TV & WEB STREAMED PRESENTERS SALES HANDBOOK

 WARNING: VALUABLE SECRETS CONTAINED!

Presenting on a LIVE OR RECORDED, TV shop channel, or a streamed channel, is one of the most unique and difficult presenting jobs in the world. You have the power to influence people’s decisions about the products they buy and to entertain them with your own personality. Some buy because you have entertained them and many build long-term relationships virtual with you.

Some of this material may seem outdated, but most is still relevant and even if it is aimed at Live transmission or streaming, your recorded shows should always feel live or “as live”!

And most of the buyers only grab a few seconds, make a decision to buy or not and then surf on.

The Presenter represents the channel and must adhere to strict codes of conduct as well as provide large amounts of accurate information to the public about the products. The Presenter must be a salesperson at heart and possess the ability to work live in the television studio environment for hours at a time. They must be presentable and personable and this rare talent must come through the screen.

You should fully understand the material in this manual, and by periodically refreshing your memory regarding the instructions, policies, do's and don'ts of your responsibilities, you will be better able to maintain the high standards of the performance that is expected of you. 

The Role of the Presenter 

The Presenter is friendly, knowledgeable professionals who present, explain and demonstrate the thousands of products offered by the Shopping Channel. They provide information, factual product details in a comfortable stress-free manner, thus helping the viewers to make an informed, intelligent purchase decision. A presenter works with guests, experts and other presenters as a team effort to provide great demonstrations and factually accurate content.

Some points to remember: 

1. You are an invited guest in the viewer's home. Strive to be warm, friendly and respectful at all times. Try to be, above all, completely honest and credible. Always leave the viewer with a lasting impression of your visit.

2. Conduct your product presentations and on-air conversations as though you are speaking to just one person, not to a whole body of viewers. Imagine that the one person sitting on the other side of the camera is a close friend or family member. Use the word "you" frequently. 

3. Keep your voice well modulated and under control at all times, but infuse your on-air performance with enthusiasm. If you're not enthusiastic about a product or guest then your viewers will not be. Keep in mind, however, that you must balance your excitement and enthusiasm with believability. Do not sacrifice credibility for the sake of excitability. 

WHO ARE THE VIEWERS? 

Your viewers will come from every corner of any country that the broadcast signal can reach. They will come from every walk of life and from every age group, social stratum, race, religion, political belief, nationality, and profession. 

A good deal of your viewers will be Women, although men will also be active buyers. Many people who will watch have never made a purchase on a home shopping channel. Part of the Presenters job is to politely encourage them to do so. That first purchase is all-important because it is estimated that 60% of first-time customers go on to become repeat customers. 

Viewers love to watch the shopping channel because they love to save money and because it's fun and exciting. Never forget that spending money, any amount of money is a serious matter. Treat it as such.

Keep in mind that the use of humour is almost always a double-edged sword. Humour is completely subjective: what's funny to one person may very well be offensive to someone else. Consequently, use humour with caution. If you get into a sensitive area or want to poke fun at a situation related to a product or product use, make yourself the object of your humour. 

GENERAL DO'S AND DON'TS 

1. Never criticise a telephone caller, tweet message or customer, product, presenter or other television shopping programme or channel. Never. Do not make fun of a caller's accent or regional dialect.

2. Never make any sexist, ethnic, age, geographical or religious remarks. Avoid expressing a preference for a particular sports team or city. Do not quote the scriptures or make references to the bible unless it is product related. Never say "God!” Only under very appropriate circumstances say "God bless you.” Avoid politics or anything political at all cost. 

3. Never use profane or even mildly profane words or remarks. 

4. Always use simple, easy to understand language. Never try to impress people with your vocabulary. Use your imagination to paint word-pictures for your viewers.

5. Strive to pique your viewer's interest and arouse their curiosity. Use examples to show how a product might be used and offer logical alternative uses.

Emphasise each items consumer benefits to the user. Does it save time or money or both? Is it fun to use? Will it make a task easier?

6. Never insult viewers with comments such as "you’d be crazy not to get in on this deal..." or "You'll never see a price like this again." That would damage your credibility and the credibility of the shopping channel. 

7. Do not mumble. Avoid the use of repetitive or wasteful speech. In English, some examples would be "geez", "ummms" or "uhhs." Do not say "you know" or "as I said before." "Ok" is "Ok" only when used to answer a question. Often a Presenter will latch onto a word such as "brilliant", "great", "super" or "fantastic" and use it as often as every other sentence. Try to avoid this habit as it is unpleasant to listen to and detracts from the sell. 

8. Avoid insider comments or mention of the names of specific employees, managers or other personnel behind the scenes. Do mention the Shopping Channel; as a collective effort or team concept. 

GROOMING AND PERSONAL APPEARANCE 

Ladies: Maintain a conservative but stylish, well co-ordinated and professional on-screen look at all times. Beware of certain beads, bracelets and other jewellery items that cause unwanted noise when you move your hands and arms, or when the jewellery comes in contact with table or countertops. Note that some extremely bright jewellery tends to "burn" the camera when it catches the light. 

Gentlemen: The look should be professional, conservative and co-ordinated. Wear suits or jackets, and ties at all times, except when specially costumed programmes have been scheduled.

General Points: Avoid wearing clothes with very large areas of white or black. Never wear herringbone. Always, stay away from narrow, horizontal or vertical stripes, which tend to jump on camera. Avoid excessively "busy" clothing or accessories, tops, ties or accessories that are so busy or so loud that they are likely to distract from the item you're showing, particularly on close-ups. 

HAND AND NAIL GROOMING 

We live in the age of massive screens and High Definition 4K quality images and therefore the image is more important than ever. You would be surprised how many complaints are sent in for a cracked nail or varnish or dirty under the fingernails. Often the camera will focus on extreme close-ups of the product being held by the presenter. With extreme close-ups of hands holding products, especially jewellery items (often a fingernail can cover the entire full screen), your hands and nails must be exceptionally clean, neat and well-groomed at all times. One of the most common complaints about Presenters will concern their manicure. Use a professional manicurist regularly.

USING THE CAMERA TO ENHANCE YOUR PRESENTATION IMAGE 

Here are some important tips on how to present yourself on camera...and avoid potential problems.

1. Talk to your viewers. Maintain eye contact with the appropriate camera (the one with the red light) as much as possible. Do not look more often than necessary at note cards or other written materials. Even after the camera pans to the item being sold, the director may wipe use an effect to add your face to the image. If you have your face buried in copy, your presentation will lose spontaneity and appear uninteresting to the viewers. Know each and every item you present so well that you do not need prepared copy. However, do not hesitate to check your reference material rather than guess or make up an item‘s specifications. 

2. Avoid repeated glances at the monitor while you‘re on-screen. Viewers will notice each time you break eye contact with them and think you are reading from a script.

3. Occasional and appropriate hand movements can add interest and vitality to your presentation, but avoid "talking with your hands." Move deliberately: sudden movements will look jerky on camera. Also, telegraph your moves from one set location to another, so that the director and camera can follow you, not chase you. 

4. Avoid any and all contact with your chest--rubbing, thumping, rustling, etc. because your microphone will pick-up the sound even when you can't hear it yourself. Do not tap the top of the table or counter with your fingers or the bottom with your feet. Sound travels and distracts the viewer. 

5. Above all, SMILE naturally! Be enthusiastic about everything you do. Have fun...and your viewers will have fun watching you.

PRE-SHOW PREPARATION 

It is often said that the three most important considerations when opening a retail business are location, location and location. For the Presenter, the three most important qualities of good presentation are preparation, preparation and preparation. 

Reviewing your Products 

Presenters are required to report to the studio at least 2 hours prior to the start of the show in order to review the products that they will present. 

1. Go over each item in detail. Go over the features and benefits in your mind. Write notes to yourself or jot key words and phrases on the product description cards
2. Practice using the products you'll need to demonstrate--from complicated and technical home electronics to the clasp on a simple necklace or bracelet-- While you rehearse the item’s presentation in your mind. Make sure everything works smoothly. 
3. When available, read the accompanying catalogues to see how others have positioned the product. Review all features and translate features into benefits. Consider alternative uses. Think about the item‘s contrasts and similarities to other products. Review all accessories and packaging. Consider the item's usefulness for special occasions.

"Just in time for the footie season." "Great for parties."

"Could even come in handy at the office." "A back-to-school favourite."

"A must for spring cleaning." "Take it along on your summer holiday." 

4. Don't let yourself be surprised by items with dead batteries, broken clasps, stuck lids, missing buttons, loose fittings, torn fabrics, dangling threads, missing or broken parts, etc., etc., etc.

5. As much as anyone else, you are responsible for making sure that items with smudges, scratches, fingerprints or ill-fitting accessories, or items that have otherwise been poorly prepared or poorly maintained, are replaced or fixed up before they get on camera. 

