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ALL SYSTEMS GROW MASTERING PRESENTATION This guide is brought to you by Inc. and The UPS Store. When it comes to presentation and marketing resources, think of your local UPS Store (www.theupsstore.com) as a true small business partner. We offer all the tools you need to present your business your way, including a wide range of printing solutions, direct mail, digital online printing, document and business services, shipping, freight, postal, Small Business Start Up and Growth Tool Kits, special deals for small business owners, and much more. BUILDING BETTER BUSINESS PRESENTATIONS………….. 3 A FLORIST GROWS IN LOUISVILLE……...……. 9 SMALL BUSINESS SOLUTIONS………...…. 11 OCTOBER 2014

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Page 1: All SyStemS Grow mASterinG PreSentAtionAll SyStemS Grow mASterinG PreSentAtion This guide is brought to you by Inc. and The UPS Store. When it comes to presentation and marketing resources,

All SyStemS GrowmASterinG PreSentAtion

This guide is brought to you by Inc. and The UPS Store. When it comes to presentation and marketing resources, think of your local UPS Store (www.theupsstore.com) as a true small business partner. We offer all the tools you need to present your business your way, including a wide range of printing solutions, direct mail, digital online printing, document and business services, shipping, freight, postal, Small Business Start Up and Growth Tool Kits, special deals for small business owners, and much more.

Building Better Business Presentations………….. 3a Florist grows in louisville……...……. 9

small Business solutions………...…. 11

OctOber 2014

Page 2: All SyStemS Grow mASterinG PreSentAtionAll SyStemS Grow mASterinG PreSentAtion This guide is brought to you by Inc. and The UPS Store. When it comes to presentation and marketing resources,

2 Building Your Brand | 2014

AD

2014

91055_UPS_UP4-286.inddGreg Parsons / Loralei Byatt8-4-2014 10:34 AM gparsons-mpt-09082

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Whenever Tony needs vital componentsfor his oil reclamation equipment, he has them shipped to his mailbox at his local UPS Store. Not only is it convenient, but it gives him a real street address. See how a relationship with The UPS Store® can benefi t your small business.

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3 Building Your Brand | 2014

BuildinG Better BuSineSS PreSentAtionSWhen you convert business passion to presentation power, you position your company to win clients and market share

introduction: Presenting with Passion01.

the authenticity advantage02.

If you’re like most business owners, you’re driven by a passion that inspired your company’s launch and continues to power its success. And that passion isn’t limited to hitting your numbers and sharpening your competitive edge. For you, it’s about delivering the results your customers need and doing that better than anyone else in your space.

But on the other hand, if you’re like most business owners, you find it challenging to bring that passion for performance to life when you give a presentation. You know that a static, boring presentation can cost you the prospect’s attention—and cost your company the sale—but you shine in your business, not in show business.

Well, guess what? Experts say your big mistake is in thinking of that as a liability instead of recognizing it as an asset. Because the first key to delivering a powerhouse presentation isn’t showmanship. It’s authenticity—the honest expression of the passion that brought your company to center stage in the first place. Combine that with smart sales and marketing strategies, and you’ll create presentations that drive home your key message points and show how they align with your clients’ and prospects’ needs and interests.

“If you’re trying to connect with your audience, being yourself is one of the best ways that you can do it,” says Karen Hough, CEO and founder of ImprovEdge and author of Be the Best Bad Presenter Ever: Break the Rules, Make Mistakes, and Win Them Over (Berrett-Koehler 2014). “The whole world would rather see somebody who is

passionate and interesting and maybe a little quirky than a slick, perfect salesperson who never makes a mistake.”

The advantage of authenticity is that you don’t have to fake it; you really do believe in the products or services you’re selling. But don’t approach the presentation as a sales platform.

“That’s the classic mistake that speakers make, especially speakers with a product to sell who have in the back of their mind that they’re really there to sell something,” says Dr. Nick Morgan, president of Public Words, Inc. and author of Power Cues: The Subtle Science of Leading Groups, Persuading Others, and Maximizing Your Personal Impact (Harvard Business Review 2014). Instead, he says, think about your audience and its needs—and make a point of getting their input on those needs before you begin your pitch.

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4 Building Your Brand | 2014

raPPort and relationshiPs03.

From talk to conversation04.

