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.

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.

Showmanship would involve using persuasive word pictures to draw out the scene.A favourite example of showmanship is the car tyre puncture repair story. This is used to illustrate to salespeople the importance of showmanship, when explaining choices of action versus no-action to clients. Having a need to buy and buying are not always well paired together in the mind of the client. The example of the gas stand is used, where the service attendant notices the front left hand tyre of the car has a slow leak and offers to fix the puncture in 10 minutes. The client refuses the offer, because they are in a hurry and drive off.

The same scenario is used again, but this time the attendant employs some word pictures and showmanship.

So the attendant says:

“Mr. Customer, I notice your front left hand tyre has a slow leak. We can repair that puncture in 10 minutes”.

The client refuses, because they are too busy to spend the ten minutes repairing the leaking tyre. At this point the attendant doesn’t simply let the buyer leave, but says instead:

“Previously, we had another customer here with the same issue – a slow leak in their tyre. Unfortunately they were also too busy to fix it. We saw a report later on the nightly news about a terrible accident.

Apparently that same car tyre blew out while they were on the highway. It caused the car to flip and roll over three times. We saw the tangled mess of what was left of the car from the television station’s helicopter video. It was total tragedy.

The television reporter said the whole family of four, including the two young kids, died in that accident. When we heard that, we all felt really bad, because we didn’t get them to fix the leak when we had the chance.

We could have prevented that accident…. It will take us ten minutes to fix your puncture, let’s do it now, so we will all feel a lot better and safer”

Notice the use of very emotive language to drive home the cost of no action. The tone is subdued but still powerful. We need to be looking for ways in which we can contrast the plus of using our solution, against the minus of doing nothing or using our competitor’s solution.

Think about what you sell and what are some ways you can illustrate to the buyer that there are opportunity costs to not buying from you and buying now. Look for powerful word pictures to draw this out for the buyer. This is showmanship and we must become masters of communicating value to the client.