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Steve Keil from Xentio shouts about creating better presentations.
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GOAL
30
(Million)
What’s the Point?
Fame
Recognition
DONATIONS
AGREE
ACTION
ROI
What’s the Problem?
Most of them are REALLY
bad.
Why does this matter?
You’re killing us; your business; and your reputation.
Prove it, Steve
KILLING
Cycle of Doom
Bad Presentation
Communicate Poorly
Bad Image (yourself, company)
Less Sales (less jobs, customers)
Less Money
1
2
3
4
5
Bad Presentation
Communicate Poorly
Bad Image (yourself, company)
Less Sales (less jobs, customers)
Less Money
1
2
3
4
5
Communications Model
Creators Recipients
Messages
Media
ApproachImagine &
create amessage
Observe, understand,
believeACT.
(PRESENTING)
Input OutputPROCESSING
Communications Model
Recipients
Messages
Media
ApproachObserve,
understand,believe
ACT.(PRESENTING)
GOALPROCESSING
Communications Model
Recipients
Messages
Media
ApproachObserve,
understand,believe
ACT.(PRESENTING)
GOALPROCESSING
Bad Presentation
Communicate Poorly
Bad Image (yourself, company)
Less Sales (less jobs, customers)
Less Money
1
2
3
4
5
Cycle of Doom
Bad Presentation
Communicate Poorly
Bad Image (yourself, company)
Less Sales (less jobs, customers)
Less Money
1
2
3
4
5
Bad Presentation
Communicate Poorly
Bad Image (yourself, company)
Less Sales (less jobs, customers)
Less Money
1
2
3
4
5
Examples:
Slide #...56 (of 187)
56
Push and standardise e-channel (web touchpoint)
Source: XYZ Team
Topic description and scope
Description
• Achievement of a shift from manual/direct interaction with the customer to an electronic one (internet/EDI) and thus– Improving efficiency with corresponding DOE reduction– Decreasing DSO– Increasing compliance and accuracy of documentation/reporting– Gaining more customer insight, e.g., preferences, potential business– Satisfying customer requirements– Creating a new sales channel to tap small businesses and individuals– In addition to the above, define processes to motivate customers to use 100% the e-
channel
In-scope
• Processes incl.– Account creation (credit application)– Credit approval– Online quoting request– Compliance check of shipment and compliance support– Specification of requirements for implementation of a self-service (e.g., e-selling) customer
portal potentially reusing existing customer facing applications– All currently offered value added services– Integrated up- and cross-selling– Customer e-connectivity, i.e., link to standard e-procurement tools– Interfaces to other channels, e.g., customer self-service
Out-of-scope
• Product design, pricing definition, and tariff and product maintenance• New track & trace systems• New tariff and pricing system• Customer master data base• CRM analysis• Customer service functionality• Roles and responsibilities for the organisation (sales, operations, finance, etc.)
Strategic themes
Business relevance and implementation complexity
DOE reduction
Customer intimacy
Trans-parency
Business risk
Implementa-tion complexity
2 Low Moderate High
And now, Slide #58 (of 187)
58
Physical operations (2/4) 5
Execute export operations
Perform freight handling instructions as per local requirements
M M I/O
Get sign-off from carrier (shipment acceptance)
M M I/O
Core operations system Transactional operations
* Trucks, plane, etc. ** Overall contour, e.g., Q6, Q7
• Shipmentmonito-ring
Transactio-nal ops
• SOP
Performfreighthandlinginstruc-tions
M M I/O M M I/O
Do build-up (consolidation)* and map shipment to ULD/ move-ment
M M I/O
Present documen-tation to customs
M M I/O
Produce shipment labels
M M I/O
Check weigh (and dimen-sions)
M M I/O
Map ULD to move-ment*
M I/O
Get sign-off from carrier (shipment accep-tance)
M
Transactio-nal ops
M M I/O
Source required ULD
• Capa-city
M M I/O
Store and label freight*
M M I/O
Confirm ULD contour
• House bill
• Weigh• Dimen-
sions
• Relevantdocumen-tation
AFR
Perform freight handling instructions
Store and label freight*
Perform con-solidation and map to container (LCL only)
Get sign-off from carrier (shipment acceptance)
M M I/O M M I/O M M I/O M M I/O
Core opera-tions system
Transactional operations
Transactional operations
• SOP
Transactional operations
• House bill
OFR – LCL
OFR – FCL
Transactio-nal ops
Transactio-nal ops
Transactio-nal ops
Transactio-nal ops, capacity management
Transactio-nal ops, customer service
Transactio-nal ops, customer service, capacity mgmt Customs• ULD
con-tour**
And now, Slide #60 (of 187)
60
Sales1Actual revenues Actual costs
Internal rates Main interactions
Product/capacity management3
Sales Transactional operations1 4 Customer service Physical operations2 5
2
3
Cus-tomer
Targets• Customer/
account profit-ability
• Volume targets• Fulfillment of
committed fore-cast given to capacity mgmt.
