Previously, we discussed the steps you should take to make your case to retailers, as well as what you should do before the presentation. In this issue, we will discover what to do at "show time."

Presentation: Show Time

1. Differentiation
Most retailers have at least half a dozen proposals on their desk at any one time with sufficient return on investment and not enough funds to do them all. You not only have to prove that your site is a match; you must differentiate it so that it stands out.

2. Time Limits
Determine the amount of time that you have to make the presentation. Don't assume that you will have unlimited time. Be prepared to be brief and informative. Focus on the goal of setting a time for another meeting…preferably in your community.

3. Listen
Sell your community by listening and probing. Listening builds rapport, which is the first step in gaining credibility

4. Enthusiasm Conviction that you have the right site for the retailer transfers into enthusiasm – a valuable ingredient for any presentation.

More tips and best practice suggestions that will improve your chance of success will be in the next issues of The Buxton Report.