The Art Of The Effective Presentation


(By Charlie Sislen) While not 100% extinct, it is less likely that you will have the opportunity to present a potential advertiser (and, more importantly, the media buyer) with a multi-page extensive deck to pitch your station and the opportunity you are offering the advertiser. However, the rules of pitching are still imperative and effective.

They are:
Tell them what you are going to tell them
Tell it to them
Tell them what you have told them.

It may seem old-fashioned and out of date, but it is still Sales 101. Why is this?

Remember: frequency sells. By using this simple structure, you are getting a “three frequency” in just one conversation. Add the appropriate follow-up and your frequency is four.

So how, in a world where everyone seems to have ADD, do you convert what used to be a 20-page PowerPoint pitch into a verbal elevator pitch – even though it may not be in an elevator? Here is a brief example. Let’s say you have a retailer who is looking to increase store traffic to their stores. After the introduction and the required small talk, you start with your pitch:

– “We have created a customized plan that will drive traffic to your store and increase your store’s revenue.” – You are telling them what you are going to tell them.
– “We are going to increase your store traffic with a series of tools that have been tailored to your needs. They are …” – You are telling it to them.
– “As you can see, this plan, designed especially for you, will drive traffic to your store, which should result in higher sales.” – You are telling them what you just told them.

Using this method, you can cover all three elements of the formal pitch in just a few minutes.

Charlie Sislen is a partner at Research Director, Inc. He can be reached at 410-956-0363 or by e-mail at [email protected]. This post is part of a series titled “Growing the Radio Pie.” To view past articles, visit The Ratings Experts at Research Director, Inc. online here.


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