1. Think Outside Yourself
Creativity
Innovation
Entrepreneurship
Sell the problem you solve not the product you make
Think Outside Yourself
Think Outside Yourself

2. What’s the difference between Marketing, Advertising, Public Relations, Branding and Sales?
Marketing is the activity for creating, communicating, delivering and exchanging products and services that have value for customers.
Advertising is a paid form of communicating a message through various media and is designed to influence purchasing behavior or thought patterns.
Public Relations is the practice of managing the flow of information between an organization and its publics with the intent of creating goodwill toward the product or company.
Branding is the creation of a name or symbol which distinguishes your product or service from your competition in the mind of your target audience.
Sales is the process that seeks prospective buyers who have a need or want of the products or services being offered to help them make a buying decision.

3. Think Outside Yourself
Creativity
Innovation
Entrepreneurship
Sell the problem you solve not the product you make.
Think Outside Yourself
Think Outside Yourself

4. Cosmos Travel provides a 24 hour emergency hotline.
Feature or Benefit
Cosmos Travel provides a 24 hour emergency hotline.

5. Feature or Benefit
Our technical support department will work with your staff so that they can help with patient education.

6. Feature or Benefit
Customers save time in reconciling their fleet administration expenses.

7. Spectrum Custom Packaging pretests all new package designs.
Features or Benefit
Spectrum Custom Packaging pretests all new package designs.

8. Feature or Benefit
Our customers reduce their cost of returned goods because our packages merchandise withstands damage under severe and abusive shipping conditions.

9. Feature or Benefit
Our clients save time and effort in monitoring their employee’s travel expenses.

10. Feature or Benefit
Urban Auto leasing handles all the resale and disposal of used vehicles.

11. Think Outside Yourself
Creativity
Innovation
Entrepreneurship
Problem or Goal
Think Outside Yourself
Think Outside Yourself

12. Problem or Goal
We need to make sure that we always have the option of choosing the least expensive airfares.

13. We need to fill this position as quickly as possible.
Problem or Goal
We need to fill this position as quickly as possible.

14. Our current packaging just doesn’t have enough marketing appeal.
Problem or Goal
Our current packaging just doesn’t have enough marketing appeal.

15. Fleet administration of our company cars is a real hassle for us.
Problem or Goal
Fleet administration of our company cars is a real hassle for us.

16. Problem or Goal
We want to be sure that we can produce this new packaging on our current equipment.

17. Problem or Goal
We are having a lot of trouble finding qualified candidates for this highly specialized position.

18. Problem or Goal
My patients waste time and endanger their health with over-the-counter remedies.

19. Think Outside Yourself
Creativity
Innovation
Entrepreneurship
Be the buyer, not the seller.
Think Outside Yourself
Think Outside Yourself

20. You are in the communications business,
not the information delivery business.

21. The most engaging sales presentations are:
- Emotional
--- They touch your heart.
- Novel
--- They teach you something.
- Memorable
--- They present content in ways you never forget.

22. 5 Steps to a GREAT Sales Presentation
1. What is the consumer situation?
2.What is the problem? need? Desire?
3. Who is affected by it? Who is the customer? Who is the target audience?
4. What are alternative solutions to the problem? Who are the competitors?
5. How does your proposed solution differ from competitive offerings?

23. 1. What is the consumer situation?

25. 2. What is the problem, need, or desire?

27. 3. Who is affected by it?

29. 4. What are the current solutions?

30. Traditional Newborn Jaundice Treatment

31. 5. How is your solution different?

32. Wallaby Home Phototherapy System

33. The Wallaby Phototherapy System
Here’s why Pediatricians are putting
their babies in a Wallaby
Safely treats newborn jaundice in the home.
Lowers bili-levels faster than traditional methods.
Delivers consistent & continuous phototherapy.
Reduces the cost of care from $1000 to $100 /day.
DME and Visiting Nurse supported system.
Covered by all major med insurance programs.
Meets all UL and ANSI electrical standards.
2200 plastic fiber optic cables deliver
a cool, safe therapeutic light.
Wrapped in Phototherapy,
Swaddled in Mother’s Arms.