This strategy takes your presentation beyond the advice to “sell the benefits, not the features.” It shows customers and prospects the benefits to them in their particular circumstances—benefits that address and relieve their pain points. The more they relate to the message personally, the greater their sense of affinity with the presenter. Building a better presentation is, in effect, building a stronger relationship and establishing a rapport that makes you a partner in creating solutions to customer problems.

“Ask yourself, what is the problem that the audience has for which my expertise is the answer or solution? Talk about that first,” Morgan says. “We’re not ready to hear a solution until we feel as a group, as an audience, that there’s a problem. So we need to experience that together and talk about it.”

In addition to building an affinity with the audience, this approach allows you to tailor the presentation to the concerns your audience has expressed. In effect, the problems or challenges they’ve related serve as a springboard for telling your story, says John Jantsch, founder of Duct Tape Marketing and author of Duct Tape Selling: Think Like a Marketer—Sell Like a Superstar (Portfolio 2014). “What you want to believe as the buyer is that your particular problem is the only thing I care about. I spend 24 hours a day dreaming about how to fix it and have been able to fix that exact problem. And nothing else matters.”

Several strategies help you to reiterate that message throughout your talk. One approach is to build your audience into the presentation by illustrating your message points with comments and concerns that emerged during your initial exchange. “It’s an excellent idea and something I recommend all the time,” Morgan says. “I love that kind of audience interaction.”

And even if you’ve included time for questions at the end of the presentation, Hough says it can be more productive to interrupt yourself periodically to ask for audience feedback. She notes that this gives you the opportunity to be responsive at a point that a prospect found especially relevant. It also eliminates the risk that people who wanted to ask about a particular point will have forgotten their questions by the end of the presentation.

By approaching a presentation in this spirit, you transform a talk not just into a conversation, but into the kind of exchange that becomes the foundation of strong, enduring relationships. With that in mind, make a point of including the audience not only in your verbal message, but in the way you use language and imagery in your presentation and collateral materials. Clients and prospects don’t just want to see their concerns reflected in your presentations and your company. They want to see themselves.

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5 Building Your Brand | 2014

That means that where you’re using photos of people in your PowerPoint slides or in supporting digital and print collaterals, make sure the mix of faces reflects the diversity of your target audience. If your business community includes family-run companies started by immigrants to the U.S., consider having some digital content and print material about your company translated into the founding generation’s native language. If your presentation includes a video element, consider using captions to aid audience members who have hearing loss. If you

direct people to a URL for more information, consider building a “text only” button into your website for people who use readers or voice-activated software.

This type of consideration creates an opportunity to connect with audience members who may be underrepresented in your competitors’ communications. By making your message as accessible as possible to as wide an audience as possible, you position your company to expand its potential customer base and achieve a higher rate of growth.

How can you make them more interesting and more a support for you rather than thinking of them as the main show?

maximize multimedia imPact05.

Multimedia elements can make your presentation more dynamic and engaging—more likely to grab and hold your audience’s attention. But moving graphics, animation, and other elements need to serve a higher goal than showing off your design capabilities. “If you are going to use visuals,” Hough says, “how can you make them more interesting and more a support for you rather than thinking of them

as the main show?” Strategic use of these features can help your clients and prospects understand your message and how it relates to their efforts to solve problems and hit their own performance targets.

For instance, a 30-second video demonstration may show prospects how a product works in a way that they won’t fully grasp just from hearing a description. An audiovisual testimonial may convey greater enthusiasm and customer satisfaction than a block of

text can communicate. And if your company is known for the strength of its customer support, a multimedia introduction can give prospects an immediate feeling of connection with the people on your team. Like every other element of your presentation, multimedia elements should help you to inform or entertain your audience.

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6 Building Your Brand | 2014

customize collateral…06.

The same is true of the digital and print collaterals that you develop to support your presentation. “It’s great to have printed materials that really teach,” Jantsch says. “There’s still a great need for that for many people. There are definitely people who, once they start taking out their wallet, want to take a moment and be really analytical about the actual deliverables.”

That can mean creating a short e-book or printed pamphlet, a series of checklists, or case histories—Jantsch calls them “success stories”—that show prospects how you’ve worked and what you’ve achieved with other clients in the same industry. In this way, he says, “you’re drawing from a suite of materials that help you tell the story on a much deeper level.”

