Great Presentations = Great Sales Mike Mahone Executive VP The Radio Advertising Bureau Dallas, Texas Mike Mahone Executive VP The Radio Advertising Bureau Dallas, Texas Mark Levy Vice President The Radio Advertising Bureau Dallas, Texas Mark Levy Vice President The Radio Advertising Bureau Dallas, Texas

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 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 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

OK – Package Selling –Match the package to the client –Customize instead of boilerplate –Sell to current best clients Better – CNA and Sell –Conduct CNA –Determine if this is a long-term prospect –Make immediate recommendations – short term –Lay foundation for additional recommendations – long term Best – CNA and Formal Presentation –Conduct in-depth interview –Carefully analyze prospect's wants and needs –Prepare highly customized proposal OK – Package Selling –Match the package to the client –Customize instead of boilerplate –Sell to current best clients Better – CNA and Sell –Conduct CNA –Determine if this is a long-term prospect –Make immediate recommendations – short term –Lay foundation for additional recommendations – long term Best – CNA and Formal Presentation –Conduct in-depth interview –Carefully analyze prospect's wants and needs –Prepare highly customized proposal

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 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 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. Industry 2. Company 3. Products/Services 4. Customers 5. Competition 6. Objectives 7. Advertising 8. Wrap-up 1. Industry 2. Company 3. Products/Services 4. Customers 5. Competition 6. Objectives 7. Advertising 8. Wrap-up 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..

#4 - Great Written Proposals = Great Presentations

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 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 … Great 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 … Great Written Proposals

The 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 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 It isn’t enough to be understood. We must try to be incapable of being misunderstood!

Three Keys to Successful Presentations 2 - Engagement 3 - Agreement You 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...” 1 - Focus

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 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 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 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 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!

Why 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 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 Summary Gives you the chance to summarize what the prospect has already agreed to before asking for the order

Schedule & 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 Beginnings Great Planning Great CNA’s Great Written Proposals Great Execution Great Beginnings Great Planning Great CNA’s Great Written Proposals Great Execution

be courageous To make great presentations, you must…

be relaxed To make great presentations, you must…

be ready for surprises To make great presentations, you must…

look like you’re having fun

To make great presentations, you must… remain calm under pressure

To make great presentations, you must… believe in yourself!

RAB Resources rab.com

RAB Resources rab.com Category Research rab.com Category Research

RAB Resources rab.com Category Research Sample Client Needs Analysis Questions rab.com Category Research Sample Client Needs Analysis Questions

RAB Resources 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 Mike Mahone Executive VP The Radio Advertising Bureau Dallas, Texas Mike Mahone Executive VP The Radio Advertising Bureau Dallas, Texas Mark Levy Vice President The Radio Advertising Bureau Dallas, Texas Mark Levy Vice President The Radio Advertising Bureau Dallas, Texas