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Showalter Group
Speaking, training, facilitation
Speaking, Training, Facilitation
Customized workshops that give your advocacy and PAC teams the persuasion edge.
No one can do what Amy does “As we built the foundation of our new grassroots program, we knew our franchisees would be the most valuable part of it. They are a willing audience, but we needed to train them for the unique needs of grassroots organizing in a corporate franchised system. Amy kept them engaged, provided hands-on coaching and new tactics to help them be successful at influencing policymakers and their franchise colleagues. No one else can do what Amy does because she understands corporate and political realities as well as how to bring out the best from our grassroots leaders.”
Mary Schell
Former Chief Public Affairs Officer
The Wendy’s Company, Inc.
Chair, Board of Trustees, Miami University – OH
Amy knows your audience learns through interaction. Here she coaches a National Association of REALTORS audience member on how to “set the scene” when sharing an advocacy story.
One of the “perks of my work” is meeting inspiring audience members like Scooter, a WW II Special Forces veteran, who attended the Texas Association of REALTORS® annual PAC convention.
Customized Staff, Advocate and PAC Leader Workshops & Keynotes
(virtual or in-person)
- How to Survive and Thrive When Advocating to Hostile Audiences . . . . and Live to Tell About It
Unfortunately, not all external audiences understand your profession, industry, or cause. Some are tacitly hostile, but you still need to reach them. There are nuances to engaging those who overtly or covertly disdain your position or profession. When you understand and practice the proven tactics, you won’t be hesitant to engage in a productive dialogue.
In this workshop, you’ll learn:
• The likeability factor: why your personal likeability can dispel hostility, the science of likability, and how to be more likeable
• The three behaviors required to build trust quickly with hostile legislators (and anyone else!)
• Specific language to use and questions to ask that accelerate trust and understanding
• Hostility mitigation tactics: how to prepare for potentially hostile meetings and the tactics that reduce meeting fear, dread and stress
Likable, trustworthy and entertaining “The AANA has worked with Amy for three years now, and she never disappoints. She is a phenomenal speaker who our members find likable, trustworthy and entertaining. Amy includes personal experiences and stories into her presentations which help to convey advocacy topics she drives home. Her knowledge and work on grassroots advocacy and expertise in PAC contributions help our members become energized and ready for the years ahead. Amy also adds a personal touch to her presentations by reaching out to our own members directly to obtain information on topics that are near and dear to our profession’s heart. Amy has been extremely flexible with the COVID-19 pandemic and has worked with our ever changing formats to accommodate our needs either virtually or live. We look forward to having Amy back in the coming years!”
Jennifer M. Varhalla
Director of Meetings and Special Events
American Association of Nurse Anesthesiology
- The Pillars of PAC Persuasion
Not all influence tactics are effective when conducting PAC fundraising. You’ll learn why some are more powerful than
others, and how your peer to peer PAC recruiters can integrate them into their presentations and conversations.
Thanks for a great session, Amy! Your customized approach made our four hours together very beneficial and provided tangible takeaways we can start using right away to increase PAC fundraising results.
Barbara Benton
Vice President of Government Affairs
Ohio Society of CPAs
- Can You Hear Me Now? Rising Above the Noise by Raising your Personal and Organizational Credibility Quotient (CQ)
“I was truly impressed with the preparation Amy put into our session. The presentation was so personalized to our audience that it kept the committee fully engaged for the entire time. Would highly recommend working with Amy when looking to train and inspire advocates.”
Anne Thompson
Director of PAC and Political Strategy
National Corn Grower’s Association
- “What’s Your Story?” How to Share your Personal Story for the PAC Persuasion Edge
Narrative is an underutilized yet powerful PAC persuasion tool, particularly in today’s divided electorate. To gain the persuasion edge, your peer-to-peer recruiters and staff need to deliver narratives that inspire and, most important, persuade your PAC prospects. This is a highly interactive workshop where participants learn the elements of persuasive stories and engage in live practice sessions with Amy’s coaching to hone their PAC narratives.
“Amy, that was great – you’re always able to pull out the meaningful stories from our PAC champions.”