PowerPoint and other digital tools may take center stage while you’re presenting, and you should make sure that your website and social media pages are optimized for viewing on mobile devices as well as laptops. But people still love to receive packages of printed information to review and digest once they return to their offices. And that’s not just true of older clients and prospects. An April 2013 Scientific American article by Ferris Jabr noted, “Today’s so-called digital natives still interact with a mix of

paper magazines and books, as well as tablets, smartphones, and e-readers.”

As Jantsch notes, “You have to be cognizant of the fact that people do consume in their preferred method, and you have to be tailoring a lot of your materials to meeting those needs.” By making print part of your multimedia message delivery platform, you increase your chances of connecting with clients and prospects in the manner that resonates most with them. How do you know what they’ll prefer? Ask. This creates one more opening for you to get a better sense of clients’ and prospects’ needs and preferences—and by inviting their input, you get another opportunity to demonstrate that your focus is on delivering to their expectations.

… and cultivate community07.The same principle holds for the way you use social media. Andrea Glass uses Facebook and Pinterest to showcase a mix of images—some of her work and others with a purely inspirational focus—to cultivate awareness of her Louisville, Kentucky-based shop Boston’s Floral Couture. Because she’s known for her signature floral designs, visually driven social media are her best choice for strengthening her brand. With the wide variety of social media networks available, it’s important to choose the options best suited to serving your clientele and your business objectives.

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7 Building Your Brand | 2014

Like digital and print collaterals, social media activity can both support your presentation and create opportunities to build on your connection with prospects. Jantsch advocates using social media to create customer networking groups and using them to deliver “not only tailored content, but a platform on which to share their successes, their challenges, their needs. I think that approach is gaining a lot of steam. If you can bring your customers together to help each other, you really cement the relationship, and you add incredible additional value to the fact that they’re a customer.”

With these follow-up strategies in mind, think of the presentation not as a self-contained event, but as the opening to a conversation that will continue in a variety of forms. The subsequent conversations won’t always relate directly to your presentation’s call to action—they won’t always translate to an immediate

sale—but don’t underestimate the value of allowing the relationship to mature over time. And don’t overlook opportunities to be a resource to clients and prospects, because that can convert to becoming a vendor or service provider. For example, when Jantsch first follows up on a presentation, he won’t ask whether the prospect has made a decision. “I will write to them and say, hey, I remember that one point we were talking about,” he says. “Here’s a checklist we’ve created for this. Or here’s a blog post that really deals very specifically with that issue. And 90 percent of the time, they will write back and say, ‘Oh, we do need to work on that. Would that be part of your proposal?’ Well, yeah, of course it would be. I haven’t asked for the order. I haven’t asked how their thinking is coming. I haven’t done anything but continue to demonstrate that I’m a valuable resource.”

From Presentation to PartnershiP08.

Any time you make a presentation, all these interactive components—online and offline— engage prospects, invite feedback, and promote a sense of dialog, which is another key strategy for building business by building relationships.

A sales presentation becomes compelling, memorable, and effective when the narrative engages customers, demonstrates

understanding of their pain points, and proves the value of the products or services being promoted. This approach, supplemented by supporting print collaterals and ongoing engagement through digital media, fosters a stronger connection with customers and prospects—and positions the company for increased success in closing sales and sustaining growth.

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91057_UPS_UP4-282.inddHeidi Kempisty / Loralei Byatt8-5-2014 10:35 AM hkempisty-mpt-09403

ClientJob #PrefixTrimBleedLiveLine ScreenProduct CodeUnitCaption

THE UPS STORE, INC.141139500113910577” x 10”7.125” x 10.125”6.5” x 9.5”300 dpi000 - THE UPS STORE, INC.MagazineThe beginning of a beautiful small...

Job infoPrint ProducerAccount MgrArt DirectorCopywriterTrafficArt ProducerScaleProof #

Prepared by:Southfield, MI • 248.354.9700

McCamy, ValerieO’Neil, ScottParies, KameronReel, KenanPierce, KristiLaMoreaux, JamesNone 4

ApprovalsFonts:Helvetica (Medium), Minion Pro (Regular), UPS Sans (Regular, Bold), Guardian Egyp (Thin)

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UP4-282 (Inc. eGuide)

A relationship with The UPS Store® can do wonders for your small business. Whenever Valeria needs professional brochures and business cards, she turns to her local UPS Store where they help with printing and whatever else she needs. See how a relationship with your UPS Store can help grow your small business.

