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TRANSCRIPT
Dem Center Guide
Instructions and Worksheets
For Conducting a
Successful Theme Dem Center
Enhance workflow efficiency Streamline print production!
Speed up your color communications and boost your business!
TABLE OF CONTENTS 1. HOW TO GET THE MOST OUT OF YOUR DEM CENTER
An Important Sales Event……………………………………………………………………………………..1‐1
The Keys to Success………………………………………………………………………………………………1‐1
2. CHECK LIST & CALENDAR Ten Steps to Dem Center Success…………………………………………………………………………2‐1
Calendar……………………………………………………………………………………………………………….2‐2
3. TARGET AUDIENCE AND THEME Target Market………………………………………………………………………………………………………3‐1
Format and Theme...................................................................................................3‐1
Themes by Month and General Themes…….............................................................3‐1
Integrating Your Dem Center Theme….....................................................................3‐3
Theme Worksheet………………………………………………………………………….…………………….3‐11
4. WHEN AND WHERE When to Hold Your Dem Center……………………………………………………………………………4‐1
Where to Hold Your Dem Center………………………………………………………………………….4‐1
Selecting a Room/Space……………………………………………………………………………………….4‐1
Selecting the Equipment……………………………………………………………………………………...4‐2
Location and Equipment Worksheet…………………………………………………………………....4‐3
5. INVITATIONS Invitations…………………………………………………………………………………………………………….5‐1
Independence Day………………………………………………………………………………………………..5‐2
Customer Appreciation Day…………………………………………………………………………..……..5‐3
Lunch ‘n’ Learn Seminar…………………………………………………………………………………….…5‐4
National PCC Day.…………………………………………………………………………………………………5‐5
A Day at the Races………………………………………………………….………………..…..………..……5‐6
6. MAILINGS & FOLLOWUPMailing List…………………………………………………………………………………………………………….6‐1
The Mailing……………………………………………………………………………………………………………6‐1
Addressing & Mailing…………………………………………………………………………………………….6‐1
Advertising…..……………………………………………………………………………………………………….6‐1
Phone Follow Up: The Blitz……………………………………………………………………………………6‐2
Phone Canvas Script for Dem Center…………………………………………………………………….6‐2
E‐mail Blitz…………………………………………………………………………………………………………….6‐2
Non Respondents………………………………………………………………………………………………….6‐3
Appointment Calendar………………………………………………………………………………………….6‐3
List Maintenance…………………………………………………………………………………………………..6‐3
Master List Worksheet………………………………………………………………………………………….6‐4
7. HOLDING YOUR DEM CENTER Site Preparation……………………………………………………………………………………………………7‐1
Visual Aids……………………………………………………………………………………………………………7‐2
Refreshments………………………………………………………………………………………………………7‐2
Handouts/Giveaways…………………………………………………………………………………………..7‐2
Showtime…………………………………………………………………………………………………………….7‐2
Product Presentations/Seminars and Demonstrations…………………………………………7‐3
After Show Follow Up………………………………………………………………………………………….7‐4
Review Your Results…………………………………………………………………………………………….7‐4
The Dem Center Guide may not be reproduced without prior written approval by RISO, Inc.,
Marketing Department, 8 New England Executive Park, Suite 390, Burlington, MA 01803.
The Dem Center Guide was printed on the RISO ComColor System.
HOW TO GET THE
MOST OUT OF YOUR
DEM CENTER
AN IMPORTANT SALES EVENTA Dem Center is an important sales event. It can facilitate productive interaction between
RISO, RISO Dealers, customers and prospects. The success of the Dem Center is entirely
dependent on the proper planning and execution by all parties involved in the event.
If you organize and implement it properly, a Dem Center can be an effective and efficient
method of:
Finding and developing new prospects.
Introducing RISO to key local accounts.
Expanding customer relationships.
Educating prospects and customers on technology to meet their needs.
Presenting a unified RISO/Dealer professional image to customers and prospects.
Providing a captive and controlled sales environment.
Generating sales to customers and new prospects.
Dem Centers are generally conducted for one day only!
THE KEYS TO SUCCESS The following are keys to designing and conducting a successful Dem Center:
1. Dealer principal involvement: if the dealer principal is involved directly, it will work.
If not, it won’t. It’s as simple as that!
2. Your mailing list: it must be thorough and organized based on the target markets
and customers. Your mailing list is as important as the event itself.
3. Prospect attendance: mail an invitation, then follow up with a phone call and an e‐
mail or FAX; having the e‐mail address is important to the quality of the list. Field
blitzes work by personally inviting your prospects to attend. Always confirm your
prospect’s attendance the week prior to the event even if they have previously
committed.
4. Demonstrations: rehearsal of demonstrations are key to the execution. Execution is
key to ensuring that the objectives are met.
5. Follow‐up: constant follow up during the planning stages will ensure that the Center
is a success. Follow‐up after the Dem Center generates business, although it is not
unusual to make a sale at the event if you are at that stage with a prospect.
NOTE: It is always advisable to invite satisfied customers to mingle with new prospects
since they will help you sell as a good reference!!!!
1‐1
CHECK LIST &
CALENDAR
1‐1
1. 1‐1
2. 1‐1
TEN STEPS TO DEM CENTER SUCCESSUse the checklist below to help plan your Dem Center. Post the list in a visible location so
that your sales force is aware of the status of the preparation especially as it relates to their
involvement in completing assigned tasks.
DEM CENTER CHECK LIST 1. Select a target audience/market and theme_____________________ _Complete
2. Select a Date & Time _____________________ Complete
3. Select the equipment _____________________ Complete
4. Select a Site _____________________ Complete
5. Select a Room/Space _____________________ Complete
6. Pre‐show arrangements _____________________ Complete
a. Complete the necessary paperwork___________________________________
b. Inform the participants_____________________________________________
c. Order materials___________________________________________________
d. Order or purchase paper stocks______________________________________
e. Choose a show special (if desired)____________________________________
f. Make food and beverage arrangements_______________________________
7. Design, print, and mail invitations _______________ Complete
8. Schedule and conduct phone and field blitz ______________ Complete
9. Follow up and confirm attendance _______________ Complete
10. Dem Center _______________ Complete
a. Setup equipment__________________________________________________
b. Organize the room with literature, samples, and seating__________________
c. Showtime________________________________________________________
i. Greeter assignments_________________________________________
ii. Designated demonstrator if assigned____________________________
iii. Designated Presenters if assigned or guest speakers________________
iv. Designated Office or space for sales consultation after demo_________
d. Follow up/Close business___________________________________________
e. Review results and evaluate for future events___________________________
2‐1
CALENDAR
Use this calendar to help plan your Dem Center!
