THE MAGIC BEHIND THE SALEslouched and tired, the customer I was trying to convince would
peg me as just another bored salesman. When I walked in briskly,
my head up, he'd figure I had something important to say. All
through the selling, my energy level was very crucial."
A saleswoman who specialized in cosmetics talked to me about
sales technique. "It's a matter of energy. The customer will sense
that energy and react to it. There's a charge in the air, an excitement.
I do it with my body. I smile and I move smoothly. I use the
energy to project eagerness. My body language talks to the custom-
ers. It says 'This won't be boring!' On another level, it says 'use
this product and you'll be as energetic and lively as I am!' "
I have heard that same word, energy, used by salespeople at
all levels, from door-to-door salespeople to corporate managers.
It's vitally important in boardroom presentations and in business
meetings in general. Trial lawyers claim it can help them manipulate
a jury. Energy is one of the most important factors in making a
sale. I have been to seminars where after hours of hearing all
the different sales techniques and methods the attendees were
flagging physically and mentally. Then, in just a few minutes, I
would see a seminar leader bring them back to enthusiasm by
projecting a subtext of excitement. How? By raising his voice.
By adopting a rabble-rousing tone that would charge the air with
an electric force. In short, by energizing the room.
When you are enthusiastic, in selling as in any occupation,
you excite others. What are the elements that spell out excitement
and energy? The first one is movement, movement of your body,
your hands, your head. Not random, pointless movement, but
controlled movement using all the elements of body language.
Done properly, this body movement can project an air of tension
and emotional appeal.
If you're in a standing position during your presentation, move