1. The MAANZ MXpress Program
Selling the Plan
Part 1
Dr Brian Monger
Copyright May 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study Persons and/or corporations wishing to use these notes for any
other purpose should contact MAANZ for written permission.
10. Marketing In Black and White 10
Key Elements of the Presentation
• Present clearly
• Use prepared aids as visual paragraph markers for ideas.
• Keep words to a minimum.
• Ensure uniformity of size, colour and layout.
• Introduce the aid, talk it through and then remove it. The right audience
• Ensure that the key people are present.
• Ensure that they are pre‐sold and looking forward to your presentation.
• Avoid presenting anything new that may create resistance.
13. Marketing In Black and White 13
Key Elements of The Presentation
• Use questions as well as statements.
• Use metaphors, similes and analogies.
• Use examples to paint pictures.
• Repeat and summarise frequently before, during and
after.
• Get feedback
• Involve the prospects continually to get their
agreement before moving on.
• Refer to the situation, to matters clearly agreed.
• Watch faces and body movements for reactions.
• Ask questions to ensure agreement on the need to
introduce each main point.
18. Marketing In Black and White 18
Designing The Visuals
• Numbers tell a story.
• The trick is knowing what story you want to tell and
to tell it clearly.
• Generally, people find numbers persuasive. Numbers
provide sound evidence for many decisions.
• User‐friendly tables, graphs and numbers can shorten
meetings, save time and make a good impression.
22. SALES
10
20
30
40
50
60
70
J A S O N D J F M A M J
MONTHS
Line graphs
A line graph shows points on two dimensions. Usually the vertical dimension
represents some amount such as dollars or volume. The horizontal dimension is
time. A horizontal line connects -the dots or points in time. The most frequent use
for a line graph is to show some kind of change over time. A line graph is good
for a trend analysis, such as a comparison of prices or sales over time.
23. 0.00
1000.00
2000.00
3000.00
4000.00
5000.00
6000.00
15- 20
Male
15- 20
Female
21- 35
Male
21- 35
Female
35-45
Male
35-45
Female
45+ Male 45+
Female
Bar graph
A bar graph is similar in format to a line graph except it depicts units rather than points.
For example, the vertical may represent dollars or volume. The horizontal, however,
would represent companies, brands, or population segments. You might use a bar graph to
compare the consumption patterns of three different segments of your target audience or
the dollars spent on advertising by all the various competitors.
24. % Sales By State
N.S.W
36%
VIC
22%
QLD
25%
SA
6%
WA
11%
Pie (or circle) charts
A pie chart, for example, is the standard form to use to depict pieces of a whole. Any
time you talk about percentages, such as market share or budget allocations, that total
100 percent, a pie chart is a good way to express the relationships. As a rule of thumb,
pie charts should not have more than six pieces.
25. Pictographs
A variation on many of the previous types of charts and graphs is a
pictograph. A pictograph is typically a pie, line, or bar graph that represents
the elements with a symbolic graphic. It makes the chart more graphic and
more visually interesting. It can however also be confusing.