There’s something about public speaking that’s both exciting…and terrifying.
On the one hand, public speaking helps you connect with a lot of new people, your audience, and other speakers. It’s a fantastic way to network, to meet a potential client, a business partner, or even a long-lasting friendship. It’s rewarding, it helps to boost your self-esteem, cement your brand, and build public image.
On the other hand, standing up in front of hundreds of people is scary. For most of us, public speaking is something we actively avoid at all costs. Standing in front of people, trying to remember what’s on the slide behind you, wondering if you’re boring the entire audience – there’s a reason public speaking is a common nightmare.
Especially for freelancers and consultants, however, the pros are simply far too important to let these cons stop you. Which raises a question: How can you leave behind the fears that cripple so many people and reap the many benefits of public speaking?
How can you finally become the confident, charismatic public speaker you’ve always wanted to be?
Editor’s note: This article was originally written by Ivan Kreimer but has since been updated by Perrie Kapernaros, our expert staff writer who is highly experienced in research and investigative academia.
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How Public Speaking Can Help Your Freelance or Consulting Business
One of the most common challenges freelancers and consultants face is instability in their workflow.
There are weeks in which you’ve got more business than you can handle, and then there are weeks where your main task is to reload your email inbox, hoping to get a new email from a lead. That’s when you realize you need to ramp up your marketing to get a more consistent pipeline of new leads and stop this emotional rollercoaster.
When you think about marketing tactics, you think about SEO, paid ads, and content marketing. But why not public speaking?
When you give a public speech, you’re immediately seen as an authority, a crucial trait for any consultancy. Not only that, you have the full attention of dozens, hundreds, or even thousands of potential leads, often for long stretches of time. You can’t say the same for most online marketing tactics.
What’s more, you get to connect with a large range of businesspeople, many of whom represent untapped growth opportunities for your business. Public speaking, it turns out, is one of the best tactics for growing a freelance or consulting business.
Sure, it won’t be a quick or easy tactic. As you will see, fear of public speaking and a lack of understanding of how to present information to an audience can stop many people from even trying it. But if you learn to overcome such fears and develop your speaking skills, you’ll grow your business in ways you’d have never expected.
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How to Overcome the Fear of Public Speaking
Fear of public speaking is one of the most commonly held phobias. What if people don’t like your talk? What if they don’t like you? What if you freeze? What if you panic? What if you say something wrong?
A lot of talks these days are being hosted remotely, which does take the edge off speaking in person, but still strikes fear into the hearts of many.
It’s believed that a fear of public speaking is actually the fear of failure. Sure, the logistics of talking in front of an audience are intimidating, but really, we’re afraid of doing a bad job and of people thinking poorly of us as a result.
To overcome this, here are three tips you can use:
1. Accept the Fear
Let’s be honest with ourselves. You will feel fear. We all do. Humans are predisposed to fear of being ridiculed, and speaking in public increases your social vulnerability in an extreme way.
Your mind doesn’t like it when you’re vulnerable, so it panics.
Even if you have the most beautiful presentation, or you’re unveiling Nobel Prize-worthy research, even if you know your speech like the back of your hand, you will always feel butterflies in your stomach before a talk.
Whatever solutions you use to lower that fear—counseling, coaching, meditation, or even medication—you will always feel some fear before giving a talk. Accept it.
The key, as Franklin D. Roosevelt said, is to remember that “courage is not the absence of fear, but rather the assessment that something else is more important than fear.”
To give a successful talk—one where you are eloquent, engaging, and interesting—you need to be prepared. This requires you to practice a lot. There’s nothing worse than watching a speaker who’s clearly not prepared for a talk. The ideas may be fine, but the thoughts don’t flow.
That’s because the speaker focused too much on the ideas and not on the execution. The speaker forgot to practice.
Before you can practice your talk, however, you need to have it prepared weeks in advance. Take the time to define the topic, the structure, and the slides so you can then practice it for as long as you can. Practice will help you gain the confidence you need to give a wonderful talk without any hiccups.
What’s more, it will expose any problems you may have with your presentation.
You can practice your talk in front of a mirror, with your friends and family, anyone.
Set up your phone and record yourself doing the speech over and over again in the days leading up to the real thing. You’ll be able to pick up on twitches, awkward pauses when you’re going too fast or too slow, or if you rely on the slides too much.
