TV & Web TV Guests' Guide to Great Sales

Let us assume our generic video sales channel is called The Shopping Channel (no relation to other shop channels). Many of the finer Web & TV shop channels will have their own set of guides and studio based audition & training facilities. This guide is to help you prepare before your audition or first appearance or to help you continually work at improving your performance.

The Shopping Channel is a broadcast, satellite cast and/or StreamCast sales channel. We offer a live or an as live format that is a unique and powerful retail distribution channel. We provide the best salesmanship for your product by working diligently to provide quality with a high standard of presentation, production, superior customer service & support and quality products.

Our customer viewers deserve accurate, truthful information and an entertaining pro-gramme.

Your role

The guest role is to provide an expert's point of view. No one knows better than you how the product works or what the customer is most interested in.

The presenter's role is to represent the customer and guide the show along via instructions from the producer & director. The presenter is responsible for encouraging the customer to pick up the phone to buy, and for talking about the price.

Try not to talk at the same time as the presenter or interrupt unless it provides a natural conversational flow to the presentation.

You take their lead and look for visual signals for when to speak or stop.

Speak to the presenter not to camera unless you want to stress a particular point.

"T" Calls & Twitter Customer Messages

From time to time there may be a customer who already owns the product phoning in or tweeting to share their experiences. These are called "T" callers because they are giving a "testimonial" or recommendation or Tweets or “tweeters”. When this happens you should look directly at camera so that the caller feels they are making eye contact with you)

Tips on being a great Guest

Watch as much of The Shopping Channel as possible so that the format feels familiar to you.

The Shopping Channel is a soft sell, non-aggressive and pleasant viewing experience.

Be thoroughly prepared about your product and practise the key comments you can provide so that they come easily to you. It is a good idea to have a 30 second summary of the product which you can use as an introduction and to recap at the end.

Develop your product's key Features, Advantages & Benefits (FAB).

You need to work with the presenter and define the key 2 or 3- points for each FAB so that you can then proceed to make the emotional connection with the viewers. Truthfully personalise if possible.

Think through all aspects of the features, advantages and benefits of this product:

How is THIS product better than others...has it got the latest technology or more power, is it new and improved, lighter, easier to hold?

Why should the customer buy it? Give problems and solutions

How do you use it

Where? When?

What are you going to experience or see when you use it? the product?

Who is this for?

Demonstrations work very well. Start them as early as possible. Do not overload on facts but work with the presenter to get the most important 2 to 3- items for each FAB.

People buy stories, not facts

Facts are important but we want you to connect with our customers on a personal and emotional level Personal stories from you or stories from other customers help to make the product come to life and places the product in the viewer's hands. In live programmes we can take testimonial "T-calls" The "T" calls can quickly impact sales. 

Practice makes perfect, so practice how to use your product again and again.

Always speak truthfully about the product and be careful not to make claims which can not be substantiated

Appearance

Your image portrays the image of the channel, therefore, it is very important that your image suits the style and standards required by the channel.

The channel is friendly and natural yet elegant and clean. The image you or the presenter portray should be in line with the type of show you are presenting, in other words if you are on a cooking show your entire look should be clean, neat and casual, if you are on a fashion or jewellery segment your look should be a little more sophisticated and elegant yet not overwhelming as we still are a friendly and natural channel, if you are on a skin care show your appearance should be very clean and sophisticated yet simple and soft.

I will be describing the different types of shows and the appropriate appearance for each:

1.Fashion or jewellery shows:

This is the segment where the makeup can be at its utmost especially if the product is a fashion item or beauty product. You should still look natural, healthy and fitting. Your overall makeup should be subtle, no bright and fluorescent colours, no dark eyebrows or lip liner. Not distracting or too on the edge/trendy unless that is suitable to the theme of the show & products.

The hair should also be neat and nice but without over the top or funky hairstyles. The hair should look naturally neat and groomed. Avoid having your hair on your face to avoid having to remove it from your eyes throughout the show.

Your nails should be groomed, dark colours, red, French manicures, light natural or pastel colours are preferred. 

No bright colours or fluorescent colours. 

No nail art designs.

