3. Billy Booe joined Bluegrass Promotional Marketing as Senior
Account Executive and VP of Business Development in 2008.
With over 20 years of experience in the promotional products
industry, Billy is a true sales wonder having sold over $1 million
with an average gross profit margin of 43% every year since
1992. His tenure has also included executive level positions such
as Vice President at Goldman Promotions and President and
CEO of The Wentworth Company. Billy was also a professional
golfer from 1983 through 1986.
4. Creating a Great PRESENTATION
THE SET UP
After 3 months of PHONE TAG, VOICE MAIL
and LINKEDIN stalking, your lead actually
picked up the phone and has 20 minutes
tomorrow for you to present.
5. Creating a Great PRESENTATION
THE AGENDA
> How did we get here
> Getting Prepared
> The Power Behind Your Pitch
> Get Away from Junk in the Trunk
> Think Differently
> Product Based Presentations
> Bluegrass Communication Pieces,
Door Busters, Case Studies Sample Kits
> RFP’s
> Kraft, US Bank
> Remington
> Spin the Wheel Game
7. Creating a Great PRESENTATION
A QUICK REVIEW
How did we GET HERE?
> Prospecting, organizing and focus on the process - working YOUR LIST
- dedication, new sales is NOT an after thought – it is an active daily process
- quality not quantity
- keep track with a CRM strategy (simple list, outlook / Excel, or integrated CRM software)
> Communication - Self Promotion and DOORBUSTERS
- unique size and shape gets noticed, techie, sports nut, eco champion
- the medium is the message: great presentation makes the product
- stock is good, personalized is better: BE CREATIVE
> Follow UP and BE PREPARED
- know what you want BEFORE you call. List of 10 Questions .
- multi channels: phone , e-mail: don’t forget to input into CRM
- When it’s not a yes, why NO is a great answer
8. Creating a Great PRESENTATION
THE SET UP
After 3 months of PHONE TAG, VOICE MAIL
and LINKEDIN stalking, your lead actually
picked up the phone and has 20 minutes
tomorrow for you to present.
12. Creating a Great PRESENTATION
PRESENTATION BASICS
Getting Prepared
> Well before YOUR PRESENTATION (NOW – 7 days)
- Research, research, research (corporate site, corporate Facebook, Linkedin)
- find samples that align with the prospects’ pain, spec samples (get your suppliers involved)
- have the right presentation tools (Virtuals, PPT, portfolio, spec samples?)
> Right before YOUR PRESENTATION (1 – 2 days)
- finalize presentation, samples and tools
- confirm meeting, especially timeframe and invitee list (identify your strengths)
- practice ENTIRE presentation (really, don’t blow this off)
> Day of YOUR PRESENTATION (it’s show time)
- be brilliant at the basics (dress, preparation, timeliness, ask for the business)
- it’s all about THEM, keep the presentation focused on the target (not YOU or your company)
- agree on next steps and follow up (not just thank-you, THANK YOU PLUS)
13.
14. Creating a Great PRESENTATION
PRESENTATION CONTENT
WITH KNOWLEDGE
COMES CONFIDENCE
15. Creating a Great PRESENTATION
PRESENTATION CONTENT
The Power BEHIND YOUR PITCH
> Lack of RESEARCH is the most common reason presentations fail to impress clients
- what caused the engagement in the first place (dissatisfaction, sample, pure sales charisma?)
