“Deiric has made a bottom-line impact on me and my business in two different areas. The first is via his considerable expertise in sales, as a very gifted, engaging and irreverently funny expert presenter at our annual Profiles International conference. The second is as the co-author of ‘Leadership Charisma’, a very practical, thoroughly researched and well-written ‘how-to’ book that every person who wants to become a more effective leader should read – and heed. Deiric McCann has my strongest professional endorsement”

Russ Minary, Brand & Talent Management Thought Leader

Deiric McCann

I joined Profiles International in 1998, initially as National Director for Great Britain & Ireland, and since 2004, as Executive Vice President with responsibility primarily for development of Profiles’ European and SE Asian operations.

I directly support our partners (trainers, coaches and consultants) in growing their businesses – especially through helping their clients to develop more effective leaders.

I have written 4 books: Winning Business Proposals (3 editions since 1994), The Customer Continuum & The Business Bathroom Bible. I also co-authored 40 Strategies for Winning Business and Leadership Charisma (2011).

Over the last 20 years I’ve also had more than 1,000 articles published worldwide.

In 2012 I completed an intensive post-grad Diploma in Business & Executive Coaching with Smurfit Business School (UCD), graduating with ‘distinction’, and formalizing my years of ‘on the job’ coaching experience.

My real passion is speaking – there’s nothing I love more than speaking to large groups on subjects I feel passionate about – e.g. Leadership Charisma, Mindful Leadership, and Building Resilient Leaders.

Deiric McCann

Latest Articles from the Blog


Writing a book will raise your profile, enhance your personal brand and advance your career – so why haven’t you started? This series takes you step-by-step through the process of writing a book – using a process that doesn’t require that you put your life on hold to get it done.  If you haven’t already made a start you can get an introduction to this entire series here.  If you’ve been working through the process then well done – you are just a few quick steps away from starting to write the content of your book! This series had originally been planned to run for just six posts.   This is the sixth, but I’m afraid it’s not the last!  To make the post size more manageable I have had to extend the series to last a further two posts. In the last post you took all of your thinking and planning from the first five steps of this process and converted all of your work from your ‘war room’ into a formal outline for your book.  The structure and content of your book is now becoming very clear indeed.  The only major step remaining is the writing of your content. But before diving into writing your content, fleshing out your book’s content, you should take a little time to polish your outline.   Any work you do at this stage will save you a lot of time and effort later – the more polished your outline the faster you’ll write your book. Ask yourself these two questions: 1. Is Your Outline Detailed Enough? Consider whether each point in the outline represents... read more


Being a leader is all about enthusiasm.  Even one enthusiastic person in a group can change the entire attitude of that group – and if you’re the leader it must be you. Enthusiasm is one of the critical characteristics that defines the leader that gets superior results from their people. Do you know anyone who ‘sucks the oxygen out of the room’ when they enter – someone whose presence immediately drives down everyone’s motivation & positivity and generally drags the group down?  . That’s what the psychologists call ‘Emotional Contagion’ – whereby the moods and attitudes of one group member can spread like a virus through an entire group in the blink of an eye. The good news is that this works in reverse too – and positive emotions can be spread just as effectively as negative ones. Define a leader in one word? Enthusiasm. It’s like electricity. You cannot see it, but you can see its power and what that power can do. Everyone is irresistibly attracted to a leader who emanates energy and passion.  It is highly contagious. When you work with a leader like that you finding yourself mimicking their mood and behaviour – followers automatically start behaving like their leader.    That’s emotional contagion at work. How to be enthusiastic more of the time. 1. Do something you love. You cannot sustain a genuine, consistent, driving, passionate and motivated energy in the long term unless you are doing something you love, something you feel passionate about, something you believe in. When you’re excited about what you’re doing you become more animated and energetic – and when that happens you become unstoppable. Success... read more


