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1. Profile your image
2. Looking and voice
3. Rules of communication
4. Programming communication
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1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


Until now you have worked like a lone ranger. You will have now to meet people, to communicate and to persuade. It may seem to you as simple and obvious as breathing.

In fact, you have to play a new role: You want to be a businessman. You have to look, to speak, to write and to act like a businessman. We are going therefore to go back to the basics of communication.


Lesson: 1 Hour

External readings and quiz: 3 hours

Do it yourself: 20 hours

Total: 24 hours


Our objectives are

-To give you the basic tips about your image and your behavior.

-To give you some general rules of communication that you have to apply right now

-To give you some advanced techniques that you could apply when you will be sufficiently trained.

By the end , you will look and behave like a real businessman.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


You are an image in other people’s mind. Most people when young take care of their image and try to be seductive and fashionable. The problem is that your goal is not to be physically seductive or cute. Your goal is to inspire confidence and respectability.

Moreover, you have to adopt the tips and tricks of the class you are wanting to belong: The business class. It means that you certainly will have to modify a lot of things about your look and your global behavior.

11-Profile your static image

Other people see you firstly as you see yourself in mirror: Your face and hands that are generally the uncovered parts of the body, your clothes and shoes.

You can be big or small, thin or corpulent, white or black: These physical data that you have inherited play a minor role in business.

On the other hand, your image should conform to precise codes. These codes may vary between Japan and the US, but globalization has imposed a uniform base with a few simple rules. We shall give you these codes.

111-The face:

The face has three important parts: Hair, Eyes, Mouth.

Hair: Always clean — neither too long or to short.

Eyes: For women, very lightly made up.

Mouth: Clean and neat teeth. For women, very lightly made up. For men, avoid moustaches and beards or otherwise carefully trim them. In show biz and artist biz, beards and moustaches do not matter.

112-The hands:

The person you are talking to will always look at your hands that show your method of working ( farmer-worker-white collar) and your marital status in many countries (wedding ring). Have always clean hands with clean and trimmed nails. Avoid ostentatious rings or jeweler.

113-The Clothes:

Adopt as far as possible the world uniform of all businessmen and women. For men: dark suit-shirt and tie (striped shirt with plain tie or plain shirt and patterned tie). For women: suit and blouse-Skirt always below the knee. Shoes with half heels (no court shoes, remain sober). Be very careful about the shoes: keep them clean and carefully waxed.

Do not show any religious sign in your clothing.

Real life example

Of course, I hear people screaming out that I do not take care of the cultural differences between countries and so on.

I could say that I have visited one hundred and twenty countries. Except some backward posts where not any sane person should expect to start a biz, I have observed everywhere the same look for businesspeople either for men or women.

Of course you can prefer to stick to your cultural habits but in this case apply to be guardian of a museum and do not engage yourself in a business!

12-Profile your moving image

You are never static, other people will scrutinize how you walk and how you move.


Always hold yourself straight. Don’t be dislocated with incoherent movements as so many young people! Walk slowly: It's a a sign of confidence.

Walk in small steps, lifting your leg and flexing your knee, keeping your body straight gives your walk an air-like aspect.

Real life example:

The French foreign legion have a very slow march. It gives the feeling that nothing could stop them!

Top models use to walk in small steps. Dancers too.

122-Sitting down:

Always keep your legs parallel and flat. No crossed legs. Keep your chest straight. Respect a distance with the person in front of you.


Firm handshake. Hands crossed on the stomach or crossed on the table. Please: No hands in pockets or in the mouth! No uncoordinated or grandiloquent gestures that may show a lack of self-confidence or nervousness.

13-How to interpret another person image

Before talking or listening, you should know whether the person is important and sympathetic or not to you.

You cannot just trust intuition. We are giving you codes here that will help you instantly interpret the image given off by the person you are faced with.

In the business world, important people have a secretary to filter calls and a large office. They have very few documents on their desk. They give the image of a relaxed, unstressed people who are at ease. Their look is never evasive.

Important people often hide their feelings. A brutal or gruff approach does not necessarily mean that they are unsympathetic to you. The only important factor resides in the look of the person in front of you: Their pupils are at the center of the eyes: They are interested in you. Their pupils are at the top of their eyes: They are not interested in you.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching



Look at the person in front of you at the root of the nose. Avoid blinking. This look is expected to play a light hypnosis on your interlocutor. As a fixed look, without blinking may unbalance the person you are talking to, your look must always be accompanied by a full-face smile.

Faced with a group: look at everybody, those closest and those furthest away, always looking for the look of those you are talking to. Of course keep smiling!

22- The voice

You will communicate and persuade essentially with your voice.

Your voice should be sonorous, posed and calm to give an impression of force and self-confidence. Your voice should be a pleasant melody to listen to

objectives to follow

Speak loudly enough to be heard

Speak in a posed way

Pronounce each syllable and finish words to be clearly understood

Arrange for pauses (short silences) above all at the end of sentences or when you introduce a new idea to maintain attention.