Sun Mon Tue Wed Thu Fri Sat
Week 1: Set date for Dem Center , Determine target market and theme, Select location
30 days
before
29 days
before
28 days
before
27 days
Before
26 days
before
25 days
before
24 days
before
Week 2: Design, print, and mail invitations
23 days
before
22 days
before
21 days
before
20 days
before
19 days
before
18 days
before
17 days
before
Week 3: Follow up mailer, print & order Dem Center materials, Arrange for delivery of equipment and
materials, Make food and beverage arrangements
16 days
before
15 days
before
14 days
before
13 days
before
12 days
before
11 days
before
10 days
before
Week 4: Follow with field blitz, e‐mail follow up, confirm attendance
9 days
before
8 days
before
7 days
before
6 days
before
5 days
before
4 days
before
3 days
before
Show Week: Conduct your Dem Center on Tuesday, Wednesday, or Thursday
2 days
before
1 day
before
show
Conduct Your Dem Center
2‐2
TARGET
AUDIENCE/MARKET
& THEME
3‐1
TARGET AUDIENCE Be as targeted as possible when determining your audience. You can segment by vertical
market, specific geographic area, or both. Decide which would be the most effective by
asking yourself the following questions:
Which market has the most potential right now?
Is there a town or portion of a city that has been untapped?
What time of the year is it?
Are K‐12 schools and higher education or government agencies in the process of
budgeting?
How are churches going to spend their after‐holiday funds?
FORMAT AND THEME After you establish a timeline and determine your target audience, you should develop a
theme. Many of the most successful Dem Centers are geared around current events that
create excitement and carry through all aspects of the Dem Center. The specific vertical
market that you choose may also inspire a theme.
There are an infinite number of themes for Dem Centers; you are limited only by your
imagination and creativity. Theme events do not have to held on the actual day (i.e. a Super
Bowl Dem Center does not have to be on Super Bowl Sunday, but could be the week before).
Use the theme to generate excitement with prospective customers and with staff. Try to
think of something that will grab someone’s interest in attending. Even though a Dem
Center may be a great way to learn about a product that could help an organization, meeting
a famous sports figure or industry expert may encourage attendance!
THEMES BY MONTH AND GENERAL THEMES
JANUARY FEBRUARY New Year’s Day Valentine’s Day
Martin Luther King Day President’s Day
Super Bowl Basketball All Star Game
Cruise Hockey All Star Game
Australian Open Winter Olympics
Daytona 500
MARCH JULY NOVEMBER St. Patrick’s Day Independence Day Thanksgiving
March Madness/Final Four Bastille Day Veteran’s Day
Baseball Spring Training Wimbledon Election Day
Spring Break British Open (Golf) Basketball Season Starts
Baseball All Star Game Davis Cup (Tennis)
APRIL Talladega
Easter/Spring DECEMBER
Secretary’s Day AUGUST Christmas
Baseball Opening Day Friendship Day Hanukkah
Boston Marathon Barbeque/Picnic Boxing Day
Masters Luau New Year’s Eve
Grand Prix of Long Beach Olympics Winter
Vacation
MAY Football Preseason ANYTIME OF YEAR May Day Customer Appreciation Day
Memorial Day SEPTEMBER Open House
Hockey Playoffs Labor Day/Back to School Technology Seminar
Indy 500 Football Season Starts Lunch ‘n’ Learn
Michigan 500 U.S. Open (Tennis) Lunch at Favorite Restaurant
Kentucky Derby Apple Harvest/ Fall Foliage New Technology Introduction
Preakness New Model Year Cars Local PCC Events
French Open National PCC Day
JUNE OCTOBER Flag Day World Series
First Day of Summer Columbus Day
Basketball Playoffs End of Daylight Savings
Graduation Halloween
U.S. Open (Golf) New Model Year Cars
Belmont Stakes Hockey Season Starts
3‐2
3‐3
THEME: BASEBALL
DECORATIONS: Pennants, team posters
DRESS: Team apparel, umpires
ACTIVITIES: Home Run Derby for prizes; invite local professional player
SMALL GIEVEAWAYS: Baseballs, bats, caps, T‐shirts
LARGE GIVEAWAYS: Weekend away to Spring Training, World Series; season
Tickets to local major or minor league team
APPLICATIONS: Programs, scorecards, bags for peanuts or popcorn (duplicator
only), variable data tickets, game statistics sheet.
THEME : BASKETBALL
DECORATIONS: Team posters
DRESS: Team apparel, referees
ACTIVITIES: Shoot baskets for prizes; invite local professional player
SMALL GIVEAWAYS: Team shirts, basketballs
LARGE GIVEAWAYS: Tickets to a professional game
APPLICATIONS: Programs, score cards, variable data tickets, stat sheets
THEME : FOOTBALL
DECORATIONS: Team posters
DRESS: Team apparel, referees
ACTIVITIES: Longest pass for prizes; invite local professional player
SMALL GIVEAWAYS: Footballs, caps
LARGE GIVEAWAYS: Tickets to a professional game
APPLICATIONS: Programs, score cards, variable data tickets, stat sheets
THEME : HOCKEY
DECORATIONS: Team posters
DRESS: Team apparel, referees
ACTIVITIES: Shoot pucks for prizes; invite local professional player
SMALL GIVEAWAYS: Hockey pucks, sticks
LARGE GIVEAWAYS: Tickets to a professional game
APPLICATIONS: Programs, score cards, variable data tickets, stat sheets
INTEGRATING YOUR DEM CENTER THEME: Here are some examples of how you can carry a theme throughout your Dem Center. Don’t feel limited to these ideas; use the examples and ideas you have used at other Dem Centers to create a unique, exciting event.
THEME: GOLF (Option: hold at local Golf Course0
DECORATIONS: Posters of famous courses & Tournaments; putting runner
DRESS: Golf attire; modern or old fashioned
ACTIVITIES: Putt for prizes; invite local Professional
SMALL GIEVEAWAYS: Golf balls, gloves, towels, umbrellas
LARGE GIVEAWAYS: Golf clubs, local membership, tickets to a Tournament
APPLICATIONS: Scorecards, County Club Schedule of Events, variable data
passes.
THEME : TENNIS
DECORATIONS: Posters of famous players; outdoor net in parking lot
DRESS: Tennis attire
ACTIVITIES: Longest volley for prizes; invite local professional player
SMALL GIVEAWAYS: Tennis balls, visors, shirts
LARGE GIVEAWAYS: Tickets to a professional event; membership to a club
APPLICATIONS: Programs, County Club Schedule, variable data tickets
THEME : CAR RACING (Option: hold at a racetrack paddock)
DECORATIONS: Checkered flags; “kiddie cars”
DRESS: Driver and Pit Crew apparel
ACTIVITIES: Invite a professional driver; video of Indy 500 or similar event
SMALL GIVEAWAYS: Miniature cars, race apparel
LARGE GIVEAWAYS: Tickets to a Raceway or famous race event
APPLICATIONS: Programs, variable data tickets, stat sheets
THEME : HORSE RACING
DECORATIONS: Posters of the “Triple Crown Tracks”
DRESS: Jockey apparel, Kentucky Derby formal
ACTIVITIES: “Bets” on time to finish a print job at Dem Center
SMALL GIVEAWAYS: Posters of famous thoroughbreds, Racetracks
LARGE GIVEAWAYS: Tickets to a professional horse race.
