RAB Radio Training AcademyRAB Radio Training Academy

www.RAB.com

Great PresentationsThat Result in Higher Closing Ratios

RAB Radio Training AcademyRAB Radio Training Academy

Two Primary Goals of a Presentation

AskQuestions

Get the order Grow the relationship Remember the wall?

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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

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It’s Story Time

Your presentation style will influence your client’s response.

Two different goals, two different styles, two different outcomes...

1. Bedtime2. Quality time

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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

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Keys to Presenting

Engagement

Agreement

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Keys to Presenting

Clarification

Problems

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Research: The Bridge

Match Research to Objectives

1. Here’s why I bring this to your attention...2. Here’s why this is important...

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Consider the Client’s Personality Type. . .

Then modify your presentation style to mirror the client’s.

• Pace• Volume• Intensity• Emotion

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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...”

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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.

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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

RAB Radio Training AcademyRAB Radio Training Academy

www.RAB.com

Great PresentationsThat Result in Higher Closing Ratios