- what are the marketing priorities, key upcoming events, anniversaries, cause marketing
- what are key industry issues (i.e. going green, product competition, economic crisis)
> GAME CHANGING opportunities: new thinking in PROMO
- NOT TRINKETS & TRASH: Highlight new products, packaging and decorating techniques
- TECHNOLOGY: web stores, promo through social marketing, e-commerce and retail
- EDUCATE: trends in 1 to 1 marketing, corporate communications, sponsorship activation
- SOCIAL CHANNELS: have a strategy, position, know your message and your market
> How will you REALLY BE DIFFERENT
- not just samples, STRATEGIES AND CASE STUDIES
- not a commodity supplier, connect channels, deliver HIGH VALUE
- ask for a seat at the BRAINSTORMING TABLE
16. Creating a Great PRESENTATION
PRESENTATION TOOLS
GET AWAY FROM THE
JUNK TRUNK…
18. Creating a Great PRESENTATION
PRESENTATION TOOLS
Getting Beyond the TRUNK O’ SAMPLES
> Don’t make GENERIC PRODUCT the FOCUS
- a main cause of value drain in the industry: GENERIC ITEM = COMMODITY
- research helps you understand the pain, objective, market and channels
- build solutions that utilize products that meet those needs
> A case for CASE STUDIES
- case studies conveys the REAL VALUE of a promotional campaign
- the WHO, WHAT, WHERE and HOW EFFECTIVE, and HOW MUCH
- opens STRATEGIC discussions regarding the items
> Conquer fear of the LAPTOP / TABLET- technology can set you apart
- do you have tech fright? PRACTICE with technology
- consider your OWN PROJECTOR to eliminate connectivity stress (price has dropped)
- become comfortable CUSTOMIZING PPT decks
- electric versions (PDFs) of case studies deliver real flexibility
19. Creating a Great PRESENTATION
PRESENTATION TOOLS
Getting Beyond the TRUNK O’ SAMPLES
> Get PROFESSIONAL HELP
- if you don’t have internal presentation expertise, use a high-quality
corporate communication firm to design TEMPLATES, then become comfortable
versioning additional case studies and presentations.
- remember to get KEY CASE STUDY INFORMATION on effectiveness as
you complete projects.
- consider using case study content to power social media sites, add to RFQ’s and
as follow-ups to clients post-presentation.
20. Creating a Great PRESENTATION
PRESENTING UNIQUE
WOW, I DIDN'T
KNOW YOU DID THAT
21. Creating a Great PRESENTATION
PRESENTING UNIQUE
Think DIFFERENT
> What is your company’s UNIQUE SELLING POINT?
- find a unique niche or service that creates CLEAR SEPARATION
- work with your company to innovate and extend that capability
- vertical marketing expertise is always a great place to start (i.e. medical, financial, consumer)
> Create a PARTNERSHIP with a supplier / vender
- design and creative services with an DESIGN FIRM / MARKETING AGENCY
- event planning and CAUSE MARKETING
- next gen webstore development with a INTERACTIVE company
> Consider LOGISTICS from clients perspective
- can you actually manage fulfillment PROGRAMS?
- expertise in IMPORTING and CUSTOM PRODUCT DEVELOPMENT
- INVENTORY financing services
- CREATIVE, STRATEGIC, others?
23. Creating a Great PRESENTATION
TYPICAL SALES PERSON PRESENTATION:
Take notes regarding product or needs information
Provide an ESP Product Quote or Centerstage Preso
May provide a virtual sample
May even call supplier to get a quote…but probably will not
check inventory (LOL)
Call to setup a follow up appointment
Show up with the quotes, copy of virtual, maybe a random
sample, and…
50 catalogs from other suppliers in case the client
goes another direction
24. Creating a Great PRESENTATION
OUR PROCESS FOR PRODUCT BASED PRESENTATIONS:
Ask numerous questions about the product, opportunity,
event, market, recipients, objectives, messaging, branding,
distribution, environments, potential pitfalls, etc…
Get as much peripheral information as possible
Discuss the specifics of packaging, distribution, freight and
delivery needs, resources, logistics, etc…
Once we acquire the right data, we can then start building
resources to create a proposal
Discuss with creative team, start to build strategy and
presentation outline
25. Creating a Great PRESENTATION
OUR PROCESS FOR PRODUCT BASED PRESENTATIONS:
Call Supplier Partners to discuss project, random and spec samples,
packaging, distribution needs. Allow time for them to put together a
proposal and give them the latitude to think outside of the basic box
Send prospect/client example of various communication pieces… As you
build more value into the solution, you reduce the possibility of the project
becoming a purchasing directed commodity buy and reduce the number
of competitors
Setup appointment for presentation
Show up with printed and digital presentations which include creative,
strategic, program, product information, price quotes, digital product
representations, speculative samples if provided, online store samples,
catalogs, examples of packaging options, distribution and fulfillment
logistics… and… at least 3 additional fully developed concepts ready to
go…
What are the next steps?
