Presentation Handbook

Handbook
“Ten Steps to Professional Selling”
© Signtronix 2001
FOREWORD
A good sales story can be a work of
art; for words in balance are alive when
delivered in an interesting, precise
cadence, lifting and uplifting the
customer on a tide of enthusiasm and
motivating his every thought toward the
moment when he is ready to buy.
In this handbook, it is not our intention
to attempt to teach you how to sell. Our
desire is to pass on some information
about the product you’re selling, and
the sequence which we have found to
be the most effective.
A salesperson without a plan is like
a ship setting out to sea without
a rudder or compass; sooner or
later both end up on the rocks.
The first impression counts!
In our particular approach (limited to one call),
we cannot be judged in any way but on a “first
impression” basis!
Let’s take inventory of our personal
appearance and attitude. Why take a chance?
GO GET ‘EM!
STEP 1 PERSONAL INTRODUCTION
To get your lite-up off to a “flying
start”, you must win undivided
attention! This demands that you are
“raring to go” before you make the
call.
Your prospect will not allow you to
“warm up” on his time. You must be
ready!
THINK POSITIVE! GET HOT BEFORE YOU WALK IN!!!
Your “Introduction” must be personal and cannot be of pre-determined
length. The main function is to allow you to “size up” your prospect in a
very friendly, casual way.
Bring him or her to the point where they can’t wait to see what you have to
show? Let them know all you want to do is show it and get their opinion.
BE ENTHUSIASTIC...IT’S CONTAGIOUS!
AXIOM If I’m here more than 10 minutes... it’s your fault... fair enough?
CHECKLIST On Your Personal Introduction
Hi, I wonder if you can help me. My name is _______________________ with
Signtronix. What’s your name? It’s nice meeting you. I was hoping to visit
with the owner for a moment. You’re the owner... Great!
My company has been making outdoor, lighted signs for small business owners
across America for many years.
We recently made a new discovery
that could have a tremendous
on your business! It’s a whole new technology!
IMPACT
Every business that’s using it is seeing a tremendous increase in sales.
Some over 100%!!!
I travel for my company, and I stopped in for two reasons. First, I want to get
your opinion of the product... and second... we’ve just developed a new program
called “MAIN STREET AMERICA - A COMMUNITY
PARTNERSHIP”.
We need to get exposure to our new product here in the area, and we’re looking
for a few businesses to use as a “Showcase” for our signs here in the community.
To help make the program work my company will actually pick up
A LARGE PART OF THE COST!
I have a small sample... I’d like you to take a quick
look at it. Great! I’ll run out and get it.
Oh,
by the way, is your partner here? I’ll be right back!
STEP 2 THE WARM UP
DO
Select the darkest possible spot.
(The darker, the better!)
DON’T
Never set the sample on the floor.
This depreciates it effectiveness
by at least 25%!
NOW...
You are ready
to introduce...
The
SIGNTRONIX
Sign!
CHECKLIST On Your Warm Up
Is it okay to set my sample up here on the table?
How’s business?
How long have you been in business?
I want to thank you for taking a couple of
minutes. I promise I won’t “camp” on your
doorstep and waste your time.
Our goal with the MAIN STREET AMERICA program is to simply help business
owners, like you, PROJECT AN IMAGE of COMMUNITY PRIDE... And make
more MONEY!
We believe your location can generate THOUSANDS and THOUSANDS of
additional dollars.
By simply getting MORE PEOPLE COMING THROUGH YOUR FRONT
DOOR!!!
AXIOM The more people you tell, the more you sell!
STEP 3 THE DISCOVERY
Now is the time to explain the NEW DISCOVERY
COMPARE...
SUPERIOR
DRUGS
THIS
TO THIS
JIM'S
AUTO
REPAIR
JIM'S
AUTO
REPAIR
A PICTURE IS WORTH A THOUSAND WORDS!
CHECKLIST On Your Discovery Step
I want to take a moment and show the difference between a regular
CUSTOM SIGN and our NEW DISCOVERY...
SUPERIOR
DRUGS
This is how a typical CUSTOM SIGN looks.