What matters is that you practice as much as possible.
3. Get a Coach
A speaking coach can give you valuable feedback that you’d not get otherwise. While a coach is an obvious solution when you are planning on becoming a professional speaker, they can still help you when you’re just starting out.
What’s more, a coach can give you “inside” tips from the trenches that would take you a long time to discover on your own.
Mastering the Art of Public Speaking
Public speaking is more of an art than a science, but there are still steps you can take to develop your skills, and your career.
Step 1: Know Your Goal
If you have ever read anything from Foundr, you know we go big on the idea of finding purpose in anything you do. The reason for that is, when you know why you want to do something, everything else becomes easier and clearer.
The fear of public speaking can be daunting, but if you have a goal that’s bigger than your fear, your fear won’t stop you from speaking.
The “ultimate goal” refers to the final result that speaking in public would bring you:
- Do you want to generate leads for your consulting business?
- Do you want to become a paid speaker and live off your gigs?
- Do you want to help the world and spread your message?
Not only will knowing your goal give you a level of clarity unlike anything else, but it will also make your pitches and your presentations much more aligned with your goals.
For example, consider what you set to gain from your public speech. Aside from the money, consider that it may be a great opportunity for networking and lead generating reasons. This is because as you generally get to know other (influential) speakers, which gives you access to business opportunities few people would get.
Get this ultimate goal defined before you even choose or agree to an event.
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Step 2: Define a Set of Speaking Topics
Before you even begin to research potential speaking opportunities, you have to have a set of topics you’re interested in speaking about. Most likely than not, you already have an idea of them, you only need to have them written down.
If you’re in doubt about your speaking topics, you simply need to pick one that fits the following criteria:
- You’re passionate about or experienced at the topic at hand
- You can naturally speak about it in an engaging way
The first relates to the idea that people who give speeches know what they’re speaking about. Just as you don’t see random people giving talks at TED events, you won’t get any meaningful speaking opportunities if you can’t show some proof to the event organizer that you know the subject of your speech.
The second criteria mean you must give your speech in a way that’s entertaining for the audience.
While a speaking gig isn’t the same as stand up comedy, you always want to add a fun tone to your speech. What’s more, you need to explain things in a clear way so your audience not only learns something new, but they get intrigued about what you talk about.
If you’re an expert (or at least, you’re passionate about your speaking subject), you will know what aspects of your speech will interest your audience more than anything.
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Step 3: Start Talking at Small Events
When you’re getting started, you want to start with small events. You’ll progressively develop your skills, gain confidence, and find your own unique voice.
One way is to go to Meetup.com and look for events that are about a topic you’ve selected.
Let’s say you want to speak about writing to see if you can drum up some more clients. By simply searching your topic, you can get a long list of events happening soon for which you can apply.
Meetup.com offers both in-person and digital sessions, so you have the option to search for talks being given on the other side of the globe. If there’s a talk coming up in Scotland next year and you think you’d be perfect for it, then you can contribute.
Digital talks are an opportunity to practice public speaking, network, and grow your skills on a global market.
It’s best to pick events that will be carried out in at least a month and have no announced speakers yet. Usually, event organizers develop meetings many weeks (if not months) in advance. The more time in advance the event is, the more time you’ll have to practice your speech.
A good way to find out if you might be able to give a talk at an event is to check for the event’s announcers. If it has none, or not all have been announced yet, you have a chance.
Once you’ve found at least two or three events, it’s time to pitch the event organizer.
Step 4: Pitch the Event Organizer
When making a pitch for a speaking engagement, you want to be concise and clear about your goal. Don’t beat around the bush. They know it and you know it, so why over complicate it?
On Meetup.com, you can see the event organizer’s name right at the top and whether or not the talk is being held digitally or in person.
Then, send the person a message similar to the following:
I’m [your name].
I see you’re having your Creative Writing Exercise Workshop soon. While I’ve not had the chance to attend one of these events in the past, I’ve heard lots of great stuff about them.
Since you’ve not announced your speakers yet, I’d like to know if you’d be interested in having me give a talk about my experiences in writing [xyz].
Given your event is about creative writing, I’ve done [xyz].
What do you think? Would you be interested in having me talk at your event?
If so, let me know anything I need to know or do before it. If you want to talk to me in person, you can reach me [email or phone].
