Selling Today: Partnering to Create Value, 14/e
by Gerald L. Manning, Michael Ahearne, Barry L. Reece
Use of Showmanship
Showmanship is defined as an interesting and attractive way of communicating an idea to others. If done tastefully and appropriately, it can do a lot to improve the persuasiveness and effectiveness of a sales presentation. Showmanship in selling need not be equated with sensational or bizarre events. It may be a very subtle act such as the furnishing and accessorizing, or “staging” as it is sometimes called, of a home being shown by PulteGroup’s Ashley Pineda, introduced in Chapter 8. Another example of showmanship would be carefully placing a fine diamond on a piece of black velvet before showing the jewel to the customer.
Some good examples of showmanship can be seen at trade shows, where new products are displayed. One company ...
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