TOA
PAYOH VETS
PRESENTATIONS
Some tips for making a good presentation are as follows:
1. Solid research to show an understanding of the client's business and offer a solution
2. Make a structured presentation. Begin with a short and concise introduction about your company and the areas in which you specialise. Tell them your ideas, show the visuals to convey these ideas and how you understand the market from your research. Be enthusiastic but never oversell. Whatever the reaction, keep your focus and stick to your presentation plan. Round off with a clear outline of your intentions and invite questions from the floor.
3. The guy who best understands the content of the ideas and who can answer questions must be present and be well prepared.
4. Mode of presentation. Traditional boards or a full-scale multimedia show? Prospects get distracted by shows. Conversation may be better. Slide shows can be boring and too formal. Use it to outline key strategy, use less slides, be concise. No visual gags and clip art.
5. Portfolios. 3 or 4 samples with a nice story behind them, most relevant to the client, whether this is printed samples or live Web sites.
6. Rules of engagement. Ad hoc interaction or presentation first and questions later. Be focused even if the client interrupts with a question.
7. Listen more than talk and demonstrate you are listening. Don't answer questions if you don't know the answer.
8. Be relaxed. Don't read from a sheet, maintain eye contact and speak slowly. Remain genuine, open-minded and friendly. Listen, engage, advise and inform. The client is seeking a creative partner that is competent and one they can connect with.
9. Play to your strengths. Give yourself a unique selling point. E.g if you are a small agency and cheaper than anyone, let than know. Don't sell services or products. Sell results and how your services will work for them.
PITCHING
1. Don't pitch ideas. Pitch expertise
2. Make first impressions count. The client may make their mind up about you in the first 3 minutes.
3. Be prepared to think on your feet
4. Have a unique selling point
Every
successful pitch has one thing
in common. The theme is always
enthusiasm and clarity of
communication. You sell a client
to himself and any client wants
to feel good about what they do.
Can the above apply to veterinary medicine and surgery? For example, convincing the prospect to spay the dog? It can be done if you know the business. But don't oversell high chances of success in high-risk anaesthetic cases where you will be operating.