No accessories on jewellery show

No watches

Elegant and sophisticated outfits for jewellery shows, avoid patterns

Elegant and trendy outfits for fashion shows

2. Skin care or hair shows:

The makeup should be neat, natural and subtle

The hair should be natural and neat

The nails should be groomed

Light coloured outfits, pastel colours, plain are preferred

Avoid bulky accessories

No watches

3. Home/Technology shows:

The makeup should be neat, natural

The hair should be natural and neat

The nails should be groomed

Elegant, casual outfit for home

Corporate or casual attire for technology shows

Subtle accessories

No watches

4. Kitchen shows:

The makeup should be natural and subtle

The hair should be neat and pulled to avoid hair in the food and for a hygienic look

The nails should be groomed

No watches

Casual outfit not fancy

Summary of wardrobe for all shows:

Don't wear very tight garments which are not your appropriate size as it will make you look larger and will give you a very unflattering look

No deep décolleté

No short dresses or skirts, right on the beginning on the knee is the highest you can go

Make sure you have a tank top of the appropriate colour to wear under your dress or shirt or top in case it is see through

Make sure you are wearing the appropriate undergarments to flatter your attire and avoid lines or unwanted pleats

No bulky accessories

No watches

Wear a slimming garment under your dresses if needed to give you a nice overall figure

Wear plain colours as much as possible as it looks best on screen

Avoid lines or small patterns

Avoid white

No open sandals that show all the toes, open toe stilettos are ok or closed

Avoid having many focal points in your overall look such as a belt, a brooch, a pattern, buttons, a necklace, etc. there should be at the most two and subtle

Avoid shiny fabrics swith sequins or satin as it attracts the light

Vertical lines are more flattering than horizontal lines

Try to choose your most flattering colour

Go for the simpler the better for sophistication

Avoid shirts that are tight on the bust with pulling buttons which will bring the eye straight to your bust

Conservative overall look is required

Up to date look is required, avoid old-fashioned choices

Handling of product & demonstrations

Make sure you hold the product so as not to obscure the item. Hold it still so that our director can line up the shot.

When moving or gesturing please slow down your motion.

Minimise descriptive hand gestures because on TV they appear more distracting than what one would consider natural.

Customers react to motion and change like a school of fish. Sudden movements causes chaos while a slow smooth motion causes the fish to nibble on your fingers. Look at programme & preview monitors to make sure you do not reflect studio lights into the camera and therefore the viewer's eyes.

Demonstrations are highly effective and they should be thoroughly rehearsed. Make sure a clear delivery is made for the benefits. If cleaning a stain then rub with a white handkerchief to show that it has been cleaned.

Kitchen shows often have pre-cooked items. Recipes can be emailed to the buyer or provided to the producer or assistant producer who will hand it over to the web team.

If you are burning milk to prove the non-stick properties then prepare and rehearse and make sure everything works!

What to do when it goes wrong?

The presenter is trained to pick up and move along. The production team has a procedure in place. Just follow the presenter and understand that often a mistake adds to the credibility and naturalness of our presentation. If everything was perfect it would be an unbelievable world we live in.

Studio Etiquette

Mobile phones and vibration signals must be turned off. Flight mode with silent tone setting is recommended.

Eating is not permitted in the studio.

Water is permitted and by all means drink water and keep hydrated!

The studio should be peaceful and any entourage will be invited to the green room. Only those who have a direct role are permitted in the studio.

There will be a meeting with you so that you understand what will be done, the length of time you will be required and where you are to stand. You will be fitted with a microphone which clips to a collar or near the neck. Be careful not to wear something which will prevent suitable attachment of the mic.

And be careful to avoid jewellery or accessories which will make sounds or rub against the microphone.

The studio prints & posts The Shopping Channel guide for studio behaviour

Welcome to The Shopping Channel, We maintain the highest broadcasting standards in the TV shopping industry and request that you maintain Studio Discipline.

NO Food or Drink allowed in the Studio. Mobile Silent.

Please do not sit on the set furniture.

During recording limit distractions such as side conversations, walking. Please do not wear any Squeaky shoes.

Keep us informed of your location during absence (Phone calls, Smoking, etc.) Keep the door always closed.

Keep the Studio Clean and Neat. BE SAFE.

The Shopping Team,

Conclusion

You represent your product and the viewers want to be informed and entertained. Try to be natural and engaging and above all truthful and accurate.

Every guest will have their on-air performance reviewed and in some cases, we may ask that you attend The Shopping Channel Guest Training Academy which may take a few hours.

Please read and sign the Guest Release form which permits The Shopping Channel to use your image and performance to sell, promote and advertise as The Shopping Channel sees fit.

Have fun and smile!!