go up.

Here’s why:

In-person sales meetings have plummeted by 52% since the pandemic, and over 70% of buyers no longer want to invite a sales rep into an office. The “pitch” has been reduced to a virtual format and is easily delayed or stalled until a company is ready to buy something. That diminishes the sales team’s ability to pick up where the conference ideas wrap up, and in many cases, it eliminates an opportunity for a positioning conversation.

That may be why groups are disappointed in the gap between the event investment and the sales revenue. It doesn’t mean the events aren’t a good use of marketing dollars. But it does mean that focus and format may shift as expectations go up.

As your group begins to think about 2024 conferences, now is the time to add a new lens on your event and adjust expectations with your planning team. And that’s where we’ve jumped in to help sales and marketing teams rethink their conference to ensure outcomes are more than just fun and games.

From our perspective, there are three opportunities for connection: messaging, people and takeaways.

 

CONNECT THE MESSAGES:

All companies work on themes and topics. But only a few really connect the dots across all the storylines. In most companies, marketing sets a plan and then hands topics to presenters and gives them general direction to build their talk track. When communication teams get involved, the keynotes improve but the thread of ideas across breakouts, demo sessions and all presenters is rarely evident.

That used to just be a lofty ideal state. But now, it’s the only way to ensure that messages are memorable and repeatable. You’re arming the conference attendees with thoughts that they will need to recall months later to consider your salesperson.

It’s aligning all presenters to a narrow group of messages that support a theme. It means that each portion of the conference builds on what came before it rather than heading in a different direction. And it works. Companies that we’ve helped link all pieces together see better results in continuing conversations and generating sales.

 

CONNECT THE ATTENDEES:

This seems like an easy one, but your customers find it harder to walk into a setting where they don’t know people. And even when they’re on site, they make choices not to do it.

You can host a cocktail hour, but you won’t see the easy engagement from a few years ago. We’ve learned this the hard way as small group programs came back on our calendar. People are more reticent to jump in and network. It’s been an awkward reset that hasn’t happened easily.

You have to organize and plan connection. You have to impose opportunities on people. And you have to put small groups together with a purpose. Mini events inside planned events make it easier. Time and time again, we see that people like a plan for fitting in, and they respond well to an activity to do with a small group.

We’ve seen the “miss on connection” play out many times. Earlier this year, we were on-site for a conference that included evening events. In hindsight, the marketing team realized there was little communication about plans for the first night’s dinner. They invited people with a time and location, but they didn’t say anything about what would happen when you arrived. And that’s probably why 65% of their attendees didn’t show up. The marketing team was shocked, and the CEO was mad. I’d seen this hesitancy before and suggested a different approach for the second night. Through light-hearted comments from the CEO, we added details for the second night and shared plans for assigned seating, planned discussion and activity. 95% of their attendees showed up the second night.

Take the hesitancy and awkwardness out of joining in. Make it easy for people to lean in and feel included during the conference.

 

CONNECT THE TAKEAWAYS:

Once the conference begins and a group settles in, your on-site team needs to work much harder to frame the next steps while your customers are there. This can work in conjunction with a plan to impose engagement. But it often takes a structured plan and a little coaching to help your team execute this.

You need to take advantage of your customers’ willingness to spend 2.5 days with you. You won’t get it again any time soon. Create a 10:1 ratio between people attending and people you have on-site. Leverage every employee to run a playbook that helps you get two steps ahead with needs, ideas and timetables with customers.

Sales teams show up at conferences and see their lead role as entertaining. That’s too low of an expectation. You need to be able to forecast, prioritize and strategize based on the insights you get at the conference. Rotate your top people through these groups and find ways to gather good insight and timing on a customer’s plans in the months ahead.

All conferences use apps, but you may not be leveraging all the capabilities available. You can build small groups in apps; you can change small groups in apps. And you can send a personalized agenda to each attendee every night. It may seem overwhelming to manage hundreds or thousands of attendees. But your employees can easily manage a group of ten. Test different ways to engage and different times throughout the conference for 1:1 conversations.

 

Conferences are at an all-time high, and customers are showing up in record numbers. But your sales team needs more than just interest and entertainment as a takeaway. It’s a different playbook that drives the ultimate connection through messages, people and takeaways. And we can help you get there.

Let us be your sounding board as conference planning gets underway.

We’re here when you need us!

