167: Sales And Showmanship

<p>Tricky area in sales, showmanship.  The word has a certain odor about it that reeks of fake, duplicity, con game, spruker, carnival barker, etc.  Yet, like storytelling, this is an important part of the sales professional’s repertoire.  Clients are card carrying members of the Great Guild Of Skeptics.  They are highly doubtful about salespeople’s claims. We need to bring some powerful persuasion techniques to the fore.</p> <p> </p> <p>Just making a statement is not going to do it.  “This widget will improve your revenue by 15%”, is a statement whose veracity buyers question or worse, just ignore as fluff from salespeople.  Having a need and doing something about it, are not the same thing for buyers.  Everyone would welcome a 15% increase in revenues, but that doesn’t mean clients are going to take up our widget to enjoy the gain.</p> <p> </p> <p>They have to be convinced and how do we convince them?  We might offer a trial or a demonstration.  We might marshal testimonials from satisfied buyers.  We might provide data from independent studies, that back up our claims and assertions.  All good stuff, but how do we make sure we can break through the wall of disinterest, doubt and distraction.  This is where showmanship comes in.</p> <p> </p> <p>This isn’t making up information to snow the buyer or doing a bait and switch, between what they think they are getting and what we actually deliver.  This means using our communication skills to highlight the key points that will persuade the buyer, that what we are offering will help them and is in their best interests.  What we say has to be true, but we don’t need to say it in a flat, lifeless, mundane or boring way.</p> <p> </p> <p>When we offer to sell something, it has a cost associated with it.  There is a difference between cost and price though, which may not be apparent to the buyer.  They use the terms interchangeably.  We as sales professionals should never use either word if possible.  We should be talking about the investment.  If price as a term comes up,