(By Marc Greenspan) While not 100% extinct, it is less likely that you will have the opportunity to present a potential advertiser or media buyer with an extensive multi-page deck to pitch your station and the opportunity you are offering the advertiser. However, the rules of an effective presentation are still imperative.
They are simply:
- 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It may seem old-fashioned and out of date, but it is still Sales 101.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. When you add the appropriate follow-up, your frequency is now four.
So how, in a world where everyone seems to have ADD, do you convert what used to be a 20-page PowerPoint deck 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 a formal sales pitch in just a few minutes. Incorporate these simple and effective presentation skills and watch your sales grow!
This essay is part of a series titled “Growing the Radio Pie.” To view past articles, visit The Ratings Experts at Research Director, Inc. online Here.
Marc Greenspan is CEO and a founding partner of Research Director, Inc. He can be reached at 410-295-6619 x11 or [email protected].
Marc,
I teach salespeople to put the price on the first page. That way, the buyer knows what it costs and doesn’t have to flip to the next page. Then, the salesperson uses the rest of the time to justify the idea and the price.
Thank you, Chris.
Have you ever received a proposal and just flipped to the last page? We all need to know our audience. While some people may want a lot of detail, most people just want the bottom line.
Great ideas, Marc.
Short is better. Years ago, I did a focus group in Toronto with media buyers and direct clients. The question was: What do you want in your media proposals? Most wanted an executive summary and, if necessary, another page with details.