Want a free 15-minute consultation with us to see how we can help you or your leaders? Book a call now!

The Slippery Slope – Do I Have to Come In or Not?

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It was the business dilemma of 2022. Companies spent hours upon hours debating their strategy about hybrid work. Leadership teams went on retreats, read studies and employee surveys. And then they called the shot:

• Some said come in two days and stay home for three…
• Some said come in three days and stay home for two…
• Others said come in all days…
• And a few said remain virtual and remote.

The only thing that seemed consistent in policy setting was that every company set a policy.

But it didn’t bring immediate change.

Because while senior leaders set the policy, they relied on people leaders to enforce it. Teams were given leeway to build their own working model and set their own guidelines. Conceptually, a good idea. But actually, it’s been pretty confusing because nothing seemed consistent from one manager to the next, and it still isn’t consistent today.

In the same companies, some people leaders are following the strategy, and others are saying “we don’t need to come in.” Some are setting a few meetings as guardrails and then allowing employees to interpret the rest for themselves. And unintentionally, we’ve ended up in a tug of war between employees and managers which is why the most common sound bite from employees is: “Do I have to come in or not?”

The data shows that most employees need to.

Senior leaders will tell you that initial pandemic insights showed that people were working effectively and efficiently at home. Projects were able to stay on task, and employees actually worked more without distractions and commutes.

But leaders should have also considered that employees didn’t have much else to do. Now that everything is open, distractions are limitless. Those same employees have built new schedules and lifestyles that work best with a lot of flexibility. So, the tug of war continues.

Do people really need to return to offices? Most companies would say yes for reasons that benefit employees more than they’re willing to admit.

Culture, development, connection and trust aren’t happening easily without people being together. If you just cringed, consider this. You may be an outlier. You may be the person who has made all of the team elements work without sitting in a room together. But the data says something different. Overwhelmingly, most companies are seeing that they didn’t deliver on many of the ingredients that sustain a company culture and propel employee growth. And even if you are an exception, companies need to guide a work environment that promotes best practices for all.

Is there a chance that leaders will give in to the employee resistance? Will companies ease off their hybrid strategy and go back to “Just do what works for you.”

No.

Senior leaders can’t let that happen. At this point, it’s not a matter of whether companies are moving forward with a hybrid model. It’s a question of who’s going to buckle down and nudge employees to get there.

Once again, the expectation is on people leaders.

Not the senior leaders. They set the strategy and put the wheels in motion to adjust company norms, company space and everything needed to make a culture conducive to hybrid models. It’s the people leaders who will have to make it work now. We’re back where we were when the pandemic hit, and people leaders were asked to manage so much more than work results. They balanced mental health, personal fears, illness and lack of connection. They spent twice the amount of time on individuals as they had in the past, and they are the key reason we all got through rough waters.

And now, every people leader needs to shift from the needs of individuals to the priorities of teams. It’s a 180 from the direction they took before, and some people leaders are avoiding it. Others are struggling with it. It’s the crux of the problem with resetting. Companies won’t have a vibrant, hybrid culture until people leaders lean in and make it happen.

As we’ve coached individuals and small groups of people leaders to do this, we understand the resistance. We also understand that the success of moving ahead is counting on it.

So, whether you’ve already embraced the ideas below or feel your shoulders tense up as you read them, this is what we’ve coached people leaders to do to step up to the task at hand.

People leaders need to:

Know your own blind spot. The hybrid strategy is one company policy where some people leaders are letting their own desires get in the way. It’s OK to admit it. And it’s essential to recognize it. But it can’t be about you right now. It’s about a group of employees who need to feel like a team. Be careful that you aren’t assuming what worked during the pandemic is still relevant today. Those were different times, more restricted times, and your employees aren’t staying at home. They’re just not coming to the office.

Course correct by example. The analogy of giving 110% has never been more important. If you want people to show up more, you need to be there every day to greet them. If the guidance says to come in two days, you should be there for four days so that your team always sees you. It isn’t fair, and it may not even feel right. But it’s the number one excuse employees are giving for why they aren’t adopting the hybrid model. “My manager isn’t even there.” To change their behavior, you need to go well beyond it until the team hits the cadence you’ve prescribed. Then, you can settle into the same schedule.

