PPB November 2019

The Introduction Presentation Congratulations! You have scheduled a presentation with a company that is not currently a client. Perhaps your neighbor works there, or you were referred by another client, or youmet someone at this company on a plane. The opening to connect with a new prospect is perhaps the toughest meeting to land. As you prepare, think about what you want to accomplish. Here are the primary goals you should have for this presentation: • Introduce your distributorship to a client or company that knows nothing about you. • Clearly articulate your organization’s strengths and core competencies. • Demonstrate a pattern of success for your clients. • Create a personality and identity for your distributorship or line. • Propose a working relationship or ask for the sale. So, with these goals inmind, what type of information should you include? You will want to tailor each presentation to the specific client, referencing any particulars you discussed prior to the meeting. Your meeting will have a time limit; youmust decide what to cover in detail and when to simply present a high-level view. The following are the elements typically included in an introduction presentation. Remember, these are optional. Decide what information you are comfortable sharing and what you want to hold for other conversations. The point is to make a positive lasting impression. Introduction Build your credibility and start with a brief history of your company, including years in business and significant milestones. Amilestone may include opening a new office, adding warehouse space, significant new hires, awards won, mergers, community involvement and new offerings, such as online stores. If it’s impressive or relevant to the meeting and your prospective client, list your company principals, owners or key individuals. Include a brief bio or line or two that shows their expertise, industry standing or experience. Youmay want to include individual or group photographs. List the ways you help clients use promotional products. For example, safety programs, employee reward programs, company stores, etc. Showcase the services you offer. At a high level, list all the services you provide such as drop shipping, custom awards, warehouse and fulfillment, on-site decoration, etc. Youmay want to talk about any areas you specialize in, such as awards or apparel. Strengths And Core Competencies You previously listed your strengths and services. Next create a master document that discusses each in detail. It is worth a one-time investment to create these materials for every service or strength, so you have themwhen you need them. Then for each presentation, choose the two or three that you want to present to this particular prospect. For each one, consider: • Detailed process. Perhaps use a diagramor pictorial that shows how your business provides that service. You could have a diagramof your drop-ship order process or a process to develop custom awards. Demonstrate to the attendees that you are a smooth-operating shop, easing their concerns about quality, service and your ultimate ability to deliver. • Case studies. Use actual stories from your clients that show the value you brought to that client, why the product or programworked so well and the results. This can be as long as a page or a few bullet points. Bring your capabilities to life by adding visual interest. The opening to connect with a new prospect is perhaps the toughest meeting to land. | NOVEMBER 2019 | 15 INNOVATE