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Perfect Phrases for Presenting Business Strategies This program will cost $425,000 to implement over the next 18 months including the time of current employees, adding two new employees, plus all associated costs. This program will increase our market share of our major market at least two points and will cost only 50 percent of our last major program. We currently have a $125,000 positive variance on administrative and marketing costs that we will use to start the program, and we will also cut $125,000 from the marketing and administration budget from the remainder of the year to launch the program. We will cover the remainder of the $425,000 with our increased sales and we will end the year on budget. Action-oriented needs to hear: The costs can be absorbed or covered without negatively affecting any department. The costs are significant but we can cover the $98,000 in costs from the 5 percent higher margins we will obtain due to higher prices. Costs will be placed against quality control and factory overhead, but the higher margins will keep the plant at its budgeted cost of goods sold. Analytical needs to hear: All costs have been considered, including opportunity and personnel costs when evaluating the strategy. The cost of the program will be $418,000. This is a complete cost, including current personnel, one new hire, equipment, software, and travel and marketing costs. This program also will prevent us from pursuing an alternate market, where we were projecting annual sales of $500,000 to $1 million. We will pay for this program from the budget for the Licensing Agreement program that we have dropped. 116
Delivering the Power Conservative or hostile needs to hear: Costs are high, but it is the only cost-effective strategy to meet the company’s objectives. The costs of the program are $1.2 million over the next year. The company has budgeted $1.75 million for reorganizing its distribution network. This amount will cover the cost of the strategy. There are only two other proposals for reorganization, and neither of those has as high a cost-benefit ratio, and both have higher cost. Addressing New Opportunities Higher management wants to hear: The cost is quite reasonable considering the size of the opportunity. The cost to this program will be $375,000. The market size is over $10 million and we should be able to at least gain 25 percent market share. We will drop our efforts to pursue the budgeted market opportunity (state what it is) to cover the cost of the program. This opportunity is four times bigger than the budgeted market opportunity. Action-oriented needs to hear: The costs of the program will not adversely impact operating margins of the division or the company. The costs to go after this opportunity are $285,000, which includes new personnel, a new marketing program, and changes in our trade show booth. Pursuing this opportunity will enhance the sales in particular of our Advantage line so we are going to cut that line’s marketing and trade show budget to pay for the introduction. 117
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The Right Phrase for Every Situatio
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Contents Chapter 5 Show the Strateg
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Contents Presentation to Analytical
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Introduction ■ What is the best p
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Introduction Purpose of the Strateg
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Introduction Presenting to an Audie
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