A top advertising Creative Director has just stepped out of the SpeechSchool.TV studio where he presents a regular show. “The beauty with the training provided here is that the videos and materials are online so students and companies can access them around the world 24/7,” says Simon Angelo. “In developing my lessons for the Master Communicator program I was asked to condense everything I’d learnt about persuasive communication in over 15 years, not to mention many seven figure budgets in the direct response TV advertising industry. This information for salespeople is potentially very, very powerful as it is what’s at the heart of persuasion.”
“Usually the difference between success and failure is what you know,” he goes on to explain. “Those who succeed simply get there because they know, understand and use techniques the rest do not. That is certainly true with television advertising and for salespeople giving sales presentations day in and day out.”
Simon would know a thing or two about persuasive presentations on TV as some of the long format direct response TV ads he has written have set industry records, successfully selling products for 7 years or more when most start to falter within a year.
“One of the first things I cover in the course which is of direct relevance in sales training is how to open a presentation. This is the part that lets most people down. They often feel they need to establish rapport first through greetings or personal remarks, not realising that in this fast paced world, rapport is best established by starting with The Big Idea.”
What is ‘The Big Idea’? It’s the part of the message that is most powerful and will instantly get attention and interest. In the Master Communicator course some graphic and detailed examples are given. According to SpeechSchool.TV, a Sales Manager in the Magazines industry had his entire sales team trained online through the Master Communicator program. During this time they pitched to an ad agency and using the techniques taught were able to sell in a deal that grew business for that year by 40%.