APPLICATIONS: Programs, betting picks sheet, variable data tickets
3‐4
THEME: MARATHON
DECORATIONS: Check points and finish lines
DRESS: Official time‐keeper, runner
ACTIVITIES: Hold your own races
SMALL GIEVEAWAYS: Running apparel, stopwatch
LARGE GIVEAWAYS: Trip to one of the Marathon Events
APPLICATIONS: Program of event, Runner list,
THEME : NEW YEAR’S EVE (DAY)
DECORATIONS: Confetti, balloons, banners, your own New Year’s ball
DRESS: Formal
ACTIVITIES: Celebrate the New Year every hour during Dem Center
SMALL GIVEAWAYS: Calendars, hourglasses, inexpensive watches
LARGE GIVEAWAYS: Trip to Time Square, iPad Mini or Kindle
APPLICATIONS: Calendars, variable data New Year’s Thank You Letters
THEME : VALENTINE’S DAY
DECORATIONS: Balloons, hearts
DRESS: Red & white
ACTIVITIES: Darts with “Cupid’s arrow”
SMALL GIVEAWAYS: Chocolates, flowers for the ladies
LARGE GIVEAWAYS: Romantic evening ‘out”, dinner and a play or movie
APPLICATIONS: Valentine Cards,
THEME : PRESIDENT’S DAY
DECORATIONS: Red, white, and blue streamers
DRESS: Red, white, and blue/patriotic
ACTIVITIES: Presidents’ Trivia for prizes
SMALL GIVEAWAYS: Books about presidents or president’s autobiography
LARGE GIVEAWAYS: Trip to Washington, D.C.
APPLICATIONS: Info sheets on President’s, President’s Day Sales Posters
3‐5
THEME: WINTER CRUISE
DECORATIONS: Tropical
DRESS: Tropical dress, cruise attire
ACTIVITIES: Designate a “Cruise Director” to organize fun activities
SMALL GIEVEAWAYS: Sunglasses, postcards, photo albums
LARGE GIVEAWAYS: Cruise, camera
APPLICATIONS: Variable data itineraries & passes, event posters.
THEME : ST. PATRICK’S DAY
DECORATIONS: Commercially available St. Patrick’s Day decorations
DRESS: Green
ACTIVITIES: “Kiss the Blarney Stone”, guess how many shamrocks
SMALL GIVEAWAYS: Gift cards to visit local Irish Pub
LARGE GIVEAWAYS: Trip to Ireland or large Irish Community City
APPLICATIONS: Information sheets on Ireland or St. Patrick, cards
THEME : SPRING BREAK
DECORATIONS: Posters of Spring Break destinations
DRESS: Summer wear
ACTIVITIES: Volleyball or other games for prizes
SMALL GIVEAWAYS: Mugs, visors, caps
LARGE GIVEAWAYS: Trip to a Spring Break location
APPLICATIONS: Travel materials, variable data itineraries
THEME : EASTER
DECORATIONS: Flowers, Easter decorations
DRESS: Spring wear
ACTIVITIES: Easter egg hunt
SMALL GIVEAWAYS: Chocolate bunnies, spring flowers for the ladies
LARGE GIVEAWAYS: Lawn furniture, Gift card to Home Depot or Lowes
APPLICATIONS: Religious & other Easter related printed materials
3‐6
THEME: FLAG DAY
DECORATIONS: Flags of the United States
DRESS: red, white, and blue
ACTIVITIES: Identify country flags for prizes
SMALL GIEVEAWAYS: Flags, Patriotic items such as “pins”, hats/caps
LARGE GIVEAWAYS: Large U.S. flag for mounting
APPLICATIONS: Patriotic materials with red, white, and blue
THEME : FIRST DAY OF SUMMER/MIDSUMMER’S NIGHT
DECORATIONS: Summer or forest decorations
DRESS: Summer casual or Renaissance
ACTIVITIES: Barbeque or Renaissance Fair
SMALL GIVEAWAYS: Sunglasses, towels, beach balls, snorkeling gear
LARGE GIVEAWAYS: Unabridged volume of Shakespeare’s Plays, weekend trip
APPLICATIONS: Posters, programs for a Shakespeare Play
THEME : GRADUATION
DECORATIONS: Party/graduation decorations
DRESS: Cap & Gown, teacher or professor
ACTIVITIES: For new customers hold a Graduation to RISO with Diploma
SMALL GIVEAWAYS: Photo Albums, disposable cameras
LARGE GIVEAWAYS: Free Course at local college
APPLICATIONS: Programs, variable data tickets, stat sheets
THEME : LUNCH AT YOUR FAVORITE RESTAURANT
DECORATIONS: Marketing Posters and restaurant theme
DRESS: Business attire
ACTIVITIES: Gift Certificates for Lunch at the Restaurant
SMALL GIVEAWAYS: Dealership and RISO promotional items
LARGE GIVEAWAYS: Dinner for 4 at the Restaurant, iPad or Tablet
APPLICATIONS: Menus, Restaurant Advertisements, personalized tickets for
lunch, samples of the variable data invitation to Dem Center
NOTE: Some restaurants will waive the room rental fee if you commit to certain number of
Gift Certificates in advance! Maggiano’s, as an example, has proven successful
Because it is well known, however local restaurant’s work equally well!
3‐7
THEME: INDEPENDENCE DAY
DECORATIONS: Red, white, and blue streamers, flags, balloons
DRESS: Red, white, and blue
ACTIVITIES: Fireworks if permissible, barbeque
SMALL GIEVEAWAYS: Uncle Sam Hat’s, U.S. Golf Shirts
LARGE GIVEAWAYS: Trip to Washington, D.C.
APPLICATIONS: Red, white, and blue materials, postcards, U.S. history sheet
THEME : SUMMER HOLIDAYS/BARBEQUE/PICNIC
DECORATIONS: Party decorations
DRESS: summer casual
ACTIVITIES: Barbeque or picnic
SMALL GIVEAWAYS: Sunglasses, beach gear, boat accessories, coolers
LARGE GIVEAWAYS: Weekend trip, luggage
APPLICATIONS: Event menus, itineraries, trip brochures
THEME : LABOR DAY/BACK TO SCHOOL
DECORATIONS: Local school pennants
DRESS: Local College or schools golf shirts, sweatshirts, etc.
