Case Studies

Training Engagements Tailored to the Client, the Group, and Each Individual

Turpin Communication’s clients come from a wide array of industries and functions. No matter who the client is, or what department a group of individuals works for, we tailor each session to meet the needs of the client, the group, and the individual. Here are a few examples of how we've applied the principles of The Orderly Conversation to help our clients meet their needs.
 

Presentation Skills Training

Association Board Communicating to Members and the Media

Association board members serve as spokespeople for both the association and the industry they work in. They deliver presentations to membership and are interviewed by various media outlets. They need to be comfortable with the association’s talking points and speak clearly, concisely, and professionally. Few board members had prior experience doing this type of work.

Our training helped them master the message of the association. They gained confidence with formal presentations, informal conversations, and being interviewed.

Risk Management Presentations to Global Audiences

Presenters working in the risk management area of a global CPG company had to deliver presentations to manufacturers in several different countries. Not only did they need to earn the buy-in of their audiences, but they also had to be sensitive to the cultural differences between them and their listeners.

To meet their needs, we partnered with Global Intercultural Consulting. Their insight into what’s required to adapt across cultures was layered into each of the modules of the training. Presenters left the session with deep insight into the issues involved and the skills they need to manage them.

Medical Researchers Delivering Research to Non-medical Audiences

A major research hospital often sends its doctors and researchers into the public to talk about their research. Many of their presentations go to people who have contributed money to the hospital, so the stakes are high.

We helped the researchers deliver complex medical data in a way that non-medical people could understand and be excited about.

Presenting to Leadership Using Strict Slide Guidelines

Managers at a global corporation regularly present project updates to upper management. Their presentations are delivered during a single half-day meeting, each presenter coming into the presentation room one at a time. Several of the leaders prefer that graphics (graphs, charts, etc.) be presented four at a time on a single PowerPoint slide. This is done for clarity and efficiency but makes it difficult for presenters to control their message.

We helped the presenters find a way to communicate their message clearly and persuasively, be as concise as possible, and control hard-to-manage interactions taking place among their managers.

Presenting Marketing Data to Sales People

This workshop addressed a common business challenge—the tension between marketing and sales. Sales people were frustrated by the level of detail delivered by the marketing people. It was too much and, therefore, not very useful. Most of the time, the marketing people delivered their data while seated at a table with one or two sales people. This meant they faced the additional challenge of keeping a relatively informal interaction focused and concise.

We helped the marketing people boil their data down and organize it in a way that made it easier for sales people to understand. By doing this, the sales people had an easier time explaining the data to their buyers.

This ongoing project started in 2007.

Business Reviews with Peers

Groups of regional sales managers in a CPG organization meet annually to review their business and their team members. Their presentations involve a standardized template, limited time, and must adhere to HR guidelines. Poor presentation skills along with unclear expectations made these meetings very difficult.

Using their presentation template, we helped the managers organize their thoughts, meet their time limit, and stay within HR guidelines.

Tradeshow / Elevator Speech

A manufacturing company was preparing its executives for a tradeshow. Their goal at the tradeshow was to introduce a new product to their customers. They needed help communicating clearly and persuasively in the midst of the tradeshow hubbub.

Our training helped them develop an elevator speech to serve as the foundation for the process. We then helped them get comfortable adapting it to the various interactions they expected to encounter at the tradeshow.


 

Sales Presentation Training

Final Step in Sales Training

A global food manufacturing company had rolled out a new sales model. The model was designed to help sales people deliver marketing research results clearly and persuasively to their buyers. What they needed was a way to help the sales people get comfortable with the new process and execute it in a variety of situations.

We designed training that picked up where the sales training process left off, helping hundreds of presenters streamline the preparation process, focus their recommendations, and communicate them comfortably in formal and informal settings.

We began working with this sales organization in 2005 and continue to do so today.

Sales Presentations Using Standardized Decks

Each year, sales reps working for a major health insurance provider communicate policy updates and member benefits to their members and potential members. The sales reps use standardized PowerPoint decks and brochures. The challenge is adapting the message to audiences with varying degrees of insurance knowledge and to audience sizes that can range from one person to hundreds.

We developed a two and a half day class designed to help the reps get comfortable with the information they had to deliver and feel confident adapting it to the specific needs of their audiences.

We have been delivering this workshop every year since 2000 and continue to do so today.

Senior Executives Delivering Company Overview to Potential Buyers

A large manufacturing company was preparing to be sold to an investor organization. The sales process involved senior leaders at the company delivering a team presentation to potential buyers. Presentations were not a normal part of the culture, so the presenters had little experience to draw from. Adding to their anxiety was the fact that the stakes were extremely high. Their goal was to be confident, direct, and persuasive, to work well as a team, to explain what the company does and to outline its profit potential to people who had little background with it.

We developed a two-day dress-rehearsal workshop for them. Afterward, they successfully sold the company.


 

Meeting & Facilitation Skills Training

Account Teams Managing Client Meetings

At this corporation, every client is assigned an account team. The teams are made up of two people: one playing a sales role and the other an engineer. Each team needs to work closely with its clients, responding to their needs appropriately and effectively. That requires trust and teamwork. The teams need to plan for each meeting efficiently; they need to keep the meeting focused on client needs (not simply solutions); they need to gather information and manage the conversation in a way that builds and maintains the goodwill of the client.

Our training helped the account teams meet all of these goals. First, working with leadership in the organization, we developed a meeting planning document for all teams to use. This gave them a practical tool and a common approach. The workshop focused on helping the teams work together, develop the skills needed to engage clients in a fruitful conversation, manage the delivery of technical information clearly, listen well and respond, manage client concerns in the moment, and reach appropriate next steps. An industry-specific case study was used for the final exercise. The case study exercise was enhanced by leaders in the organization playing the client role.

 


 

Training for Trainers

Engineers Delivering Training Using Standardized Decks

A global property insurance company uses Subject Matter Experts to deliver training to employees who are new to their roles. The SMEs, primarily with engineering backgrounds, needed to simplify and focus complex information to meet their learning objectives. A major challenge for them is delivering slides, managing activities, and debriefing discussions using materials developed by their partners in Learning & Development.

The training we developed helps the SMEs get comfortable in their role as facilitators of learning. This involved work on (1) presenting information clearly and concisely to meet learning objectives, (2) facilitating group discussions, and (3) setting up and debriefing group activities.

These workshops began in 2011 and continue today.