Meaghan Joyce
Senior Director, Political Strategy
International Paper
- From Questions to Contributions: Turning Tough PAC Questions into PAC Contribution
This workshop empowers PAC fundraisers to prepare for, and even welcome, PAC objections. Participants will become comfortable answering difficult questions and learn how to build trust with hostile audiences. This highly customized offering features the questions your PAC fundraisers commonly face, with real time role playing and the specific language that creates trust and understanding. We also explore the nuances of nonverbal communications that build rapport.
- What’s Your Story? How to Use the Power of Narrative for PAC Fundraising Success
“I volunteer as a PAC Champion, and share my PAC story with peers to help fundraise. I felt like I was hitting a wall with my story, so I reached out to Amy and she practically made herself available immediately to listen and provide great direction and feedback. She was able to give purpose to my story and most importantly, made me feel confident that the story is meaningful. What a great resource!”
Andrew Argoblast
International Paper
“Thank you! You and your coaching session pulled out far more from me than I thought I could say!”
PAC Recruiter
Fortune 500 Manufacturing Corporation
“I have been at this company for 30 years, so I’ve heard it all. I’ve been to a lot of training workshops. This is one of the, if not the, best one I’ve ever attended. Thank you so much!”
PAC Recruiter
Fortune 100 Pharmaceutical Company
“Your story coaching was amazing. Very helpful!”
PAC Recruiter
Fortune 500 Manufacturing Corporation
- Get Real: The Science of Authentic Influence
Senator Bernie Sanders has it. So does President Trump. Ditto for Congresswoman Alexandria Ocasio-Cortez. Whether it’s called transparency, “being real” or authenticity, the research is in: people crave, follow and buy authenticity —- including today’s political candidates. It has become an element of influence. Are you and your communications authentic? How do you know?
While we may “know it when we see it,” there is a science of authenticity. We have researched the topic to uncover the components of what people perceive as authentic in a communication and the messenger.
In this workshop, you’ll learn:
• What the recipient of your communication must feel before they judge your message as authentic
• The one word that, when uttered, shows that the recipient of your messages does not believe your authenticity
• The power of authenticity to buffer a disliked brand
• The 10-Point Authenticity Checklist, and how to integrate each element into your communications
• How audiences determine what’s genuine—what’s the “secret sauce” for authenticity?
• How to audit your communications for their authentic influence quotient
You will be asked to bring your most important communications materials* and apply the 10-point Authenticity Checklist to your materials. You’ll leave with clear direction on how to ramp up your authentic influence!
One of the most ground-breaking workshops. “Well, Amy and her team are the first people I think of when I get a new idea to see if they have already done it. She produced a workshop for her loyal fans and many new ones in D.C. where they spoke on the science of authenticity, which may have been one of the most ground-breaking and timeliest ever, considering forces in society in 21st century America.”
Alan B. Smith
Senior Fellow and Midwest Director
R Street Institute
- The Underdog Edge: What It Is, How to Get It, and Why You Need it For Influence Success
No matter what your current station in life, there will come a time when you have to “influence up.” To get what you want, you’ll have to change the mind of someone more powerful than yourself—whether a potential client, legislator, your corporate board or CEO. And powerful people are different. The typical influence tactics you may have read about for general influence situations don’t often work with powerful people.
Many influence tips address peer influence (negotiation) and downward influence (leadership). From her book (The Underdog Edge: How Ordinary People Change the Minds of the Powerful . . .and Live to Tell About It, published by Morgan James) which includes the findings from thousands of survey responses and interviews with “underdog” influencers and who they persuaded, Amy shares the seven principles of upward influence, and features the tactics that work in the real world when influencing up. She backs up her findings with the latest peer-reviewed research that validates the approach of successful upward influencers. Her findings de-bunk long – held influence myths like “be passionate and you’ll win” and “one person can make a difference.”