• Performance of accounts pipeline (new/existing customers)
Customer facing• Undi-
fferenti-ated by product
• Split by custom-er type and sales channel
Out-side sales
Self service sales
Inside sales (centra-lised)
Tra
de la
ne e
xper
ts
Sec
tor s
trat
egy
Key activities• Farming and hunting of
customers• Single customer contact
(key account manager for nominated accounts and pool of account managers for non-nominated accounts)
• RFQ management• End-to-end product
configuration and pricing• SLA calculation• Business development
(incl. marketing strategy)• Campaign management• Administrative support for
sales (e.g., agenda planning, data gathering)
• Implementation Back office
Non customer facing
Sales account managers (outside and inside sales) liaise with relevant customer service key account/front-office responsible on• End to end service pricing (sales
ownership)• Relevant customer events
identified by sales or CS• Potential leads (up-selling/
potential churn) identified by CS
Trade lane experts (sales) liaise regularly with route managers (product/capacity mgmt) on• Bilateral commitments on cargo
volumes (sales) and pricing (capacity mgmt.)
• Capacity imbalances/required cargo identification and special deals creation
• New product design and developments (capacity mgmt)
• Owner of customer relationship• Contract/terms definition and
SOP creation
Staff, facilities, other costs
Source: XYZ Team
Can you imagineHOW I/YOU will FEEL
186 (of 187)
187 (of 187)
Will I
?
BAD•Communication•Presentations
Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed
Good Presentations:
1.GOAL
GOAL
ROI
Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed
Good Presentations:
2. SIGNIFICANCE
Why do you present?1. Your boss told you to?2. Give information?3. Create Meaning!
Significance
Meaning = Passion1. Passion = energy2. Energy = excitement3. Excitement = attention4. Attention = ACTION!!
Significance
Communications Model
Recipients
Observe, understand,
believeACT!!
GOAL
Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed
Good Presentations:
3. STRUCTURE
1. Make an opening• What is this going to be
about?• State your GOAL.
Structure
2. Tell a STORY• We love stories.• Use examples (story).
Structure
2-3 million years
Structure
3. Make a limited # (3-4)of points
• We won’t remember more anyway…
Structure
4. Close the Story• Provide a summary,
restate your GOAL.
Structure
Story = IMPACT
Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed
Good Presentations:
4. SIMPLICITY
Simplicity
“I apologize for thelength of my letter, butI didn’t have time to write a short one.” - Mark Twain
Simplicity
Simplicity:•Keep it simple, stupid (KISS)
Simplicity
Simplicity:•Focused: limit your message
Simplicity
Simplicity:•Re-write, re-write, re-write (shorter and more concise)
Simplicity
Simplicity:•Big words are NOT impressive, (they alienate your audience)•You want your audience to UNDERSTAND
Simplicity
Simplicity:•PowerPoint is not a book•If you feel the need to present me 187 pages of text, WRITE A BOOK.
Simplicity Design Rules1. One idea per slide2. Few matching colors3. Few fonts4. Images, not text
Simplicity
Images = IMPACT
Example:(images & story)
Facts and Figures on Hunger and Poverty
• In 2005, almost 1.4 billion people lived below the international poverty line, earning less than BGN 2 per day.
•Among this group of poor people, many have problems obtaining adequate, nutritious food for themselves and their families. As a result, 947 million people in the developing world are undernourished. They consume less than the minimum amount of calories essential for sound health and growth.
•Undernourishment negatively affects people’s health, productivity, sense of hope and overall well-being. A lack of food can stunt growth, slow thinking, sap energy, hinder fetal development and contribute to mental retardation.
• Economically, the constant securing of food consumes valuable time and energy of poor people, allowing less time for work and earning income.
• Socially, the lack of food erodes relationships and feeds shame so that those most in need of support are often least able to call on it.
15,000,000(Children only)
41,096(Day)
1,712
While we sat here(1 hour)
(dead)
While we sat here(1 hour)
1,712
Children
(died)
Emergency reliefProgram
HELP (Please: donate)
HELP (Please: donate)
YOUR HELP
IMPACT
Good Presentations:1. Goal2. Significance3. Structure4. Simplicity5. Are Rehearsed
Good Presentations:
5. REHEARSED
Relevant
Designers, Copy, Ad, Marketing
Pitch
We don’t care:• About you being #1• About your creativity
(Or, we shouldn’t)
We DO care• About ROI• And what you can do for
ME, and my business.
?
We understand your business needs.
Sure, we are creative.
But we realize thatfor every EUR you spend, youneed 1+ EUR back.
“If it doesn’t sell, it isn’t creative.” - David Ogilvy
Our campaign
Incorporate best practices
• We illustrated a benefit• ADS WITH BENEFIT
SELL MORE
Incorporate best practices
• Didn’t use riddles• Didn’t use platitudes
(meaningless phrases)• SELL LESS
Incorporate best practices
• Easy to understand• SELL MORE
Incorporate best practices
• TOLD them what to DOACTION = SELLS MORE
Headline
MS causes impotence& paralysis.It can happen to anyone.
Caption Underneath
We’re working on a cure,but we need your help.Please donate:
Tested it
Limited run
Tested it
WHY?
Tested it
WORKS!
Tested it
Special account # for donations
Tested it
WHY?
Results:
MS donations increase25%, or 250,000 EUR overthe run of the ad.
Results:
Company went nation-wide
Results:
MS Donations increased2.2 MILLION EURO.
Summary:• Keep your GOAL in mind (ROI)
• Have MEANING (or don’t do it)
• Have STRUCTURE (story)
• Keep it SIMPLE (understanding = action)
• REHEARSE (practice makes perfect)
• You’re selling YOU.