Talk to you soon,
Be sure to adapt it to your own style. Once you get a positive response, you can start working on your talk, but hold off until you get a confirmed opportunity with a defined topic.
Step 5: Develop Your Slides
While the quality of your speech matters, your slides should also be designed and structured in a way that entices your audience.
Often, amateur speakers add a bunch of data into their slides, hoping the audience will absorb the information and “get it.” Or they add a bunch of bullet points, with the hopes that the audience will read them as the talk unfolds.
These slides are awful, just like the one shown below:
That may be acceptable if you’re a professor at a university, but not if you want to master the art of public speaking.
Check TED talks and you’ll see the slides are often minimalist, but still highly connected to the topic being presented. You don’t have to spend thousands of dollars with a designer to develop your slides, at least not when you’re getting started. With a tool like Google Presentations, Microsoft PowerPoint, Apple Keynote, you can develop well-designed slides for free.
- Don’t add a lot of text
- Don’t read from your deck
- Use a simple design
Highlight just a little bit of text or an image that’s related to the ideas spoken, but let your speech do the rest. The work isn’t on the slides themselves but on the way they complement your speech.
Step 6: Structure Your Talk Like Aristotle
Aristotle is one of history’s greatest philosophers, encompassing a wide range of topics including physics, politics, logic, ethics, and most importantly, rhetoric. Aristotle is known for developing one of the most common ways public speakers present their ideas, which consists of:
- Starting by giving your audience an idea of what they’ll learn
- Giving the talk and engaging the audience in the process
- Closing it by tying all the ideas together
This three-part structure has been called the “Aristotle technique.”
Most TED talks, like most popular presentations, start with the speaker giving a hint of their talk. They give some context, so the audience can prepare for what is about to come.
Then, they give the talk. Obviously, the speaker must continue to engage the audience throughout the entire speech, using a mix of humor, storytelling, facts, and more.
Finally, they finish by giving a quick overview of what they taught so the audience can leave with a clear idea in their heads.
Call it what you like, but your speech should respect this structure, so your audience can understand your ideas better and leave your speech having a clear idea of what they’ve learned.
Step 7: Learn to Tell Stories
Behind every successful talk, there’s a great story.
Humans have been programmed to connect with stories. Imagine our ancestors from hundreds of thousands of years standing around a fire sharing knowledge, customs, and stories from the past. That’s how humans explored spiritual narratives, theories that explained how the universe works, and recent events.
Whenever someone tells us a story, we listen. That’s in our blood. If you can tell a good story, you will engage your audience.
Once again, check TED’s most popular talks—from Sir Ken Robinson’s “Do schools kill creativity?” to Julian Treasure’s “How to speak so that people want to listen” to a favorite of many: Tony Robbins’ “Why we do what we do”—and you will see they’re all story-driven.
The knowledge they share is valuable, but as anyone who has ever been in a boring college class can attest, the ideas aren’t as important as the vehicle through which they’re told. That is, the narratives used to explain them—the stories.
Your stories don’t have to be complicated or long. A story can be as long as War and Peace or as short as a tweet, what really matters is that the elements that make a story are there.
All stories follow a basic structure:
- A story starts by introducing the characters and their context (the beginning)
- Then the characters face a challenge, leading up to the story’s climax (the middle)
- The challenge is overcome and we see how it changed the characters and their context (the end)
Your speech will likely be about one main argument—a hypothesis that you want to prove—and this will break down into different sections. In each section, try to explain the main concept through a story, and then tie them all together through the overall speech.
Let’s say that the topic of your speech was about how cold-calling clients every day can make you a better marketer. In this case, the topic is the argument (cold calling = being a better marketer).
To explain this main argument, you would separate it into three smaller pieces:
- Cold-calling every day helps you to connect with potential leads
- It helps you communicate better
- It helps you become more confident with work
The entire speech would then be a story. For example, your first job cold-calling in a dodgy telemarketing company, but then that you realized you were confident enough to get a new job through a phone interview. You then discovered that cold-calling is a way to practice better communication.
Even if your ideas are clear and useful, your stories will make them compelling and easier to digest.
Step 8: Practice Makes Perfect
Just like any form of expression, public speaking is a craft you improve as you practice it. Speaking in front of your mirror helps, but to truly get good at this you need to speak in public. At first, your speaking gigs won’t be that good.