Technical Preparations; Microphones and IFB's 

Get your microphones and IFB's from the sound department early enough to check them out and make sure they are in perfect working order. To save time, check them out before you thread the wires through your clothing and get completely set-up. 

WORKING WITH STAGE MANAGERS 

Stage Managers are responsible for show merchandise inventory and preparation, and for products staging and display. They do not work for the Presenter, they work with the Presenter, and they can help make the programme run like a finely tuned, well-oiled machine. 

Here are some tips for establishing a good working relationship with your Product Co-ordinators:

1. Encourage a "team" approach. Work with your Stage Manager and listen to their ideas and suggestions. 

2. Never try to embarrass a Stage Manager in front of others, either on or off the air.

3. Make sure all instructions, ideas and suggestions given to Stage Manager's are clear and concise. Always try to plan your live product demonstrations in advance with your Stage Manager’s. Remember, Stage Manager's are normally working 2 to 3 products ahead of you so, if you need a last minute product demo or display change, telegraph your request for assistance. For instance, if you want the Stage Manager to demonstrate an item, phrase your request so that the Stage Manager has time to prepare the demo before the camera cuts to him or her. Say something like... 

“Sam will show you how easy this exercise bike is to operate in just a moment... "

As opposed to...

“Sam, show us how smoothly that exercise bike works... " 

4. Product preparation and display are chiefly the Stage Manager’s responsibility. However, never be reluctant to insist that a Product Co-ordinator refresh or replace any item that appears blemished, wrinkled, smudged, dirty, dusty, used or otherwise unattractive and, therefore, inappropriate for display on national television. 

5. Address all problems and concerns to the Lead Product Co-ordinator, note them on your discrepancy report or talk directly with the Senior Stage Manager.

6. Learn their names and treat them with the dignity and respect you would want from others towards yourself.

7. Read books, manuals and any sales Literature that comes with the product. Pursue additional research concerning the history or background of a particular product. Find out things that will make the viewer interested in the product.

Also, keep in mind that packaging and manuals are not normally displayed on- screen with the products. If you plan to use this material, be sure to inform the Stage Manager. 

Working with your Producer 

The online producer is in charge of the show. Whatever he or she says goes. You are encouraged to ask questions and discuss the details of your show with your producer prior to going on air. If you have any personal preferences regarding the way in which you are cued, blocked (positioned) or talked to, your producer will make every effort to accommodate you. By communicating I advance and working together the Presenter can make their Work, the work to sell, much more efficient, productive and pleasant. 

WORKING WITH YOUR TECHNICAL CREW 

The people who work in the gallery do everything they can to make your shoe sparkle. It is a good idea from time to time to visit and get to know them better and get to know what it is they do. Getting to know a Director, learning how they like to work and informing them how you like to work can lead to a better working relationship which will improve the programmes sales. 

HOW TO SELL WITHOUT USING "HARD SELL" METHOD 

The hard sell method is about aggressive sales techniques that are meant to push or pressure the buyer to make a purchase decision.

The shopping channel has a different approach to sales and treats the valued customer with respect. By focusing your energy on providing the viewer with the most complete and accurate product descriptions, by concentrating on the product's features and benefits, the Presenter can assist and encourage viewers to make deliberate, fully informed buying decisions in a Warm, relaxed and informative atmosphere. 

As Presenter, you play the role of TV personality, shopping guide, knowledgeable product representative and relaxed, low-pressure sales personnel the while conveying the quality image of the shopping channel. 

Here are some keys to selling products effectively -- without resorting to "hard sell". 

1. Tone of Voice. Presentations are done in a conversational tone of voice. This does not mean you can't be genuinely enthusiastic about what you do or the products you're presenting. Your enthusiasm is encouraged but makes it the kind of enthusiasm you feel when you have good news to share with family and friends. 

2. One to One Communication. The best Way to be conversational while you‘re on the air is to imagine you're talking to just one person~-someone you know and like--and not to an audience of thousands. Consequently, when addressing that "lone viewer," avoid words and phrases such as "shoppers," "folks," "ladies and gentlemen." etc. Use the word "you” a lot. 

3. Don't Pressure the Customer. Avoid comments like "We only have a few left," "They're going fast," "You've got to get on the phone right now," etc.

4. Don't Worry About How Well a Product is Selling. The philosophy to inform and respect the customer is different from the competitors. The belief is that if the viewers enjoy the programme, if the prices are right and if the products are well presented...the sales will follow naturally - and they usually do. It is hard not to get caught up in the figures, but if you concentrate on your responsibilities, just as the buyer did when the ordered the products and the planner when they scheduled the hour, then your sales efficiency will increase, 

5. Be Interesting. Try to find new ways of presenting the "same old products." Review tapes of other presenters to see what they are doing and saying and steal any technique that can improve your performance. Research products thoroughly. Brainstorm with other Presenters, Producers, Buyers... Those who work harder and concentrate on the products, promote teamwork, study hard and place the customer in front of themselves will be the sales leaders. 

6. Make Your Phone Calls Work for You. Good testimonial telephone calls from satisfied customers boost sales. They have tremendous credibility. Use them to your advantage. Be friendly but do not stray too far away from the customers’ thoughts or experience concerning the product. 

THE PROPER WAY TO CREATE URGENCY 

Generally speaking, when the Presenter is trying to induce viewers into making a buying decision (a "call to action"), they should avoid turning such situations into "high pressure" selling which is characterised by...

1. Excessively repeating the order or item number.
2. An urgent or repeated request for viewers to call in quickly. 
3. An excited Warning of limited quantity. 
4. Frequently repeating the price or potential savings.
5. A repeated warning of pending price increases.
6. Frequently repeating payment (instalment) methods.
7. Urging viewers to buy simply because of a low price or convenient payment plan. 

The appropriate method to make a call to action is more subtle. Instead of "Pick-up the phone and call right now to order this necklace," the shopping channel. The Presenter would say "If you'd like to order this necklace, we'd be happy to hear from you." The difference is subtle but important. Instead of asking, telling or cajoling viewers into calling, the shopping channel would rather suggest that they call. Consequently... 

1. Mention the phone number only once or twice in each product presentation.

2. Don't ask viewers to call in quickly with the threat or promise of lost opportunity or savings. 

3. If you know in advance that only limited quantities of an item are available, mention that at the beginning of your presentation as a point of information, but not as a reason to hurry up and place an order. Don't mention the low quantity and then add a statement such as "so call in right away," "hurry and get yours now," "these won't last long" or any other such high- pressure calls to action. 

NOTE: Quantity counts must be used very carefully. Statements such as "there's only a few hundred left," or "only four dozen left" may be counterproductive on two fronts; they could serve to pressure viewers into purchasing--which is to be avoided -- and a "few hundred" or a "few dozen" may not sound like a small quantity left to someone unfamiliar with the huge quantities the shopping channel sells. 

4. Don't imply that an item's price will increase at a later date unless you have specific information that it will.

5. So not imply that an item may not be available in the future unless you have specific information that it won't. 

6. Use price and payment methods as information only, not as a reason to buy. Specific pricing or payment information should be mentioned no more than once. The list of credit cards accepted or other payment options should be mentioned about once an hour. 

7. Never invite a purchase simply because the item is a bargain or a "good deal." Never use the word "deal" at all. Use of the term "Deal" has hard sell connotations. 

FEATURES AND BENEFITS YES, PRICES NO 

Do not "sell" the price of an item. Price is not part of an item's features and benefits and should not be the focal point of your presentation. If you mention the price or potential savings more than twice during the presentation, it's too much. If you mention the payment plan more than once, you may be overdoing it. By eliminating price as a significant selling point, you'll have more time to talk about features and benefits. The features and benefits of the product are the most important aspects of the shopping channel’s product presentation. 

Features and benefits selling begins with a physical "tour" of the product. Pick a logical starting point and talk about each feature you come to. Always translate features into benefits. The fact that a stereo system has a "graphic equaliser" and a "dual-antenna" may not mean a thing to many of our viewers...unless you translate these features into benefits..."allowing you to tailor the sound of your system to your specific room size and conditions..." and "giving you excellent reception," 

Product Presentation the Shopping Channel Style 

Whenever you identify a product feature, continue the explanation by saying “which means that...,” or simply ask yourself the question "What's so good about that?" The answer will invariably lead to at least one benefit, and probably several. Every item has features and benefits--even the lowly, common #2 pencil.

Features and benefits of a #2 Pencil 

Features: The pencil is 7 1/2 inches long.

The pencil is 1?4 inch in diameter.

The pencil is a #2,

The eraser is attached with a metal band. 

The pencil is yellow. 

The 7 1?2 inch graphite core ensures a long writing life.

The slender shape makes it easy to hold and comfortable write with. 

Graphite core is blended for just the right hardness to Write smoothly, yet crisply. 

Bright, attractive exterior. Stands out in a pencil holder or desk drawer.

Sold in convenient 12-packs to provide you with enough pencils to last for months.

Sold by the dozen. 