34. Take the voice of the customer Goal
PGA
Problem
Take the voice of the customer
Goal
Turn it into a benefit for the customer
Action
Create a product feature that addresses the goal

35. Wallaby Phototherapy System
Problem: “Infants with rapidly rising bilirubin levels need to be treated more aggressively.” Pediatrician
Goal: Provide clinicians with the ability to increase the irradiance levels to provide more power.
Action: - Two Irradiance Levels:
- mW/cm2/hm

36. Wallaby Phototherapy System
Problem: “It’s very expensive to drive out to a patient’s home just to change a lamp”
Home Care Provider
Goal: Provide a cost effective solution that limits home care provider service calls.
Action: - Two Lamp Carousel:
- automatically replaces lamp

37. Wallaby Phototherapy System
Problem: “I need to treat infants as small as 600 grams to full term babies.” Neonatal Nurse
Goal: Provide clinicians with various sizes of fiberoptic panels.
Action: - Two Fiberoptic Panels:
4” x 5” fiberoptic panel
4” x 14” fiberoptic panel

38. Wallaby Phototherapy System
Problem: “I only want to deliver the therapeutic light during treatment.” Neonatologist :
Goal: Provide a filter that blocks all the unwanted light waves including ultra violet and infra red.
Action: Light Filtration System:
- 400 – 550 Nanometer Range
- No unwanted wavelengths :

39. Wallaby Phototherapy System
Problem: “I need to protect my baby from the blinding light.” Parents
Goal: Provide a system that blocks all light when the fiberoptic cable is disengaged.
Action: - Light Emission Shutter:
Blocks all light when cable
Is removed.

40. Wallaby Phototherapy System
Problem: “I need the treatment to be continuous.”
Pediatrician
Goal: Provide an alert should the lamp burn out or the system lose power.
Action: - Light Sensor Alarm:
Alerts caregiver when lamp burns out

41. Wallaby Phototherapy System
Problem: “Only documented care is reimbursed.”
Insurance Company
Goal: Provide a system that records use.
Action: Hour Meter:
- Record treatment time to document compliance

42. Wallaby Phototherapy System
Problem: “Medical devices in the home need to be safe and childproof.” Home Care Provider
Goal: Design a device that meets all U.L. and ANSI standards
Action: Line Interrupt Safety Switch:
- Automatically turns off power if the light source is opened.

43. Wallaby Phototherapy System
Problem: “Medical devices need to meet all regulatory standards.”
Hospital Bio-Medical Engineer
Goal: Design a medical grade device that can be safely used in the hospital and the home.
Action: Thermal Cut-Off Switch:
- Primary & Secondary Fuse

44. Think Outside Yourself
Creativity
Innovation
Entrepreneurship
S.M.A.R.T. Sales Goals
Think Outside Yourself
Think Outside Yourself

45. Specific Measurable Attainable Relevant Time-sensitive
S.M.A.R.T. Sales Goals
Specific
Measurable
Attainable
Relevant
Time-sensitive

46. Specific
Call on the top 10 university-based Neonatal Intensive Care Units and identify the clinicians who publish in the area of hyperbilirubinemia.
Vinod (Vinny) K. Bhutani
Professor of Pediatrics (Neonatology) at the Lucile Salter Packard Children's Hospital
Pediatrics - Neonatal and Developmental Medicine

47. Measurable
Offer a 30-day trial evaluation of the Wallaby Phototherapy System to the following hospitals:
Children’s Hospital of Philadelphia
Boston’s Children’s Hospital
Cincinnati Children’s Hospital & Medical Center
Rainbow Babies & Children’s Hospital
Lucile Salter Packard Children’s Hospital
Texas Children’s Hospital – Houston
Children’s National Medical Center
Children’s Hospital of Denver
Johns Hopkins Hospital
Vanderbilt University Medical Center

48. Attainable
The top 10 university-based Neonatal Intensive Care Units are easy to access and have a strong interest in evaluating new products.

49. Relevant
The top 10 university-based Neonatal Intensive Care Units are centers of excellence, comfortable with new product breakthroughs and will influence the adoption of the fiberoptic phototherapy technology within the neonatal and pediatric field.

50. Time-sensitive
Trial evaluations should be set-up in all 10 university-based Neonatal Intensive Care Units within 90 days.

51. Sales Territories