Generating a quality team of presenters
(if you go that route) requires top-notch
training. If that’s not you, be honest and hire
a coach. To make the best use of your limited
time, distance yourself from the HR process.
For example, my staff found prospective presenters and performed all of the steps up to
a final interview with me. Later a seasoned
staff member, trained by me, would coach the
new presenter until he or she was ready for a
final review with me.
If you don’t want to train a team of presenters, consider writing programs, manuals, or
other products that your client could present.
Invest in building a team who can run
the business without you. This includes
human resources, financial management,
operational design, product distribution,
marketing, and more. You can’t scale if you’re
BY DIANNA BOOHER,
MA, CSP, CPAE
Work on operations, not in operations. Speakers could scale much
faster if they focused primarily on
content creation and delivery. To
scale a business faster, put someone in place who has the skill and
judgment to build the infrastructure—
recruiting, hiring, compensation—as
well as the sales and marketing piece.
Of course, you can give input and
oversight, but that core person has to
be able to plan and execute, not just
do tasks by deadlines.
Run your business like the IRS
would audit it next week. To prepare
for a sale, understand that suitors will
want to see financials for the past
three years. A suitor will run “
readjusted” financials, replacing your
helter-skelter salary with what they’d
have to pay a competent COO to run
the business in your place. They want
a true picture of the profit or loss of
Spin your story to show the company’s value to the right buyer. One
buyer will consider a basic fact a positive, while another might consider
the same fact a negative. You’ll need
to build your business according to
the most likely buyer type for your
company. When you’re ready to sell,
write your confidential information
memorandum (CIM) to tell your story
in terms that buyer wants to hear.
is CEO of Booher
Research and is
author of 47
in 60 foreign-
language editions. Her latest book,
Communicate Like a Leader, won an
Axiom Award Silver Medal in 2018.
After selling her training company
to Communispond + Booher, Dianna
now focuses on keynotes, writing, and
trying to do it all. If you were hit by a truck
tomorrow, could your business still run?
Assemble a team of professionals, beginning with a qualified business manager, then
develop these key elements:
Standard operating procedures
Checks and balances
Clear company culture, vision, and brand
While working on growing your scalable
business, find mentors who can advise along
the way. Tap into knowledgeable friends
and a mastermind group. Consider adding
a formalized board of advisors. Remember
that you will also need a trusted team of professional business advisors, including a CPA,
attorneys, and possibly a business strategist.