Your stories won’t be that engaging. You may not command the attention of the room very well. That’s fine.
When you’re getting started, your passion will trump your skills. People will get that and will forget your mistakes. As you continue to speak in public, you’ll get better.
There’s no special technique for practicing. You only need to start booking more speeches, regardless of the size of the audience or the money you make (if that’s what interests you).
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Step 9: Study the Greats
Practice and coaching are crucial, but another great way to improve your speaking skills is to study the great orators of the past.
You can even scan back through thousands of years of historic speeches, from Demosthenes’ “On the Crown” speech to Abraham Lincoln’s “Lyceum Address,” to Winston Churchill’s “This was their finest hour” speech. You’ll learn how history’s greatest speakers shaped our past.
You will also learn how they organized their ideas, how they presented them, and what words they used to maximize the power of their message.
Consider this studying, just as you studied arithmetic back in high school. It’s a mental exercise that will help you absorb new techniques and improve your communication skills.
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Step 10: Track Your Goal
Last but not least, you can’t forget the goal you had originally defined in Step 1. You want to make sure you’re getting the results from your speaking efforts.
After you give each talk, you need to see whether it’s getting you closer to the results you desired.
For example, if you wanted to generate leads, how many leads did your speech generate? If you wanted to make money, how much did you get paid? If you want to get more people to join your cause, how many joined it?
This goes back to the organization and structure of your talk. If you wanted to get consulting clients, did you add a call-to-action at the end of your talk, like a link to your site? Did you stay in the event talking to people? Did you send any offers to your event’s attendees?
You must keep track of your results, so your speaking isn’t done in vain.
Say it Loud and Proud
Speaking in public is an art, no question about it. Like any art, you need to think about it as something you’ll hone over time. It will take a while to master this art. You will have to face your fears and overcome setbacks. But there’s a virtuous cycle behind this art; the more you practice it (both privately and publicly), the more confidence you will gain. The more confident you become, the easier speaking will be, and the better your skills will get.
As Leonardo da Vinci once said, “It’s easier to resist at the beginning than at the end.” Don’t let that happen to you. Practice your skills and get up on that stage. The world needs you to share your knowledge; you only need to take the first step.
Have you done any public speaking? What’s been your biggest fear or challenge, and how did you overcome it?’
The biggest problem founders and small owners have is that they’re experts in their field and novices in what it really takes to effectively run a business. That’s what usually trips them up, sooner or later.
Don’t let that happen to you. Admit that you don’t know what you don’t know about , starting with these 15 tips guaranteed to help keep you and your company out of hot water. Some are straightforward, others are counterintuitive, but they’re all true. And some day they’ll save your butt.
Always make sure there is and will be enough cash in the bank. Period. The most common business-failure mode, hands down, is course out of cash. If you know you’ve got a cash flow or liquidity problem coming up, fix it now. You can’t fire bad employees fast enough. You just can’t. Just make sure you know they’re the problem, not you ( see next tip ).
The problem is probably you. When I was a young manager, my company sent us all to a week of quality training where the most important concept we learned was that 90 percent of all problems are management problems. When things aren’t going well, the first place to look for answers is in the mirror.
Take care of your stars. This goes for every company, big and small. The cost of losing a vedette employee is enormous, yet précurseurs rarely take the time to ensure their top performers are properly motivated, challenged, and compensated. Your people are not your kids, your personal assistants, or your shrink. If you use and abuse them that way, you will come to regret it. Capiche ?
Learn to say ' yes ' and ' no ' a lot. The two most important words business owners and founders have at their disposal are “yes” and “no. ” Learn to say them a lot. And that means being decisive. The most important reason to focus – to be clear on what your company does – is to be clear on all the things it doesn’t do.
It boggles my mind how little most fondateurs value their customers when, not only are their feedback and input among the most critical information they will ever learn, but their repeat is the easiest to get. Learn two words : meritocracy and nepotism. The first is how you run an organization – by recognizing, rewarding, and compensating based solely on ability and achievement. The second is how you don’t run an organization – by playing préférés and being biased.
Know when and when not to be translucide. Transparency is as detrimental at some times as it is beneficial at others. There are times to share openly and times to zip it. You need to know when and with whom to do one versus the other. It comes with experience.
