The home heating oil industry has a long and proud history, and Fuel Oil News has been there supporting it since 1935. It is an industry that has faced many challenges during that time. In its 77th year, Fuel Oil News is doing more than just holding
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HVAC/ HYDRONICS l F O N BY BILL STOMP, PARTNER, SENIOR CONSULTANT, DIGITAL DISPATCHER www.fueloilnews.com | FUEL OIL NEWS | JULY 2015 37 B ut for a series of TV commercials, advertorials and the corporate equivalent of public service announcements (with an executive dressed in a "uniform" of a half-zippered, fleece vest, a but- ton-down shirt, pleated khaki pants and brown walking shoes with the overall look and feel of a video from a political convention or a candidate's announcement) the industry does not have enough speakers for its many events, conferences, conventions and association meetings. These speakers can clarify issues of importance involving technology and real-time intelligence (also known as "real- time operational awareness"), as well as best practices, effi- ciency and leadership in general. The problem, however, is this: We have a deficit of speakers not because of excess demand from this or that group; instead, we have a shortage of such people because of a mistaken belief about this undertaking . . . and fear, by these same men and women, about public speaking in general. Or, the professionals most fluent in the details involving exploration of oil and natural gas, or hydraulic fracturing and the delivery of propane to commercial and residential clients, need to conquer their collective anxiety about public speaking by mastering the art of conversation. The difference between the two is not a semantic one; it is a matter of perception and practice, where a speaker confuses this opportunity with the role of a president or prime minister, to speak for the ages by summoning the great voices from the ages, versus having a conversation—relaxed and approachable by style, and interactive by design—with an audience I offer this advice as a frequent speaker, who knows the anxiety that can make delivering even the most conventional remarks seem like a cross between being cornered by a ruth- less foe and free-falling (without a parachute) from an alti- tude of 30,000 feet. I feel your pain. I know the all-too-familiar discomfort of standing beneath a warm—and almost blinding— spotlight in which sweat cascades from my forehead and my hands grip the lectern like the over-the-shoulder restraints of a roller coaster train. That fear quickly subsides once you abandon the attempt to energize and entertain your audience. You can do both, albeit in a more relaxed manner, and decide to have a conversation with the attendees at a breakfast, luncheon or dinner. Once you know your audience, you will understand the distinction between speaking to and speaking with attendees at a particular venue. You will find, as I have, that the energy industry is as diverse as its members: It is international in scope, with offices and representatives throughout the Americas, Europe and Asia, and regional in operation, with projects in the Permian Basin across Texas, Oklahoma and New Mexico; and dotted by fam- ily-run businesses in New York, New Jersey and Pennsylvania delivering heating fuels to customers large and small. You will discover these facts by (rapidly) learning why the energy industry needs speakers, who can communicate in a conversational style. The how of this method – with its use of anecdotes, as well as the give and take between a speaker and his or her audience; encouraging questions from attendees, and pointing to one of several raised hands as a means of eliciting participation from fellow colleagues, owners and vendors – is an ideal way to educate people about changes regarding everything from the increased use of smartphones and tablets to enhanced produc- tivity and worker morale. Speakers should seize this chance, and the energy industry should celebrate this moment, by emphasizing the conversation many of us want to begin and some of us would like to lead. Together, we can succeed. Bill Stomp leads the consulting, business development and part- nership efforts at Digital Dispatcher and Digital Software Services. Stomp has led several sizable fuel delivery operations where due to his expertise in and focus on delivery operations and logistical efficiencies he successfully reduced annual oper- ating expenses by over $9 million at one company and $3 million at another. The Need for More Public Speakers The energy industry is too dynamic and global for it to remain silent