Yes, marketing budgets have shrunk. Every sale takes an incredible effort. Nevertheless, never before, has the discipline of advertising been as cost effective, measurable and far-reaching. For some companies, failure is not an option. Therefore, instead of halting marketing and accepting defeat, they look at the current playing field: Creative services are more affordable than ever.
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The executive gets up to speak. Everyone there needs to hear what he has to say about the company but within ten minutes, they are either hopelessly confused or falling asleep. What is he doing wrong? Whenever you open your mouth, whether your audience is one person or a thousand, you want to get a specific message across. Maybe you want your opinions heard at meetings, or perhaps you are giving a formal presentation, internally or externally. Possibly your sales team needs to improve its customer communication, or you're in a position to help your CEO design an important speech.
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Although many professional service providers find themselves reluctant to deliver them, presentations remain one of the most effect business development tools available. Presentations can help you increase your visibility by differentiating yourself from others and enhance your credibility by clearly articulating your professionalism and expertise.
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Success in persuasion depends on moving people psychologically from where they are, to where you want them to be. While demographics refer to observable audience traits such as age and gender, psychographics refer to the mental constructs people employ to organize their lives and guide their behaviors. The beliefs, attitudes and values audience members bring to a presentation often serve as roadblocks to persuasion. 
Most salespeople still seem to think that the only way to find new business is through that tried-but-true technique known as "cold calling." For those of you who need to be enlightened, this involves getting a list of people who have never met you, know nothing about you or your company, want to know nothing about you and your company, and are not expecting a call from you and your company.
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The truth is clear: the majority of salespeople don't take follow up seriously. After talking with a prospect they leave one follow up voicemail or send one e-mail, and that's it. A small minority will take it a step further and call or e-mail one additional time, but hearing that someone followed up three, four, five, six, or even seven times is rare. However, that's exactly how many times you must follow up to get someone's attention. That's right, seven follow ups are critical if you want to be successful. Be honest now … how many follow up attempts do you regularly make?
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Most salespeople still seem to think that the only way to find new business is through that tried-but-true technique known as "cold calling." For those of you who need to be enlightened, this involves getting a list of people who have never met you, know nothing about you or your company, want to know nothing about you and your company, and are not expecting a call from you and your company. As I understand it, your objective with these "prospects" is to interrupt their day with an out-of-the-blue phone call and try to persuade them, based on some clever "pitch," to give you an appointment.
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Companies spend billions of dollars each year chasing down, acquiring, and trying to serve customers who don’t make a contribution to the bottom line. So it’s critical that you only go after people who will provide increased sales and profits—your company’s Core and Must-Have Customers.
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