“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 Executive Summary Sections

Writing executive summary content for your proposal is one of the most critical writing exercise in the whole proposal writing process. This module will take you step by step through write executive summary sections that really sell what you’re proposing. Writing Executive Summary Sections: First or Last? You’ll frequently read advice suggesting you write your executive summary first and then use it it as a sort of outline for your proposal – my strong advice is precisely the opposite. The danger with writing executive summary sections too early in the process is that you will almost certainly need to rewrite them later when you review your finished proposal. You’ll definitely find it is missing points which you will by then have realized are absolutely critical to the success of your proposal. Instead, I strongly advise that you plan on writing executive summary content only after the rest of your proposal has been written and polished, and you are absolutely clear on the messages that you wish to communicate to your client with the proposal. To get your proposal to that stage check out modules 3-9 in my FREE Business Proposal Writing course. Why Bother Writing Executive Summary Sections at all? The Executive Summary serves two main purposes, namely: To provide an overview for senior management readers To provide a summary and proposal ‘road-map’ orienting all readers. An Overview for Senior Management Readers Not everyone in the client organisation who will have an input into the proposal assessment process will have the time to read your proposal in great detail. Many of the more senior members of the proposal assessment... read more


What are your body language and gestures saying to those around you in your unguarded moments? Body language, and especially gestures, account for much more of the message you communicate than the actual words you speak. This 3-part series provides you with all you need to know to communicate a positive message through your gestures. In the first post we looked at a selection of ‘gestural phrases’ that you can combine to ensure that your gestures positively support whatever message you’re trying to convey. In the second post we looked at how those basic ‘phrases’ could be combined to create the ‘7 Most Powerful Gestures’. So far we have focused upon the positive side of gestures – on what you should do.  In this final post in this series I’ll give you a quick look at the ‘dark side’ – those gestures to be avoided in all situations, at all costs. The Terrible 13 Most of these are so incredibly obvious that you know instinctively that no one allows themselves to use these gestures consciously. That’s the danger of these ‘tells’ – most of them are used completely unconsciously. Hands near your face.  Rubbing your eyes, touching your nose, ears, hand or neck as you speak. Touching your nose is the typical “I’m lying” gesture you’ll see ‘super cops’ in TV shows use to identify in guilty suspects. Despite the fact that lying is notoriously difficult to definitively recognize from gestures or body language alone you should avoid all face touching gestures completely – especially when you wish to be believed or to persuade. Hands over mouth.  I’m unsure... 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


When times get a little tighter do you ever worry that you might be spending irresponsibly?  So, do your clients! At times of economic uncertainty purchasers of all products or services, even relatively low cost staples like clothing, buy with a certain amount of caution – ensuring that any purchases they make will directly contribute to the basics goals of all businesses in a tighter economy: a reduction of costs or an increase in income. Return On Investment (ROI) is key That’s why one element all sellers should add to all of their business proposals is a Return on Investment (ROI) analysis.  The simple purpose of a ROI analysis is to prove that the cost of purchasing your products or services will be greatly exceeded by the benefits gained from their implementation and application. Your accountant will happily talk you through a complex ROI approach that will include all sorts of complicated elements like Net Present Value of Money, Tax Rates, Cashflow and so on (you can get a more complicated description of ROI than mine here!).  However, it is my experience that the majority of purchasers (not being accountants) will be satisfied by a more fundamental ROI analysis that simply provides them with a further level of confidence that the purchase makes basic you propose makes basic financial sense. Developing a simple ROI analysis requires that you engage a little more closely with your prospects at the presales stage – collecting information on their businesses that allow you to identify precisely what financial impact your proposed products and services will have. To produce a basic ROI analysis follow these three... read more


Dario Priolo, Chief Marketing officer of Profiles International, recently introduced me to a nifty little tool, Screenr. Screenr is a screen capture tool that allows you to quickly and easily create narrate screen-based presentations. With the free version, available at, there’s a 5-minute time limit on the recordings – and I’ve found this limit forces you to be as brief and concise as you can when you’ve something to say.   Once you’ve made your recording you can either directly upload it to your YouTube account or even download an MP4 directly to your machine. So quick and easy to use. If you need to make longer recordings, or to make a library of your recording available online. there are a number of good value paid-for account options. Given what it does I thought I’d use Screenr itself to demonstrate the basics of how it works – check out the simple Screenr recording above. Since Dario introduced me to it I’ve used the free version it for quick ‘just in time’ training interventions, for quick briefings that would have taken me so much longer to write, for talking through a software specification for a freelancer on Elance, and even for narrated illustrations for some of my posts. A simple but useful tool for casual recorded communications. Check it out. Are there any free tools you use that really help you day to day? Please share your tips below in... read more


Chapter 7 of the audio book version of ‘Leadership Charisma’ is ready to download.  If you missed any earlier chapters or the introduction to this series of free downloads please browse here to catch up. This next instalment includes the introduction to Step 3 in the Leadership Charisma process – which focuses upon ‘physical charisma’ – the part that body language and other nonverbal behavior plays in creating a charismatic impact.  The first chapter in that section is Chapter 7, which is entitled ‘The Charismatic First Impression’. To listen to or to download the latest chapter press the ‘continue’ link. Test Driving ‘Leadership Charisma’ – In Audio Form Leadership Charisma is one of the most attractive books you’ll ever read – we produced it in full color, on great quality paper, to make the content more accessible (have a look at a sample chapter here), and to allow us to provide better illustrations of key concepts. So an audio version is not the ideal test drive!  However, it will give you a great insight into the quality of the content of this step-by-step guide to becoming a more charismatic, engaging and productive leader. Throughout the audio program I refer to an accompanying handout – this is not available with the free version: the best approach to getting your hands on the figures and illustrations I speak about would be to buy a hard copy of the book. That way you’ll get the best of the content from combining the audio and print versions. So, when you’re ready to purchase a hard copy (or just download a sample chapter) please browse... read more

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