This is essentially a transcript of the fast talk that Michelle Golden delivered to kick off the IAF North America conference in Halifax on May 11 2012

1. The
Value
of
Facilitators
FastTalk
by
Michelle
Golden
at
Interna6onal
Associa6on
of
Facilitators
Halifax,
NS
on
May
11
2012

2. What
value
do
we
bring?
• Do
we
know
what
value
we
bring
as
facilitators?
• Must
value
ourselves
before
others
can
value
us
• Not
just
talking
about
your
gain
in
price
or
salary
• Gain
in
confidence
• Gain
in
credibility
• Effec6vely
reassure
those
who
hire
us
that
they’ve
made
a
wise
choice
• Have
to
create
value
greater
than
your
price
• Both
par6es
must
profit
in
the
transac6on

3. How
both
par6es
profit

4. Observa6ons
about
IAF
folks:
• Each
of
you
helps
people
through
your
giRs
and
skills
• I
see
a
few
consistent
traits
—
make
you
powerful
influencers
when
conveying
your
ideas
and
worth
• You
take
groups,
orgs,
and
individuals
to
places
they
can’t
get
to
themselves
• excep6onal
at
thinking
on
their
feet
• Among
the
most
organized
(idea-­‐wise)
people
I've
encountered
in
business
• persuasive
in
an
understated
way
• make
people
feel
comfortable
and
create
a
sense
of
safety
and
confidence

5. See
some
challenges,
too:
• Facilitators
aren’t
recogni6on
seekers
by
nature
• Many
are
introverts,
used
to
being
in
front
of
groups
but
not
domina6ng
the
room
• Reluctant
to
toot
horn
or
bring
aen6on
to
your
value
• In-­‐house
facilita6on
jobs
disappearing
&
Independent
work
slowing
down
• Struggle
with
marke6ng
and
frustrated
about
it
• I
think
our
profession
has
a
confidence
problem
• Read
Rabbi
Daniel
Lapin’s
book
“ Thou
Shall
Prosper”
(for
people
of
all
faiths)
-­‐
dispels
myth
that
$
is
grubby

6. Introducing
the
5
Cs
of
value
1. Comprehend
clients’
key
value
drivers
2. Create
value
for
clients
3. Communicate
that
value
w/open
discussion
4. Convince
clients
they
should
expect
(and
be
prepared
to
pay
for)
value
5. Capture
value
in
your
pricing
strategies
(or
salary)
Source: Thomas Nagle and Reed Holden: The Strategy & Tactics of Pricing

7. Quick
note
on
pricing
• Value
is
NOT
in
the
hours
you
perform
• Bus-­‐in-­‐seats
is
dead…
• Learn
about
“ROWE”
(results
only
work
environment)
• Comprehending
value
is
fun!
• Value
is
always
in
eye
of
the
beholder
• It’s
subjec6ve
&
contextual
(e.g.,
water)
• It’s
fluid
(tomorrow
diff/today)
• It’s
both
tangible
and
intangible

8. Tangible
&
Intangible
Value
• Be
confident
that
you
know
what
your
buyer
values
most
• What
are
their
real
issues
(pains)?
• What
do
they
look
for
in
ROI?
• Tangible
is
easy
prey
easy:
• What
is
the
economic
benefit
of
solving
the
problem?
• Increase,
reduce,
improve,
or
create
• Alternately,
what’s
the
cost
of
NOT
solving
this
problem?

9. Intangible
value
is
tougher
Harder
to
quan,fy,
most
value
is
intangible
vs
tangible
• All
the
unique
traits
I
shared
about
facilitators
plus:
• Specialist
exper6se/knowledge
• Brand/reputa6on
• Confidence
in
good
result
• Reducing
risk
• Excellent
experience
• Making
your
client
“look
good”
• Rela6onship
• Don’t
underes6mate
how
much
these
things
increase
your
worth

10. Always
confirm
the
value
• Explore
value
through
conversa6on
• I
KNOW
facilitators
are
good
at
this!
• External:
Conversa6on
with
buyer
about
worth
• Tangible
and
intangible
• Early
and
oRen
(it’s
not
sta6c)
• Internal:
Client
selec6on,
what’s
the
value
to
you
• What
are
the
“worth
it”
points?
• Does
the
job/project
add
to
YOUR
skills
or
markets
• Fit
&
feel
good?
Walk
away
if
it’s
not
right

11. Skills
to
harness
and
enrich
(here)
Seek to continually expand the intangible & tangible value
you deliver. Value comes from these five essential skills
that you hone right here at IAF:
1. Establishing clarity around purpose
2. Drawing people's thoughts from their minds
3. Creating environment of trust and safety
4. Expanding awareness – spotting the concern behind
the conversation or the unsaid
5. Visualizing outcomes — seeing a path to fruition

12. Leave
you
with
this
• I
challenge
you
today
and
the
rest
of
the
week
with
these
three
things:
1. Believe
in
your
value
-­‐
appreciate
the
unique
skills
that
you
bring
to
the
table
2. Learn
to
communicate
with
others
about
the
real
WORTH—tangible
and
intangible—of
what
we
bring
3. Expand
at
least
one
skill
• Go
create
some
value!