A prominent Japanese advertising firm operating branch offices in major business hubs worldwide decides to expand their business to local markets. Initially, these branch offices primarily supported the local management of advertising services catered to Japanese customers. However, with Japan’s declining population and subsequent decrease in local business opportunities, the company made a strategic decision to explore high-profile foreign markets. Their aim was to expand sales channels and manage cash-flow risks effectively.
Project
The client set a sales objective to secure a contract for comprehensive marketing, promotion, advertising, and event management of a global auto trade show. The business value at stake amounted to several million dollars, with the added potential for future sales opportunities due to the project’s high-profile nature.
Given the expected fierce competition for this business opportunity, the client recognized the need for professional evaluation and revision of their presentation materials. Additionally, they sought critical feedback and one-on-one coaching to enhance the delivery and success rate of their presenters.
Solution
The project engaged two senior consultants and an executive coach who worked both on-site and virtually. The process began with a strategic analysis of the presentation context, encompassing the following areas:
- Culture: A thorough analysis was conducted on both the target audience’s culture and the presenter’s culture. This analysis aimed to identify any assumptions and differences in communication styles that could potentially hinder mutual understanding.
- Competition: The team extensively studied the sales tactics and presentation styles of major competitors vying for the same business opportunity. This research enabled the team to devise an informed sales strategy and prepare the presenter to address likely objections and questions from the audience.
- Customer: The team examined the customer to gain insights into their evaluation and selection methods when faced with competing options. They also studied negotiation practices and decision-making processes, while exploring any existing relationships or preferences.
- Presentation Material: Upon the client’s request, the consultants provided assistance in revising all presentation materials intended for various sales meetings with key decision-makers. This involved overhauling PowerPoint slides and printed documents. The team collaborated closely with the client’s sales team to identify stakeholder expectations, define their own objectives for each presentation and meeting, and structure the sales narrative to flow seamlessly from start to finish. The presentation material and documentation were completely redesigned to deliver a memorable and persuasive key message.
- Presentation Delivery: The executive coach recorded the presenter delivering live presentations before actual audiences and during in-house practice sessions. These recordings were used to identify areas for improvement and provided concrete examples to the presenter. The coach prioritized high-impact delivery skills and created a practice environment where the presenter could focus on honing one skill at a time over several weeks, ultimately achieving mutually satisfactory results.
One significant factor contributing to the project’s success was the consultants’ active participation in crucial meetings involving the entire sales team. This involvement fostered a strong partnership with the team and ensured the creation of promotional materials tailored to the company’s culture, project objectives, and the specific needs of the target audience.
The client successfully secured the business they pursued, winning the contract and achieving their sales objective.