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9 Building Your Brand | 2014

case study

By showing PeoPle her talent—and not just telling them aBout it—andrea glass has Built a thriving Business in her adoPted home city

A FloriSt GrowS in louiSville

Boston-based floral designer Andrea Glass was looking for a change in her life. So, she packed up her things, and headed to Louisville, Kentucky on a whim. When she first arrived, she tried to break into the real estate scene. However, she found that the community was a tight network, and her outsider status made it tough for her to be successful as a realtor. To make ends meet, she was a server at a local restaurant. There, her natural ability to connect with people and her Boston accent allowed her to meet people. The accent earned her the nickname “Boston.”

Over time, Glass missed working in floral design, as she did when she lived up north. She began researching florists in town. She saw a number of businesses using traditional techniques, but she saw an opportunity to combine her knowledge and signature style to create something new in the market. So, she opened Boston’s Floral Couture in 2007. “Boston’s” for her hometown, of course, and “couture” meaning “to make.” Her ability to stay on top of floral industry trends, bring a fresh look to her designs, and work with local growers and use local products whenever possible quickly helped her make a name for herself and grow her business.

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10 Building Your Brand | 2014

moving into a new market01.

It’s not easy to win over the who’s who of an insular city like Louisville. But Glass’s attention to detail and the contacts she made while waitressing were a good foundation for helping her spread the word. Soon, she was providing floral arrangements for some of the most lavish events and weddings in the city. Her work is regularly seen at Kentucky Derby events hosted by socialites, celebrities, and ambassadors, as well as in some of Louisville’s finest homes. Glass has also taken Derby culture one step further and created her own line of hats and fascinators. She also has lines of ornate linens and handmade jewelry.

While much of her business today is repeat or referral business, Glass has developed a deliberate approach to showcasing her business to win over even the pickiest clients. And a big part of that growth has been building a close relationship with her local Louisville UPS Store and its owner, Debbie Adams. Glass relies on Adams and her team for everything from creating great-looking collateral materials to handling all of the shipping for her delicate fascinators. Adams helps Glass keep her thriving business organized, and The UPS Store acts as her marketing and shipping departments.

Here are the key steps she takes for landing—and keeping—new business.

• Qualify the prospect. Before Glass spends a great deal of time and effort creating a proposal for a new client, she ensures that the prospect is serious about the engagement. She’ll do a preliminary interview, and get a sense of the scope of

the project and the client’s budget. This initial step allows her to come up with creative solutions that fit the client’s vision and resources.

• Do the homework. Once Glass has a budget approval, she does an extensive interview to uncover the client’s tastes and preferences, as well as details about the event. She asks a variety of questions, to understand the client’s vision. For example, she’ll often ask a bride-to-be if she has a Pinterest page from which she can draw inspiration. However, she’s also quick to point out when something has been modified with Photoshop or is simply unrealistic. “Every person has a vision. You can’t tell me that you don’t lie there in bed and think, Well I think I’d like it to look like this, or Wouldn’t that be nice?” she says. Once Glass is confident she knows the client’s vision, she writes an overview and estimate for the client to approve. She may also show sample flowers or linens. This ensures that there are no misunderstandings about the size of the project or the financial resources available. Her detailed approach helps her manage expectations up front, which ultimately leads to happy customers.

• Create great promotional materials. Glass uses social media and collateral materials as backup to her presentations. Since she started working with Adams two years ago, The UPS Store in Louisville has become an important part of her business, handling all of her printing and shipping needs. She turns to her friends at The UPS Store for tags, business cards, brochures, and invoice templates.

“It is easier for me to print through The UPS Store because they keep all my information on file. They offer convenience, efficiency, competitive pricing, and personalization. They save me valuable time. I don’t have time to find old files and go looking for information. The UPS Store keeps all my prior orders on file so I can easily re-order supplies quickly to help my business. I’ve been using The UPS Store for about two years for my small business,” she says.

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11 Building Your Brand | 2014

working in the community and Beyond02.Glass also runs a community-supported agriculture (CSA) program where participants can “buy in” for $300 and get $450 worth of flowers. Every week, they receive a new bouquet, which can either be picked up or delivered. Adams at The UPS Store handles all of Glass’s brochure printing for the CSA. Boston’s Floral Couture social media pages on Facebook and Pinterest show both inspirational photos and photos of the company’s work.