ACTIVITIES: Hold a pep rally at your dealership, or invite the cheerleaders
SMALL GIVEAWAYS: Pens, notebooks, printed notepads, portfolio
LARGE GIVEAWAYS: Leather briefcase, tablet or mini
APPLICATIONS: Tests/exams, variable data report cards, notepads, diplomas
THEME : APPLE HARVET/FALL FOLIAGE
DECORATIONS: Fall decorations, autumn leaves
DRESS: Country attire
ACTIVITIES: Bobbing for apples, hayrides
SMALL GIVEAWAYS: Apples, apple pies
LARGE GIVEAWAYS: Trip to New England or famous farm
APPLICATIONS: Recipe books, menus, price lists, calendars
3‐8
THEME: HALLOWEEN
DECORATIONS: Turn your dealership into Haunted House
DRESS: Halloween costumes
ACTIVITIES: Tour of the haunted house; hire a magician
SMALL GIEVEAWAYS: Bags of candy, other “tricks or treats”
LARGE GIVEAWAYS: Horror Video, DVR
APPLICATIONS: For duplicators‐print bags for candy, ComColor – print variable
Party invitations in full color
THEME : COLUMBUS DAY
DECORATIONS: Nautical posters, posters of Italy/England
DRESS: Sailor of the times garb
ACTIVITIES: Scavenger hunt for prizes
SMALL GIVEAWAYS: Compasses, maps, collectible ships of the day
LARGE GIVEAWAYS: Trip on a sailboat or frigate
APPLICATIONS: Maps, history of Columbus, variable data invitations to event
THEME : THANKSGIVING
DECORATIONS: Commercially available Thanksgiving decorations
DRESS: Pilgrim attire
ACTIVITIES: Turkey dinner, football activities
SMALL GIVEAWAYS: Turkeys, grocery store certificate
LARGE GIVEAWAYS: Trip to Plymouth Rock, TV to watch games
APPLICATIONS: Thanksgiving menus, recipes, team rosters
THEME : ELECTION DAY
DECORATIONS: Campaign Posters
DRESS: Patriotic wear
ACTIVITIES: Vote on customer submitted samples for prizes (great for
including in your Sample Book/Site Seller)
SMALL GIVEAWAYS: Candidate buttons, bumper stickers, posters
LARGE GIVEAWAYS: Trip to your state capitol
APPLICATIONS: Election ballots, campaign ads, voter registrations cards
3‐9
THEME: WINTER HOLIDAYS
DECORATIONS: Posters of winter locations, hand cut snowflakes
DRESS: Winter attire or winter sports attire
ACTIVITIES: Nerf ball (white like a snowball) toss for prizes
SMALL GIEVEAWAYS: Hats, gloves, scarfs, dealership sweatshirts or sweaters
LARGE GIVEAWAYS: Trip to a ski resort or winter destination
APPLICATIONS: Ski resort activity schedule, ski rental pricing, winter sports
tickets, Holiday Cards
3‐10
3‐10
THEME WORKSHEETUse this worksheet to help organize your theme!
THEME: _________________________________________________________
_________________________________________________________
DECORATIONS: _________________________________________________________
_________________________________________________________
DRESS: _________________________________________________________
_________________________________________________________
ACTIVITIES: _________________________________________________________
_________________________________________________________
SMALL GIVEAWAYS: _________________________________________________________
_________________________________________________________
LARGE GIVEAWAYS: _________________________________________________________
_________________________________________________________
APPLICATIONS: _________________________________________________________
_________________________________________________________
DESCRIPTION: _________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
3‐11
WHEN & WHERE
TO HOLD YOUR
DEM CENTER
WHEN TO HOLD YOUR DEM CENTER
A successful Dem center depends on good timing. It is important to begin planning as far in advance as possible. You will need approximately 30‐60 days to do it right. Before setting a date, make a few calls to your key accounts to ensure that there will not be any conflicts with their schedule. For example, you do not want to plan a Dem Center for the banking industry on the same day the banks are having their local association meeting. Monday and Friday typically are “startup” and “wind down” days for most businesses. Therefore, Tuesday, Wednesday, and Thursday are probably your best days for Dem Centers. Maximize attendance by taking advantage of lunch ours and time before and after normal business hours. The best times for a Dem Center are from 8:00AM to 7:00PM. WHERE TO HOLD YOUR DEM CENTER The site of your Dem Center should be no more than 15 minutes away from your blitz/target area. Select a location that is highly visible and well known, with easy access and parking. Your own dealership can be a good site for a Dem Center. It can add substance to the overall presentation, and it gives prospects an opportunity to see your organization and meet key personnel. This, of course, assumes that the facilities are professional, easily accessible to the target audience, attractive, and appropriate for a Dem Center. Another benefit of using your facility is that you do not have to pay rental fees or move equipment. Although your dealership location is free, it is sometimes less intimidating to potential customers if you hold your Dem Center at a neutral site. Ask potential attendees if they have any suggestions. Ideas for potential sites include hotel, membership clubs, bowling centers, and local attractions such as aquariums or theme‐based sites like Country Clubs, racetracks, etc. Customer sites are also great places to conduct a Dem Center especially to a target audience in the same vertical market. You should have an attendance number identified and then select the site that will accommodate the audience and not the other way around. SELECTING A ROOM A 20’ x 30’ room is a comfortable size to hold a Dem Center. Check the size and dimensions based on the equipment that you will demonstrate. Also consider the tables that you will need for paper and samples and handouts. If you are conducting a Seminar, than seating is the most important criteria to attendance!
4‐1
EQUIPMENT SET‐UP
Make sure that you have surge protectors for the equipment that you will be demonstrating and the computers that will be interfaced. Place large trash cans close to the output of the equipment to discard unwanted prints that that may have been printed using the incorrect settings and could be mistaken for the output quality if not trashed. SELECTING THE EQUIPMENT – ComColor and Duplicator It is recommended to demonstrate the “Top Model” in the product‐line for ‘Top‐down selling approach and that a compatible IS Series RIP is used to demonstrate variable data applications with ComColor. If you choose to demonstrate a finisher at the Dem Center the 120 ppm model ComColor will work because of the matched speeds. Depending on the target market, you may also set‐up a Scanner to facilitate walk‐up copying and scanning. ComColor Setup with RIP: Insure that the system is communicating with the printer using the RISO Management Tool and the correct ports have been assigned to the printer and computer to communicate properly. When using the GDI only, use the RISO Console and GDI drivers in the same fashion. Insure that the system is printing all the selected samples properly. The following setup is recommended to demonstrate speed/productivity and versatility.