Explain the why, not the what. Most messaging around the hybrid strategy wasn’t very good. It explained what companies were doing but didn’t prove out why they were doing it. And employees took away a mandate that felt restrictive, not beneficial. It wasn’t your message, but it’s your mess to clean up. You need to believe in and communicate the value of a hybrid strategy and make it real for your team.

Build a model for a new way of working. In our workshops, we’ve coached people leaders to be intentional about talking through how a team works. It is a reset and deserves discussion to get to an understanding. Every team has tasks that are independent, and tasks that are interdependent. Employees need some help remembering that.

Deliver on development. Many people leaders are leaning on external resources, like us, to develop programming that adds meaning to their monthly or quarterly meetings. That’s a good idea. It allows you to deliver employee development without shouldering all of it yourself.

Expand perspectives. Employees are stuck on proving that they work well remotely. Don’t fight their perspective. They may be right, and they aren’t feeling heard. Instead, expand their perspective to the team view which they can’t really see. That’s the unique view you have and the reason to bring people together.

 

All companies are dealing with resistance to the hybrid strategy. It’s a key ingredient in the evolving company culture, but it won’t take hold without the efforts of people leaders. It’s a tall ask, and companies need to find those who are willing to step up and make it happen.

A little support through coaching or a group workshop is proving to be a big help. If your people leaders could use a boost and some guidance on moving ahead, we’d welcome a chance to help you accelerate your efforts.

We’re here when you need us!

Want a free 15-minute consultation with us to see how we can help you or your leaders? Book a call now!

The Complexity of Hybrid Engagement

The concept of a hybrid work model gained momentum about 18 months ago.

And as companies began to explore it, the buzz from HR teams was this is going to get complicated. And they were right. At this point, very few managers have “mastered” it, and many employees are saying it’s clunky and not resetting the culture the way leaders hoped it would. And it’s still one of the top Google searches this year.

There’s a clear delineation between why one model was easy and the other is more difficult. The virtual model solved for individuals. There wasn’t a choice about the virtual setting as a way of working. Everyone was in it, and everyone adjusted to it. Interestingly, most companies said it worked. They gained efficiencies and felt that they were able to leverage individuals effectively. What most managers now say is that the team aspect suffered in a virtual setting. It was just harder, and in some cases not feasible, to keep employees connected to each other and leveraging the skills of each other. So, high productivity from individuals but much less collaboration across teams.

And that’s the shift with the hybrid model. Companies want to bring back the collaboration that helps processes evolve and improve as they moved forward. The complexity is that when companies opened their doors, few acknowledged the objective and the shift from individual focus to team focus. And companies didn’t give managers a lot of guidance on how to build team contracts. And managers need it. They learned so much in the last two years about managing to individual needs, and now they aren’t sure how to balance individual needs against team priorities. In order for hybrid models to work, the priorities of the team have to come first.

In our workshops, we talk about the difference in engagement of the work and engagement of individuals. Both are a part of setting the hybrid model, but the approach may differ between the work and the people.

To reset the engagement of teamwork, we coach managers to define the work of the team first. Build a visual representation of what the team does and the connection points that the team needs to integrate the work and deliver outcomes. The manager defines the connection points and the vehicle used to collaborate on work. Over the last two years, managers have jumped back into details to keep processes going. While managers had good connection to most employees, the employees didn’t have consistent and essential connection to each other. It’s time to pull out and let team members own the processes.

The manager sets the date, the time, the cadence and the process of teamwork. The employees drive the connection that comes from it. It’s the engagement of teamwork that allows us to learn from each other, build trust with each other and ultimately, leverage each other toward better outcomes.

Managers have to be unapologetic about putting the team first in the hybrid model and having new norms that are requirements for being on a team. If the team needs to meet in person on Mondays, then the team has to meet in person on Mondays. Interestingly, as we’ve worked with managers on defining the “team contract,” they aren’t getting the resistance that they thought they would. That’s because we don’t need to reset to how we worked two years ago, and most people welcome the connection back to the team. Employees are adjusting to new expectations, and many admit that the shift to hybrid wasn’t as dramatic as they feared.

But will the culture reset if different teams have different contracts? How can managers continue to drive personal connection with employees that they don’t see regularly? The connection part is proving to be the toughest part of the hybrid model. It was the toughest part of the virtual model, and it remains amongst groups that don’t get together regularly.

