By Sheldon Baker01.26.22
Susan RoAne, known as “The Mingling Maven,” leads a double life as a bestselling author and a sought-after keynote speaker. She gives multi-generational audiences the required tools, techniques, and strategies they need to connect and communicate in today’s global business world. Her practical, informative, and very interactive presentations are known for what the San Francisco Chronicle calls her “dynamic sense of humor.”
Her groundbreaking best-seller, How to Work a Room is published in print, audio book, and digitally as an e-book. Over a million copies of her classic book have been sold worldwide. RoAne has also written The Secrets of Savvy Networking, What Do I Say Next?, How To Create Your Own Luck, and Face To Face: How To Reclaim The Personal Touch in A Digital World. Named as one of Forbes.com top 25 networking experts to follow, RoAne has helped set the tone for business meetings and conferences, where making contacts, having conversations, and creating connections count.
A former public school teacher in both her hometown of Chicago and current home in San Francisco, RoAne has been a guest lecturer at major universities and served as a keynote at several corporate events including Kraft Foods, Hershey Foods, Oracle User Groups, The U.S. Air Force, and many others. RoAne is a lifelong fan of deep-dish pizza, the San Francisco Ballet, San Francisco Giants, her hometown Cubs, and Golden State Warriors. She received her master’s degree from San Francisco State University and her bachelors from the University of Illinois Champaign-Urbana. RoAne says she is forever a Fighting Illini.
Health E-Insights: Virtual meetings are here to stay. How does one work that room?
RoAne: There are ground rules for in-person rules that apply to virtual. First, simply RSVP. Then, follow through and show up. And yes, dress may be more casual, but it should not be as I say, shlubby. Most are dressed from the waist up, even if it is sweatpants or yoga pants under the table. Take a hint from television guests. We may be in their office, kitchen, or dining room, but the rooms are neat, and not visually distracting. Do your homework as you would for an in-person event. Check out the event website. If the invite and RSVP lists are visible, search LinkedIn for profiles so you get to know the people who are attending. And here are a few other tips.
Be prepared to add your LinkedIn link, and e-mail in the chat. Learn how to use chat function. If there is someone who is interesting, working on a project that resonates, send a chat note. Ask for their e-mail, Instagram, Twitter, or LinkedIn contact. Even a phone number.
Come into the Zoom room prepared for conversation. Check out the Nutraceuticals World website, The New York Times, or information from content curators, to know what is going on in the industry, nationally, and globally.
Prepare your 7-9 second self-intro that is linked to the purpose of the event/Zoom meeting that can help people make conversation with you. And the magic tonic. Follow-up. Make the call, send an e-mail, or LinkedIn message.
If you are in a breakout room, be sure to talk to people. Comment on their comments and engage.
Health E-Insights: As a professional paid speaker, how have you had to adapt during COVID?
RoAne: I have done Zoom and Skype presentations and many podcast interviews for several years. I had to learn how to adapt to a hybrid version.
Health E-Insights: Are the virtual ground rules different for men and women?
RoAne: The question makes me think of Jeffrey Toobin, the attorney, who was a CNN legal analyst, and his faux pas. If you do not know of what I am referring to, Google him. Women still need to be professional in dress, demeanor, and deportment to be taken seriously. But they still need to be open, warm, friendly, and approachable in the virtual room. Men need to watch their actions, verbiage, insinuations and also be warm, friendly, and approachable. And all of us need to have an understanding of what is appropriate. A word definition alters with time and technology.
Health E-Insights: Might global virtual meetings present a challenge due to language?
RoAne: English is still the international language, so far. But it sounds different with different national accents. It is incumbent on us to listen better. Bring your Google translate to Zoom or events.
Health E-Insights: Even with COVID variants, some industry trade shows are starting to come back. Do you feel working an in-person cocktail meeting will be different and techniques have to change?