While she discovered over 50 tactics used by persuasive underdogs, she shares the most counterintuitive ones, including:
• Why the past is prologue when influencing up, and how you can leverage your reputation in your favor (even if you are a “big dog” compared to your influence prospect)
• The one tactic you must use if you want to change a powerful person’s mind
• How to build trust quickly with those who are apathetic and even averse to your position
• Why showing passion for your cause dooms your request when influencing up (except when two conditions are present)
• How to recognize your influence prospect’s values and their “taboo trade-offs” when negotiating
• The three characteristics of persuasive teams that make their efforts more persuasive than their opponents
The Underdog Edge is is a remarkable book that sheds light on the advantages of being
an underdog “I adore this book! It’s a must-read for anyone who aspires to make a positive impact on the world they inhabit. Amy Showalter, the author, not only teaches us how to thrive in everyday stressful situations but also guides us in persuading others to join our cause even when all hope seems lost. She emphasizes the importance of embracing the belief that achieving something we have never had often requires taking
actions we’ve never done before.”
William Canary, J.D.
Former president and CEO of the American Trucking Associations and Business Council of Alabama
Information Provided is Priceless “The Underdog Edge information that you provided to our students is priceless and something that every public affairs professional should have in their tool kit. Moreover the “on-the-ground” accounts are such an effective learning tool and why your teaching is so effective – you are able to provide theory, data, and first-hand illustrations. You’re a professor at heart!”
Dr. Victoria De Francesco Soto
Dean, Clinton School of Public Service, University of Arkansas
- It’s What You Say and How You Say It: The Language of the PAC Sale
Words matter, and this workshop reveals subtle yet impactful language that leads to comfortable dialogue about your PAC, and gives your recruiters the confidence to have PAC conversations that build relationships instead of misunderstandings. Participants will also learn the vital aspect of their nonverbal communications when discussing PACs and political topics.
- Till Death Do Us Part: How to Build Relationships with Your Legislator
- How to Be a Motivating Team Leader: No-Cost Ways to Gain Loyalty, Enthusiasm and Action
Not all great advocates are great leaders. Do you have an organized structure of member advocates and/or local corporate facility advocates who can recruit and lead your advocacy teams? (And who won’t keep you up at night?) Being a good manager isn’t enough to motivate volunteers. This workshop draws on insights from Amy’s primary research with hundreds of “rock star” volunteer leaders across the nation that were featured in her book, The Underdog Edge www.underdogedge.com. She has discerned the patterns of effective volunteer leaders and created a list of specific behaviors your team can immediately apply to advocacy and PAC leadership challenges.
You’ll learn:
• Over 20 behaviors that will take your volunteer interactions from dull to dynamic
• Why ambiguity de-motivates volunteers, and how to manage it
• The most important quality of a team leader when your team is fighting uphill
• Why “playing favorites” is the right thing to do
• How to engage the principle of “strategic spontaneity” for recognition that serves strategic organizational goals
• Why “under-whelming” your volunteers creates loyal followers
• Easy ways to integrate informal recognition into your weekly routine
The audience was left wanting more “Our association executives need turn-key ideas that are easily implemented. Amy’s presentation on how to be a motivating team leader was full of immediate, actionable tips. Amy was very engaging and kept the attention of our attendees. Before we knew it the hour was up, and the audience was left wanting more.”
Tiffany Shepherd, CAE
President, Kansas City Society of Association Executives
Deputy Director, American Institute of Architects, Kansas City Chapter
Amazing! “Great fundraising tips on steroids! We could listen to you for four more hours. There is a lot that you shared which we can use. Amazing!”
Nancy Garcia
1st Vice Chairman
Texas REALTORS ® Political Action Committee
- The Grassroots Influence Pulse (GRIP®): The Trends and Tactics That Predict Legislative Results (proprietary TSG research findings)
- Message Framing: Capturing the Pre-persuasion Battleground
- The Seven Deadly Sins of Influence Campaigns
- Why Winners Win: How Fortune’s “Power 25” Find, Keep and Motivate Quality Grassroots Volunteers (proprietary TSG research results)
Absolutely the Best “I want you to know that your ABA session was absolutely the best that I have ever encountered in my 36 years in association management…not just the best, the most practical and useful! Thanks again for a tremendous session.”