1. Fill the Standard Tray with #10, 24lb, envelopes 2. Fill Tray 1 with letter size (LEF) 24lb Suzano Report paper or equivalent 3. Fill Tray 2 with letter size (LEF) 32lb RISO Matte Coated paper 4. Fill Tray 3 with Ledger size 24lb Suzano Report paper
Use the demo files (samples) that have been selected and put them in the “Hold Queue” of the RIP or the Storage Folder in the Printer for ease of demonstration. Use may also use the “Finish Queue” in the printer to reprint the samples as needed. NOTE: #10, 24lb white envelopes should be “commercial flap, auto‐insert compatible” to accommodate mailings using an inserter. Duplicator Setup If you will also demonstrate a duplicator, the “top‐down” selling approach is still relevant and therefore the MZ1090 or RZ1090 is recommended with Postscript RIP. If the target market includes K‐12 Schools, you may also demo the low end EZ Model. Paper stocks for the duplicator should include: 60, 70, or 80lb Text/Offset Weight ‐ Accent White Opaque or equivalent, Vellum 67 ‐ 80 lb Cover Stock – Accent Opaque or equivalent, Vellum Bristol Cover #10 Envelopes, 24lb white woven Catalog Envelopes, Carbonless Forms, Door Hangers, Labels, and Paper Bags really emphasize the versatility!
4‐2
LOCATION AND EQUIPMENT WORKSHEET Use this worksheet to help organize your location, equipment, and supplies. LOCATION _________________________________________________________ Written confirmation of date and location received. ADDRESS _________________________________________________________ _________________________________________________________ _________________________________________________________ TELEPHONE NO: _________________________________________________________ DAY/DATE/TIME: _________________________________________________________ EQUIPMENT: ComColor Model _________________________________ ComColor Accessories _________________________________ _________________________________ ComColor Ink _________________________________ Paper Letter Size: 24lb Suzano Report or equivalent
32lb Matte Coated Stock (Only if needed based on target audience/market)
Ledger Size: 24lb Suzano Report or equivalent Envelopes: #10, 24lb, white woven, Seville, Lindemeyer, or
equivalent with commercial flap and auto‐insert compatible.
Duplicator Model _________________________________ Duplicator Accessories _________________________________ Duplicator Ink & Masters _________________________________ Paper Letter Size 60, 70, or 80 lb Text/Offset Accent Opaque White Or equivalent 60, 70, or 80 lb Text/Offset Vellum White/Colored 67 – 80 lb Cover Accent Opaque or Vellum Bristol Ledger Size 60, 70, or 80 lb Text/Offset Accent Opaque/Vellum Envelopes: #10, 24lb White Woven Variety: Door Hangers, Labels, Carbonless Forms, Paper Bags MISECELLANEOUS Laptop and Large Screen if applicable Extension Cords & Power Strips RISO Banners & Chosen Decorations Gift Certificates if applicable Giveaways Collateral Materials Sample Book/Site Seller
4‐3
INVITATIONS
See our stable of production systems perform in the morning
Featuring: The RISO ComColor X1 - the thoroughbred of inkjet printing systems at 150 ppm - a real workhorse with a duty cycle of 500,000 per month
Have some fun at Keeneland Racetrack in the afternoon
- Free passes & gift certificates for lunch will be provided after you “ride” the ComColor!
When: Wednesday, August 21, 2013 Time: 8:00AM to Noon Where: Dealer Business Systems 123 Main St. Lexington, KY 54321
Post Time: 1:00PM Where: Keeneland Racetrack
Dealership, Inc. cordially invites you to join us for “A DAY AT THE RACES”!
INVITATIONS
Since the Dem Center will be focusing primarily on ComColor, it makes sense to create all of the mailing material using the ComColor. This includes the envelopes, letters, invitations, postcards, and any other printed materials. Since you will also be promoting solutions related to mail production, you should also use the software necessary to do address hygiene, take postal discounts, and personalize the message to the audience/market that will get their attention and create interest in attending the event. Make sure all of your invitations include the following:
Location (address and phone number), directions, and a map.
Date and time of event.
RSVP information and telephone number.
A brief “attention grabbing” message of the benefits of attending the event.
Dealer name and logo with RISO name and logo.
“Event Specials”: Related to product purchases (especially to existing customers), giveaways, prizes, and raffles.
Inform the prospect/customer if food and beverages will be provided or gift certificates if applicable.
Here are some ideas when creating your invitations:
Baronial or A‐2 size envelopes are available at many office supply stores. These envelopes measure 4 3/8” X 5 5/8” and will accommodate one half of an 8 1/2“ X 11” sheet of paper, folded (cut in half, the letter‐sized paper measures 5 1/2” X 8 ½”; folded, this measures 4 ¼” X 5 ½”).
Invitations can also be printed on an 8 ½” X 11” sheet, folded and tabbed, with one of the panels used for addressing and “eye catching” messaging!
If the event is of a more formal nature, than using matched stationary will show the professionalism that you desire!!
Keep the mailings consistent by the use of paper, color, or font especially theme Dem Centers such as St. Patrick’s Day, where “green” is the color of choice.
Be creative! Any of the Patriotic Holidays can be promoted by the use of the U.S. Flag as a panel or a watermark with red, white, and blue as the theme colors throughout!
Tailor your invitations to match the target audience. Different markets have different buying criteria and concerns such as printers, schools, and commercial accounts. Remember the application need of the market and the benefit that addresses that need.
Make sure that you include an easy way to respond for your invitees such as an 800#, e‐mail address, or enclosed RSVP (BRM).
Always use the technology that you are promoting as the “tool” to invite your customers and prospects!
NOTE: Be careful if indicating the cost to produce and mail your piece as a benefit to the customer. If you do not know what it costs now, you can eliminate yourself on the outset!!!
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Here are a few examples of different mailings that can be created for your Dem Center!
THEME: INDEPENDENCE DAY
DECORATIONS: Red, white, and blue streamers and balloons; U.S. flags. DRESS: Continue with the red, white, and blue theme: white polo/golf shirts, Blue slacks, red ties or scarfs. ACTIVITIES: Rides in tethered red, white, and blue hot air balloon. The hot air
balloon is also great advertising! SMALL GIVEAWAYS: Patriotic Memorabilia, flags, pins, mugs! LARGE GIVEAWAYS: Large screen T.V. APPLICATIONS: Patriotic applications with full color! Variable data election ballots. DESCRIPTION: Following the “independence theme”, the targets are commercial
accounts that could bring printing in‐house and be independent, thus having control of their printing and costs!
Four weeks before the event, a pre‐mailing (“Celebrate Independence
Day”) is sent to let people know that a member of your organization will be calling on them shortly! The Sales staff follows‐up by visiting the account and bringing the formal invitation to the event.