Benefits: Can be sharpened often to ensure clean, crisp writing.

The convenient eraser lets you correct errors cleanly and quickly. 

The tight-fitting band holds the eraser snugly in place so it won't come loose. 

THE DO'S AND DON'TS OF PRODUCT PRESENTATION 

1. Always be conversational. Do not yell. Do not "pitch" the product. 

2. Talk to one viewer at a time. Don't give viewers the impression that they‘re just a small part of a huge, nation-wide audience.

3. Avoid the use of superlatives such as "fantastic," "incredible," "unbelievable," etc. during product demonstrations. 

4. Don't refer to the item you're presenting as a "product," "item," "thing," "merchandise," etc. Call it what it is....... a necklace, a steam iron, a portable stereo or whatever.

5. Don't try to induce an order by saying something like "l can understand why you're afraid to place the first order with the Shopping Channel..." that‘s too strong a statement, and can be easily misinterpreted. It's better to say (occasionally, but not too often) something like "I can understand why some people might be hesitant to try a new way of shopping," then point out that the Shopping Channel serves many customers, that most customers become repeat customers, that every item comes with a 30 day money back guarantee, etc. 

6. Don't encourage people to order from the Shopping Channel capriciously, just because we have a 30-day guarantee. Never say something like "Try it out –you can always send it back if you don't like it!! (or if it doesn't fit, etc.). The correct way to promote our return policy is to say "Your satisfaction is assured by the Shopping Channels 30-day, money back guarantee."

7. Don't challenge the viewers' decision-making ability with statements like "You're really smart if you call in and order this widget right now...," or "You'd be crazy to pass-up on savings like these."

8. Limit "inside" chatter. Making side comments to unseen people on the set, such as a producer, model, Stage Manager, etc., is interesting only if it‘s done in moderation. It can be annoying and distracting when done too much. Don't ignore the viewer, even for a moment. If something happens off camera that requires a reaction on your part, try to let the viewer in on it. The viewer is always welcome and should be included in what is happening on air. 

9. Use a ruler to measure small items as often as practical. Viewers appreciate having a reference by which to judge size, and their confidence in the Shopping Channel is increased because this is a clear demonstration that we have their interest at heart. 

10. When promoting future programme segments always refer to whatever time zones are appropriate.

11. Avoid any mention of the actual location of the Shopping Channel. This draws attention to regional affiliation and how far way the Shopping Channel is from some of the viewers so that they begin to wonder how long will it take for an order to be delivered or that because of the distance the cost of shipping might be higher. 

12. Visit the research library often. Re-read the reference material on our various product categories to refresh your memory and learn new facts you may have been overlooking. Try to develop new ways to present old products. 

13. Review tapes of your shows. Critique yourself. Review tapes of other Presenters to see how they handle presentations of items you have trouble with. Seek constructive criticism from those who understand what you are doing. This is the only way to continually improve your sales performance.

14. Every product you present on the Shopping Channel is important. If you don’t sound sincere and enthusiastic about a product, don't expect your viewers to get excited about it and place an order. Remember, just because you‘ve presented that ioniser or Diamonique jewellery a hundred times before, many of your viewers are turning in and seeing the item(s) for the very first time. 

15. Never criticise a product -- ours or anyone else's. You may, however, compare products and contrast the differences between products, provided you are completely factual.

16. Never lie, exaggerate or give misleading information about a Shopping Channel product or service. Avoid the use of superlatives, generalisations and platitudes.

17. Never EVER say or imply that the Shopping Channel has the lowest prices in the country...or that the price of any particular item is the lowest "anywhere."

The Shopping Channel price may be an "excellent value," but it‘s not unbeatable. 

18. Product credibility leads to increased sales, so be specific and factual as possible. Viewers need the most accurate and factual information we can give them so they can make fully informed buying decisions.A good buying decision means a happy customer, fewer returns and repeat purchases. Explain product features, but always stress product benefits. 

19. If the product comes with a warranty or guarantee, or if the product's brand-name is familiar and credible, stress those points. Mention that samples of every item presented on the Shopping Channel are inspected, tested and approved by the Shopping Channels Quality Assurance Laboratory.....and that products that don’t measure up to these standards of quality are rejected. However, don‘t suggest that we test every individual item before it is shipped. 

20. Bear in mind that the Shopping Channel is live TV. Anything can happen and will happen--items falling, lights burning out, products not working properly. When the unexpected occurs, try to turn the event into a positive or enlightening experience. Above all, be honest about the situation. Do not lie or try to place the blame. 

21. A shopping Channel is not a platform to launch an acting career from. It is an electronic retail operation and the Presenter is a salesperson who presents on television. Do not solicit fan mail or requests for photographs. 

THE TYPICAL, 5 STEP PRODUCT PRESENTATION 

While there are many variables in a given presentation, the following outline represents a “typical" Shopping Channel product presentation.

1. Introduce the item; arouse interest. 

2. Price and guarantee; mention once, perhaps twice during the presentation. 

3. Description; translate facts and features into benefits. 

4. Phone calls or testimonial calls provide added credibility for product quality and value.

5. Wrap; close with a fact summary. 

Remember...The Shopping Channel viewers love to save money because it‘s fun and exciting. Never forget that spending money, any money, is a serious matter. Treat it as such. All items presented, no matter what they cost, are important to both the Shopping Channel and its viewers. A flip or aloof presentation is not acceptable. 

CUSTOMER PHONE CALLS 

Customer phone calls and testimonials, presented live, on-the-air as part of a product presentation, are a key element of the Shopping Channels success formula. They provide each programme with spontaneity, with a warm, personal touch and with a talk show-type of quality that can add significant credibility to both the products we present and to the quality of our service.

Customer phone calls also give the Presenter an opportunity to show a different, more personal and more revealing aspect of his or her personality. Over time, for instance, viewers watching the Presenter interact with callers -- spontaneously and unrehearsed--will soon discover if the Presenter is congenial, knowledgeable, understanding, etc. or perhaps a little impatient, contentious or self-absorbed, Consequently, on-air phone calls give presenters an opportunity to really warm-up to their audience and to gain their viewers' trust, respect and friendship. 

When speaking to a viewer on the phone: 

1. Introduce yourself and thank the viewer for calling.  IMPORTANT: The producer should be able to inform you before you take the call who the caller is, what product they purchased and the city that they live in. By saying "Jack from Kent is on the phone now. Jack, thanks for calling, what have you bought from us today ?...", the caller immediately knows that they are being addressed and they can then respond quickly. This method which can be modified but still serve the same purpose will eliminate dead (wasted) airtime and confusion. 

2. Ask what the caller liked about the item they just purchased. 

3. Ask why the caller is buying the item (for a gift, for the home, for personal use or work, etc.) CAUTION: Don't assume that a gift purchase is for a caller's spouse. More than once you will find out that the spouse is dead or, even Worse, has just died. Simply ask who the gift is for.

4. Ask the open-ended questions that require the caller to expound, not questions that can be answered "yes" or "no," 

5. Listen to each caller carefully. Steer the conversation to elicit the best possible response.

6. Be brief. 

7. End the call by thanking the caller again and wishing them well. 

Here are a few things to avoid:

1. Unproductive rambling conversations and to much "small talk" about the weather, family members, health problems, sport, etc. Talk about the product and let the caller sell the product for you.

2. Arguing or disagreeing with the caller. If the caller voices a complaint, diplomatically refer the caller to Customer Service with a comment about how responsive and co-operative the Shopping Channels Customer Service is. 

3. References such as "Haven't I talked to you before?" might encourage the same viewers to call over and over...and can foster the perception that only a few people call in or that these are professional "callers", By the same token, avoid comments such as "Let's talk again real soon" or "call me back and tell me how you like it (product)." 

4. Whenever taking a testimonial call, if the item you are presenting is being offered at an "Introductory Price", don't ask the caller how long they have had the item. Introductory-priced items often sell out quickly and it can take a long time to get them back in stock. What's more, we may continue offering an item at the IP for up to 12 exposures...which means that the IP for an item can be in effect for a long time. Once, a viewer was asked how long ago she purchased an introductory-priced item and she responded "one year." It‘s very likely that any viewers who heard that exchange and who didn't understand our policies regarding IP were left with the incorrect impression that our use of the word "introductory" is a sham. To avoid that kind of misunderstanding, don't ask viewers how long they've had a product if it‘s being offered at an IP. 

WHAT HAPPENS IF... 

From time to time, people with an axe to grind or who only want to disrupt the programme with obscene comments manage to slip through the screening 

(O.E.C.'s check the membership file for every caller) process and get on the air. As soon as the Presenter realises that something is not correct, they should terminate the call as quickly and appropriately as possible...and move on to the next piece of business. Don't draw attention to the call with any flip comments. Don't apologise for anything that has been said and TRY not to look shocked or surprised. Just move on. 