Managers sure tried. From virtual games, to wine tastings, competitions and hobby huddles, they did it all. It’s just hard to accept that looking at a screen can deliver the same energy and engagement as sitting across from someone. It worked for a while when life was virtual, and the screen connection was the only connection we had. But life has reset. People are out in restaurants, seeing friends and family in person. Ironically, for many employees, the work group is the only one they don’t see regularly. Managers who try to set virtual connection points are competing with the in-person connections that have returned to all other parts of life.

To reset engagement with people, we need to acknowledge that virtual connection isn’t as good. We get energy from being with people, and while different people like different doses of that energy, a virtual connection doesn’t deliver the same thing. Managers have to find ways to build connection into a team contract.

In-person connection fits easily in a local teamwork model because people are in the same location and getting meals together or planning events together comes easily. Many companies are returning to in-person meetings which creates an opportunity for those who aren’t in the same location to plan for touchpoints throughout the year. It’s an essential part of strengthening a culture, and if your team doesn’t have the opportunity to get together, you need to create it. Even global teams that are very far apart are finding ways to bring employees who live in the same country together so that everyone has the opportunity to reset, re-energize or begin relationships.

As managers and leaders ask for guidance on retaining employees, I often say that people leave companies as individuals. If their work environment and setting is always individual, the culture doesn’t have much of an impact on them. But they tend to stay with companies when they belong to a team or have friendships where they work. The company culture comes through in the people they know and the leaders they like to work with. We talked about this on a recent podcast, Resetting & Reducing Social Distance.

The hybrid model has more complexity, and to work well, it has to focus on the work of the team and the connection of individuals to each other.

If you’re interested in improving your team’s model, we can help through our group workshops or 1:1 coaching to build a tailored plan for your team.

We’re here when you need us!

Want a free 15-minute consultation with us to see how we can help you or your leaders? Book a call now!

The Virtual Manager

While 2020 wasn’t the year any of us expected, 2021 shows great potential to deliver on many anticipated resets. And we’re ready! Ready to move beyond the pandemic, ready to reset company goals, and ready to feel energized for the year ahead.

Companies are talking to employees, industry experts and business partners to get a sense of what those resets will be. One that is generating a lot of discussion is the work from home setting. Early survey results show more than 90% of employees like this new setting for work…and they want to reset on where they work and how they work. While some companies may continue to work fully virtually, most will reset a new normal that isn’t fully back to where we were in 2019 and won’t fully continue as we are today.

But what will continue is a new role: the virtual manager.

When teams began working from home, we coached managers as boundaries around their role became very blurred and unstructured. Overnight, they were managing around and through personal dynamics.  And they had to learn how to track work dynamics, personal dynamics and emotional distress over a virtual platform.

We wrote about the big shifts (It’s Getting Personal , March 2020). And we quickly saw that most managers were hesitant with them, some managers were tentative about them, and by the end of the year, all managers adjusted to them.

Managers were coached quickly to lead with empathy and understanding in 2020. Now, the expectations of a manager have reset again in 2021, and managers are still learning to manage virtual Productivity, virtual Connectivity and virtual Collaborability.

Here’s why:

Productivity

While managers still have empathy for dynamics surrounding a work from home setting, there has been a reset on expectations. Many employees worked very consistently through the pandemic; others were more sporadic. The result is managers who are trying to figure out how to allow for flexibility while adding more structure and pressure to deadlines and deliverables.

It means they have to be focused on how they set expectations and clear in how they communicate those expectations. And they will have to balance the pressure that one person’s flexibility puts on another person’s deadline. They will manage some people who come in the office and others who remain at home. They will feel more pressure on their own schedule as they try to adjust to everyone else’s.

We’re helping managers with meeting agendas, difficult conversations and a more structured plan for updates. Everyone is still learning.

Connectivity

Managers worked hard throughout 2020 to connect with virtual employees. It almost doubled the amount of time it takes on their calendars. Most say they never really tracked the hallway chats or drive-by conversations in the office. But they’ve learned to track touchpoints now so that they can balance how often they check in and who they’re checking in with.

The frequency of meetings and checkpoints added some efficiency, but it also diluted some connectivity.  It’s hard to force connection at 10am on Tuesday if your employee is distracted or a little less open at that time. Most managers have tried virtual social time. Some ideas work, and some don’t. There are multiple learnings and adjustments around what employees enjoy and what feels forced.

