Home-shopping Home Runs
3. Your home shopping offer better be the best deal—bar none. Home shopping networks insist on offering their viewers the absolute best price, no matter where else a product is available to the public. That goes for brand-name items, as well. So if you want to hit some home-shopping home runs, allow the network to offer the audience a value proposition that's the best you offer anywhere. Remember, with this channel of distribution you're selling direct.
4. Show and tell to sell it. Show-and-tell is the basis of sales success in the world of home shopping. And the more you tell the more you sell, so work every second of the eight-plus minutes your product has in the limelight. And never forget that television is a visual medium; if the features and benefits of your product lend themselves to dramatic demonstration, take full advantage of that. Show the before and after. Amaze your audience with instant results. Then reinforce the imagery with testimonials and live call-ins to support everything your TV audience has just seen.
5. Keep it live. It's not just TV … it's live TV! And that means there's the opportunity to be totally spontaneous. You can shift gears according to the pace of audience response. You can react to the numbers. And you can express real emotion. Yes, home shopping is America's only form of reality TV that offers live audience participation.
6. Make sure your presenter is a home-run hitter. The networks provide the set and the host, but you can dramatically enhance your sales potential by supplying the right presenter. Not only does your presenter have to believe in your product, he or she has to have genuine charisma. Let's face it, it's a rare individual who can connect with millions of viewers on an emotional level—and it has to be done live. Your presenter has to be able to think on her feet, even as the public's response to her pitch is being tallied in the form of orders right before her eyes. Don't be so quick to give one of your company's executives the job of going on the air for you. You may be better off hiring talent, even though it's an added expense. It will be well worth the investment if that pinch hitter can stand up there with the credibility and enthusiasm it takes to make the sale.