The face is made out of brittle, acrylic plastic.
They are subject to breakage from high winds or vandalism.
They are usually flat with letters either painted or
glued on...like this... you start out in the “Drug”
business and end up in the “Rug” business!
D
SUP
ERI
RUG OR
S
These signs are NOT EFFECTIVE because they are
W RD CR AZ Y!
O
WORDS... WORDS... WORDS!
Only 1 OUT OF 10 people see this type of sign.
The large corporations put GIANT PICTURES on their billboards and
discovered they could ATTRACT 8 out of every 10 people on the highway!
Do you remember the Coppertone billboard? What do you
remember about it? That's right! A picture is worth a thousand
words!
JIM'S AUTO REPAIR
We discovered how to take that same GIANT PICTURE
down from 30 feet in the air and put it right in FRONT of
your business where you and your customer are at the same time!
AXIOM Our sign is the connecting link between the motorist and a sale!
STEP 4 THE LITE-UP
NOTE: Up to this point in your presentation it's been
mainly factual.
NOW is the time to really get turned on!!!
GET EXCITED!
GET FIRED UP!
BE DRAMATIC
SHOW PASSION AND ENTHUSIASM...IT'S CONTAGIOUS!
REMEMBER... A prospect doesn't buy it because he needs it...
You have to reach inside and get him emotionally involved!
MAKE HIM WANT IT!
MY
So he can show his friends, family and
competitors that he is an
AGGRESSIVE!
BUSINESS!
$
PROGRESSIVE!
SUCCESSFUL!
UP-TO-DATE Business person!
THIS IS THE IMAGE
HE WANTS TO PROJECT!
CHECKLIST On Your Lite-Up
Now I'll show you what we're so excited about!
This is the first time you've ever seen anything like it!
So, I want you to remember your very first impression.
FIRST IMPRESSIONS ARE LASTING IMPRESSIONS.
Your first impression will be the same as your customer's.
IF YOU LIKE IT...THEY WILL LOVE IT!!!
!!!
W
O
W
Are you ready? HERE WE GO!!!
ISN'T THAT FANTASTIC!!!
The SECRET is to make the
PICTORIAL GRAPHIC so BIG and
P O W E R F U L . . .
PROFITS / IMAGE
IT'S IMPOSSIBLE TO DRIVE BY
WITHOUT SEEING IT!!!
80% to 90%
We can get
of the people approaching your business to see
you each and every time!!! This will pay your rent every month you're in business!
Which one of these signs would attract your attention?
WORDS,
WORDS,
WORDS,
PROFITS / IMAGE
NO CONTEST
...RIGHT?
A PICTURE IS WORTH A THOUSAND WORDS!!!
AXIOM This projects the IMAGE your BUSINESS deserves!
STEP 5 CONSTRUCTION
PROFITS / IMAGE
MODEL 34H
Remember, the prospect will not buy the sign for
the nuts and bolts in it!
This part of the presentation is to highlight the
CONSTRUCTION
so that the prospect is
assured of the quality of our SIGN.
This eliminates the subject from coming up later in
your presentation... when you are concentrating on
the close.
This is a good time to mention the mounting
brackets and the simple A.B.C. installation.
CHECKLIST On Construction
7 POINT CONSTRUCTION
1. PLASTIC FACE
Made of Lexan with a 10 year
guarantee against breakage,
including vandalism.
2.
LETTERS
Vacuum-formed
Raised 3-D
Permanent copy
3. PAINT
Gleaming finish
with exclusive
roller coating process
4. CABINET
Structural extruded
aluminum with
a satin finish
6.
7.
UL LABEL
Underwriters Laboratory approved
5.
LIGHTING
40 watt, long lasting
flourescent tubes
A.B.C. INSTALLATION
No more worries
No neon to break
No brittle plastic
No high paid
repairman to pay!
Guarantee
10 year
Guarantee
against breakage
including
vandalism
AXIOM A sign is like a person’s business. If it isn’t well constructed, it won’t last long!
