Tag Archives: Presentations
The Difference Between Success and Failure
Very often, the only difference between a very successful salesperson and an unsuccessful salesperson is their ability to handle rejection.
The way you handle rejection is largely about selling yourself on the value you deliver. Here are some ‘mind game’ strategies you might consider;
1.) Develop the attitude that when a customer says ‘no’ they’re the loser, not you. Assuming you have put together a proposal in your prospect’s best interest, and purchasing your proposal will increase their sales, they’re the loser, not you. Pity the advertiser, not yourself, especially if their competitor ends up buying your idea.
2.) Remember, you had nothing when you made the presentation, so you don’t lose anything when your prospect says ‘no’. You lived without that sale before and can live without that sale when your proposal is turned down. (That attitude also takes the pressure off you and helps you make a more relaxed and engaging presentation)
3.) To a degree, selling is simply a matter of math; more presentations equal more sales. Calculate your closing ratio, then get excited about each ‘no’ as it’s one step closer to a yes, based upon your closing ratio. For example, if your record indicates you’ve closed one in ten, you can get pretty excited on your ninth rejection in the knowledge that in all probability your next presentation will be a hit.
4.) Take responsibility for ‘no.’ No busy decision maker has agreed to sit still for a full presentation if they have no interest in what you are offering. Therefore, retrace your steps to determine where you did not meet or beat their expectations and use what you discover to arrange another presentation. The best Sales People, learn from their mistakes.
5.) Structure your presentations so your prospect is not saying ‘no’ to you or to your stations. Structure it so the ‘no’ is only for that particular presentation or idea, thereby leaving the door open for another opportunity.
6.) Change your mission and definition of success. You have no absolute control over whether your prospect says yes or no. You do have complete control over the thought, strategy, and quality that goes into your presentation. Knowing you’ve made each presentation the best that it can be makes you feel like every presentation is a success, regardless of the outcome.
Are you looking for ways to capture more appointments and to make more customer-focused presentations? Consider our local TOMA (Top-of-Mind Awareness) surveys and SoundADvice radio e-marketing system. These proven programs will help you and/or your sales team capture more appointments and more sales.
Click here to arrange a free online demo of these amazing revenue-generating systems.
What You Say First Counts
Reporters know the most important part of their story is the headline. If your headline does not capture interest, the story won’t be read or listened to.
And your creative writers know that same rule holds true for your commercials. The first three seconds will either capture your listeners’ interest or ambivalence.
So, if what you say first is so important, why are the cover pages of your presentations so irrelevant and boring?
Most radio sales presentations begin with something like “A presentation for (Name client) from WKRP prepared by Herb Tarlic on April 1st‘
Wow, now there’s a cliff hanger that will have your prospect sitting on the edge of her seat in anticipation of what’s to follow.
Why not say what’s in it for the client right off the top? You know about the power of benefit statements, and if you’ve done your homework, you know what benefits will appeal to each prospect.
Beginning with something like “A Presentation for Name Client to Attract More New Business in 2016 prepared by Herb Tarlic, WKRP” or “A Presentation to Drive More Traffic to Your Website, from Herb Tarlic of WKRP” will surely attract more interest than a presentation that begins with name, rank, and serial number.
Click here to arrange an online overview of how our new SoundADvice video series can help your account executives present presentations that sell.
Take Responsibility for ‘No’
You need to take responsibility when a prospect says ‘No’ to your presentation.Busy decision makers do not take time to make an appointment to see your presentation unless they have an interest in what you have to offer. When they do take time to see you, but turn down your proposal, you have either misdiagnosed their situation and objectives during your Customer Needs Analysis (CNA), or your presentation missed the mark.We review hundreds of radio presentations every month to help our station clients create better presentations and improve their closing ratios.Often your presentation misses the mark because of the lack of use of power- words. We reviewed one presentation this week, for example, where the heading on the last page was ‘Suggested Spend’.It would have been much more powerful to say ‘Recommended Investment.’A recommendation is stronger than a suggestion, and everyone would rather invest than spend.Paying careful attention to your use of language and power words in your presentations can be one of the steps in creating more successfulpresentations.
Your presentations also need to address your prospects conversationally, and directly. That same presentation we reviewed read, ‘Advertisers should…..’ where it should have read ‘You should….’ speaking more directly to the client rather than to all advertisers generically. P.S. Have you found these free weekly ENS on Sales tips helpful? If so, we’re asking a favor in return.We’re asking every ENS on Sales reader to forward this ENS on Sales to two of their peers, and recommend they begin to receive these free weekly tips byclicking on this link. (This will take you to our sign up page) |
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Sincerely,
Wayne Ens
705-484-9993
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Are You Targeting?
We review hundreds of radio sales presentations every month to help stations increase their closing ratios and, their average sale. But lately we’ve noticed a huge common shortcoming.Virtually every presentation sells radio’s ability to ‘target.’ But there is virtually no discussion about targeting the advertiser’s message!We see station clusters that run the same message for a car dealer on their station that targets males 18-34, as they run on their station that targets women 25-54.What are they thinking? It appears to me that they aren’t…(thinking, that is).The internet and e-marketing have increased your advertisers’ awareness of the value of targeting, and they understand that effective targeting goes beyond reaching the right audience, it’s more about saying the right thing to that audience.Now I’ve heard the argument that it’s too expensive for a station to produce separate targeted messages for each station in their cluster. But if you don’t target your ads, your digital competitors will!If you want to increase your sales and your renewal rates, think about focusing on creating messages that resonate with your target audience. |
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