Portable
projectors time savers for BET sales force
BET Cable Network turns
to Sony portables from United Visual
People who work
for Fortune 500 companies don't have a lot of time on their hands. When
an account rep from the Black Entertainment Network knocks on their
doors, he knows he has to make his point quickly. He's there to sell
a very large concept to some very busy people, so with a Sony portable
LCD projector in hand, he's ready to deliver his message smoothly, professionally
and succinctly.
BET isn't selling a product
you can take out of a briefcase. BET sells time-advertising time on
what has become the preeminent cable television network focusing on
the African American community. BET is an open window to one of the
fastest growing segments of the American marketplace, a segment that
spends $500 billion dollars annually on consumer products. "A large
part of our sell is educating our clients on the community itself. You
can reach our target audience through other networks, but you don't
always have the influence and impact that we do." So says Darryl Heggans,
regional vice president for advertising and media at BET.
Arming his sales people with
laptops and portable projectors has definitely given the sales force
a more professional, efficient look. Stacks of overhead transparencies
and reams of paperwork have given way to a sleek PowerPoint presentation,
custom designed to the potential client. The projector makes the presentation
more effective with larger groups, and using PowerPoint means presentations
can be updated "on the fly" without disrupting the message.
Heggans believes one
of the biggest advantages for his sales force is that they can control
the flow of the presentation, rather than trying to catch up with a client
who has decided to read ahead through the handouts. "Having a projector
like this helps you keep their attention. I want their eyes on me whenever
possible," says BET account rep Elverage Allen. The Sony projector delivers
a picture clear and bright
enough to work in all lighting situations, often a question mark when
you're taking your message on the road. Extremely lightweight, they are
compact enough to carry on an airline and fit neatly into an overhead
compartment. They're also easy to use, and when time is limited that's
important. "You have to get in there, get set up and get your show on
the road as quickly as possible," says Allen. "These people are busy."
Time is never more limited
for BET account reps than during the "upfront" season, that time of
year when the major TV, cable and radio network people are trying to
set up deals with national advertisers for the upcoming fall entertainment
season." There's always a glut of presentations during upfront, and
having a projector like this gives you some much needed speed," says
Allen. No doubt about it, whether you're selling it or buying it, in
this industry time is definitely money.
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