PRICE COMPARISONS; COMPARISON SHOPPING 

Because the Shopping Channel offers cable viewers such attractive values, there's a natural tendency for Presenters to "embellish" the Shopping Channel price and value story with comments such as "The Shopping Channel have the lowest price anywhere," "the lowest prices around" or "lower prices than anyone else." 

Statements like that are NOT TRUE and should never be made. On almost any item that is widely distributed, it‘s almost certain that someone, somewhere, is selling it at a lower price than the Shopping Channel. The only price comparison that can be made is between the recommended retail price and the Shopping Channel price...and even that should not be overemphasised. 

Presenters are also likely to sometimes suggest that viewers compare the Shopping Channels price to those in the viewer's local retail stores. That's OK for jewellery, as long as it‘s not overdone. Please DON'T SAY THAT for other merchandise, especially name-brand appliances and cameras. We don’t always have the lowest prices on these items and comparison shopping could hurt us. 

If an on-air caller mentions that he or she saw a Shopping Channel item at a lower price elsewhere, your response should include the following points:

1. On practically any item presented on the Shopping Channel, it‘s almost certain that someone, somewhere, is offering the same item for less. Sometimes, retailers will even sell a popular item at cost...or below cost...to attract customers or to imply that other items offered to feature similar savings. An item may also be sold at a lower cost during a clearance or liquidation sale. 

2. The Shopping Channel does not claim to have the lowest prices anywhere...because no retailer could honestly make that claim.

3. The Shopping Channel features high-quality merchandise at very attractive prices offering viewers not only great values but also great service, great convenience and a great 30-day, money back guarantee. 

JEWELLERY PRODUCTS 

Jewellery represents the largest and single most profitable product category in the home shopping industry and for this Shopping Channel. Consequently, we must take great care in the way in which we present our jewellery. lt is very easy, even for experienced Presenters, to inadvertently misrepresent jewellery. 

The jewellery industry and the FTC in America or ITC in Britain or any national trade commission or office has a language of their own, with very specific and limited meanings for words which most people tend to use carelessly or inappropriately. For instance, in the USA it is permitted to refer to cubic zircon simulated diamond as a "gemstone," but not as a "gem." The word "deep," as in "deep-blue sapphire," does more than simply modify the word "blue." "Deep" coloured gemstones are substantially more valuable than "pale" gemstones. lt is unusual for shopping channels to offer "deep" coloured gemstones, except when they are simulated. 

Presenters who present jewellery must study and research the language of jewellery carefully to determine what is legally acceptable and appropriate for describing various kinds of stones, settings, compositions, gold content, carat weight, cut, etc. The Shopping Channel must adhere to whatever guidelines are in force and present our jewellery in a completely accurate manner. 

Here are some important points to remember: 

1. lf you are not familiar with the law and rules, become so! Research, read and ask questions in order to find out what is and is not permissible to say. Review tapes of other Presenters who are more highly skilled at presenting jewellery. 

2. Never demean anything the Shopping Channel sells, especially jewellery. Avoid any comparison references to "junk jewellery," "good jewellery," "real jewellery," "fake jewellery," etc,. All of the jewellery presented on the Shopping Channel is of excellent quality...including our various lines of costume or simulated gemstone jewellery. 

3. Coach your celebrity guests (off air) not to refer to jewellery as "real" or "fake," but as "genuine" or "simulated"...or as a "reproduction," as the case may be. Get the words "fake" and "junk" out of your vocabulary.

4. The French word for fake is "faux" which should be used sparingly, preferably only in connection with faux pearls.

5. Always try to emphasise the positive, such as the "flawless" character of cubic zirconia jewellery. Be careful not to describe vermeil pieces as "solid" they should be described accurately as "heavy gold plating on sterling."

6. Never exaggerate during a jewellery presentation, but at the same time never take anything away from the excellent quality of the jewellery. 

7. Male Presenters should never present or display a piece of woman’s jewellery by wearing it, and vice versa. Female Presenters should never wear earrings for close up display. You may wear jewellery such as rings with your fingers, or drape a bracelet or watch across the back of your hand. Avoid wearing jewellery for close-up display that is too large or too chunky for you. Learn to use props specially designed for jewellery display. 

8. Presenters should wear jewellery that is sold by the Shopping Channel. They should wear a full complement of jewellery for every hour, no matter what the hour is (within reason) in order to demonstrate that jewellery is functional and practical anytime, anywhere. Jewellery is a part of every person's life. 

9. Use the ruler to measure early and often during jewellery presentations to give jewellery a clear and accurate idea of stone size, bracelet width, etc,. Many of our jewellery returns will be the result of customer mistaken perceptions regarding size issues. 

COLLECTABLE PRODUCTS

Like jewellery, collectable products are a somewhat specialised product category that requires extra care and attention during your presentations.

Never, EVER, promote "investment value" when presenting collectables or any other product. Never even suggest that any item may go up in value at some point in the future. Do not refer to cases where similar items have gone up in value in the past. 

Don't make comments such as: 

"I'd be surprised if this doll isn't worth a lot more a few years from now." 

"This is a really good buy because collectable dolls are always going up in value,"

"Another doll similar to this one just sold for 10 zillion dollars." 

Collectable items should be presented only on the basis of their uniqueness, beauty and the fun of collecting.

What’s more, never say that an item is "hand-crafted," "hand painted" or " hand-made"...or crafted of specific materials such as porcelain, pewter, bronze, etc., 

unless you know such facts to be absolutely true. If you realise you have...or may have.....misstated the properties of an item, correct yourself immediately and try to get the facts corrected. 

Above All ACCURACY

If there is one, overriding concern you should have concerning product presentations, it is to be as accurate as possible. Salespeople seem to have a natural tendency to overstate a product's attributes, to embellish on the facts or to exaggerate an item's value. Resist this temptation. Simply present each and every Shopping Channel product fairly, accurately, completely...and with genuine enthusiasm...and sales will follow, quite naturally. 

ENHANCING COMMUNICATION SKILLS 

As a Presenter, you have an obvious need to communicate with the Shopping Channels viewers as clearly and effectively as possible. You Wouldn't be a Shopping Channel Presenter if you Weren't already a skilled and accomplished public speaker. 

However, you also have a continuing obligation to enhance and refine your communication skills, to discover new, more effective ways to speak with Shopping Channel viewers and to ensure that your command of the English language doesn't slip through neglect or misuse. You should read books about sales, sales language, increasing your Word power and other language skills. If you need help with pronunciation then get it. Always strive to improve your speech and your sales skills will increase as well. Remember that you are not trying to impress with your language, but you are trying to improve your descriptive and conversational abilities in order to help provide the viewer with a better understanding of the benefits of the product and enhance the sell. 

COMMONLY OVERUSED WORDS 

We all have the tendency to exaggerate at times, especially when describing something we are genuinely excited about -- and which we are trying to convince others to purchase. We also have our own favourite words and phrases that we sometimes use more often than we should. Listed below are some frequently Overused Words, as well as words which generally tend to exaggerate the facts.

Words which may be Words which should be Words which should used more frequently be used sparingly be used discretely 

attractive beautiful bright choice delicate excellent exceptional fascinating fine first class first rate good-looking graceful handsome lustrous marvellous neat nice outstanding pretty radiant remarkable sparkling splendid striking super brilliant elegant enchanting exquisite extraordinary fabulous glorious gorgeous great heavenly luxurious magnificent majestic sensational spectacular stunning sumptuous superlative terrific wonderful amazing awesome breathtaking dazzling fantastic incredible phenomenal smashing stupendous superb tremendous

Further variety in the use of many of the above words can be achieved by occasionally adding modifiers such as very, most, just, so, truly, real, really, etc. These modifiers should be used sparingly, however, or they will fall into the realm of hype and exaggeration........which is precisely what the Shopping Channel wants to avoid. 

PROGRAMME ELEMENTS AND TERMINOLOGY 

Listed here are a number of terms, programme elements and special circumstances that Presenters may need to become familiar with.

Wrap-ups. Begin wrapping (finishing or ending) up your presentation when you see the "time left" clock start to run down OR when your producer tells you to. You don't have to stop in mid-sentence, but you do need to get out as quickly as possible.

Musical Bridges. Musical bridges (sometimes called "stings") are the 5-second music beds that are sometimes used between products. During the bridge, you should get up and physically move to your next product position. If possible, begin moving during your wrap. The musical bridge is brief and is used only if Master Control needs a second or two to set up the next shop. It is best to stay away from static or stills of the product. It also increases the pace of the programme if the musical bridges are not used. They are there to help when transitions are needed. That may be from one set-top another or to provide time to physically remove the old or set up a new product. Sometimes it is best to position a product (consult with the responsible planner) so that it will fall near a menu or promo or viewer ed. break. Then the transition can occur during the time the studio is clear. There can be 3 to 4 such breaks an hour.

