Preparing for a Sales Presentation

January 2011
by Brian Jud

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Preparing for a Sales Presentation

by Brian Jud

You cannot make a large-quantity sale until potential buyers know how your book’s content can help their company. Steps Four and Five of the 10-step special-sales process involve describing your solution to a buyer’s problems in preparation for your in-person presentation. (“Make Large Sales to Corporate Buyers” in the September issue and “How to Find Potential Buyers in Special Markets” in the October issue dealt with the first three steps.)

Step Four—determining which of your titles can meet the buyer’s objectives—is relatively simple.

If you are a multititle publisher, you may have an array of titles that could fulfill potential customers’ needs. Go through your frontlist and backlist to find books that will help them solve their problems and reach their objectives. Think about whether you—and a given prospect—might benefit most if you created a new book, booklet, or e-book instead of presenting an existing title or titles.

When you have zeroed in on a title or titles, it is time to explain how and why your prospects can use your content to solve their problems. In other words, it is time to create your proposal, and this is a relatively detailed process.

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