STEP 6 BROCHURE
The main purpose of your
BROCHURE is to compliment
what has already been covered
and reinforce the value of GIANT
PICTORIALS.
STEP 1...
STEP 2...
STEP 3...
ETC.
The BROCHURE is basically
divided into six (6) parts.
Creating Top of the Mind Awareness
First Read Concept
Size Comparison Photos
Photographs and Testimonial Letters
Just a Reminder ...
Forms of Advertising
Typical Types of Installation
Make your point clear in
each part of the brochure
then...move on!
KEEP IT FLOWING!!!
CHECKLIST On Your Brochure
We reach out and “pull” customers in so you can deal with them!
We use the same methods the large corporations use.
They create TOP OF THE MIND AWARENESS!
When I say “Mufflers”...who do you think of?
We create the same thing for you here in your own retail trade area!
We take the large GIANT PICTURES down from 30 feet in the air
and place them at eye level...right in front of your business!!
Which of these two signs
would attract your attention?
Here's a comparison of the miniature sample to a production sign.
PH
OT
O
TESTIMONIAL
Show a photo.
Read a testimonial letter.
%
150 EASE
R
I NC
Show a photo.
PH
OT
O
TESTIMONIAL
Read a testimonial letter.
%
150 EASE
R
I NC
Show a photo.
PH
OT
O
TESTIMONIAL
Read a testimonial letter.
%
150 EASE
R
IN C
TYPICAL TYPES OF
INSTALLATION...
FLUSH MOUNT
412, 510, 612 ONLY
Explain the typical types of installation
CENTER POLE MOUNT
Compare other advertising media
PH
OT
O
TOP MOUNT
AXIOM Your sign is your handshake with the public!
BOTTOM MOUNT
DOUBLE POLE MOUNT
PROJECTING MOUNT
BETWEEN TWO POLES
STEP 7 QUESTIONNAIRE
If you've done a good job in building value in the previous six steps,
your prospect can't wait to ask you...
?
? ?
HOW MUCH DOES IT COST???
That depends on the size and the copy we put on it...
I want to take a couple of minutes and design something that,
in my professional opinion, will do a great job for you!
To do that, I need to know a little more about your business.
Do you mind if I ask you a few questions?
1.
2.
3.
4.
5.
6.
What products or services would you like to sell more of?
What do you do different than the other (his type) businesses in the area?
Why did you choose this location?
Do you have a idea of what your traffic count is?
How many customers a (day) (week) do you average?
If you could take a magic wand and wave it, how many more would you
like to have?
7. Is the image you project in front of your business important to you?
8. How much is your average sale?
Thanks for your patience. This information will help me design the right sign for you!
STEP 8 DESIGN COPY
SPEED S
APPROVED BY:_____________
LAYOUT AT DISCRETION OF ART DEPT.
Your prospect's comments on the other signs in the brochure, and his answer to
questions in the questionnaire, should help guide you in designing his sign.
is a good time to get to know your prospect better! Show him your
Family Page, ask him questions about his family, hobbies, etc.
One designer and
simple copy will
suffice.
55 - SOUTH
TIRES
Don't get 'hung-up' on copy...you'll lose your momentum.
The prospects temperature will drop quickly!
GO OUTSIDE!!!
Take your prospect outside... Get
him close to his street.
Look at all those WORDS, WORDS, WORDS signs! That’s your
competition. Not very impressive are they?
Now...let me show you what I've designed for you...tell me which
sign they would see...the competition's...or yours!!!
TOM'S
SPEED SHOP
Can you see this bringing in those___ extra people a (day) (week)? Do you like it?
Do you want it?... putting money aside, do you want it?
LET'S GO BACK INSIDE AND TALK ABOUT THE PRICE.
STEP 9 PRICE COMPARISON
CUSTOM MADE SIGNS ARE EXPENSIVE!!!
They only produce 4 to 5 signs a month
They are all hand made one-at-a-time
They have a large overhead to pay
The cost runs from a FEW THOUSAND dollars for a small sign... to
over $25,000 for a high quality sign.
The large franchise companies spend from $10,000 to over $40,000 for their sign!
How does
justify the cost?
