Give it Your Best Shot

The fear of losing what we have is a stronger motivator than that of gaining something new. You should begin by making your audience feel the pain of continuing to do things the way they have: new products are not available when needed and you are losing sales to competition. These sales often represent lost future sales, as customers begin to develop loyalty to your competitors. Money is being spent on advertising directed at those who would not buy, no matter what, or to those who represent a lower profit margin. This same advertising dollar should be targeted to high-volume, repeat customers. The problem? Your company doesn't even know who these customers are. Most companies operate in a competitive environment. Bring up matters that affect everyone and impact the company's profits, such as the competition's products, delivery schedule, prices, and advertising, as much as possible. If you can show how you will make your company more competitive, it will add power to your presentation.