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In business, folks are often identified in lots of ways: the executive suite, the front-line; Mr. Inside, Mr. Outside; the sales floor, the back room or she’s the yin to her yang. The preceding aren’t meant to establish a hierarchy or a competition. Nor, should they be deemed oppositional.

Instead, the “labels” are really expressions of one’s strengths, talents and unique skills. And, they’re complementary.

Kind of like the “team” is more powerful than the “individual.”

When I hosted my radio and TV talk shows, I was seldom called by others at the station, a “talk show host.” Instead, I was “talent” or an “in front of the camera” or “behind the mike” guy!

As a broadcaster, professional speaker, lawyer and business-growth specialist, my focus has always been the right words, the penetrating questions, the entertaining dialogue, the playful banter, the meaningful message.

However, it has been significantly easier for me to deliver big time on my stuff, when others are masterful at doing their stuff!

Like the folks “behind the scenes” or “behind the cameras” or “in the truck” or “at the mixing board.” Because that’s the stuff, I don’t get! And, ain’t very good at!

Literally, at the end of my radio show, I would often thank my producer for “pressing my buttons.” Because he or she for the past 30 minutes, had been pressing the buttons on an audio console about the size of a piano!

I never had to “master the mix” because Al, Arcadia or some other talented pro knew what the blinking lights, meters and controls actually did!

It’s for that reason, that when I speak professionally, I don’t schlep my own microphone and projector. I leave it to the production pros! Talented people, like Ron Springer.

Ron and I met in 1993. I was speaking at a corporate event.

He was “on the headset” and “running the show.” Ron has been producing events since he was in high school. He has more than 40 years of experience at creating and delivering remarkable meetings.

Have you ever attended a meeting or conference, where the simple meeting room is transformed with lights, music, sound, video and staging? That’s the kind of stuff Ron does. Brilliantly!

He should. He has produced more than 250 corporate events.

Today, Ron is the president and executive producer of Esprit Productions.

When we’re together, there’s lots of joking, good-natured ribbing and laughter. Yet, when it’s “showtime,” we both are all biz.

We know the audience has high expectations. And together, it’s our responsibility to exceed them.

Recently, during breakfast, Ron and I had the opportunity to yak about “meaningful meeting moments” with applicability to you no matter the size of your company, or the size of your meeting.

Jeff Blackman: Before a meeting, how do you create excitement about attending?

Ron Springer: You always think from the attendee’s perspective. Because they’ll be asking themselves not only, “What’s in it for me?” but also what I like to call the Net Information Gain questions. Meaning, “What will I know when I leave the meeting.” Or, “What can I now do or take action on that I couldn’t do before?” And, when and where appropriate, you also promote the speakers, the networking, the hotel, the meeting site, the city, the food, the entertainment, the restaurants, the meeting’s theme, the advantage of face-to-face conversations versus teleconferences or online dialogues, the new knowledge, the buzz.

JB: What are the essential elements of a great meeting or conference?

RS: It’s the combination of information and motivation. It’s content, plus “feeling.” How the attendees look, sound and “feel” after a meeting are important factors. Why? Because they influence subsequent actions or behaviors.

JB: What are common meeting mistakes?

RS: Trying to do too much. Too much content, too much PowerPoint, and too much one-way communication. And not enough time to let one’s brain absorb all of the information presented.

Another mistake is not managing the expectations of your audience, i.e., what they should anticipate, learn and be able to implement.

The third blunder is not managing the length of speeches, especially from verbose executives or rambling industry experts. When the “general session” runs long, it impacts lunch, the breakouts, the golf outing and the attendees’ attitudes.

You never want to hear attendees mutter “If only they;” “Why did they;” “What were they thinking?” Here are four simple, yet effective reminders:

1. Make sure content is customized to the audience.

2. That it’s relevant and applicable.

3. Never turn a customer appreciation event, into a “sales pitch” for you latest, greatest product or service.

4. Be respectful of one’s time.

JB: There are always more lavish possibilities, with larger budgets, but what are some of the tried and true tactics that work for any meeting?

RS: There are several:

1. Deliver what you promised with tightly-focused, well thought-out information.

2. Have lots of new, clever and memorable moments and ideas, “built-in” to the meeting.

3. Always show the audience how much you care about their success.

4. Follow-up on “action items” discussed at the meeting.

(If you’re still battling the same problem or issues at the next meeting, then your audience often loses faith in your ability to lead.) Reinforce the key ideas following the meeting with i.e., CDs, DVDs, e-mail, online training, special links, downloadable articles or PowerPoint, etc.

5. And, never underestimate the power of the handwritten note that says, “Thank you.”

JB: What are the “little things” that don’t cost anything, yet make a meeting memorable and meaningful?

RS: The opportunity to meet or visit with a company’s senior management in person is very powerful. Executives shouldn’t “hunker down” at the front or back table during the general sessions, or sit at the same table during meals. They need to be “with” their people. Especially during meals, leaders like the Chairman, CEO, President, VPs, etc., should be strategically located at tables to “hang” with their people or they can even “walk the room” to personally thank employees for their hard work.

For more ideas that work about how to use your meetings as competitive and strategic weapons to build trust, strengthen relationships and drive results, take a peek at www.espritproductions.com.

Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to jeff@jeffblackman.com or go to www.jeffblackman.com to subscribe to his free e-letter.