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Great Presentations That Result in Higher Closing Ratios. www.RAB.com. Two Primary Goals of a Presentation. Get the order Grow the relationship Remember the wall ?. Ask. Questions. Great Presentations. Show you clearly understand the client’s problems and objectives

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RAB

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  1. Great Presentations That Result in Higher Closing Ratios www.RAB.com

  2. Two Primary Goals of a Presentation Get the order Grow the relationship Remember the wall? Ask Questions

  3. Great Presentations Show you clearly understand the client’s problems and objectives Position your station and your plan as the safest and surest path to success Create the impression that you are a knowledgeable consultant rather than a typical sales person

  4. It’s Story Time Two different goals, two different styles, two different outcomes... • Bedtime • Quality time Your presentation style will influence your client’s response.

  5. Location, Location, Location In the client’s office • Controlled by client • Interruptions & distractions • Psychological disadvantage Restaurant • Neutral • Make prior arrangements Your station • You control • Have department heads stop by

  6. Keys to Presenting Engagement Agreement

  7. Keys to Presenting Clarification Problems

  8. Research: The Bridge Match Research to Objectives • Here’s why I bring this to your attention... • Here’s why this is important...

  9. Consider the Client’s Personality Type. . . • Then modify your presentation style to mirror the client’s. • Pace • Volume • Intensity • Emotion

  10. Media Analysis No need for full agreement on this one. A lack of disagreement will do. Let the client save face. Don’t tell them that their baby’s ugly. Remember the competitive media strategy... “I can certainly understand why you would choose this media....” “At the same time there are some valid concerns...”

  11. Why Radio and Why Your Station This is your time to shine! Demonstrate your expertise. You should be brimming with confidence. (If you aren’t confident how can you expect your client to be?) Eliminate hedge words.

  12. A Few Final Tips. . . Practice, Practice, Practice Confidence is contagious Look like an expert Ask questions if “The Wall” starts coming up Bring the client two copies of the presentation • One bound and one loose leaf • Present one page at a time to the client • Hand over the bound copy when you’re done presenting

  13. Great Presentations That Result in Higher Closing Ratios www.RAB.com

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