Walk-on's. A walk-on is any special appearance by a host on another host's show. The purpose of a walk-on is to promo an upcoming product. The Presenter will usually be scheduled to do a walk-on about one hour prior to the start of your show. Check with your producer about the product to be previewed. If nothing is scheduled, you may choose a product from your show to promo. Select an item with drawing power and broad appeal that will entice viewers to stay tuned, then clear and confirm the item with your producer. 

Power Promos. A power promo is any item chosen by the programming department to be heavily promoted for a specific period of time. There are usually several power promo items each day. Various hosts will "power promo" an item coming up in a later show, thereby enticing viewers to tune in at a specific time. Power promos are specially selected for their appeal and attractive pricing, and they are a large part of our daily sales. Failure to do a power promo...or doing one poorly, with proper enthusiasm.......will cost us thousands of dollars.

Introductory Prices. Many of our products are offered at an "Introductory Price," a third-tier price that is somewhat lower than the normal "Shopping- Channel Price." Our strategy is to discount new merchandise, thereby prompting viewers to buy early, rather than have them wait for a "clearance price." The introductory price for a particular item can remain in effect for up to12 exposures--which could be months in real time. At the conclusion of the item‘s introductory price lifetime, the price will usually go up (the item is selling well)...occasionally down (the item is selling poorly)...or perhaps even stay the same (the item is offered as a holiday special or as part of some other specially priced sales event.) Never say that an item's introductory price will definitely go up unless you know for a fact that it will. Instead, say only that the item's price will probably change in the future and that buying now--at the Introductory Price--might be a wise decision. 

TSV's--Today's Special Values. Each day, one product is selected and designated" Today‘s Special Value." It is noted on the script as the TSV. This item will show up every few hours throughout the day...at a lower-than-normal price to boost sales. The price changes the next day, but--like an Introductory Price—never commit to What that change will be. 

Sold Out. When the "Sold Out" sign goes up on-screen during a product presentation, the host should simply note that the item has just sold out, wrap-up the presentation and move on to the next item of business.

One-Time-Only Specials. Show Hosts must be very careful when describing the Shopping-Channel's "One-Time-Only Specials." “One-Time-Only" items are offered at a special low price that’s good for a very limited period of time--usually one hour or one program segment. 

However, "one time" means for a very limited period of time--less than one 

day. Our "One-Time-Only Specials" are, in fact, often presented several times during the designated hour or segment. If we offer an item more than once during an hour or segment, calling it a "One-Time-Only Special" can damage our credibility with viewers--unless we explain that the special, " One-Time- Only" price is good for the entire hour or program segment. 

Always clarity a "One-Time-Only" presentation by telling viewers how long the special price will be applicable.

On-Air Difficulties. If you find that you have a problem of some kind in the middle of a presentation, use the “V” for victory sign (off camera) as a distress signal. You can also use the "V" sign for coughs, as well. Another Way to signal a problem and get the producer's attention is to mention the producer by name, such as "I’m going to ask my producer for some information I want to confirm before I pass it along to you." 

Also, in order to properly telegraph you're intended movement from one sate location to another--thus allowing the technical director to set up the most appropriate camera shot--raise one hand (off camera) with your index finger pointed skyward. This signal means that you want the camera to follow you, and one of two things should occur: the camera Q follow you, or you'll get a quick explanation about why it can’t be done. Please resist the temptation to scold, direct or otherwise bring undue attention to situations that don’t quite work out the way you intended them to.

THE ART OF SELLING 

Those people who are successful in life are successful salespeople. Presenters had to sell themselves to the Shopping Channel on their presenting and selling capability, We have all been interviewed, or "sold" ourselves, to the Shopping Channel as well. So, selling is not just associated with products or services. It is a means of communication. It is a way of life. Business people sell others the value of their service, a minister sells a religious doctrine, teachers sell education, successful parents sell their children on leading full and productive lives, scientist sell their ideas to those who provide funding and successful leaders sell the public on their ability to bring people what they want. Selling is simply the art of persuasive discussion or communication. 

At the Shopping Channel, The Presenter sells the customer on the fact that the Shopping Channel is a method of buying that can be trusted, that provides quality products at a value and that it provides a convenient service for delivery and after customer care. Presenters do this by selling themselves as the Shopping Channels representatives. In other words, they represent the Shopping Channel and it is their integrity and concern for the consumer that helps make it possible for our viewers to become our customers. 

Behind the on-air image, there are many people who are working together to make it all possible. The entire operation is choreographed to run smoothly and efficiently. Every person in the company makes this operation possible. There is no exceptional buyer, great manager, perfect Presenter or fantastic Producer that takes the credit. For without the team and every member's dedication, the entire operation would cease to function. 

Electronic retail is a new concept. It is an extremely exciting and profitable concept and it is still evolving. New concepts need to develop their own culture and the culture of electronic retail is still in its infancy especially on a global scale. 

The television screen is like a shop Window. We display the wares and utilise the efficiency of television because we are able to provide a sales performance on a one to one basis. At a time when stores are cutting back on sales staff in order to decrease cost, the Shopping Channel brings the salesperson right into the customers living room in a non-threatening, informative and friendly manner. 

WHAT SELLS PRODUCTS? 

Demonstration Price

Audience

Quality

Exclusivity Novelty/ Capability Information Benefits 

FAB: 

1. Features

2. Advantages

3. Benefits

FEATURES describes what the product is.

The ADVANTAGES are what it does.

The most powerful sales took though is BENEFITS.

Benefits describe what a product means to you. The rules of sales apply to us. By identifying that specific benefit a need is created in peoples lives.

Often we search for that magic element of the sale, the right phrase or work that unlocks the door to sales success. By developing a benefit for each product sold, you will increase sales success.

The Presenters selling purpose is to:

HELP PEOPLE GET THE GOOD FEELINGS THEY WANT ABOUT WHAT THEY BOUGHT AND ABOUT THEMSELVES!

One of the most powerful tools in a salesman's arsenal is the question. But how do you ask a question through the medium of television when you are not taking a telephone call?

First put yourself in the place or the shoes of the consumer. Your own experiences should help you visualise the situation. 

As a consumer, you want your needs met. Those needs are simple. You have a problem or a need and you seek a solution to satisfy your desires. Out there in the real World, it is difficult to get the service required to accomplish efficient and reasonable shopping. As a consumer you want a product or service to make your life better. This provides satisfaction and pleasure. That is the feel-good factor! That is one of the benefits of having the product. That is the whole key to turning a purchase that might be looked at as an expense, into a solution to a problem and therefore the expense becomes an investment. Investments with low risk and high return are rare indeed.

Questions help the Presenter take the initiative in this one-way conversation. Of course, the testimonial call or "T" call gives the Presenter the unique opportunity to interact. But what the Presenter has to do is get the viewer actively involved in the questioning process. Get them to think about the benefits. Viewers can be moved into an active state when they start relating to the questions and start to develop answers. 'That thinking by the viewer is a major change from passive to active viewing. This is akin to placing the product in the customer's hand. 

The questions for "T" callers start with what was bought? What problem or situation will this solve or benefit? How will this product do that? What does this product bring or mean to the customer's life?

Remember Kipling: I keep six honest serving men (They taught me all I know)

Their names are WHAT, WHY, WHEN, HOW, WHERE and WHO.

There is not a statement that can not be expressed as a question. Even if all you can do is put "Isn't it?" or "Surely?" at the end of the statement. Presenters become more successful as persuader‘s when they ask questions rather than make statements. Like any technique, it should not be overused or its effectiveness becomes diluted. 

There is a place in the presentation to make statements. There is also the need to provide technical detail concerning the product. Too much concentration on technical detail can detract from that component of the sell that convinces the viewer. The viewer becomes a customer only when they understand fully the benefits and the associated solutions that the product provides them. If the Presenter can define the problem and the viewers can relate to it, then the benefits become the solutions and sales naturally follow. 

Be careful when handing "T" calls to focus on the product. Remember that they are watching a Shopping Channel that is watched by others who are interested in the Shopping Channel. The viewers we care about are the viewers who become customers and they want to know about the products.

Quickly solicit the customers need for the product and then amplify the benefits of the product. There is some time for an exchange of pleasantries but keep this brief. The producer will help determine if there is a need for the call. Will it help sales or will it detract from better selling, more profitable items? 

PEOPLE HATE MAKING DECISIONS

By structuring the sell around the features, advantages and benefits of the product, the Presenter can make it simple for the viewer to make a purchase decision. People do not like making decisions and will put them off as much as possible especially if it involves money. It is only when a decision is less inconvenient than not making the decision will the viewer take action. This is when the amount paid for the product becomes a low priority to the consumer for they are acquiring more than just a product. This is one of the rules found in human nature. 

The consumer is buying a better life because their problems have been solved or their desires have been satisfied. The customer is also buying into the company’s concept. They are accepting the integrity of the Presenter as well as the entire company. 