They simply divide 365 days a year
into the sign cost to arrive at a daily
cost. They plan on keeping the sign
for at least 10 years so they divide the
daily cost by 10 to arrive at the actual
daily cost over 10 years.
365days $10,000 =$27 per day
10 yrs $27
= $2.70 per day
Average customer spends $4.00
The first customer that walks into
a 7-11 store each day, pays for their
sign!
STEP 9 PRICE COMPARISON
You can't buy these designs from any
other sign company in the United States
because they are copyrighted.
If you could, the cost would be prohibitive! Their cost would run between $10,000
and $12,000...averaging $11,000!!! (Example of Model 48)
TOM'S
SPEED SHOP
Custom Sign Price
$8,500 to $9,500
Avgerage $9,000
Imagine the cost of one computer or television set built
one-at-a-time by hand!
APPROVED BY:_______________
NOTE: LAYOUT AT DESCRETION OF ART DEPT.
Even at a cost of $11,000, your Return on Investment would be substantial.
Generating 10 more customers a week at $150 per customer
is an additional $1,500 a week or $75,000 the first year!
If your banker offered you a chance to make a one time investment
of $11,000 to receive $75,000 in return each year for the next ten
years, would you take him up on it?
R.O.I
@
mers a week
10 new custo ,500 new dollars
$1
$150 each =
weekly.
$1,500
s
x 50 week
$75,000
$75,000
x
10 years
w dollars!
$750,000 ne
That's exactly what this sign could do for you!!!
HERE'S THE GOOD NEWS!!!
Because of our MASS PRODUCTION techniques...
(See Factory Pages)
Our dealers can sell it for only $8,580!
Pricek
Boo
They get a 50% deposit with the order
and the balance c.o.d. plus freight,
sales tax and a $30.00 processing fee.
SPEED SHOP
2001
1
C 200
SIGN
TRON
IX
TOM'S
That’s a lot better than $11,000 isn’t it?
How do you feel about this?
APPROVED BY:_______________
NOTE: LAYOUT AT DESCRETION OF ART DEPT.
Custom sign price
$8,500 to $9,500
Avg. $9,000
$6,595.00
50% deposit
balance c.o.d
plus freight, sales tax
& a $30.00 processing fee.
STEP 10 THE CLOSE
Normally, your prospect will begin the process of explaining to you his reasons
for not buying the sign today.
Leave me your card.
I can't
ision
e a dec
today.
mak
oney.
uch m
s too m
It'
This is a normal reaction, and we want to hear his problems NOW... not LATER.
Your response to your prospect should be...
"I understand and know you have a reason for saying
that, do you mind sharing it with me?
When you finally hear...
That's what we want to hear. We can solve that problem!
STEP 10 THE CLOSE
CAUTION!
Before we
Let's
into the “SHOWCASE”...
check your customer's temperature!
Is MONEY
really the only problem
?
When I came in, I mentioned that I would
like your honest opinion of our discovery.
Do you mind if I take a few more minutes
to ask you a couple of questions?
1. Do you think this sign would set your business apart from the other businesses
around you?
2. Does this sign project the image you want?
3. Do you believe it will increase your business?
4. Can you refer me to another business in the area?
5. How soon will you be ready to order our sign?
TOM'S
SPEED SHOP
APPROVED BY:_______________
NOTE: LAYOUT AT DESCRETION OF ART DEPT.
Custom sign price
$8,500 to $9,500
Avg. $9,000
$6,595.00
50% deposit
balance c.o.d
plus freight, sales tax
& a $30.00 processing fee.
If you could have our sign NOW and save
HUNDREDS and HUNDREDS of DOLLARS...
WOULD THAT INTEREST YOU?
WOULD YOU BE WILLING TO DO SOMETHING FOR US?
MAIN STREET AMERICA SHOWCASE
Our goal is to place thousands
of Signtronix signs across America
We can’t sell Signtronix signs through
retail stores... the cost is prohibitive!
Our Showroom is Main Street U.S.A.
WE CAN HELP
EACH OTHER!