And for managers, some of this felt critical as companies wanted to stay in touch through uncertainty.  But productivity and expectations are no longer uncertain. 2021 has been reset. So, what will be enough and what will be too much connection? It will be a blended approach in 2021. And most managers hope that some of the in-person and easier 1:1 connection will return.

We’re helping managers manage their time and their priorities. We’re helping them facilitate an open and candid conversation virtually. But everyone is still learning.

Collaborability

This may be the weakest link for the virtual manager. In addition to keeping individuals connected and productive, a good manager takes responsibility for getting the whole team to high productivity. And every manager says it’s harder to do. They can run efficient meetings and report outs, but they miss the group’s ability to really collaborate together. They need the spontaneous thoughts that come when team members talk often and huddle informally around the more complex opportunities.

There are lots of tools, but teams haven’t settled in easily with many of them. In many cases, the challenge is time. To make virtual work productive, managers and employees became very focused on efficiency. And while you can set aside 30 minutes to get a team up to speed, you can’t force out of the box thinking into a short meeting. When you try to replicate a longer whiteboard session, you hit Zoom fatigue with participants.

We’re helping managers’ rethink the format that they can’t replicate. We’re leveraging ways to create small discussions in large groups and prework before brain work.

And…everyone is still learning.

 

It’s a dynamic and evolving skill, and our coaching is evolving right with it. We see commonalities in challenges and different approaches to good practices. And once companies commit to their virtual work strategy, we’ll know how expanded a future manager’s skills need to be. For now, we’ve created a format that combines real-time coaching with small group discussion. Our Virtual Manager coaching circles run for six weeks and support real-time issues with tangible tools and solutions. It allows a manager to learn fast from shared group experiences. It drives discussion, camaraderie….and a little fun!

If you’d like a little support during the 2021 resets, reserve your spot in your Virtual Manager cohort here.

And as always, we’re here when you need us!

Meetings Going Nowhere

Has it really been eight months since we shifted to a different way of working?  Somehow…it has!   In fact, it’s been long enough that email tags have shifted from “working from home” to “back at work,” “in and out of the office” and “still at home.”

We’ve talked to people through the different iterations of virtual work, and some interesting trends have emerged around how people work and communicate with each other.

In March, the early response we heard was: “This really works!” “This is great.” “We got this.” “We’re much more effective than we thought we would be.”

At the time, we assumed virtual work was going well because people knew the work they needed to do.  Big initiatives were already in place for 2020.  Most people were in a phase of execution, and once home, they focused on the things they had to do.

Fast forward six months, and the insights have shifted significantly.  Now we hear:

• “This is really hard to do.”
• “It’s impossible to get the input you need.”
• “I feel like I’m missing direction.”
• “I’m so sick of working alone.”

People hear about others going back to work and seem envious. They say they want to go back to the office.  I think they really want to go back to working with each other. Because one consistent theme we’re heard all along is: virtual communication is harder.

People say:

• “There’s just no response when you lead a meeting.”
• “I can’t get people to participate.”
• “It takes twice as long to get a decision.”
• “I’m always misunderstood.”

And it’s why we’ve dubbed this a trend: meetings going nowhere.

Virtual meetings aren’t as effective as they need to be.  In fact, they seem a little chaotic when you ask people what’s going wrong.

• “There are too many people talking.”
• “Agendas aren’t clear.”
• “No one seems sure what the point of the meeting is.”
• “There are too many people in the meeting.”
• “No one seems to be in charge.”

A virtual meeting is different than an in-person meeting.  It can be run effectively, but it takes a lot more work to get it organized.  And even though it’s been eight months, few people have built a skill set for leading virtual meetings well. They’re relying on skills they’ve used for years, and from a listener’s perspective, they don’t translate well.

Here’s the root cause: while the “work from home” setting made everything about communication feel more impromptu and casual, it’s actually the opposite. An effective virtual meeting requires more structure to keep a group focused and on task. The discussion itself may be informal, but it takes work to get a group involved.

 

Here are a few of the differences that we’re helping managers and leaders consider.

BRAINSTORMING SESSIONS:

This is the hardest format to transfer to a virtual setting.  Hard to believe, because most people love these meetings! They start with a few concepts and quickly build to some great ideas.  It’s the strength of an in-person discussion, and it works because people are 100% focused on being in the room, and they build off of energy and enthusiasm of others. People are very visible, and they work hard to contribute. In fact, they feel a little pressure to show up well.