RoAne: It is going to be different depending on where you are from and where the event is held. My client in Texas said there are no ground rules and very little protection offered. I live in the highest vaccinated county in California, 92.5%. My BFF lives in Mobile, Alabama. Very different attitudes and behaviors there. Cocktail parties will be different if meeting planners are smart. Shared buffet style service may be altered. Handshaking is ok for some and out for others. Elbow bump, Namaste hands and even putting one's hand over heart or the smile and words, ‘so nice to meet you in these odd COVID days.’ For some groups in many parts of the U.S., they behave as if it is 2019. I personally cancelled a March publishing guest appearance because of the rapid spread of Omicron.
Health E-Insights: Have you made presentations to health associations or companies?
RoAne: Yes. Healthcare Philanthropy several times, medical insurance, occupational therapists, nurses, for UCSF, doctors from Kaiser, women oncologists, and a cosmetic surgery meeting of doctors. That one was fun. I would love to address the nutraceutical industry. AHPA, CRN and NBJ are you reading this?
Health E-Insights: If, as a marketing director, I am considering booking you as a keynote speaker, how might you motivate my sales team to generate more sales opportunities?
RoAne: The best salespeople are not transactional. They understand that sales is a relationship business. So, they build relationships knowing sales will come from it. But they still have to ask for it.
Health E-Insights: I have hired celebrity spokespeople and they always insist on me picking up the tab for first-class travel. You as well?
RoAne: I am 4 feet, 11 inches tall, and sometimes my feet dangled in first-class seats. Except for international, I fly coach and just try to get good fares. Now in the era of COVID and its variants, I would feel safer in first-class on cross country bookings. But the speaking fee would have to support it. And some clients have a different take on travel because travel expenses fall under a separate budget.
Health E-Insights: You have interfaced with thousands of people. What are your secrets to maintaining good health?
RoAne: I walk in every city I visit which is also a good way to gather conversation topics and I watch my eating. Now, I take my stretch bands with me as I use them a lot. While some complain about travel, I love it. I think it is because I flirted with the choice of being a flight attendant until I found out I was too short. Plus, I combine business travel with being a tourist. I am a museum maven.
Health E-Insights: What are your thoughts about why your book, How To Work A Room has remained so popular?
RoAne: I always say that I wrote a book that people felt they needed, and it would help them. I did not write the book I decided people needed. And it is more relevant now than ever. We have lost many of our social skills and How To Work A Room helps us grow those soft and necessary essential skills.
Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
Her groundbreaking best-seller, How to Work a Room is published in print, audio book, and digitally as an e-book. Over a million copies of her classic book have been sold worldwide. RoAne has also written The Secrets of Savvy Networking, What Do I Say Next?, How To Create Your Own Luck, and Face To Face: How To Reclaim The Personal Touch in A Digital World. Named as one of Forbes.com top 25 networking experts to follow, RoAne has helped set the tone for business meetings and conferences, where making contacts, having conversations, and creating connections count.
A former public school teacher in both her hometown of Chicago and current home in San Francisco, RoAne has been a guest lecturer at major universities and served as a keynote at several corporate events including Kraft Foods, Hershey Foods, Oracle User Groups, The U.S. Air Force, and many others. RoAne is a lifelong fan of deep-dish pizza, the San Francisco Ballet, San Francisco Giants, her hometown Cubs, and Golden State Warriors. She received her master’s degree from San Francisco State University and her bachelors from the University of Illinois Champaign-Urbana. RoAne says she is forever a Fighting Illini.
Health E-Insights: Virtual meetings are here to stay. How does one work that room?
RoAne: There are ground rules for in-person rules that apply to virtual. First, simply RSVP. Then, follow through and show up. And yes, dress may be more casual, but it should not be as I say, shlubby. Most are dressed from the waist up, even if it is sweatpants or yoga pants under the table. Take a hint from television guests. We may be in their office, kitchen, or dining room, but the rooms are neat, and not visually distracting. Do your homework as you would for an in-person event. Check out the event website. If the invite and RSVP lists are visible, search LinkedIn for profiles so you get to know the people who are attending. And here are a few other tips.
Be prepared to add your LinkedIn link, and e-mail in the chat. Learn how to use chat function. If there is someone who is interesting, working on a project that resonates, send a chat note. Ask for their e-mail, Instagram, Twitter, or LinkedIn contact. Even a phone number.
