Ever heard of `Show and Tell’?  You probably did it in school!   That’s what ‘showmanship’ is all about!  If you’d like to put some ‘show’ into your process, the best place to do it is in your opening!

Here are the five elements of showmanship:

• An exhibit – Have something to show!  It doesn’t matter what it is, as long as it’s relevant.  When I was selling advertising, I used article reprints from magazines that addressed my prospect’s business, needs, concerns, or industry.   As long as I thought my prospect would find it useful, it was a great exhibit to open the process.  Do not use a product exhibit, brochure, etc.
• Do something different!  Don’t look like everyone else who comes through the door.  There’s a story about the glass salesman that was outselling the rest of the sales force combined.  His sales manager asked him what he was doing different from the others.  The salesman said, “I just hit the glass with a hammer to show people it’s shatter-proof!”  The manager immediately bought hammers for the entire sales force; but a month later, even though other reps’ sales had improved, this star salesman was still outselling everyone!  The manager asked him again, “Okay, what are you doing different now?”  The salesman replied, “Now, I give the hammer to the prospect and let HIM hit the glass.”
• Get action – People have trouble thinking negatively if they’re doing something positive.  Try to get positive physical movement.  When I went in with my reprint, I’d put it down on the counter a couple of steps from the merchant and – with urgency – ask, “Have you seen this?... Does this affect you?”  The merchant would always walk over to pick it up.  I’d turn it towards him and actually ask him to read a couple of lines I’d highlighted, then ask the key questions, again.   The purpose was to get attention; and the positive physical and verbal responses were symptoms I’d accomplished that first objective.
• Have a contest – It doesn’t have to be a real contest; you just want something the prospect can do well performing.   Sometimes an easy `win’ can do wonders.
• Get Involvement – This probably sounds redundant, given the last three points; but, it’s worth setting apart simply so this concept isn’t overlooked.  The more involved your prospect is, the more you’ve already begun working together.

Want to make more sales?  Incorporate a little showmanship into the process!  It works!

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