Television's influence on effective sales presentations

Rudi Goldman

How television has changed buyers

Most people are not consciously aware of how television's influence in today's world has extended itself way beyond the four corners of the screen. This powerful force sets trends and changes them again almost overnight. It's a medium of instant evaluations and instant everything. With hardly the blink of an eye, we change channels, searching for stimulating information and entertainment. For most of us, zapping has become a way of life. The tube has taught us to make immediate evaluations of people and messages. Ideas and concepts are coming at us MTV style, with a pace that boggles the mind. People want information packaged fast and neat. Pushed by this phenomenon, advertisers have set new standards in dressing-up their tightly formed messages with creative sound and imagery.

Our attention span has diminished. Our ability to concentrate on a single issue for long periods has decreased dramatically. For example, in the last 20 years in the United States, ministers have cut their sermon time from an average of 1 hour to 15 minutes. Because of television, there’s no more room for long-winded oratory. Time has become precious. Also in the U.S., it's a fact that the average time a TV interviewer allows his guest to answer a question before interrupting, has decreased from 45 seconds in the late 80's to around 25 seconds today. We are seeing this trend in Europe as well, for example, in the BBC's Newsnight program. Watching sophisticated interviewers has raised viewers' abilities to ask and respond to questions and has increased their alertness to manipulation.

Why we don't SELL

• No rapport established
• Low energy
• Bad eye contact
• Sales pitch isn't emotionally involving
• Projecting fear of failure

Learning from on-camera experts

Since buyers have undergone such a radical change, sellers also have to adjust their tactics. Sales personnel can increase their productivity by learning and using the communication techniques of experienced television presenters. It’s a known fact that it takes a certain amount of natural talent to communicate brilliantly, however, training and rehearsing makes the ultimate difference. For example, TV professionals have learned that it's the delivery, not the content, which communicates their message to an audience and promotes change or action. Likewise, the cardinal rule in selling is: it’s not what you say, but how you say it.

Impact of your sales presentation on a prospective buyer

• 7% Content
• 38% Voice
• 55% Nonverbal

Albert T. Mehrabian

Television presenters exude positive energy and showmanship. They know how to attract attention. They are good conversationalists. They have learned to control their fears and doubts. They are confident, personable and likeable. They appear enthusiastic and sincere. They use positive eye contact and effective body language. They make natural hand and facial gestures, which support their messages. They have developed pleasing voices. They communicate in a simple, concise and organized way.

Due to extensive preparation and rehearsal (with the help of their editorial staff), they appear to be knowledgeable about any subject they are dealing with. They use key points to persuade and involve the audience emotionally. Their producers and directors use creative, effective and convincing supporting visual materials, most of which contain movement.

They are expert questioners and know how to cope with difficult questions. They use interesting examples and visual language. Last but not least; they are informative, as well as, entertaining.

Controlling the sale

Tv has changed the way buyers listen, evaluate and make decisions. Like their television presenter counterparts, sales people need to build rapport with their audience, capture their attention, awaken their interest in buying, stroke their emotions and satisfy their needs. Learning and using TV communication skills is of great benefit to sales professionals.

Tips for successful sales presentations

• Express enthusiasm and vitality during your entire presentation
• Know your product
• Address your buyer's beliefs, emotions & needs
• Define & formulate your key message
• Get the buyer's attention up front
• Pitch the benefits
• Pre-empt objections
• Capitalize on good non-verbal communication
• Create interest and desire
• Move the buyer toward action