Ask those questions that you would ask if you were the consumer. Then proceed to answer them or provide the benefits. Each question answered is part of the overall sales package of features, advantages and benefits. Preparation increases product knowledge which increases customer interest and increases the likelihood of the sell. When possible, we all should be thinking of the best way to demonstrate the products capabilities. With new product constantly appearing the need to prepare the product sell becomes vital. Simple demonstrations can lift sales tremendously, after all, this is what the Shopping Channel is all about. 

A LEGEND IS CREATED (see my article> https://www.dhirubhai.net/pulse/three-stories-salesmanship-budd-margolis/ )

I was listening to the President of QVC International, Bill Schereck give a speech to QVC UK. Bill said that if everyone in the company could just increase their performance by 5%, that this would result in an incredible increase for the company as a whole. Wise words indeed.

After the meeting, I heard the head of logistics Lon LeMaster state that The Big Green Machine (a carpet, upholstery, linoleum cleaning vacuum machine) was taking up a lot of room in the warehouse. So, I checked stock and found out that this product had been bought with confidence. It must have done well in the States! 

I had also checked the products on-air history. The Big Green had seven previous airings and the last producer to sell it had managed to sell 7 in one hour, which I thought was very good considering the price of ￡170 (3260). I decided to go to the prep. room and take a look at this machine. 

It was indeed big and green and I decided to see if it would clean something up. The head of the machine was clear acrylic that provides great visual impact. It was very effective when used to clean red wine freshly spilt on a carpet tile. The red wine looked great ( a dramatic demo) as it mixed with the shampoo soap and was sucked up the head of the cleaner. 

I kidnapped Micheal Laver’s the Stage Manager for this shift and explained my plan. At first, the Stage Manager did not want to be bothered, but I was insistent and the Stage Manager was a good lad.

I then told the producer that he could sell ten of these machines if he would permit a demonstration with wine on a carpet tile and give it more selling time. The producer, fortunately, was open-minded enough to agree.

I then spoke to the Presenters Paul Lavers and Jon Briggs (British male voice for Apple’s SIRI) and told them that if he were to test this demo idea out and use it on air, sales of the Big Green could hit 100. Immediately the Presenters turned their attention to the Big Green and we began reading the instructions. Then we tested the demo and everyone was impressed. We briefly discussed the many benefits owning such a product would provide the customer. 

It was late and a day off for me so I went home. The next day I received news that the Big Green Clean Machine had sold 165 units for sales of about ￡17,800 pounds ($27,400) not including the 17.5% V.A.T. From then on, the Big Green would sell in healthy (a few thousand in two months) numbers. Whenever the Big Green was sold, Presenters and Producers were thinking imaginatively as to how to sell it better. All it took was a little effort to think creatively about the sell. To work together in order to create teamwork. 

The value proposition was if one rented this at dry cleaners it would cost one-third the total cost. Use 3X’s and it pays back and it can be used for cars, beds the child has wetted, someone else home…

In the end, this product and the story associated became company lore within the companies culture. The more success stories, the better the companies culture can be transmitted and practised. That is how employees learn and how successful companies operate. New companies like new nations need heroes, myths, legends and victories! Demonstrations are a vital tool, but the product is king. There are good products and bad products. Time will be spent testing and exploring different kinds of products. Each one has to be given its best chance for success. 

PEOPLE LIKE TO TALK MORE THAN LISTEN 

Another rule of human nature tells us that people like to talk more than they like ten. Because of this, the Presenter has to engage the viewer and actively stimulate their thought process towards making or considering the purchase decision. Enthusiasm helps project energy towards the product and questions help to break down the barriers separating the viewer and involve them in the sell. A question puts the product in the viewers' hands and helps accomplish a sale. Remember, every product is an entirely new opportunity. The programme does not have an accumulative effect, most people switch in and out of the programme, they do not have interest in every product, but they may want to see products (possibly 30% to 40% average watch the entire hour) before committing to their selection and they can write the number down, stick it under their pillow and buy it the next day if they still choose to do so and there is sufficient stock. 

PEOPLE HATE TO BE SOLD BUT THEY LOVE TO BUY 

Selling from the customer's point of view creates positive thoughts that create a positive selling environment and sale success. Always respect the customer and always be honest about the product and its capabilities. Avoid negative words that may be used in common conversation but have no place in a discussion about a product. 

One Presenter thought it was interesting to talk to viewers about their "addiction" to a shopping channel. The media had already exploited the concept that some woman was stealing in order to feed her addiction to turn her house into an Aladdin's cave filled with this shopping channel's product. The story turned out to be only somewhat true and greatly exaggerated. Every retail company has its downside as well but in this particular case the woman had stolen less than $200 and had only bought a few items. By bringing up the word "addiction" she was not only bringing up the negative connotations of drug addiction but she was reminding viewers of the unfounded fears of shopping addiction. 

PUT THE PRODUCT IN THE HANDS OF THE VIEWER 

One factor of developing the "sell" technique for a particular product is to place the product in the hands of the viewer. This increases sales on the high street but how do we do this through the TV? 

ASSUME THE PRODUCT IS THEIRS BY CREATING BENEFITS AND PUTTING THE PRODUCT INTO THEIR LIFESTYLE 

First try to make the connection between the products features, advantages and benefits to the viewer's life. We do this through making personal contact such as relating personal experiences or we direct the product needs directly to the viewer. Use visualisation, use your imagination and trigger the imagination of that one viewer you are trying to make contact with. There will come a time in the sell when the viewer begins to imagine owning the item. There is still a long way to go in completing the sell. It is a big gap between imagination and the effort to pick up the phone and order. You may get some feedback from a producer as to how sales are going mid-way in the sell. If the customer is responding there will be some indication on the sales screen after a few minutes. Some products sell better at sometimes, sometimes it takes a few airings to kick off as the Big Green demonstrated. Stick to your training and maximum sales potential will be achieved.

The Presenter works out (proper preparation) all of the benefits that the product possesses. They incorporate sell concepts from the manufacturer or from Watching tapes of how other Presenters sold the product. Information can come from the buyer in the merchandise department, research, the producer or anyone. Ideas, although usually not productive should be encouraged because if you listen to enough of them, eventually someone will lay a golden egg right in your lap. Encourage the free flow of ideas by investing your time and attention to hear them out. Some crazy ideas will spark other thoughts. This is all part of the innovative process that encourages mistakes. As long as the mistakes are heading towards the right direction, the successful concept will eventually emerge. Edison did not get the material for the light bu1b's filament correct the first nor thousandth time. He persisted until the correct filament was discovered and look at the impact on the entire civilisation! 

Good Presentation depends upon the Presenters ability to stay in the background. The product is the star. When there is a celebrity or guests remember that the Shopping Channel is not a talk show it is about selling products. There are those who would like to turn this new form of television into what must have been used to, old habits die hard. Successful sales Presenters understand the medium and know how to enjoy it. Those that struggle with the concept of the Shopping Channel will naturally have lower sales figures. So, celebrities and guests should be seen as an opportunity to let someone else do the hard work. They are being paid to make sales, so let help them but do not compete with them. Proper interview technique is necessary. It is very important to listen and not jump on the guests' sentences. A relaxed and informative to and fro relationship should emerge with any and every guest. Always spend some time before the show to meet and discuss your game plan, prepare questions, tips to help sales. This should be an exchange as the guest will have plenty to add to the discussion. Try to help the guest to relax and enjoy selling on the Shopping Channel. 

The Shopping Channel is able to present a product in a three-dimensional manner. You must be descriptive and move carefully with every item. We can interact with our viewer which adds a tremendous boost to sales. We are live which adds vitality, spontaneity and interest to the sell. This also means that we will make mistakes. Mistakes are all part of the profession. We do not intend to fail, but it is necessary to learn and as long as we try to the best of our ability to avoid failure and deal with it properly, there will be no permanent damage. 

CAPITALISE ON LIVE EXCITEMENT 

IF SOMETHING IS NOT GOING RIGHT, CAPITALISE ON IT TURN DEFEAT INTO VICTORY! 

Showing how a product works is the Presenters art. It is a performance art. It is not easy and demands constant concentration, practice, preparation and discipline. If you go to the local market and observe the true hawkers perform their art you will notice that the busy ones, the successful sellers are teaching and entertaining their customer. So, you have your personality and skill behind you. To give you the edge you need information. You need to be able to show or tell the viewers something about a product they do not already know. The more information the customer gets, the more likely they are to part with their money. Presenters can not sell on personality alone. There is no room for prima donnas. Sell on knowledge and honesty. Don't pretend a product is something it is not. 

USE THE PRODUCTS AND SHOW YOUR RESULTS! 

Use the products yourself. Take home the product, try it out, perfect the operation and the experience will benefit your presentation. If you are selling a camera, then you should take some pictures and show the results.

The hour may sell ten or ten thousand dollars, but the effort is always at the highest professional standard. That is what distinguishes the professionals from the amateur, the winners from the losers. 

