subject: Techniques Of The Trade: Touch In Marketing [print this page] You have an appointment, and you're ready with your USANA flipchart, the Health and Freedom Powerpoint presentation or our Health and Freedom newspaper. Now, you are ready to connect with your potential business partner, but how do you do this in a way that gets through to your prospect? You are looking for a "yes," and are there any specific things you can say or do during your presentation that will help them get to the point of saying "yes?"
I'm sure you've learned that it's more important to connect with the person than to lead with the product or the business. Every presentation you give will be a little different, tailored to your potential USANA business partner based on his or her needs and desires. The basic information - the nuts and bolts of USANA - will be the same.
The next few articles I post will outline several techniques I've used over the past fifteen years that I believe have added a personal touch to my presentations.
Speaking of touch...use it to your advantage. It's important to tune yourself into your prospect's personality so you can use touch judiciously. Touch can be a powerful presentation tool but it can also be a deterrent if it is overused or used inappropriately.
I did a presentation in New York City, and a delightful gentleman came up to me afterward in order to express his appreciation, and I characteristically leaned in to give him a hug. I'll never forget my embarrassment as he backed away and explained to me that in his religion men were not allowed to touch women other than their wives. Making a mental note ("Collette, in the future, do your homework!"), and that homework paid off as I traveled through Asia to help open the USANA markets in Hong Kong and Korea.
Generally, a genuine, warm handshake as you meet your prospect is appropriate and helps establish a connection. I usually use both hands, a firm grip (what's worse than a limp handshake?) and I make direct eye contact and smile as I say their name.
There might be a moment or two during your presentation when a light touch on the arm will help project your sincerity. For me, this comes naturally as I'm answering a question or making a point.
I often find myself hugging people I've just met, including people who have just listened to my presentation. This is authentic for me and feels comfortable because during my presentations I've usually shared personal - sometimes rather intimate - experiences. As I've mentioned, do your homework and then "read" the situation. If you're in tune, you'll know when to use the technique of touch.
