Sales Training

This page is a database of articles and downloadable white papers on many different aspects of sales training. You can search for any particular topic (e.g. "cold-calling") by typing it into the search box above the list of contents to the right. If you use the productivity tools in Connect (Calendar, Contacts, Workshop, Dashboard) you can use your dashboard results to see which areas of selling you have the most weak spots and then come to this page to find training resources to help you improve.

12 Steps To Great Written Presentation

12 Written Presentations should be intended to provide a prospective advertiser with a carefully tailored plan to increase business (sales) through utilizing your radio station’s airtime. When they are done thoughtfully, they can be very effective in helping persuade a businessperson to use radio as an advertising medium.

Written presentations convey a number of things to a prospective advertiser. They show that you care enough to spend the time and energy required putting on paper a plan that is based on the realities of the advertisers business.

A good written presentation shows that you are professional at what you do, and people respect a professional. This communicates to the prospective advertiser that they are dealing with someone who is informed and knowledgeable. Written presentations foster credibility and confidence.
In an ideal world a written presentation would be composed for every prospective advertiser.
The idea behind a written presentation is to give the advertiser a highly targeted and relevant plan designed to generate business through the use of commercial radio.

Use the following steps:

1) Get a close -up view of what the business is all about. You must learn everything possible about the client’s product or service.

2) If the client owns a retail business, make a visit - make several visits; assume the role of the customer.

3) A clear picture of the store’s look, location, merchandise, and customer is absolutely necessary.

4) Make an assessment of the area in which the business operates.

5) Who lives in the area and what they are like, demographically speaking?

6) This helps give you an idea of the stores traffic potential.

7) Undertake an evaluation of the business's location.

8) How does it enhance or discourage customer traffic?

9) A bad location is something that must be considered in any plan designed to improve business.

10) Review the product or service inventory. What the business sells is obviously an important factor in how to sell the business.

11) Conduct a study of competitive businesses. Their impact on the client must be assessed.

12) Engage in an analysis of prior and current advertising efforts. Has the client used radio or other media before, and how effectively?

These are but a few of the things that inform towards the creation of a presentation. Once your homework has been done, you are in a position to compose a proposal that makes sense to the advertiser. An obvious example of an appropriate proposal would be to tie in a sporting goods store with a station sports feature. That doesn’t require genius level thinking, but orchestrating the presentation is both intellectually and emotionally challenging. The obvious often needs to be hunted down. Don’t automatically assume that because a business sells basketballs they would love to sponsor a station’s basketball ‘scores update’.
It generally takes more to convince a client that this is a smart decision, and that is what a carefully prepared written presentation is all about. Document your claims in a manner that will force the prospect to acknowledge the wisdom of your offer. Keep in mind that you are making an offer.

A written proposal should contain a title page (including the client’s business name, the clients business logo, and your name); a contents page; the proposal itself (what and how much); selected material from your station’s media kit – as it pertains to the plan; and a fully prepared contract (ready to be signed). Keep the presentation clear and ‘client friendly’. Avoid industry jargon. Don’t assume the client understands words like; day-part, spot, availabilities, BTA, and so on.

Spell things out – speak the language of your client.
Ambiguity can create confusion. Use plain English, people talk. A written sales presentation doesn’t have to be a great work of literature, but it should not look like something thrown together in the chicken coup either. Keep in mind that a written presentation alone seldom inspires a purchase on the direct level - you will need to be the body and emotion of the idea you have put onto paper.
You will need to sell.
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