Play on changes in volume and difference tones to avoid monotony

These advices are not worth when you are talking for TV or Broadcast. In these case, due to the cost of the minute, you must speak very quickly in order to say a maximum in a minimum time.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


Communicating is listening and talking.


It is important to properly listen to people adopting the following rules:

    Center the other person — look at him attentively
    Let the other person talk, express his arguments
    Ask questions (to find out what the person wants, their expectations, requirements and motivations)
    Be attentive to the non-verbal: gestures, mimics, attitudes, behavior.

Make the effort to understand without judging at first.


The most essential thing is to be clear: It supposes an effort at structuring the message in sentences that are well identified and coherent.

Supplement logical speech with analogue speech. Use examples, comparisons, images, anecdotes. Certain people are far more sensitive to this method of expression.

Your style should be affirmative and vigorous.

    Avoid all expressions that counter the person you are talking to.
    Avoid using negative words that inspire dark images.
    Avoid expressions that encourage doubt in the mind and effect the strength of the arguments.
    Avoid using conditional verb forms that put conditions on action.
    Express yourself in the present.

Feedback is a return reaction issued when we have received a message. It can be verbal (reformulating, questions, approval, objection…) or non-verbal (shaking the head, facial expressions…).

Echo reformulating is to repeat a sentence or a word pronounced by the other person. Summary reformulating helps recapitulate the points of agreement.


A businessman don't write too much. However, you have to prepare your business plan. You should have to write some specific letters (I don't deal about sales letters or commercial letters because their models are in quite all the dictionaries)

There are some general rules that you have to follow: Always, try to view the document or the letter from the reader's perspective.


The paper must have a plan. The plan shows the organization of your ideas.

The first paragraph should announce the subject, the main idea and the plan of the document. You must clearly indicate what subject you are going to develop:

"I am going to explain why we have to develop a new line of retail shops".

You must indicate your main idea

"I think that we have better to invest in a new line rather than franchising partners"

Then, you indicate your plan:

"Firstly, our business growth is limited because we have not enough channels. Secondly, we cannot envisage to franchise unskilled partners and thirdly, regarding the experience of our competitors, investing in our own line could bring more profits"

You can see that a plan means ideas. You have one main idea and you develop it with three new ideas. Each idea is a chapter and then each chapter is detailed into three new ideas called paragraph. Avoid more than three paragraph by chapter.

Then, each paragraph must have a topic sentence that announces the ideas of the paragraph. Each of these ideas is a new sentence. No more than 3 ideas and hence three sentences in a paragraph.

In the last paragraph, you just indicate that you have justified your main idea.


A letter is a short document and obey to the same building rule: no more than 150 words in a letter.

Stick with a single subject; no more than one subject per letter.

You have to follow a plan in two parties: Present your argument, your position and evidence. Always close with a short restatement of your position.

External readings:

Go to . Click on "Building and inspiring an organization", Then click on "Communication, general", "Communication skills" and "Written communication. You will find here several quick reads related to business communication.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


This technique based on the Neuro-Linguistic Programming is extremely powerful but quite difficult to use.


It rests on the following:

-Imitate the verbal and non-verbal behavior of the person you are talking to so as to "contact" his subconscious. This is synchronization.

-Create conditioned reflexes in order to provoke in the other person an inside condition favorable to your persuasion. This is anchoring.

- These two elements associated will arouse a slight hypnotic state that will make the person vulnerable to your suggestions.

This technique does not apply to everyday communications. It should be limited to very important meetings ( negotiating large contracts, recruitment) or to communication with people you often meet such as your banker. You have therefore all the time to train yourself during these repeated meetings.

42-Case study

The techniques’ protocol has successive sequences that you should do in order. The efficiency of this method indeed relies on its precision: it is fruitless going to sequence 4, if you haven’t mastered the previous sequence.

The example used here to illustrate the method is simple: You are asking for a loan and you have to convince the bank manager. You are in his office, sat down in front of him. The sequences then follow like this:

Sequence 1 : Observation

-Faced with your interlocutor, who we will call Mr. John, start by detecting his preferred method: visual — auditory — kinesthetic.

-Observe closely:
His posture, his body movements, his facial expressions, the tone and rhythm of his voice, his way of breathing.

-Select at least one element: his posture: slouched, upright, stooping, legs crossed or not is the easiest to see.

-Select, if possible his way of breathing: It may be determined by the tone and rhythm of his voice

-Adopt the same posture straight away: if he is stooping, take up a stooped position, if he is slouched in his chair, do the same. Imitate his posture without going as far a caricature.

-From the beginning of the conversation, make the effort to use the same words as he does and adopt the same rhythm and breathing. If he sighs, punctuate your speech with sighs:


Him: This Market requires a market vision (sigh).

