The other day, while flipping through the channels, I found myself on an infomercial channel, and more precisely, when a chef (Chef Tony) was introducing us to his Miracle Blade knives. Maybe you’ve already seen it?
His presentation was so dynamic that I watched it to the end and yes, I confess, I bought the Miracle Blade knives!
It’s true that the sales style is very “American”. But, apart from that, I assure you that from a “sales” point of view, Chef Tony does an excellent job. Let’s take a closer look at this.
A structured presentation
In fact, the main quality of infomercials is that they have a very defined structure for the sales presentation. It’s a show: everything is thought out and everything is rehearsed.
Have you ever presented your products to customers and then, after leaving, said to yourself: “Shit, I forgot to mention the payment facilities” or some other product feature. Admit it, you have, haven’t you?
So why don’t you think of your sales pitch as an infomercial and a sales show? Then take the time once and for all to prepare a structured sales presentation.
Chef Tony’s 12 steps
- Chef Tony presents the brand of his knives… Present the brand of the product you are talking about.
- Ask situational questions: “Have you ever torn your tomatoes instead of cutting them?”… Ask questions that reveal the customer’s needs: “Would you like more comfort?” or “Would you like to pay less tax?
- Demonstrate what your product can do and, even better, have the customer try it if you can.
- Chef Tony explains several features of his knives and mentions the benefits that result from them… Explain at least three features and three benefits of your product.
- It makes you feel emotional, makes you laugh and makes you salivate… Make you laugh and give concrete, real-life examples.
- He is enthusiastic and uses words that have impact… Be dynamic and speak with conviction.
- Chef Tony displays the knives on his counter, in style… Make sure your product stands out through its presentation and dynamic layout.
- He talks about the warranty and delivery… Talk about your product warranty, your after-sales service, your installation service, your outstanding team of technicians, etc.
- It mentions the price, saying that it includes such and such… Say the price, explain the different payment methods and mention the added value that comes with it.
- At the end of your presentation, summarise the benefits for the client.
- It offers a complementary item (the knife storage block)… Offer your complementary products and your extended warranties.
- And finally, Chef Tony encourages the customer to make a quick decision: “If you order now, you’ll get that beautiful…”… Tell them about your current promotion or the manufacturer’s discount.
All that remains is to conclude the sale. He can’t do it because he’s on TV. But you can.
Good sales!