STATISTICS

As in any business, the use of statistics is a vital part of evaluating performance. The Shopping Channel uses statistics to monitor the performance of buyers, products, presenters and producers. Statistics are also used to compare sales trends for hours, programmes, days, weeks, month... Use of statistical information can greatly help with improving performance. Strengths and weaknesses can be discovered. With constructive criticism and hard work, we can improve weak performances. Sometimes a Presenter will be scheduled to improve a product's performance, or a certain producer/ presenter combination may be scheduled for a particular special because they work well together and have proven skills that will contribute to the programme and its sales. The Shopping Channel will do whatever is necessary to improve sales. The shopping channel knows that evaluation based purely upon statistics is unfair to any individual. There are too many variables to consider. Statistics will be used to help guide the Shopping Channel as to how to constantly improve the sales performance. With personnel evaluation, there is so much more to consider than just the numbers. How well does the individual get along with others, are they working as hard as they can and trying to improve, do they do their Work well and help others? 

MORE SELLING TIPS 

The following are some pointers for selling different kinds of product. You will develop your own list of selling tips with time. Keep an efficient system to tile away useful information that is quickly accessible in case there is an urgent need.

COOKWARE 

There is more information concerning the selling and preparation of food for demonstration contained in the cooking for the Shopping Channel chapter.

1. Good-looking, easy demos sell cookware. Multiple pans cooking at the same time not only looks terrific but truly helps to sell more cookware. 

2. lf possible, create synergy between products. This is especially helpful if there is a cookware TSV*. For example, if the TSV is a set of fry pans and you are presenting saucepans, you should strive to make a sauce or gravy for something you will fry in the TSV. 

*Todays Special Value a one-time special offer launched by QVC at midnight, airs 7X a day and accounts for 20-30% of the day's total sales usually presented for 10-20 minutes and selling out by the 3rd or 4th appearance and replaced by the OTO or one time only.

3. Never sell one line of cookware against another. For example, if you're selling stainless steel, don't do it at the expense of non-stick cookware and vice-versa.

4. If you burn something or make another mistake while cooking, doesn’t attempt to cover it up, own up to it. Let the viewer know the mistakes during a cooking show because that is part of the fun and excitement of live television. 

5. When demonstrating the non-stick quality of T-fal, try burning some milk until it turns black and then use a damp cloth or paper towel and show how easily this disaster is handled. Because we usually work with new and therefore unseasoned product, try Wiping a little oil on the T-fal first before burning the milk. Practice this first before performing on air. 

ELECTRONICS 

1. Demonstrate as mass products as possible. 

2. Allow extra prep time whenever you know you will have an electronics show. If you can‘t get comfortable with a product, don't try to demonstrate it. The only thing worse than no demo is a bad demo.

3. You should use as many products as possible. For example, if you are showing a mobile phone, you should demo the various apps and have music, photo's and video you've taken with it.  

JEWELLERY 

There is a lot to learn about jewellery and I often recommend serious perfectionists to gain a geology degree.  

For presenter's jewellery is a complicated and difficult subject to do well. It takes discipline to study and remember what must appear a whole new profession. Take heart, as long as you review often, prepare properly and stick to the routine of your training, you will develop properly and succeed. 

1. Telling the viewer how the product will help him or her look and feel better substantially increases sales. Really elaborate on this, letting the viewer know how much the piece of jewellery will enhance their appearance and self-image. 

2. Since the audience is always in flux, treat each product as though it were brand new. Even if it‘s your seventh gold chain in a row, don't assume that the audience is bored. Most of them have just tuned in and they want to know how this gold chain will help them to look and feel better. 

3. Words like sparkle, flash, lustre, glitter, brilliance, etc,. help create powerful mental pictures for the customers. Sometimes, a thesaurus can be one of the most effective sales books you can have.

4. Romance the jewellery. If you're a woman, where would you wear it? A man might muse about how he would feel being seen with a woman wearing it.

5. Learn as much about women's fashion as possible. Talking about some of the latest fashion trends can really add to your credibility.

6. Jewellery is a great fashion "enhancer" Mention how a new gold or silver chain can add a fresh look to a "tired" (older) outfit. 

MUSIC & VIDEO 

The Shopping Channel should never sell any product that contains performance rights material without having the rights to use the music to promote the product. Buyers beware!

1. When selling music or music related items such as T-shirts and other performer apparel, play as much of the music as you possibly can Think of yourself as an MTV VJ and allow the music to do most of the selling for you. 

Don't be afraid to have music playing while an apparel item is being shown. It looks great if the model can move in rhythm with the music. Let the music play and give the voice a rest.

2. With videos, as with music, play as much of the video as possible. If the clips are becoming "old and tired," ask your producer to have new ones made as soon as possible.

3. Know as much about the artist as you can. Relate any interesting facts, in very brief form, between music clips. 

CUBIC ZIRCONIA 

Synthetic diamond, real profits! This product is the backbone of the home shopping industry. CZ is the singular most successful product to be sold in the electronic retail industry.

1. Stress the fact that CZ gives you the look of diamonds for a fraction of the cost. 

2. Talk about the value and quality of the setting. 14k contains a greater percentage of gold than 9k .... 

3. Remember that the stones are set by hand and that they are cut in the same fashion as a natural diamond

4. Tell the viewers that CZ jewellery is designed and crafted by people who come from a background working with expensive, upscale natural gemstone jewellery. Their commitment to excellence is one of the reasons that CZ jewellery is so difficult to distinguish from natural diamonds. 

5. CZ gemstones are all tested with a laser to make sure that they are flawless. Since flaws were the primary reason for simulated diamonds turning yellow and/or cloudy in the past, the Shopping Channels CZ stones will remain clear and brilliant for a lifetime. 

6. Many of the worlds leading celebrities regularly wear CZ jewellery. CZ is often observed on the stars attending the leading American show business awards' ceremonies (The Academy Awards, Grammies, Country Music Association Awards, etc.). 

7. CZ is the perfect Jewellery to wear when you're out for the evening or travelling since it allows you to have the look of thousands of dollars worth of diamonds without the cost or the worry.

8, CZ jewellery looks like expensive, natural diamond jewellery. 

COOKING ON THE SHOPPING CHANNEL 

Cooking on television is very different from cooking in front of a live audience or in the comfort of your home. Cooking on the Shopping Channel is yet another step away from the norm. Cooking on the Shopping Channel is all about selling. We cook to demonstrate, We demonstrate to sell. Here is the selling philosophy which makes kitchenware a profitable and interesting programme. 

FOOD MUST SOUND GOOD, LOOK GOOD 

THE FOOD - AND YOU - MUST BE THE MESSENGER, NOT THE MESSAGE

YOU SHOULDN'T BE COOKING

SOMETHING MUST MOVE

EATING SELLS - NOT COOKING

TASTE - AND TASTING - HAVE NOTHING TO DO WITH IT 

Cooking on television is like nothing else; in particular, it is nothing like cooking at home. This when choosing dishes to present on television, quite different parameters must be used.

First, flavour has little or no part. On television, the flavour is the least important of all considerations.

Flavour is not important because it is taken for granted that something you present on television will taste terrific, because: 

(a) that is the purpose for you being there and (b) why would you do anything else? 

Thus what a recipe tastes like is quite unimportant. In fact, you can leave out ingredients and do all kinds of horrid things off screen provided that on- screen:

* it looks good *it sounds good 

Flavour doesn’t necessarily look or taste good. Surprisingly, it is sounding good which is vitally important, but a combination of sound and image gives you the reasons for choosing one recipe over another. In fact, choosing a recipe for television is simply good journalism.

I would take it for granted that anyone who is a Shopping Channel presenter understands that essentially they are journalist; some would say they are salesmen or saleswomen but there is no difference - both journalist and salespeople must be able to identify a story, construct a single all-encompassing headline and then use that headline to grab and keep attention until the sale is made or the story told.

Thus, when choosing a recipe to demonstrate you must be able to identify what makes it different, what its story is, identify what I call the Gosh factor, so that our audience's reaction will be to say "Gosh, I didn’t know that, “ maybe they had forgotten or maybe they would like to try but they are now involved in the sell!

You must be able to tell an audience your recipe's Gosh Factors in a single sentence. That single sentence is your headline. Are you cooking this because it is a faster way to do something traditional? Have unusual ingredients? Features an unusual combination? Is it your favourite recipe of the king of Spain, or what?

Once you have the headlines clearly and crisply in mind, they can be used at the top of the programme to create interest but must be used at the start of likely you more of a buzz if the food tastes great. But, it will taste good if you have those right and each product selling segment to create and cement interest. It is pretty arrogant of any of us to think we are so terrific that just the Presenter and the product are enough to keep good viewing/ sales figures.

The product must be enhanced: without a headline and a story for the food as well as a headline and story for the product, you are fighting an unnecessary battle of your own making.

Having said that, the unusual task We all have on the Shopping Channel is to strike a balance between the products we are selling and what can be done with them; get it wrong and We become a cookery programme rather than a sales programme that uses cookery to attract interest- and make sales. 

