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Marketing Seminar
Introduction Understanding the Selling Process
Strategic Selling - Anatomy of a Winning Strategy
Analysis of the Life Cycle of a Sale
Proposals/Presentations - Where they fit in the sales life cycle
How your position in the sales process life cycle impacts your ability to produce a "Winning Proposal/Presentation"
How your position in the sales process life cycle should impact your Go/NoGo decisions
What are the three questions that must be answered before you make a GO decision
Client Focused Positioning - proactive vs. reactive selling
The difference between a "Brand Sale" and a "Concept Sale" - Why is one infinitely superior to the other
Upside Down SellingWinning Proposals/Presentations Creating "Winning Proposals/Presentations" - Seven essential steps to success
What are the four critical elements of "Winning Proposals/Presentations"
Why are some proposals/presentations winners and others losers - review of common proposal/presentation problemsHow People Process Information and How to Use This Knowledge to Produce "Winning Proposals/Presentations" Understanding how people process information
Understanding the real limitations of your audience in assimilating information
Information acquisition, storage and retrieval
What is "Data Overload" and how to avoid it
Limitations of "audio - only" and "visual - only" information
Power of effectively linked audio/visual aids in conveying information
Graphics - Use them to simplify and communicate complex ideas
Straight forward techniques to produce effective proposal graphics and presentation visuals
Learn why the presentation medium (35 mm slides, video, computer simulations, etc.) is the least important aspect of a "Winning Presentation"
How to Build a "Winning Proposal/Presentation" How to influence your audience to accept your message
Understanding what motivates individuals to agree with your conclusions
Client research/homework - The mothers milk of "Winning Proposals/Presentations" - You need facts, facts, facts!
How to use client knowledge effectively
"Benefits versus Features" - Why one is 100 times more important than the other
How to utilize your client's own individual personality, self interest and "hidden" motivations to your own benefit
The keys to quickly establishing your credibility with a client
The 5 building blocks of a "Winning Proposal/Presentation"
QuaDs - A No Nonsense Approach to Story boarding - How to Use This Technique to Organize and Build "Winning Proposals/Presentations" The four elements of an effective story board
How to use "QuaDs storyboarding" to stimulate creativity and manage any complex communication
Hands on demonstration of this easy to use, flexible storyboarding methodology
Upside Down Production Methodology - Why proposals/presentations should be built backwards
How to effectively segment your proposal/presentation
How to effectively sequence graphics/visuals
How to tailor a "Winning Proposal/Presentation" to the space/time available without losing it's effectiveness - 10 pages to 1000 pages -10 minutes to 10 hours
Rules of thumb for preparing proposal graphics and presentation visuals
How to select best techniques to deliver your presentation visuals - video, computer graphics, flip charts, models, overheads, 35 mm, etc..
Preparing for and Conducting a "Winning Presentation" When is the best time to start the "dry run" process
Understanding the crucial difference between a "dry run" and a "dress rehearsal"
How to eliminate classical "dry run" problems
How to effectively utilize the Blue, Red and Gold Team Approach
Managing "dry runs" - understand the difference between critique and criticism
How to use "dry runs" to hone message, build team confidence and dramatically reduce presentation cost
Analyze the effectiveness of your graphics - How to quickly tell if they "deliver the mail"
How to make mediocre presenters into effective presenters and good presenters into "super stars"
How to build audience interaction into your "Winning Presentation" without losing controlProposal/Presentation Production in a Multi-Regional Environment Common problems and impediments to efficient creation of "Winning Proposals/Presentations" in a multi-regional environment
How to minimize conflict and procrastination, improve cooperation and decisiveness, increase "hit rate" and reduce cost
How to use inter-regional decision teams and firm-wide goals to foster inter-regional cooperation, effective sales team formation, and insure that the best firm wide resources are directed at the best firm wide opportunities
How to create an effective large account management program in a decentralized multi-regional firm
How a common proposal/presentation production architecture and vocabulary can improve inter-regional cooperation and improve the effectiveness and efficiency of the proposal/production process
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