Two weeks later, and prior to the event, all invitees are called to
confirm attendance. A confirmation e‐mail can be the RSVP. The Friday before the event, all invitees will be contacted again during
a phone blitz day to confirm attendance. The event is held at a local “Inn” with landscaped grounds. The
product demonstrations are held inside, in a conference room just off the grounds. Refreshments include a typical barbeque fare of hotdogs, hamburgers, salads, and beverages. Rides in the hot air balloon is the main activity with hourly raffles of the small giveaways. The grand prize, a large screen T.V. is raffled at the end of the day from the names of all the attendees.
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THEME: CUSTOMER APPRECIATION DAY
DECORATIONS: Western, rodeo theme DRESS: Staff dresses in Western themed‐apparel ACTIVITIES: Barbeque with summer games such as horseshoes for prizes. SMALL GIVEAWAYS: Sunglasses, Customer Appreciation Certificates, thank you bags if also
a duplicator dealer. LARGE GIVEAWAYS: Trip to a Ranch or Western Style vacation spot! APPLICATIONS: Variable data certificates printed on demand, dealer success stories! Variable data customer thank you letters. DESCRIPTION: The theme of this Dem Center is “Customer Appreciation Day”, to
thank customers for their business and introduce them to the latest RISO technology. A wide variety of customers are targeted including those who have not purchased equipment or consumables in some time. Customers who no longer own a RISO should also be invited to familiarize them with RISO’s new technology.
The sales staff, customer service staff, or local college students hired
for the day, drop off the formal invitation and a gift (mugs imprinted with western‐theme graphics) three weeks before the event. Invitees are called a few days later and asked if they received the gift and if they are planning to attend the barbeque.
The Friday before the event, all invitees are called again to confirm
attendance during a phone blitz. Follow‐up by e‐mail is also recommended!
The event is held at the dealership. A large grill is set up outside with product demonstrations held in the Showroom. Certificates of Appreciation are given to all customers to thank them for their business, and, if possible, should be printed using variable data “on‐demand” during the demonstrations. This could also be a pre‐mailing if desired! Customer Success Stories (“Business Pardner”) are handed out with an assortment of “goodies” in a bag printed on a duplicator, if a duplicator dealer. Games are held on the grounds and the Grand Prize is presented at the end of the day.
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THEME: LUNCH ‘N’ LEARN SEMINAR
LOCATION: Business Membership Club
DECORATIONS: Club Décor DRESS: Business Professional SMALL GIVEAWAYS: Dealership/RISO Promotional Gifts such as pens, mugs, bags, etc. LARGE GIVEAWAYS: Free admission to a Seminar valued at $2500 APPLICATIONS: Extreme personalization, transactional/trans‐promotional, & Direct Mail DESCRIPTION: The theme of this event is to educate the audience/target markets on the
latest solutions technology available comprised of integrated hardware and software to improve workflow efficiency and increase revenues and profits through target marketing to the attendees’ clients/customers.
Invite industry experts to conduct learning sessions on extreme
personalization for direct mail and trans‐promotional documents. The “experts” can be current users of this technology with guest speakers
from our software partners and RISO marketing. A value for this event is established and marketed as “free admission” to this
learning experience. The location of the event should be a “Membership” type business club such
as the Center Club in Tampa, FL atop the Wyndham Hotel. It is recognized as an exclusive location to conduct events of this nature with convenient access to a large geographic area with a concentration of targeted accounts in close proximity. The “direct mail” piece must represent exactly what will be discussed during the sessions. High impact, full color messaging, targeted at decision makers or key influencers looking to grow their respective businesses while streamlining efficiencies and controlling costs. A “quality” lunch will be provided and snacks during breaks!
SOLUTIONS DEMONSTRATION: A “top of the line” ComColor” System will be installed at this location to
demonstrate the effectiveness of the material that will be covered.
MASTER PLANNER: An excel workbook is provided to plan and track this event including the ROI.
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THEME: National PCC Day LOCATION: Where the local PCC is holding their event for National PCC Day. DRESS: Dealership/RISO Golf Shirts or coordinated business casual. SMALL GIVEAWAYS: Dealership and RISO promotional items. LARGE GIVEAWAYS: Large screen T.V. or Tablet. APPLICATIONS: Variable data letters, postcards, envelopes using software for address
hygiene, pre‐sort postal discounts, with personalization. DESCRIPTION: This is a national event conducted by the US Post Office with all the
local PCC chapters on a video conference when the Postmaster General and his staff make their presentations. It is important to remember that 80% of everything that is printed, is mailed and transactional documents represent the highest volume of that across corporate America.
Vendors exhibit at this event and are members of the local chapter of
the PCC (Postal Customer Council). Your prospects may also be exhibitors at this event if they are a Service Bureau or Fulfillment House.
Typically, only envelope printing providers, software vendors, and
Service Bureaus exhibit at this event. A total solution of ComColor, mailing software, and workflow/personalization software should be demonstrated in the booth. This is a great event to demonstrate the Envelope Wrapping Finisher since it is a “mail” event.
You can provide your customers and prospects passes to this event
which is included as a gift if they are not members of the local PCC. A full sit‐down lunch is provided during the webinar conducted by the
U.S. Post Office and addressed by the Postmaster General and his Staff.
The local PCC advertises the event via mail and e‐mail. Based on the timing of the PCC invitations, you can send your own invitations to stop by your booth at this event. Your mailing should be followed by a phone blitz to confirm attendance at the PCC and your booth. You can drop‐off “free” passes to the event during blitz day the week before the event to those who have agreed to attend!
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THEME: A DAY AT THE RACES
LOCATION: Demonstrations at the dealership, then trip to the local racetrack for
“Post Time”!
DECORATIONS: Racetrack oriented, pictures of Triple Crown winners! DRESS: Riding or Jockey apparel. ACTIVITIES: Attend the races in the afternoon after the morning at your
dealership! SMALL GIVEAWAYS: Passes to the local racetrack with gift certificates for food and
beverages. LARGE GIVEAWAYS: Large screen T.V., Tablet or Tickets to a famous “Race”! APPLICATIONS: Colorful Racing Programs, “Favorite Pick Sheets”, variable data tickets
to the race! DESCRIPTION: The theme of this event involves “Thoroughbreds” and “Fast Horses”! Integrate this theme of into all of the collateral material for ComColor
and the duplicators including the invitations! Key phrases such as “ComColor is the thoroughbred of inkjet printers”, “ComColor and RISO duplicators are not only fast but workhorses!”
Scheduling your customers and prospects is important so make sure
you send the invitations out at least 3‐4 weeks before the event and in coordination with the races that they will be attending!
Follow‐up the mailing with a phone blitz the week after the invitations
have been sent. Conduct a field blitz one full week prior to the event and follow‐up
with a confirmation phone call and/or e‐mail to confirm attendance the day before the event.