At the beginning of each kitchen programme, it seems reasonable to use cookery headlines as a come-on, to attract and keep that percentage of the audience which intends to watch the entire programme. Your Gosh Factors are bait. 

This, the ideal editorial shape of each kitchen or cooking programme should be: first to brighten and balance the preview of the products, which will all seem relatively cold and lifeless at this stage, by headlining the recipes to come, then to tell those promised stories when demonstrating the products. Finally, you summarise by concentrating only on the products - the cooking has been a way in and through, and not the end product as it would be in a cookery show. 

Here cookery is only the messenger, never the message. 

Getting that balance right makes cooking on the Shopping-Channel particularly difficult for regular presenters who must go straight from a previous hour, for there will have been little or no prep time.

But in practice, cooking is not what you should be doing. For if you are cooking food which is suited to television you run the risk of overshadowing the products - and the product is the story.

In any case cooking times are rarely airing times and if there is too much cooking to do to make your point, you will have to be going backwards and forwards to half cooked dishes, putting the emphasis on the food rather than the product and this can make a very disjointed production, during which you are also continuously apologising for not having done this or that or forgetting this or that. All negative and incompetent and all taking the focus onto you or the food rather than putting it on the product, and often actually making you the message, rather than the messenger. 

Having said that, it is very good journalistic practice indeed to keep an audience's attention by making them wait - starting something to cook and going back to it when the cooking is completed. This should only be for one item per show and ideally there should be no attention given to actual cooking during the wait. The product is doing the cooking, not you.

The idea is that recipes and cooking demonstrations must achieve within the usual selling slots or you must only demonstrate the finished dish, perhaps adding a final ingredient or garnish, but certainly sewing it. 

On the Shopping Channel, the emphasis must be to show television food, not cook it!

Remember that to many viewers, cooking is seen as drudgery. But eating is a universal pleasure, and for greatest success, our products should be associated with the pleasure of eating. In any case, the more you expose your cooking technique, the more you invite criticism from viewers who know better. 

The secret of a good cookery demonstration is the same as that of good blue movies - the viewer should feel they could have done better. But why expose yourself to criticism when it is not necessary?

Think hard! Is it really good television to watch onion frying or food being cut up? I don‘t think so - these are never a Gosh Factor, unless there is a specific story relating to the onion (it could be a culinary Gosh Factor as opposed to a product Gosh Factor) or you are selling something with which you are cutting or preparing. 

If there is no Gosh Factor about the preparation, the recipe should be prepared or cooked up to the point where there is one.

So, cooking rice is not journalistic or good television: showing it cooked, demonstrating the quality there will be to eat is a terrific story. Then both the viewer and presenter are associated with success and pleasure, and that can be converted into sales. 

And then there is the appearance to think about. 

Food which tastes good and sounds good, vibrating with Gosh Factors, may not look good and television must be visual. When writing television commercials it is good practice to check whether the storyline works without sound. 

Colour is the secret. 

Thus, if you have to cook a chicken casserole in a pressure cooker, use tomato juice not water or wine: rice can be cooked with chopped spinach or tomato. Onion contributes little to television food and thus wastes precious prep time of already busy people: dreary looking button and other mushrooms are a waste of space unless they are a major feature: mixtures of mushrooms and onions are even worse. Those are perfect examples of food which might taste good but which has no place on television for they have no Gosh Factor of any kind, not even sounding or looking good. But mix mushrooms with a great handful of parsley and grated orange rind - and you have something that sounds good and looks good. 

Whenever you can have a thick, bubbling, sizzling dish and the camera can get in tight, the viewer will be mesmerised.

If you are baking, make sure there is something for the camera to discover, Blueberry muffins are great because you can see the blueberries, but even better if you split one open, for there is a fabulous contrast between the crust and the pale, studded inside. But chocolate muffins? Taste and smell good but on screen essentially a brown blob and the audience has to work to add their own yum-yum factor. The sort of thing we should do is to add a piece of chocolate, cherry or marshmallow to the top of each one before cooking, so there is something else to see and discover, another story, another Gosh Factor. 

If you are stir-frying, use as few ingredients as possible. Pink prawns and green mangetouts: red peppers and baby corn finished with green coriander - and so on. Not only does it look better, partly because it will be bigger and more appetising, it is easier for backstage to prepare and simpler for the audience to appreciate the possible flavour. Ten ingredients cut up small takes too much time to buy, too much time to prepare and can look as though it has already been through a dog. Sure it might taste good, but it will look horrid and there is absolutely no Gosh Factor, no reason for those ingredients to be there other than panic. Use less, use them bigger and it will look and sound better. Actually, it will taste better too. 

Something which changes the texture on camera is also very good. So, if you make an iced drink, think about adding sparkling water to it, for the sake of the fizz - that can go for anything you might make in a juicer, for punches, for iced teas, yoghurt drinks.......anything. 

If you are frying in a pan and it has to be basics, there is no point in chasing a couple of sausages or burgers around the pan. It must be filled, to demonstrate the capacity and also to suggest hospitable abundance. It is more inviting to the viewer. Lots of food always looks better and attracts a better feeling than small amounts. Lots of food is a story: a little food suggest loneliness, speed, everything that food should not be. 

Most of all, look for opportunities to enhance the product, and to protect yourself from looking incompetent, by concentrating on the revelation of food which is cooked by the time you get to the product.

Only cook in a segment when there are instant results, like whisking cream (but what are you going to add to it to be different?) juicing fruits and Vegetables (but what combinations, what can you do with them?,) cooking deserts in a microwave (four minutes for a steamed pudding for six - but what combinations of flavours will you use to grab attention?). Sometimes it will not matter if the food is not cooked properly as long as you are close: so tipping three things into a hot wok, stirring them about, finishing them with sesame oil and chopped coriander and tipping them out onto a plate all steaming and glistening is a better bet than forever stirring a sludge of mushrooms and onion or a mixture of so many vegetables the wok has gone cold on you and there isn't even a sizzle.

Less is more. 

When you want food to move, to bring the segment and the product to life, revelation is a good word to remember.

Revealing, tipping out, uncovering, unwrapping are all excellent techniques for making better and more entertaining television. Keep the lid on until the last possible second, cook something in foil, turn out a cake which is seen to have an unexpected fruit topping, add a final flavouring which creates steam or a sizzle, cut a segment to reveal colourful insides. 

Otherwise, look for a serving idea or some way to enhance the cooked food.

Pour on a sauce, cut off a slice, cut out a segment, pour a drink into a tumbler filled with ice cubes, add a garnish which is unexpected - anything to bring the food to life in a way which involves the audience and their anticipation. Something other than your mouth must move. 

Tasting is good, of course, but if the flavour is unimportant then tasting is very unimportant and can: 

(a) make you look greedy

(b) exclude rather than include the audience 

Cooking with someone or for someone is a generous and hospitable thing; giving yourself a pat on the back or enjoying the flavour of something you have cooked can seem selfish and competitive - inhospitable. In my view, food and drink should only be tasted when there is a guest, and by the guest, or when you have never tasted the result before i.e. if in a middle of making juices you combine two things you have never combined before. That way the audience is involved. If you are tasting something you know, you are giving yourself privileges, being self-indulgent: viewers can relate to the guest being given a taste, but when it is a presenter tasting their own food it can literally seem distasteful. Perhaps at the end of the show as a reward for your hard work, yes...but otherwise...isn‘t that like a cookery show, a bad cookery show? 

Remember to choose a recipe which sounds good and gives your show the Gosh Factor headline.

Then make certain it looks good by introducing colour and texture and deciding what it is you will do to bring it to life - which is probably little to do with the basic cooking, but everything to do with final flavouring, serving and presentation. 

RECOMMENDATIONS 

Presenters of kitchen or cooking programmes should all have access to the same information, share experiences, recipes and ideas. Instruction and recipe books should always be kept with the products.

Kitchen products should have a bag instead of a product detail information card. The bag would contain the product details as well as recipes, instruction books and recipes. Notes of what does and does not work could be included in this handy file. It would be easier to prepare all the recipes for all the cooking products in advance. It may not be possible, but if you are developing a new Shopping Channel, it is best to establish good practices from the begging. It is more difficult to introduce new concepts later on. 

The programme sheets from the planners should contain more information about the products. It is also easy to get confused about so many products which have similar names or functions. There should be a more highly detailed description of the product to avoid confusion. 

A Shopping Channel cooking expert should review new products before they go to air and make demonstration suggestions concerning each one.

Be careful not to overuse or use improperly the words - "healthy", when we should perhaps be saying "low-fat": neither products nor ingredients are essentially healthy or unhealthy, it is how you use them. 

CONCLUSION: There is so much more to say on this subject and there are as many new concepts to successful selling as there are presenters.

Take what you can and change it to fit your needs as you see fit but remember, respecting the customers and being honest builds long-term and profitable relationships.

Preparation increases luck & success!