GRAPHICS PRO

February '21

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G R A P H I C S - P R O. C O M 2 0 2 1 F E B R U A R Y G R A P H I C S P R O 2 3 ever and typically prefer to save time and skip right to the brass tacks. So why spend the first 10-15 minutes go- ing over the basics of who your company is and what you provide? Make your pros- pects happy by saving them time. Steal a page from Amazon or LinkedIn and streamline your meeting. Before the meeting, record a short introduction and company overview video presentation cov- ering all the basics. Include a few testimoni- als; show samples of jobs you have already completed. Send it to your prospect and ask them to view it before your call. You can even drop in a special offer at the end, a unique coupon code that they can use on their first order, which they will only know about if they watch the video. Then spend your actual meeting time div- ing deeper into the solutions that are most interesting to your prospect, and you'll have more time to answer their questions. YOU AND YOUR PRODUCTS Your website or PowerPoint don't sell your solution, you do. When you can't meet in- person, meeting using Zoom and showing both you and your slides or you and a screen share is the next best thing to presenting live. Most video conferencing solutions al- low you to show your screen and video of yourself at the same time. Be sure to share your webcam video and share the presenta- tion on your screen. This enables you to reinforce the messag- es you want to highlight and helps ensure prospects are engaged for the entire presen- tation. Studies have shown that including yourself in a digital presentation helps hu- manize the delivery, enabling you to make use of the 90% of human communication that is non-verbal. It helps your prospects too—eye contact makes your words more memorable, so they're more likely to retain the information you presented. INTERACTIVE If you want your sale to succeed, you don't want your audience leaning back in their chairs passively listening. This is true with in-person meetings and virtual meetings. You want them leaning in, asking ques- tions, and interacting with you. Countless sales best practices speak to the importance of tailoring the content of your presentation to a prospective customer's specific needs. When presenting to a new prospect, you may not yet know what those needs are. Planning an interactive presenta- tion not only engages your prospect in the meeting but also enables you to adjust the content of your presentation to show them the solutions you can provide that will help them the most. Ask questions in your virtual call that help you discover the reasons for the meeting, such as if they're a new business, whether they've changed their logo, their current apparel is tired looking, or they have new staff, etc. Once you have a better feel for their specific needs, you can personalize your time with them to their situation and hold their attention throughout the entire meeting. DON'T SEND SALES SLIDES There's a big problem with sending your sales slides after your presentation is over, or even before the meeting. They don't include the most important part of the presentation—you. Without someone to narrate them, even the best slide decks are flat and listless, not to mention prone to misunderstandings and misinterpreta- tions. Recording your live sales presentation as it happens and sharing that video with your prospect after the meeting gives them the ability to revisit everything you showed them and to share it with their colleagues. It's also a smart strategy for getting your presentation in front of busy decision-makers who may not have been able to attend the live meeting because of a scheduling conflict or other project. Just press record at the start of your presentation in your video conferencing software. You can share the downloadable video file it produces with your prospect or share a link to it after the meeting, de- pending on the software you use. CONNECT In order to sell something, you first must connect with your potential customers. Connecting successfully virtually is ab- solutely possible. When you have a good background, good sound, good lighting, and craft a dynamic conversation specifi- cally built around meeting the needs of your customers, you will stand out from the other people trying to sell decorated apparel to them. GP JENNIFER COX is one of the founders and serves as president of the National Network of Embroidery Profes- sionals (NNEP), an organization that supports embroi- dery and apparel decoration professionals with programs and services designed to increase profitability and pro- duction. You can contact her at jennifer@nnep.com. AS YOU BUILD YOUR ONLINE PRES- ENCE, HERE ARE FIVE BOXES THAT YOU SHOULD CHECK TO MAKE SURE YOUR DIGITAL PLATFORM STANDS OUT: http://gpro.link/5boxes.

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