Post on 21-Jan-2016
Great Presentations =
Great Sales
Great Presentations =
Great Sales
Mike MahoneExecutive VP
The Radio Advertising BureauDallas, Texas
Mike MahoneExecutive VP
The Radio Advertising BureauDallas, Texas
Mark LevyVice President
The Radio Advertising BureauDallas, Texas
Mark LevyVice President
The Radio Advertising BureauDallas, Texas
Traditional Style Selling
Traditional Style Selling
Traditional Style Selling
Traditional Style Selling
Traditional Style Selling
Traditional Style Selling
• Open• Pitch• Close• Overcome
objection• Close• Deal with
rejection• Find another
victim
• Open• Pitch• Close• Overcome
objection• Close• Deal with
rejection• Find another
victim
#1 - Great Beginnings = Great Presentations
#1 - Great Beginnings = Great Presentations
• Very different from traditional selling• Not about you, all about the prospect • Focused on the buyer, not the seller • Centered on solving client problems• Positions you/your station as solution• Establishes you as a professional partner
• Very different from traditional selling• Not about you, all about the prospect • Focused on the buyer, not the seller • Centered on solving client problems• Positions you/your station as solution• Establishes you as a professional partner
The Consultancy ApproachThe Consultancy Approach
• Perception is…• “The Wall”• It’s not what you say…• The “C” word
• Perception is…• “The Wall”• It’s not what you say…• The “C” word
Key Concepts in Consultancy Selling
Key Concepts in Consultancy Selling
Benefits of the Consultancy Approach
Benefits of the Consultancy Approach
• Higher rates• Longer schedules• Bigger shares of ad dollars• Fewer objections• Easier closing• Long term relationships• More repeat business
• Higher rates• Longer schedules• Bigger shares of ad dollars• Fewer objections• Easier closing• Long term relationships• More repeat business
#2 – Great Planning = Great Presentations
#2 – Great Planning = Great Presentations
Do your homework– Learn about the
prospect’s industry– Learn about prospect’s
local market situation–Know the strengths and
weaknesses of your media competitors
–Conduct and in-depth Client Needs Analysis
Do your homework– Learn about the
prospect’s industry– Learn about prospect’s
local market situation–Know the strengths and
weaknesses of your media competitors
–Conduct and in-depth Client Needs Analysis
#3 - Great CNA’s = Great Presentations
#3 - Great CNA’s = Great Presentations
Great CNA’s get the prospect to:
• Think about the business • Dream about possibilities• Focus on problems • Consider new options• Consider making changes• Get comfortable working with
you
Great CNA’s get the prospect to:
• Think about the business • Dream about possibilities• Focus on problems • Consider new options• Consider making changes• Get comfortable working with
you
1. Industry2. Company3.
Products/Services4. Customers5. Competition6. Objectives7. Advertising8. Wrap-up
1. Industry2. Company3.
Products/Services4. Customers5. Competition6. Objectives7. Advertising8. Wrap-up
What to Ask & When to Ask It! What to Ask & When to Ask It!
• … it’s what you ask• Ask SMART questions• “Who, What, Why,
Where, How, When”• Go deep and go long!• “Tell me more…”• It’s not about you or the
station, it’s all about the prospect!
It’s Not What You Say ..It’s Not What You Say ..
#4 - Great Written Proposals = Great Presentations
#4 - Great Written Proposals = Great Presentations
A quality proposal …A quality proposal …
•Effectively positions you as a marketing partner
•Helps you stand out from your competitors
•Shows that you understand the client’s unique situation
•Effectively positions you as a marketing partner
•Helps you stand out from your competitors
•Shows that you understand the client’s unique situation
Great Written ProposalsGreat Written Proposals
•Allows you to work from the client's perspective
•Helps you analyze problems and opportunities
•Helps you present solutions clearly and logically
•Allows you to work from the client's perspective
•Helps you analyze problems and opportunities
•Helps you present solutions clearly and logically
A quality proposal …A quality proposal …
Great Written ProposalsGreat Written Proposals
•Helps you control the presentation
•Limits stalls and objections•Makes closing:–Logical–Natural–Easier
•Helps you control the presentation
•Limits stalls and objections•Makes closing:–Logical–Natural–Easier
A quality proposal …A quality proposal …
Great Written ProposalsGreat Written Proposals
The BEST Written ProposalsThe BEST Written Proposals
• Are focused on the client• Approach matters from the client’s point of view• Identify and stay focused on client objectives• Establish credibility and logic
through industry and consumer research
• Position radio and your station as the best choice
• Are focused on the client• Approach matters from the client’s point of view• Identify and stay focused on client objectives• Establish credibility and logic
through industry and consumer research
• Position radio and your station as the best choice
The Proposal ComponentsThe Proposal Components
• Advertising Objectives• Competitive Situation• Consumer Research• Media Analysis• Why Radio• Why your Stations• Creative Strategy• Plan Summary• Schedule and Investment
• Advertising Objectives• Competitive Situation• Consumer Research• Media Analysis• Why Radio• Why your Stations• Creative Strategy• Plan Summary• Schedule and Investment
#5 - Execution = Great Presentations
#5 - Execution = Great Presentations
It isn’t enough to be understood. We must try to be incapable of being misunderstood!