31. Creating a Great PRESENTATION
REAL WORLD EXAMPLES
Bluegrass DOORBUSTERS
> The MEDIUM is the MESSAGE
- we use CUSTOM PACKAGING AND MESSAGING to surround and multiply the item
- a great example of NOT making the item the focus or the star
- because we use these for OUR MARKETING clients witness us practicing what we preach
> Can be TARGETED
- products chosen with typical TARGETS’ DEMOGRAPHICS in mind:
the golfer, the environmentalist, the techie, the sports nut.
- message also has a strong CALL TO ACTION which helps set the presentation
> Can be PERSONALIZED
- each doorbuster has REP CARD HOLDERS engineered in
- custom follow-up E-MAIL AND DIRECT MAIL being developed in Q4 2011
33. Creating a Great PRESENTATION
REAL WORLD EXAMPLES
Bluegrass CREATIVE SAMPLE KITS
> SOPHISTICATED and CREATIVE
- custom BLUEGRASS PORTFOLIO that presents case studies
- huge WOW factor, super slim FOOTPRINT
- available at a MOMENT’S NOTICE
> The WHOLE STORY
- professional photography, and copywriting
- results “cheat sheet” and effectiveness statistics on each page
- can show webstore before and after designs without intranet connectivity hassles
> Easily UPDATED and EDITED
- additional pages are inserted as projects are complete and go live
- older case studies can be retired
- the sequence can easily changed to meet target’s priority
35. Creating a Great PRESENTATION
RFP OPPORTUNITIES – The Typical Distributor
Once RFP comes in, let sit on desk for a minimum of 10 days
Start to review RFP as time permits
Call client to confirm product and graphic information
Sit in on RFP Vendor phone call with 30 other competitors
asking the same questions
Start to build responses
Finish your first read of the original RFP to find out it is due this Friday
Get out your yellow pad, answer as many questions as possible, and
start typing the final response
36. Creating a Great PRESENTATION
RFP OPPORTUNITIES – The Typical Distributor
SUBMIT YOUR
RESPONSE AT 4:59
FRIDAY
37. Creating a Great PRESENTATION
RFP OPPORTUNITIES – Bluegrass Process
> RFP is received, timeline is reviewed, dates are established
> RFP Team meets to review opportunity
> RFP Team sets benchmarks
> Structure of Response
> RFP Body
> Logistics
> Creative
> Merchandise Layouts
> Media Pieces – Catalog, Online Store, Social Channels
> Final Presentation
> RFP Team confirms presentation date
> RFP Team consists of: Bluegrass CEO, VP of Sales, AE,
Agency CEO, Fulfillment CEO, Technology Partner, Vendor
Partner
> Confirm next steps and follow up date
40. Creating a Great PRESENTATION - REMINGTON
BLUEGRASS Remington Presentation
> Gun Parts – Owned by Remington and Fulfilled by Bluegrass
with Consignment Fee
> Retail Promotional Products for Country Store – Owned and
Fulfilled by Bluegrass with Royalty to Remington
> Dealer Program – Special Dealer Cost Promotional Items Sold
Through Co-op Program – Royalty to Remington
> Literature Program – Combination of Items Owned by
Remington and Distributed by Bluegrass (Consignment Fee) and
Some Items Produced and Owned/Distributed by Bluegrass –
Royalty to Remington
43. William M. Booe, M.A.S.
Bluegrass Promotional Marketing
Vice President of Business
Development
Toll Free: 800-520-2583, Ext 1220
billy.booe@bluegrassltd.com
www.linkedin.com/in/billybooe
Bluegrass Promotional Marketing
13325 South Point Blvd., Suite 100
Charlotte, NC 28273
www.bluegrassistheanswer.com
www.bluegrassltd.com