Max Cook
President & CEO
Missouri Bankers Association
- Persuasion Tactics that Change Legislators’ Minds (proprietary TSG research results)
Can bring folks of all political stripes together “Amy has led grassroots advocacy training workshops for our industry’s top advocates on numerous occasions and she never disappoints. Her messages, tips and tricks for successful advocacy are hugely valuable, and impactful, for the most experienced of advocates, as well as the newbies. One such advocate recently said, ‘Amy takes fun, real-world examples and distils them into tried-and-true messages focusing on the often-forgotten importance of relationships.’ Another conveyed that it was the best communications training he’d ever received which would benefit him, not just as an advocate working with policymakers, but also in the workplace. In a politically charged world, Amy has the right message and approach that can bring folks of all political stripes together.”
Michael Lee
Senior Manager, Government Affairs
Golf Course Superintendents Association of America
- Avoiding the Unintended Consequences of Influence Campaigns
- Online Chatters to Doing What Matters: How to Get Your Stakeholders Off Their Computers and On the Streets
“I really enjoyed this and would highly recommend it and hope to come back again. There was a lot of value, and the content on why our biography and introduction are so important was especially helpful.”
Anne Thompson
National Corn Growers Association
“I found most valuable how to grab people’s attention and keep them engaged. It was really informational and I enjoyed learning more about how to speak to other types of audiences.”
Thomas Mills
Director, Federal Affairs
CropLife America
“The content was helpful and practical. It is evident that Amy wants to help others, and she models what she teaches and facilitates.”
Kimberly Carole
Director, Legislative Affairs
Civilian Air Patrol
“Excellent, worthwhile, and great preparation for upcoming events. I really liked the information on the turnkey way to structure a presentation. I liked the small group setting and opportunity for everyone to get feedback and be heard.”
Dorian Wanzer
Manager, Political Affairs
International Paper
- From Activity to Achievement: Next Level Government Relations Metrics that Matter
What’s the Business Case for a Presentation by Amy Showalter?
We know you have to justify every meeting investment. It is imperative for government relations professionals to show a training ROI. Here’s how we help you get the most for your investment.
1. Willingness to Measure Training Results – Amy knows that you put your reputation on the line every time you hire a speaker. The goal of her presentation is behavior change, and she will measure the “before and after” habits of your attendees to ascertain the true ROI of your training investment.
2. Audience Recognition — Amy will interview your meeting attendees in advance so that she can feature their successes and challenges during the presentation. This makes your meeting participants an integral part of the presentation, and provides meaningful recognition to your star volunteers.
3. Thought Leadership — Amy’s insights have been featured in over 500 publications. Her blog “Politicking the Bottom Line” appears on Forbes.com, and her work has been featured on CNNMoney, CNBC.com, Foxnews.com and Politico. She is also the author of five books, including The Underdog Edge: How Ordinary People Change the Minds of the Powerful… and Live to Tell About It (Morgan James), and The Art and Science of the BFF: 105 Ways to Build Relationships on The Hill, at The State House, and in City Hall which has sold over 17,000 copies.
4. Amy Has Been a Government Relations Practitioner — Amy is the only grassroots expert who has actually led a highly esteemed grassroots organization which was ranked as one of the top two in the nation. (Grefe & Linsky, The New Corporate Activism) She knows about the challenges of gaining internal supporters, internal politics, and implementing new programs because she has lived through them.
5. Proprietary Content — Our methodology, strategies and techniques are based on primary research and are not in the public domain. This helps clients execute evidence-based strategies for long term success. Amy feels great when an audience member (usually a government relations professional) says: “When I hear Amy speak, I always learn something new.”
6. Focus on Creating Internal Evangelists — Amy’s methodology empowers and equips your stakeholders to create the momentum and motivation you need to propel your movement. By having them share their persuasive PAC narratives or their grassroots story, Amy helps your stakeholders multiply their impact.
Why Do Some Advocacy
Stories Persuade and
Some Fall Flat?
Amy shares with her audience why some advocacy stories persuade and some fall flat. Contact her to
discuss how she can equip and empower your advocates, PAC recruiters, staff, and leaders to
communicate powerful stories: Amy@ShowalterGroup.com, (513) 762-7668