If you want to sell Jeeps, you don’t attract people with technical details like fuel economy and cylinder configuration. If you want to sell Jeeps, you show people what their life could be like if they had one. The intrigued buyer will then be motivated to look at the technical details.
In our world, if you want to sell more AV projects, enhance your presentation.
In my early days of designing and selling AV systems I quoted and proposed a project for a larger church. It was one of my bigger projects at the time and I was at the limit of my expertise in designing for the size and scale of this audio system. Still, I put together a system that I knew would perform well.
My marketing and graphic design background was always front and center in my AV presentations. My proposal was clear, visually appealing, included quality photos of previous projects, and it highlighted quotes from very satisfied clients.
I broke the system down into three or four smaller categories, such as the speakers themselves, the mixing system, and the lighting system. Smaller bite-size pieces, each with their own description of work and line items.
BASICALLY, I PROVIDED REAL CLARITY
So rather than, “The system will be capable of X db and is going to be X megahertz to X quadrilaterals”, I said, “The listener will be able to enjoy the energetic sound with clarity, with very few areas in the room experiencing muddiness or low frequency unevenness.” My technical details were there for any interested party in the back of the proposal.
The client put my proposal against others they had gotten. They called me back for a follow up meeting and showed me a proposal from the main competitor they were comparing me against.
WHEN I LOOKED AT THIS PROPOSAL IT WAS CLEAR WHY THEY WERE GOING TO TRUST ME WITH THEIR PROJECT
I recognized the person who designed the system. They were very well respected, and they had designed what would be a fantastic sounding system.
But, it was as if they hadn’t made it past middle school English. There were typos and sentence structure issues that signaled a lack of detail. Also, they wrote in purely technical terms, so these pastors and lay people had no idea what they would actually be getting.
To make matters worse, their numbers weren’t even correct. For example, they had presented good, better and best options, and for the “Best” system, the line items totaled $150,000. However, they accidentally typed an extra zero, skyrocketing the system to 1.5 million dollars!
CLEARLY, THERE WAS A LACK OF CARE TO THE PROPOSAL AND PRESENTATION.
Their “Better” system was arguably as good or better than the system I had designed and for less money. But if you were that client, which AV company would YOU trust?
I won the project because my system was presented well and they figured that a company who cared that much about the presentation of the proposal would probably care that much about the installation of the project.
So I definitely believe big in the power of presentation, which is why the picture of the car sells more cars than the spreadsheet listing all the items in the car.
Throughout my AV career, I continued to design with the highest level of excellence that I could, while also proposing my projects with the highest level of presentation I possibly could. I provided real clarity and used terms people could understand.
I also spent a lot of time looking for a sales platform that could help me do this more easily, which is part of what led me to develop Jetbuilt. Jetbuilt allows you to quickly drop items to your project, and you can’t help but present a stunning, well-crafted proposal like the ones I used to spend days putting together for my clients.
After all, being a top AV system designer and being a top AV system presenter are two different things.