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