It isn’t enough to be understood. We must try to be incapable of being misunderstood!
Three Keys to Successful Presentations
Three Keys to Successful Presentations
2 - Engagement2 - Engagement
3 - Agreement3 - Agreement
You and the prospect COLLABORATEYou and the prospect COLLABORATE
If you don’t get agreement on each page…you won’t on the last page!
If you don’t get agreement on each page…you won’t on the last page!
Emphasis on the prospect: “You said...”Emphasis on the prospect: “You said...”
1 - Focus1 - Focus
Objectives: The Cornerstone of the
Presentation
Objectives: The Cornerstone of the
Presentation• What the
prospect said he wants to accomplish
• Verbatim• Solicit
agreement on each point
• Engage to establish collaboration
• What the prospect said he wants to accomplish
• Verbatim• Solicit
agreement on each point
• Engage to establish collaboration
Competitive Advantages and Disadvantages
Competitive Advantages and Disadvantages
• Not your opinion, but the prospect’s own words.
• Advantages– Feel good points– Keys to solving
problems– Maximize
• Disadvantages– The reason you are
there– Minimize
• Not your opinion, but the prospect’s own words.
• Advantages– Feel good points– Keys to solving
problems– Maximize
• Disadvantages– The reason you are
there– Minimize
Research: The Presentation Bridge
Research: The Presentation Bridge
• Consumer, not audience
• Adds credibility to the presentation
• Connects prospects objectives and your recommendations
• Sets foundation for your plan
• Consumer, not audience
• Adds credibility to the presentation
• Connects prospects objectives and your recommendations
• Sets foundation for your plan
Media AnalysisMedia Analysis• Show your
understanding of current media choices (empathy)
• Opportunity to discusses problems with those choices
• Show value of adding your stations to the media mix
• Show your understanding of current media choices (empathy)
• Opportunity to discusses problems with those choices
• Show value of adding your stations to the media mix
Why RadioWhy Radio• Establishes the
unique value of radio
• Explains why radio is the best choice to accomplish the prospect's objectives
• Establishes the unique value of radio
• Explains why radio is the best choice to accomplish the prospect's objectives
Prospect will not believe in the value of your stations if he doesn’t believe in the value of radio!
Prospect will not believe in the value of your stations if he doesn’t believe in the value of radio!
Why Your StationWhy Your Station
• Establishes the unique value of your stations
• Explains why your station is the best choice to accomplish the prospect's objectives
• Establishes the unique value of your stations
• Explains why your station is the best choice to accomplish the prospect's objectives
Creative StrategyCreative Strategy
• Connects creative with prospect’s advertising objectives
• Ads tangible value to your plan
• Connects creative with prospect’s advertising objectives
• Ads tangible value to your plan
Plan SummaryPlan Summary
• Gives you the chance to summarize what the prospect has already agreed to before asking for the order
• Gives you the chance to summarize what the prospect has already agreed to before asking for the order
Schedule & InvestmentSchedule & Investment
• The nuts and bolts of your plan
• Consider “the grid”
• Ask for the order
• The nuts and bolts of your plan
• Consider “the grid”
• Ask for the order
Great Presentations are the culmination of:
Great Presentations are the culmination of:
•Great Beginnings•Great Planning•Great CNA’s•Great Written Proposals•Great Execution
•Great Beginnings•Great Planning•Great CNA’s•Great Written Proposals•Great Execution
be courageousbe courageous
To make great presentations, you must…
To make great presentations, you must…
be relaxedbe relaxed
To make great presentations, you must…
To make great presentations, you must…
be ready for surprisesbe ready for surprises
To make great presentations, you must…
To make great presentations, you must…
To make great presentations, you must…
To make great presentations, you must…
look like you’re having fun
look like you’re having fun
To make great presentations, you must…
To make great presentations, you must…
remain calm under pressure
remain calm under pressure
To make great presentations, you must…
To make great presentations, you must…
believe in yourself!believe in yourself!
RAB ResourcesRAB Resources
• rab.com• rab.com
RAB ResourcesRAB Resources
• rab.com
• Category Research
• rab.com
• Category Research
RAB ResourcesRAB Resources
• rab.com
• Category Research
• Sample Client Needs Analysis Questions
• rab.com
• Category Research
• Sample Client Needs Analysis Questions
RAB ResourcesRAB Resources
Download a copy of this presentation at rab.com/rab06/presentatons
Download a copy of this presentation at rab.com/rab06/presentatons
• rab.com• Category
Research• Sample Client
Needs Analysis Questions
• Radio Sales Assistant
• rab.com• Category
Research• Sample Client
Needs Analysis Questions
• Radio Sales Assistant
Great Presentations =
Great Sales
Great Presentations =
Great Sales
Mike MahoneExecutive VP
The Radio Advertising BureauDallas, Texas
Mike MahoneExecutive VP
The Radio Advertising BureauDallas, Texas
Mark LevyVice President
The Radio Advertising BureauDallas, Texas
Mark LevyVice President
The Radio Advertising BureauDallas, Texas