You: I feel the same way (sigh).

Another example:

Him: I think that this project requires a market vision (emphasis on the word "Vision).

You: You think that this project requires to be able to see in the long term (emphasis on the word see)

By reformulating, you are not committed, but you are wedged into the same verbal code as the person you are talking to.

Sequence 2 : Synchronization

After several minutes, adopt a different posture. For example, uncross your legs. Then something extraordinary will happen: Your interlocutor will also uncross his legs. This means that you are in contact with his subconscious. You, you know. But he doesn't.

Moreover, this experiment shows that using synchronization, the person in front of you is in a state of suggestibility, like in a slight state of hypnosis: you uncrossed your legs voluntarily and he unconsciously did the same.

Go back to your initial position and maintain the synchronization: faced with an objection, you should not counter him, because that would break the synchronization, you should, on the contrary, amplify it and then circumvent it.


Him: I don’t have the impression you have the required skills.

You: It' s indeed an important project (amplification), but I have seen still more complicated affairs (circumvention).

Maintaining synchronization, find a phrase or reply that gives the person confidence. Simple flattery is often the most effective universal method.


Him: the world is indeed increasingly complicated.

You: luckily, there are people like you who always find solutions to the most complex problems.

You should observe a slight change in the person in front of you: he sinks down slightly, he smiles, he changes color. You have hit home, your answer must have made him more confident. You should be able to reproduce this condition on demand.

Sequence 3: First anchoring

You will therefore immediately anchor this condition by associating a stimulus: you remove your glasses and put them back straightaway on your nose. This gesture is a stimulus: each time you do it, it will reproduce the desired effect (The stimulus should be adapted to the preferred sensory method of the person you are dealing with. If it is visual, just remove your glasses and put them back on. If it is auditory, just cough slightly)

Sequence 4: Anchoring each suggestion.

You can now continue the relationship to its conclusion introducing your ideas. Your ideas should be presented in the form of short sequences including obvious facts that cannot be contested and a suggestion.


You: Business is increasingly complex. Well managed business generate a lot of profit. You can ask yourself, Mr. John, if it is not more advantageous to lend to me rather than to someone else.

Observe this sequence properly: The first two sentences are obvious and no one would argue with them. The third, that is a suggestion, is carried by the first two even though there is no logical link between them. Pronouncing the third sentence:

-You change the rhythm and tone of your voice

-You remove your glasses to put the person your talking to in a state of confidence (anchoring).

You are then running the conversation reproducing the stimulus at each suggestion and always checking that your synchronization is maintained (uncrossing and crossing legs for example).

The interview should finish like this:

Him: I think that we shall enter in business

You: I am honored that you have arrived at such a decision.

In reality, he has decided nothing on his own. Using synchronization and anchoring, you have conditioned him so that he has came to the decision that coincides with your aim.

Down earth advice:

It is clear that you will not master this technique the first time. It is a complex exercise. You have to plan at least two interviews.

First interview: this is the observation round: Limit yourself to sequences 1 to 2. Second interview: using observations made during the former, go on until the conclusion.

Make proper note of the three essential elements that you must respect:

-Check to see if you are synchronized: uncrossing your legs.

-Anchor your stimulus: associate a simple stimulus (remove your glasses) to your interlocutor’s interior condition.

- Repeat this stimulus at each new suggestion to control the conversation.

Memorize this process with three words: Synchronization-First anchoring- Anchoring each suggestion (SFA).

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching

Lesson summary

You want to be a business man. You have to look, to speak to write and to act like a business man.

Your image should conform to precise codes.

In talking, the most essential thing is to be clear: Your style should be affirmative and vigorous

Avoid all expressions that counter the person you are talking to. Avoid negative words and expressions that encourage doubt. Express yourself in the present.

About written communication: Always, try to view the document or the letter from the reader's perspective.

Your paper must have a plan. The plan shows the organization of your ideas.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


1-Change immediately your look and clothes according to the description we have recommended. It's a very important psychological step because it means that you are not only learning or reading. You are really acting in the real life to start your business.

It's your first action and what is more it will modify all your relations with your family, friends, colleagues and so on. It is the visible expression of what is already going on in your mind with visioning and creativity.

Right now, you mean business! It's no more dreaming or readings. You are really engaged in starting your biz! And you will feel far better because the first step is always the more difficult to do. Count about 15 hours to implement all these changes (hairdresser, tailor and so on)

2-The other rules of communication need a lot of time. Observe these rules but take it easy. Regarding the programming communication, it needs a long practice to perform well. Try to do an exercise by week with a friend or a relative. Count about 5 hours of training within a month.

1. Profile your image 2. Looking and voice 3. Rules of communication 4. Programming communication 5. Do it yourself 6. Coaching


I will be happy to know that you are really engaged in your new life. Just send me a message when your new look is effective.

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