Make sure that your customers and prospects understand that they
will receive their passes and gift certificates to the race at your dealership the morning of the race.
Perform all the demonstrations in the morning and leave enough time
for the guests to travel to the racetrack. Provide transportation such as a chartered bus to assist in getting a commitment to attend.
Subtle confirmation helps, such as “will you be taking the bus or
traveling separately to the track?”
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MAILINGS &
FOLLOW UP
MAILING LIST
The mailing list should be developed by your sales reps and managers. Each rep should be accountable for inviting at least 20 prospects. Prospects should come from:
Current customer lists
Local business directories
Heads of federal, state, and local government agencies
Key education personnel
Key commercial account personnel
Referrals from current customers
Chamber of Commerce lists
Sales Reps current prospect lists
Local PCC member lists
RISO’s mailing list/lead generating programs Make sure that all the names, titles, addresses, etc. are spelled correctly and include phone numbers and e‐mail addresses for follow‐up. Your list must be managed and maintained properly because it is your “bible” during the entire planning stage, used for the invitations and mailings, and will be critical to follow‐up after the Dem Center. THE MAILING Your first mailing should be sent about three weeks prior to the Dem Center date. It should consist of an invitation and RSVP Card (BRM). You should mail your list on Monday for follow‐up by Friday. Your next mailing should be sent no later than one week before the Dem Center and can be a simple reminder to attend the event. Assuming the Dem Center is on Tuesday or Wednesday, this mailer should be made on Wednesday or Thursday of the week prior to the Dem Center so that it arrives 2‐3 days before the actual event. ADDRESSING AND MAILING There are two schools of thought. The first is to address each invitation by hand and use a “first class” stamp to give it a personal touch. However, with today’s mailing technology, address hygiene will help clean the list for accuracy and personalize the mail piece, even though it may be automated. This can have a similar affect to hand addressing. Postage meters have the option to print “stamp images” which will add a personal flare. It is better to spend the time inviting people in person or following‐up than using the time to hand address the mailer as history proves. ADVERTISING Use all advertising techniques available to increase awareness of and attendance at the Dem Center. Radio advertising and local cable T.V. are effective ways of promoting this event. Many man‐hours will be invested so it is important to “fill the room”!!!
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PHONE FOLLOW UP: THE BLITZ Too many well‐planned events are not successful because of failure to follow up on the invitations. In today’s environment with less people doing more, the invitation alone is not enough to get people to attend the Dem Center. A “blitz” is calling new prospects and existing customers in your target market. A strong blitz is critical to your Dem Center’s success. Get help form your sales manager, other sales reps, and your RISO Representative. Team “field” blitzing has proven very effective in increasing attendance. Divide up your staff in teams of 2 and canvas a targeted area based on your plan. Having contests for the most confirmations also makes it fun and competitive. You must call all invitees and be prepared to sell them on the benefits of attending. You must convince them that the time they will spend with you will be more beneficial than any other activity during that time slot. Be sure to log your confirmations. Then follow‐up again the week of or day before the event to reconfirm their attendance. If the prospect does not attend after confirming, call them immediately to reschedule a separate showing or for another event. A few things to remember when you blitz:
As soon as you establish a date and location for the event, begin promoting the event immediately during your daily field and phone activity.
Following‐up should begin one week after the invitations are sent. Schedule your blitz accordingly, both by phone and in the field.
Confirm the people who have already committed 2‐3 days before the event.
Invite the decision makers and other key influencers.
Schedule a time that they will attend because as the day passes, the chance of attending starts to drop.
Follow‐up with those who have committed to come with a confirming e‐mail. Having it on their computer reinforces the confirmation of attendance.
If a prospect is coming to see the system to make a purchasing decision, give them a specific time slot before or after the event where you will be focused on satisfying buying criteria and demonstrating only what is necessary to close the deal.
PHONE CANVASS SCRIPT FOR DEM CENTERS To Receptionist (Do your homework and get the name of the person you want to invite.):
Good morning, my name is_____________. I am trying to reach (first and last name of invitee). Typically they will put you through because you have the name! If not, do not talk about product, say “I would like to invite him/her to a local event”! If you get voice mail, do not leave a detailed message, only your name and phone number to return your call.
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When you are connected to your contact name:
Good morning, _______________. I am “your name” with “name of dealership”. My company is marketing a new and unique printing technology designed to communicate with your customers in a very effective manner. These systems are being acquired by companies like yours across the country. Because we know that these types of businesses have ideal applications for this equipment, we have arranged a special showing in your area. It will be on (month/day) at (location) in (town). Since many of the local businesses with similar applications will be attending and we want to make sure that we give you the proper attention, we would like to schedule a specific time for you. I have several openings, so is the morning or the afternoon better for you? Afternoon, ok! Will 1:30PM work for you?
After handling any objections or qualifications: I am putting you on the schedule for 1:30PM, on Wednesday, July 24th. I will send you a confirmation e‐mail as a reminder. What is your e‐mail address? I will also contact you a few days before to remind you of our appointment, and also arrange for transportation if necessary.
Please adjust the dialogue to suit your comfort level so the conversation will flow naturally and the prospect will be at ease! Remember, the entire idea is to get them to attend, so use the “giveaways”, prizes, or raffles as additional incentive to attend. After all, “you can have lunch, see some new exciting technology, and maybe even win an iPad or large screen T.V.! NON RESPONDENTS If a person is unable to attend, ask if someone else could attend in their place. A Dem Center fulfills its purpose most effectively when every company on the list is represented. APPOINTMENT CALENDAR Prepare a calendar that shows each session of each day of the Dem Center. Complete the calendar as you confirm attendance. This will help you balance the size of each session if possible. However, do not turn anyone away because a time slot is filled. Say that you will rearrange the schedule to accommodate them and notify them by e‐mail that you have done so. Post the calendar for everyone to see and guide your prospects to the best time if possible. Over‐scheduled sessions can be handled and would be a great problem to have. LIST MAINTENANCE It is extremely important to keep complete and accurate lists:
of all invitees
of all attendees (make sure each guest “signs‐in” at the Dem Center)
of all attendees who received a sales call within 90 days of the Dem Center
of all purchases, leases, or rentals directly attributed to the Dem Center
of all invitees that did not attend (for follow‐up)
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HOLDING YOUR
DEM CENTER
SITE PREPARATION
If your dealership is being used for the Dem Center, all areas should be neat and clean, including the Administrative and Service areas. Service is a crucial question in the minds of all prospects. Do not overlook the advantages of “showing off” the service area. The overall look of the operation will be critical to the prospects’ opinion of your professionalism and ability to meet their needs. Whether using the dealership or another facility, draw a diagram of the room and work out the positioning of each product, the refreshment tables(s), chairs, etc. Make sure to leave room for a small gathering around each station and determine whether or not you want the key products near the podium (if needed). When setting up the equipment:
Start by installing the ComColor and Duplicator (if applicable) in the positions and test all the equipment including the RIP’s, GDI, and print cylinders (if applicable). Make sure that you use a surge protector for all the equipment and neatly route all the cables including the network cables.