Virtually, it’s much harder to build on ideas and attach to someone else’s energy. Instead, we tend to stay wedded to our own thought and we just reinforce it when we have an opportunity to speak. And reflection time is dead time in a virtual meeting. If you tell a group to take 10 minutes to write down their thoughts, they’re more likely to take ten minutes and get a snack.

A virtual discussion has to have guardrails and direction to be productive. A virtual group does better with choices of concepts and focused work on supporting a recommendation for a choice versus trying to come up with the broader concepts.

We learned this ourselves as we transitioned to virtual workshops. We gave groups one of  our standard exercises and quickly saw they did very little with it. When we modified the scope of the exercise to making a choice between options, they were able to collaborate better. They needed defined roles and specific instructions of what to do. Their input was very good, but they got there differently.

The same may be true of your discussion sessions.

PREWORK AND ASSIGNMENTS: 

Do more of this for virtual meetings. Everyone seems exhausted and overworked, but people miss connection. And it will simplify your discussion if you have people work together prior to the meeting instead of in the meeting.

Plan ahead and assign partners to discuss prework together. It’s a benefit from both perspectives. This makes the large meeting discussion easier on the leader because you have reduced the input by half. And, it ensures everyone feels heard because they shared perspective with a partner prior to the larger meeting.

TEMPLATES & AGENDAS: 

It’s the routine meetings that people dislike the most. The feedback is lack of structure, lack of direction and just no real takeaways. If you’re leading standing meetings, you owe it to a group to improve the takeaways.

Meetings have become more transactional in a virtual setting, but people still want to feel as if their attendance mattered.  It takes more formality and structure to help it run well.

Our rule of thumb is cover less. Simplicity over complexity. These virtual meetings are a hybrid of conference calls and in-person meetings. There’s still a lot of clunkiness in how we experience each other online. So, keep it simple.

Agree on a flow of an agenda and stick to it in every meeting. A consistent structure makes it easier to follow a meeting and easier to hear what’s being said. Agree on how to participate. It’s like learning a new game. Give everybody the rules, and they’ll get a little better each time you hold a meeting.

CAMERAS ON:

Companies may have sent the wrong message about the video early on. It was with the best of intentions because they knew that people were dealing with a lot in their homes. But the camera is a signal of focus. It says, “I’m here and focused on this conversation.”

No camera or darkness around someone’s name, says the person isn’t fully there.

And it changes the very essence of communication: Connection. No matter what your role is in a meeting, turn the video on and be fully there as a communicator.

 

We aren’t as chaotic as we were eight months ago. We’re working differently and we’ve learned a lot from our experiences. If your company is headed into another six months or more of virtual meetings, then learning to lead a meeting that’s going somewhere will be an important skill in 2021.

If you’d like a little help resetting your annual planning session or your team’s routine  meetings, we can help you transition to an effective virtual model.

Call us when you need us.

THE VIRTUAL COMMUNICATOR: It’s Not as Easy as it Seems

Our “new normal” as virtual communicators has progressed in the last few months. As we’ve talked to clients, the first conversations were about how “easy it was” to make systems and processes work virtually. Corporate teams did a great job of setting up transitions and processes to move a workforce to a virtual setting. The first focus was the technology of communication…but it wasn’t as easy as it seemed.

Then, the conversation shifted to communicators and we were asked: “What should leaders be doing to create a virtual culture?” This was our article, “Leading through Video” that focused on how to stay visible with employees. Overnight, a leader’s toolkit expanded. Many had to adapt quickly to engage an invisible audience in virtual town halls and conferences…and it wasn’t as easy as it seemed.

And now, conversations are shifting from leaders to everybody else, and we’re hearing: “We need help with this. We don’t understand the ground rules of virtual communication. My team can’t run meetings, my team can’t lead customer conversations, my managers can’t influence their teams. We need help with platforms, we need help with focus, we need help with engagement.” None of it was  as easy as it seemed

How can that be?

Remote working and virtual working may not be synonymous. Remote working is a term we’ve used for a while to refer to someone who doesn’t come into the office. They may work remotely every day or just some days. It implies a different way of working and sometimes a different schedule. Remote workers set their own timeline, their own space and their own approach to their role. It works well for people who can work independent of almost everyone else.

