Structured Presentations

Successful promotion of financial services to the business sector is increasingly about differentiation...

Why then are the majority of sales presentations from Financial Services organisations still almost exclusively price driven, saturated in conceptual detail and heavy duty statistics? It would appear that these businesses are missing a trick when it comes to delivering a compelling sales argument for their services.

Among the companies to recognise this, is Yorkshire Bank who recently commissioned Walnut Media to develop a presentation to help win contracts funding major property development projects across the UK.

Gary Lumby, Head of Business Financial Services for Yorkshire Bank explains. "The development projects we're pitching for are extremely complex and demanding from a funding point of view so it is vital that we can show new clients the multi-faceted nature of our approach. It's not just about price, our clients want to know how we make our solutions fit the needs of the individual project."

The Presentation Solution

Working closely with the bank's Property Finance Team, Walnut Media developed a presentation solution using their unique Showsuite service. Producer Geoff Penn explains:

"We built the presentation around case studies, featuring a cross section of projects the bank has been involved with. Video was used to incorporate project profiles and client testimonials, building a library of material that can reinforce the specific pitch a presenter is making."

Identifying the Message

Showsuite presentations are delivered using Walnut Media's unique software engine but the company's approach is really about delivering an end to end solution.

"Our first priority with any Showsuite project is to identify the core sales message which then becomes the driver for all presentation content." says Penn. "Often we'll write the presentation script as well as producing the content that actually appears on screen. It's the opposite to what seems to have become the default approach to creating presentations where it's slides first, message later."

Lumby concludes, "What attracted us to Showsuite was the support it offers for tailoring our presentation to an audience. We can combine the rich material Walnut Media have created with our own PowerPoint content - it's a much more dynamic way of presenting."

Showsuite is an end to end presentation solution for sales and marketing applications from Walnut Media. It combines a presentation development service including scripting, design and video production with a robust software application providing enhanced visual support and flexible interaction with content. For more information, contact Gary Nutland on 08707 427070.

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