Coaching salespeople is the most direct way for sales leaders to impact sales productivity in a tight economy. Successful salespeople are active sales people.  We all know: more carefully focused activity = more sales.  The fuel that drives this activity in sales people is optimism and positivity – and these are amongst the first things to be affected when the economy tightens or stalls. In this 2-3 post series I’ll share the conversational ‘track’ I use to coach my salespeople to understand and acknowledge what’s going on – and to get focused back upon what’s important: activity.  If you manage sales people then this post is about how to coach them back to activity that will ensure they get on top of the challenges that tight econonies present.  If the only salesperson you coach is yourself then use this approach to keep yourself on track. Tight Economies Hurt Let’s not go all Pollyanna positive – in a tight economy there is no doubt but that fewer people are buying.   Businesses cut back until they have a firm grasp on what’s going on – until they are confident enough that, first, they can afford to spend.   And, second, that anything they spend will get a return on investment in a reasonable period of time.   But the bottom line is that there are fewer deals around. That’s not all – decisions also take longer.   In tight economies some of the client/prospect contacts that had discretionary spending power no longer have the ability to spend (as much) without approval from upstairs.   Spending decisions are made higher up the food chain –... read more

Writing Cover Letters for Business Proposals

Before attempting to write cover letters for business proposals it is key that you under stand the ‘science’ behind a good proposal letter – and how it should relate to your business proposal. If you haven’t already done so I’d strongly recommend you read the module entitled ‘The  importance of the business proposal cover letter’ – this module explains the key relationship between your executive summary and your proposal letter. Then come back here and read this module. Producing a cover letter from your proposal Given what you’ve seen of the relationship between the cover letter and the Executive Summary it is logical that the your cover letters for business proposals will simply be vastly stripped down versions of your Executive Summaries – presenting only the really key points you’d like to make under each of the headings of the ‘Requirements-Solution-Benefits-Costs-Proof ‘ Winning proposal model. With proposal cover letters I strongly suggest that you stay away from ’costs’ and ‘proof’ content and focus exclusively on the requirement, solution and benefit aspects of your proposal. However, I repeat my earlier advice when you were constructing your Executive Summary – if your costs give you such an extraordinary advantage over all other likely proposers that they could make the difference between winning and losing – then by all means include them in your cover letter. Use your judgment – but if in doubt leave them out. To begin constructing your cover letter think: “…if I got an opportunity to meet the prime decision maker on this project and had time enough to make just one or two brief points on the requirement, solution and benefits aspects of my proposal what would I... read more

FREE Business Proposal Course

This FREE business proposal course takes you step-by-step through everything you need to know about successful proposal writing. This blog has a real wealth of proposal guidelines and tools that will make your proposal writing more effective than it has ever been. There’s nothing to stop you simply browsing all articles under the category ‘Writing Business Proposals’ and the many links in the various articles. But if you want to get a step-by-step overview of what it takes to write highly successful and persuasive business proposals then follow the course below. The course starts out by looking at a definition of a ‘Winning’ business proposal – and then goes through the entire proposal writing process: from making the ‘bid/no bid’ decision, through analyzing the client requirement & building a winning solution – all the way through to what to do when you get the client’s verdict on your efforts. Each one of the 12 modules provides practical tools and tips on how to produce proposals that are vastly superior to those of your competitors. I suggest you start at the first step in the process below and work your way through the entire proposal process – step-by-step. But if you’re just looking for guidance on one of the areas mentioned then simply click on the link that most interests you. This is the only instant business proposal course anywhere on the internet – enjoy! FREE Business Proposal Course Step 1: What is a Proposal? Step 2: Should we Bid? Step 3: Analyze the Requirement Step 4: Develop a Winning Solution Step 5: Run a Pre-Proposal Review Step 6: Select a... read more

How to Write Proposals that Win – The ‘Pre-Proposal Review’

Want to know how to write proposals that win more of the time? Get the client involved in producing your proposal! Get Your Client on Your Proposal Team! The only way to be sure that you really understand your client’s requirement well enough, and that your initial thoughts on a possible solution are strong enough to win the business, is to ask the client – and you should do this BEFORE you write your proposal. This is what the Pre-Proposal Review (PPR) is all about, and you should make it an integral part of the proposal process for every business proposal you write from now on. A PPR is a formal meeting with your client, designed to ensure that your understanding of their requirements is accurate and that your initial thoughts on a solution are appealing. With a PPR you effectively draft your client onto your proposal team. Why Should You Always Look for a PPR? Remember, it’s not so much what you don’t know that will hurt you, as what you DO know that’s not true – this is reason enough to ask for a Pre-Proposal/RFP review for each and every deal you pursue. You would be surprised at the number of otherwise excellent salespeople who know how to write proposals well, but who will invest the considerable time, energy and money time to write a business proposal solely on the back of a supplied RFP – and miss the point, and the business, completely because the RFP was not accurate enough. Regardless of the effort that has gone into the production of your client’s RFP, and regardless of... read more

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