Trust your gut. This phrase is often repeated but rarely understood. It means that your own instincts are an extremely valuable decision-making tool. Too often we end up saying in retrospect and with regret, “Damn, I knew that was a bad idea. ” But the key is to know how to access your instincts. Just sit, be quiet, and listen to yourself.
Protect and defend your intellectual property. Most of you don’t know the difference between a copyright, trademark, trade secret, and patent. That’s not acceptable. If you don’t protect and defend your IP, you will lose your only competitive advantage.
Learn to read and write effective agreements. You know the expression “good fences make good neighbors ? ” It’s the same in business. The more effective your agreements are, the better your business relationships will be.
Far too many entrepreneurs run their like an extension of their personal finances. Bad idea. Very bad idea. Construct the right entity and keep it separate from your personal life. Know your finances inside and out. If you don’t know your revenues, expenses, capital requirements, profits ( gross and net ), debt, cash flow, and effective tax rate – among other things – you’re asking for dysfonctionnement. Big trouble.
You don’t know what you don’t know. Humility is a powerful trait for précurseurs, and that goes for new business owners, veteran CEOs of Fortune 500 companies, and everyone in between. More times than not, you will come to regret thinking you knew all the answers. Behind every failed company are dysfunctional, delusional, or incompetent précurseurs. The irony is, none of them had the slightest idea that was true at the time. Even sadder, most of them still don’t. Don’t end up like one of them.
For every success you have in growing your market share, another business or other businesses will inevitably lose ground. Here are 11 quick and easy business tips to gain a competitive advantage over your rivals and insulate yourself from the threat of new entrants in the market.
Of course, we all want to spark growth and increase revenue. But the way you do this in a sustainable way is to focus instead on the building of a loyal database of avid fans. Content digital, paired with optimized website forms and compréhensif fax automation follow-up is critical to success. This approach builds trust by giving away free value before asking for someone’s hard-earned money. Not an spécialiste in creating optimized lead generation pages on a website ? No worries, use a trusted tool like Leadpages to make it happen.
Like it or not, folks out there aren’t searching for your brand, they’re just looking to solve a problem or find a particular type of product ( unless you run Starbucks or Adidas ! ) Don’t list all the benefits your product brings. Focus on the solutions. Explain to the customer in simple, straightforward terms how or why your product can help them or assist in the attainment of their goals. Consider FedEx’s iconic slogan : When it absolutely, positively has to be there overnight. This was a clear example of addressing widely-spread anxiety about the reliability of delivery services. Run through some market research to profile your target customer. How does your product or service – and your delivery and and price point – solve other people’s problems and make their lives easier or more pleasurable ?
Dropping prices doesn’t necessarily raise sales, for instance ( though it will definitely squeeze margins ). If you position yourself as a de haute gamme brand, then your customers aren’t necessarily value-driven in the first place, and cutting prices could even tarnish your brand. Consider this case study from Robert Cialdini’s seminal book ‘Influence : The Psychology of Persuasion’ : a jeweller sold out of turquoise jewelry after accidentally doubling, instead of halving, the price. The inflated price tag lent the product an unwarranted cachet ! If you are a premium brand, there are ways to optimize your pricing without lowering prices. For example, offer the quality-conscious customer an ‘exclusive’ benefit that your rivals do not or cannot provide. If you are at the value-driven end of the market, on the other hand, don’t assume slashing prices means incurring a loss. Low pricing can help you rapidly onboard a heap of new customers who may also buy other items in your shop and return again. Context also counts for a lot with pricing. The best way to sell a $5, 000 watch, for instance, could be by putting it next to a $10, 000 watch. Think strategically when it comes to deciding any price point.
Yes, it sounds obvious, but it’s so very important ! Whether consciously or not, people are more likely to buy a product if they like the sales assistant who’s attending to them. While the employee’s personality obviously has no bearing on the price or your product’s ability to serve their needs is irrelevant. Friendly customer-facing équipe will always attract more sales. Be rigorous in hiring people who are genuinely cheerful, friendly and outgoing. Make sure your training program teaches them to adopt a consistently friendly approach that puts customers at ease and feel like a priority.