We want to combine your business
with our SIGN to form a partnership
You pick up up part of the cost. We subsidize the balance!
MAIN STREET AMERICA SHOWCASE AGREEMENT
HERE'S WHAT WE WANT IN RETURN
Allow Signtronix to place the toll
free 800 number and Signtronix
logo on your sign.
800-729-4853
Help Signtronix create “Before
and After” photographs.
Conduct a “Store Traffic Survey”.
CERTIFIED LOCKSMITH
Keys Made - Locks Repaired
Emergency Openings
GENERAL LOCKS
Provide Signtronix with a “Testimonial Letter”.
Signtronix
1445 W. Sepulveda Blvd.
Torrance, CA 90501
Dear Jim:
Today I am sending you copies of the “Store Traffic Survey” I have
completed to show the results we received after putting up our
new sign. We asked the first 30 new customers who came in after
putting up our sign how they heard about us then we checked the
appropriate response.
As you can see from the survey, the sign is working! I have
received many new customers as a result of our new sign... 13 out
of 30! That’s a 43% increase in business. My opinion is that the
sign is working and paying for itself. At first, I thought it was
expensive but now I can see the results and that makes me happy.
Thanks a lot, Jim.
Your friend,
Respect the “confidentiality” of the price.
Hector Rodriguez
General Locks
5112 W. North Avenue - Chiago, IL 60639 - (312) 889-9144 - Beeper (312) 703-3325
MAIN STREET AMERICA SHOWCASE AGREEMENT
THE FINAL CONDITION IS THE TIMING.,
PRICE AND TIMING REQUIREMENTS
The most important thing to the company is the timing. We’re going to pick up
a large part of the cost and could allow you to pay your part monthly. However,
we need to work with business people who can act on it right away.
If you’re comfortable with your part of the program, we ask that you place the
order today. If you’re not, I’m instructed to shake hands, part friends and find
another location.
The most important ingredient in this entire program is being able to secure
your location while I’m here NOW. So, if you like your price... tell me “YES”
and we’ll get the order going. If you don’t like it... just tell me “NO” and I’ll go
find another location.
This is a special program so we can’t accept a “MAYBE”...
YES...
NO... MAYBE
LET ME SHOW YOU HOW IT WORKS!
Instead of $8,580... your part is only $151.22 per month for 36 months.
You make one final buyout payment of $300.04, and it’s yours!
80
$8,5
s.
onth
6m
3
.04
.22
$300
$151
t
u
yo
l bu
fina
t
posi
A de
.60
$623
y
toda
We’ll ship it to you and all you do is pay the freight. About thirty (30)
days later, you will make your first payment. You’ll make enough extra
money the first day of every month to make your payments for you!
I NS
I need a couple of things to get you qualified. A deposit of
$623.60 today and some credit information.
In d
Gulf
TA
In
ies,
ustr
c.
AS E
-LE
ON
ATI
LIC
APP
MAIN STREET AMERICA SHOWCASE AGREEMENT
WHAT IF... The Response is...
How much is the TOTAL?
?
Divide the monthly payment by thirty (30) days.
Smile and say... your cost is only $5.04 a day!
How much is the TOTAL over 36 months?
Multiply the monthly payment by 36
months. Add the deposit and buy out. The
total is $6,367.56. That is only ½ the
formula... the cost half. Let’s figure the
other half... the return on investment half.
O-O-O-P-S! THE CREDIT APPLICATION IS DENIED!
LET’S SEE WHAT WE CAN DO BY TAKING THE LEASE COMPANY OUT
OF THE LOOP.
CASH IS KING TO US.
HOW ABOUT YOU?
Everybody is happy!!!
When a salesperson starts thinking of
himself as a vehicle, conveying hope,
encouragement and positive thinking to
men everywhere, he starts realizing his
full potential as a person. He begins to
answer the question... “What is a
Professional Sign Salesperson?”
Stay with the objective of
accomplishment. Stick with the positive
approach.
You can be a positive
influence on a legion of people who need
that influence, and it is utterly impossible
for you to disseminate positive thinking
without receiving positive benefits in
return.
© Signtronix 2001