Use one of your tables for the laptop or computer that will be used for demonstrations. Make sure that the demonstrator is positioned near the exit tray to keep control of the demos. Hand out the prints rather than having the prospect take them from the output tray.
Make sure that the equipment is clean and free of clutter! When organizing the room:
Place a table near the entrance to receive guests, sign‐in, and get their nametags.
Position another table for collateral material and sample books/site‐sellers.
Use a third table for refreshments.
Organize the paper stock near the Feed Trays of the equipment being demonstrated.
Guests should stand during the demo, however if customers are interested in seeing the print driver or processing in the RIP Queues, then chairs are recommended.
Set‐up a large screen T.V. or monitor for viewing testimonial videos while waiting for their demonstration. Depending on the venue, seating may be necessary to accommodate the guests.
Arrange the waiting area away from the demo equipment with the food and literature at the opposite end of the entrance.
Place waste baskets near the output of each piece of equipment to throw away unwanted prints.
Hang dealer/RISO banners and put up any decorations.
Hide set‐up items and extra paper under the tables or in another room.
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VISUAL AIDS
The dealership and RISO should be shown in the best light and promoted accordingly. Therefore, hang dealership and RISO banners and posters throughout the Dem center facility and in coordination with the Dem Center theme. Following are a few of the RISO accessories that you should have on hand:
RISO Banner
RISO Sample book with local samples for references
RISO ComColor & Duplicator Site Seller (should contain all sales tools)
PowerPoint Presentation where appropriate and specific to prospects needs
RISO Testimonial Video
ComColor Video (long version to loop for viewing while not in a demonstration)
RISO Digital Demo Files to produce the best quality during the demo
RISO Demo Originals (hard Copy) for both the Duplicator and the ComColor
RISO Show Demo Packets/duplicator (ask your RISO District Sales Manager for help) REFRESHMENTS For sessions during lunch (11:00 – 1:00PM) or dinner (5:00 – 6:00PM) time frames, it would be appropriate to serve hors d’oeuvres or lunch/dinner specific to the theme. Sandwich platters and sides of potato salad, etc. will also work. Pastries or doughnuts are recommended in the morning and snacks in the afternoon. Beverages such as soft drinks, diet and regular, and coffee and/or tea is recommended. Alcohol should only be provided at the dealer principal’s discretion because of liability concerns. HANDOUTS/GIVEAWAYS Never let your guests leave empty‐handed! Anything that they take away with them will serve as a reminder of what they saw and what you said. RISO and dealership promotional items such as pens, mugs, and bags are very popular. RISO Collateral Materials:
ComColor – Product Line Brochure, “Green” Literature, Success Stories, White Papers, ComColor Video, etc.
Duplicator – Color Charts, Spec sheets, Success Stories Ask your District Sales Manager for any other pertinent material that is available! SHOWTIME As the guests arrive, ask them for their business cards (to eliminate any problems reading the sign‐in sheet) and give them a name tag. Name tags should be attractive and easy to put on (clips instead of pins). Everyone should wear a name tag to help in communicating with other guests and dealership staff.
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If you are demonstrating more than one piece of equipment, especially a ComColor and a Duplicator, identify the customers with different needs and select the appropriate system to demonstrate first. Prospects should get a demo on both since they may have other applications that you have not previously identified. If the prospect is at the “proof source” stage in the sales cycle, you should definitely demonstrate to them based on their specific needs and after showing them that you can do everything that you said based on their buying criteria, it is time to review the proposal and ask for the order! On the day of the event, if you have scheduled a specific time to conduct the prospect’s demo, and they have not arrived, call them to make sure that they are still going to attend! Keep the demo area organized and clean during the entire event, replenishing all the material as needed. PRODUCT PRESENTATIONS/SEMINARS AND DEMONSTRATIONS If your Dem Center includes a scheduled seminar or presentation, make sure your guests have something to do while waiting. People don’t like to feel that their time is wasted. A tour of the facility, a video presentation, and refreshments can occupy your guests until their session begins. If you are presenting using a large screen T.V. or Monitor or video projection system, make sure that the computer is connected and working properly. If using video projection, make sure that you have a spare light bulb on hand. Before beginning the presentation, introduce all the people who will participate. This will enable your guests to identify people who will be key to the business relationship. You should announce that there will be a question and answer period following the presentation. Assuring your guests that they will have this opportunity will avoid any unnecessary interruptions during the presentation and help keep you on schedule. Make sure that your support staff is available to answer any technical questions such the IT Specialist or Workflow Team and Service Manager. The presentation should focus on customer solutions and the benefits that they provide. Scheduled demonstration by appointment will help you review the prospect’s needs and “hot buttons” so you can focus on demonstrating the feature, advantage and benefit during the demonstration. If you are demonstrating to group that has varying needs, performing a “show demo” that addresses productivity, versatility, always referring to the cost savings potential of both ComColor and the Duplicator. If your scheduled prospect does not require an envelope solution then do not demonstrate it since overselling can cause problems and objections that should not affect the sale. Rehearse your demonstrations! It is recommended that the sales rep do the demonstration to his or her prospect to gain credibility and to uncover other needs as the demonstration progresses. Depending on the sales rep’s experience a designated demonstrator can be assigned with the sales rep present to learn and to observe the prospect’s reactions.
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Focus demonstrating the benefits of productivity, versatility, reliability, and low cost color. Since both the RISO ComColor Systems and duplicators do no use heat, they are environmentally friendly and are more reliable than copiers and other laser devices. Demonstration Techniques are covered in great depth in the RISO Training Series. Ask your RISO District Manager to help you become an expert on the RISO solutions and increase earnings for you and your dealership. AFTER SHOW FOLLOW UP Follow up with all attending prospects immediately after the Dem Center, no longer than one week! The delivery of a “Thank You” note or letter gives the sales rep a reason to make a personal call to review the content of the Dem Center and ask for an appointment. Follow up with all non‐attendees within one month with a telephone call or a letter. In either case, timeliness is the key. The list of attendees and non‐attendees should be given to each sales rep the day after the Dem Center and the follow up process should begin immediately. The return will be well worth the effort. Always follow up! Remember, some of your best prospects may not have attended your Dem Center. REVIEW YOUR RESULTS
Was the Dem Center a success? Why?
What went well?
Where do we need to improve?
Hot list/closable?
What was the return on your investment? Now it’s time to start planning your next Dem Center!
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