Say you’re a bricks-and-mortar store and you’re getting a rush of customers as closing time approaches… why not close up an hour later ? While this may cause disgruntlement among équipe, solve this venant by getting creative with rosters. Monitor customer footfall throughout the day and week to identify your busiest periods, and équipe people accordingly. You can also reduce headcount during quieter periods to offset the higher costs and longer sérieux hours created by your extended opening hours. It’s a win-win !
Even in the web age, some customers will always prefer to contact you by phone rather than email or Facebook. While many online companies with tight margins eschew manned phone lines altogether, it’s worth giving customers the option of having a voice-to-voice conversation with your brand. By all means, slash the time and cost spent responding to queries by funnelling customers to standardized, pre-existing responses on your webpage ( i. e., FAQs ). But if their query isn’t listed in the drop-down menu of FAQs, then don’t make them click more than once more to find your phone number. Put it front and center on your digitale page, particularly if you’re a retail offering. ‘Live chat’ bots are an inexpensive way of offering real-time communication, too.
Why not give your happy customers a voucher with their purchase to redeem on your products and services ? If they love what you do already, they’re only going to love you more for this. It’s good for you because : It guarantees they will return to your store again. People hate to waste freebies ! When they return to your store to redeem their voucher, they may buy other items, too. If your business operates online, then the freebie could be strategically timed to coincide with a special sale. Oh, and guess what ? Chances are customers who have received vouchers or freebies won’t stay quiet about it either, so you could enjoy some positive buzz on social media.
Local businesses can arguably connect with their unique communities with much greater authority than any global chain. A local retailer, hair mobilier or gardening company can sponsor a kid’s sports team and offer deep discounts for OAPs at the same time. Some cinemas feature special ‘sensory’ screenings where parents can bring kids with autism ( who would normally be overwhelmed by busy, noisy environments ) to enjoy a movie in a relaxed, stress-free atmosphere. This reflects well on them and also guarantees them a loyal customer niche. Whatever you choose to do to support your community, make sure it authentically fits with your brand offering and journey to date.
Social media is a great medium through which to build a solid relationship with customers – just don’t forget what ‘social’ actually means ! Soul-less corporate shop-talk won’t work on Twitter. Try to give your brand some ‘personality’ when you write updates or posts. This can bring its own risks, oui. But if you get it right, the benefits can be immense. Develop a tone of voice that aligns well with your brand identity. Seek to inform, help, entertain or amuse. And most importantly – given the dire PR consequences – don’t patronize, try too to be funny, or tweet after a few alcoholic drinks !
Sometimes it’s better to be a master of one discipline than a jack of all trades. Admittedly, multiple revenue streams do spread your risk : if one falters, others can take up the slack. Nevertheless, consumers often associate ‘specialists’ with higher quality products or services than generalists. And with good reason, too : specialists typically invest all their resources into perfecting a solo product or service. So what should you specialize in ? to state the obvious, it should be something in which you excel. You could also pick something with rising or recession-proof demand which is resilient to technological change in which you possess a competitive advantage over your rivals or where there’s an obvious gap in your local market. Own it, whatever you do.
Don’t ever get too satisfied with your business. You can always improve – and improve you must ! Don’t get me wrong : without the odd moment of smug satisfaction, what’s the point ? Do relish in the successful launch of a game-changing product or take pleasure in positive customer feedback. But don’t let your customers hear you banging on about it time after time ! Be alert to the common element that has led to the downfall of countless hitherto thriving brands : complacency. Imaginative, nimble and innovative start-ups often do better than big market leaders that just got lazy. You may be the disruptive innovator today, but tomorrow you could be the complacent market leader with a tired model. So try to be humble and always strive to improve. Seek inspiration from other fondateurs, from books and from seminars. The moment you think ‘mission accomplished’ is the same moment you become vulnerable to being usurped.
There are lots of ways in which you can improve your business, and not all of them are complicated ! Try out the above business tips or integrate them with your existing strategies, and let me know how you go in the comments below. Guest Author : Faye Ferris is responsible for the day-to-day management of the Dynamis APAC Pty Ltd offices in Sydney. She develops the DYNAMIS ne change pas of brands and their expansion into the Asia Pacific region as well as BusinessesForSale. com, FranchiseSales. com and PropertySales. com. If you have an interest in partnering up with Faye or advertising on any of these websites in the APAC territories, please do not hesitate to contact her on faye@businessesforsale. com.