“Debbie keeps all of my designs and templates right there, so I can just call her and order whatever I need when I need it. I know I can rely on her,” Glass says.

As Glass went after, and landed, more business, she discovered a key niche market. There are few places where hats are as essential as during the Kentucky Derby. As Glass began to do more floral work for Derby parties, she saw an opportunity to use her design talents to create a line of fascinators—small decorative headpieces made with her beautiful flowers, beads, and other materials.

“People come in and bring me their dress or a photograph, and I custom design something for them to wear on their head,” she says. These delicate creations need to be handled carefully, and, she says, her friends at The UPS Store pack and ship them with great care.

Glass says that her careful, no-nonsense approach for getting the word out about her business is a reflection of the attention to detail and authenticity that has earned her business its stellar reputation. Instead of coming across as too slick or flashy, she uses simplicity, taste, and sophistication to both win over clients and keep them returning for years to come. Having a valuable resource like The UPS Store allows her to back up that reputation with rich print materials and reliable fulfillment that further extends her reputation for quality into her marketing and shipping efforts.

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12 Building Your Brand | 2014

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13 Building Your Brand | 2014

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14 Building Your Brand | 2014

In addition to these special offers, The UPS Store Small Business Solutions produces the Small Business Blog smallbiz.theupsstore.com/blog, which includes tips to help you prioritize your time, drive sales, write marketing plans, manage employees, and much more. Want to bring special offers, news on The UPS Store products and services, hints and tips, and additional resources directly to your email in-box? Just sign up for our monthly enewsletter www.theupsstore.com/email.

To learn more, visit smallbiz.theupsstore.com.

ReceptionHQ. ReceptionHQ provides premium, live answering services to the small business market. Give your company a Fortune 500 image, and never miss a call again. Prices starting as low as $9 per month for The UPS Store customers.

recePtion services

Iron Mountain. Iron Mountain ensures your information is safeguarded and managed so you can focus on managing your business. Their affordable and convenient services help you save money, improve efficiency, and achieve regulatory compliance. The UPS Store customers enjoy up to 15 percent on records storage.

record storage

8x8. 8x8 is the ultimate phone system for The UPS Store customers. 8x8 provides top-ranked, high-quality business phone service that keeps your small business a step ahead. Get the advanced phone service built for today’s business environment, and give your company every advantage. The exclusive offer just for The UPS Store customers: only $19.99/month per user.

telecommunications

Web.com.Web.com helps more than 3 million businesses succeed online. We put this knowledge to work for you whether you’re looking to build a new website, make your current website work harder for your business, or promote your site through social media. Our experts can build the perfect online solution for you and get you everything you need to grow your business. Prices starting as low as $9.95/month for The UPS Store customers.

weBsite services

merchant servicesChase Paymentech.Chase Paymentech provides payment processing solutions to build your business. Their reliable state-of-the-art card processing systems, fast point-of-sale transaction processing, and premier payment gateway offer merchants multiple payment acceptance methods including: credit and debit cards, gift cards, international payments, and electronic check processing. No monthly fee for online reporting ($10 per month).

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15 Building Your Brand | 2014

the uPs store Printing solutions

let us helP you get the word out with ProFessional Printing solutions For your small BusinessTo grow your business you need to promote your business. And you can count on The UPS Store to help you look good. We can print and produce a wide variety of marketing materials with professional results. • Business cards, brochures, invitations • Banners, presentations, posters • Document finishing: binding, laminating, and more

Tight on time? Our online printing is a convenient and cost-effective way to handle all your printing needs with a quick turnaround.• Handle it right from your computer or electronic device • Upload, customize, preview, and submit your projects from anywhere• Thousands of templates to choose from • Pick it up in-store when it’s ready, and get back to business

To learn more, check out The UPS Store Printing Services www.upsstoreprint.com

Want even more from The UPS Store? Get our monthly e-newsletter and receive special offers, tons of helpful hints and tips, and news on our products and services.To sign up, visit: www.theupsstore.com/email

the uPS Store PrintinG SolutionS

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You’re Not AloNe. Stop IN, ANd do It All At the upS Store.

Stop by your local The UPS Store® to learn about everything we can do to help your business succeed. Visit The UPS Store online www.theupsstore.com to find a location near you.

Copyright © 2014 The UPS Store, Inc.

Mail. print. pack. Ship. Whew.