Come into the Zoom room prepared for conversation. Check out the Nutraceuticals World website, The New York Times, or information from content curators, to know what is going on in the industry, nationally, and globally.
Prepare your 7-9 second self-intro that is linked to the purpose of the event/Zoom meeting that can help people make conversation with you. And the magic tonic. Follow-up. Make the call, send an e-mail, or LinkedIn message.
If you are in a breakout room, be sure to talk to people. Comment on their comments and engage.
Health E-Insights: As a professional paid speaker, how have you had to adapt during COVID?
RoAne: I have done Zoom and Skype presentations and many podcast interviews for several years. I had to learn how to adapt to a hybrid version.
Health E-Insights: Are the virtual ground rules different for men and women?
RoAne: The question makes me think of Jeffrey Toobin, the attorney, who was a CNN legal analyst, and his faux pas. If you do not know of what I am referring to, Google him. Women still need to be professional in dress, demeanor, and deportment to be taken seriously. But they still need to be open, warm, friendly, and approachable in the virtual room. Men need to watch their actions, verbiage, insinuations and also be warm, friendly, and approachable. And all of us need to have an understanding of what is appropriate. A word definition alters with time and technology.
Health E-Insights: Might global virtual meetings present a challenge due to language?
RoAne: English is still the international language, so far. But it sounds different with different national accents. It is incumbent on us to listen better. Bring your Google translate to Zoom or events.
Health E-Insights: Even with COVID variants, some industry trade shows are starting to come back. Do you feel working an in-person cocktail meeting will be different and techniques have to change?
RoAne: It is going to be different depending on where you are from and where the event is held. My client in Texas said there are no ground rules and very little protection offered. I live in the highest vaccinated county in California, 92.5%. My BFF lives in Mobile, Alabama. Very different attitudes and behaviors there. Cocktail parties will be different if meeting planners are smart. Shared buffet style service may be altered. Handshaking is ok for some and out for others. Elbow bump, Namaste hands and even putting one's hand over heart or the smile and words, ‘so nice to meet you in these odd COVID days.’ For some groups in many parts of the U.S., they behave as if it is 2019. I personally cancelled a March publishing guest appearance because of the rapid spread of Omicron.
Health E-Insights: Have you made presentations to health associations or companies?
RoAne: Yes. Healthcare Philanthropy several times, medical insurance, occupational therapists, nurses, for UCSF, doctors from Kaiser, women oncologists, and a cosmetic surgery meeting of doctors. That one was fun. I would love to address the nutraceutical industry. AHPA, CRN and NBJ are you reading this?
Health E-Insights: If, as a marketing director, I am considering booking you as a keynote speaker, how might you motivate my sales team to generate more sales opportunities?
RoAne: The best salespeople are not transactional. They understand that sales is a relationship business. So, they build relationships knowing sales will come from it. But they still have to ask for it.
Health E-Insights: I have hired celebrity spokespeople and they always insist on me picking up the tab for first-class travel. You as well?
RoAne: I am 4 feet, 11 inches tall, and sometimes my feet dangled in first-class seats. Except for international, I fly coach and just try to get good fares. Now in the era of COVID and its variants, I would feel safer in first-class on cross country bookings. But the speaking fee would have to support it. And some clients have a different take on travel because travel expenses fall under a separate budget.
Health E-Insights: You have interfaced with thousands of people. What are your secrets to maintaining good health?
RoAne: I walk in every city I visit which is also a good way to gather conversation topics and I watch my eating. Now, I take my stretch bands with me as I use them a lot. While some complain about travel, I love it. I think it is because I flirted with the choice of being a flight attendant until I found out I was too short. Plus, I combine business travel with being a tourist. I am a museum maven.
Health E-Insights: What are your thoughts about why your book, How To Work A Room has remained so popular?
RoAne: I always say that I wrote a book that people felt they needed, and it would help them. I did not write the book I decided people needed. And it is more relevant now than ever. We have lost many of our social skills and How To Work A Room helps us grow those soft and necessary essential skills.
Sheldon Baker is CEO of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
