6. Example of the Same Argument Designed for Two
Different Audiences
l I am seeking your support for a new
software tool.
l The tool will generate new sales
leads and help up-sell existing
customers, both of which will
increase sales for your team.
l Additionally, the tool is easy to use
and will improve the efficiency of
your reps.
l The costs are minimal (1% of
budget), and will be recovered 5
weeks after purchasing the software.
Audience: Sales Manager Audience: Security Manager
l I am seeking your support for a new
software tool.
l The tool is critical to securing our
customer data.
l Your team will be required to
support the tool; but this tradeoff is
worth the extra data security
benefits.
l The tool will help maintain our
reputation as the most secure
Enterprise Software company in the
world.
6
7. Preparing For Your Presentation
7
Spend 1 hour preparing for your SkimaTalk session.
1. Review the “target audience” document, the
presentation, & sample presentation notes for this
course (pages 9 – 17).
2. Update the sample presentation notes to tailor the
presentation to the target audience. Eliminate any
information that is not relevant to the target
audience.
3. Practice delivering the revised presentation notes in
front of a mirror.
15. Sample Presentation Notes: Slide 2
15Fictional data
l The Apollo software has many benefits.
o First, the software will help increase web traffic to our site, which will increase
the number of leads we receive.
o Second, the software will improve our data security. This will help us minimize
the chance of future security breaches.
o Third, the software will help our team identify the best sales leads and pursue
only those leads that are promising.
o Fourth, the software will help our account managers better manage our
customer relationships and help up-sell existing customers.
o Finally, the software will help us build brand awareness around the world.
Increased brand awareness has been proven to drive more leads.
The Apollo software will increase the number of high quality leads
16. Sample Presentation Notes: Slide 3
16Fictional data
l There are many compelling data points for the Apollo software:
o Customers saw the following improvements to their businesses:
• 42% average increase in lead volume.
• 40% average increase in up-sell opportunities among existing customers.
• 59% average decrease in the length of the sales cycle.
• 34% average increase in brand awareness.
• 48% average reduction in the cost of securing customer data.
o Customers provided many compelling quotes, including:
• “Apollo software improved our data security practices. Thank you Apollo!”
• “Apollo’s software has been a game changer for our business. We now see
more leads, and better quality leads. I don’t know how we survived without
Apollo!”
Data Indicates that the software is very effective