Page 85 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 4: Sales Meetings, Sales Contests and Sales Budget

In research carried out on behalf of Kodak, it appears that people take in information in a way Notes
that is made up of:
1. Visual—55 per cent

2. Tone of voice—37 per cent
3. Words—8 per cent
Assuming that this is correct, it is vital to create visual inputs for as much of the message as
possible to increase the chances of more being taken in and remembered.
The End

Whether of the whole session or just of a segment of it, the final stage is an important one. There
is a need to summarise and a need to end on a high note. The end is a pulling together; there
should be no loose ends or unanswered questions, and, particularly, participants should leave
confident that they have found something useful and, moreover, are well placed to implement
what they have reviewed. The very end may consist of some sort of flourish. A quote, a punchy
remark, an injunction to act, a little humour perhaps may all be appropriate on occasions. And
the final word will often be a ‘thank you’. If the group have worked hard, paid attention and you
feel action will follow then this is not all your doing, it is theirs too, so thanks are certainly in
order.
4.1.6 Key Principles of Presentation

Overall have
1. Clear objectives
2. A sound, and stated, structure
3. A focus on the audience’s point of view

4. The right tone of voice and plan to earn a hearing not expect one.

The Beginning

This must respect the audience and make it clear that you will be accurately directing your
message at them and their needs. Here you must:
1. Get off to a good start

2. Gain attention
3. Begin to build rapport
4. Make the group want to listen by starting to satisfy expectations, yet ensure that they keep
an open mind for what is to come
5. Position the speaker appropriately (e.g., as confident, expert, credible)
6. State your theme, outline how you will go through it (structure) and make it clear that this
will suit the group (you may also feel it appropriate to say how long you will take — If the
timetable does not — and then stick to that time).

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