When we made everyone virtual, we realized that every employee couldn’t work independent every day. We needed to communicate and interact with each other. And most people can feel work happening if they can “see” work. So overnight, virtual working required video. It’s a good way to get interaction and to talk to someone.

But it also required employees to sit at a computer and interact with a laptop screen for 8+ hours every day. It’s like playing a video game for hours on end. It wears you out. And it didn’t really follow the same practices of a remote worker who’s working, but within their guidelines and time frames. And very few were sitting for 8+ hours.

And now we’ve figured it out. It isn’t the same setting, and it isn’t as easy as it seems. In fact, it’s different from both perspectives.

For a listener, it’s more removed and more independent. You can get most of the experience through video, but it’s not always clear and focused. That’s because communicators are distracted by new steps and not always “ready” to manage a meeting. Listeners also have a harder time interacting with other listeners. It’s not like sitting in a room and observing others. Technology controls your view, and you get a snapshot of those talking a lot, not those who are quiet. And if a listener doesn’t like the pace or the interaction, they have the power and independence over video to turn off their camera, turn off their audio and just “leave” for a few moments.

That changes the power of the communicator. We’re not used to people connecting and disconnecting so easily. It makes things very disjointed. While the listener is a little more distant, the video makes the communicator more intimate. It’s a close-up shot of you. Yes, you can change that if you know how, but some communicators aren’t really sure where the camera is. So, the snapshot may have them looking down, looking left or all around, and it makes it harder to focus on them and harder to hear what they say. And many communicators say they’re managing too much in this new format, and it feels like a juggling exercise to run a virtual meeting.

It is different, and it’s a new set of skills. And it’s why in response to the questions and discussion mentioned above, we’ve pulled our best practices together to create “The  Virtual Communicator” program for leaders, sales teams, internal teams, project teams, and anyone who is trying to improve their impact in a virtual setting.

Our premise is that it takes three things: Preparation, Participation and Presence.

Here are a few highlights from the program.

 

PREPARATION

We’ve always said that a prepared communicator sends an agenda in advance, so participants know what you expect them to do in an upcoming conversation. It’s a best practice for all meetings, and it’s a necessity for the virtual communicator. It’s hard for the virtual communicator to generate participation in the moment. When listeners aren’t prepared to participate, the virtual meeting falls flat. This makes the communicator lose confidence, and the listener lose interest. And that’s when listeners disconnect.  They can turn on/off technology at will.

Sometimes, technology is the challenge for communicators and listeners. Platforms are being over-worked, and they aren’t running beautifully. But most of it is operator error. The leader is dropping calls, dropping people, talking without sound, talking with too much sound, etc. The first two minutes of any virtual meeting should be ground rules for technology and participation. No one is doing it, and everyone needs it.

PARTICIPATION

Once the ground rules are set, the communicator has to signal participation. We introduce techniques for getting involvement early and keeping it throughout a meeting.

It takes facilitation skills, and few communicators have had much experience with facilitation.

Technology works against you on this one. Technology pulls the talkers front and center. If you’re speaking, you show up more on the screen. The communicator needs to know who isn’t talking to make sure they have everyone engaged. And the quiet listeners are hard to “see.” We’ve developed a simple workaround that helps a communicator track a full group and still keep their focus on the conversation.

PRESENCE

Your presence is as important on video as it is in a conference room. In fact, it’s a more intimate snapshot. We don’t see the communicator from head to toe. We see a close-up shot from the shoulders up which makes connection and expression the most critical style component.

That’s a challenge because many communicators don’t seem to know where the camera is. In order to make a listener feel seen, you have to be talking directly to them. Communicators seems to be looking down and all around. In the close-up shot, the lack of connection is front and center.

You can adjust the listeners’ view…. you can improve it, but you have to think about it. Some teams are having a lot of fun with backdrops. They are fun, but distorting, for important meetings. It seems as if someone is behind a curtain pulling on your body parts. Ears get cut off, arms seem to be broken, etc. It will be a “to do” for marketing teams to improve the green screen backdrops. For now, find a real setting in your house that works for important meetings to avoid the distraction.

 

It’s a new medium, and it requires a new set of skills. They aren’t totally different, but they aren’t as easy as they may seem. If you’re beginning to focus on the skills of your communicators, we’d like to help your team manage and improve their virtual setting.

Learn more and sign up for The Virtual Communicator today.

We’re here when you need us.