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 demonstrated the fireproof quality of their insulation by holding a piece in front of a blowtorch. In simplest terms, showmanship is the act of presenting product features and benefits in a manner that will gain attention and increase desire. It is never a substitute for thorough preparation and knowledge of your customer, company, and your product. And effective showmanship is never based on deceit or trickery. It should not be gaudy or insincere. When showmanship detracts from the image or the product or the salesperson, it is counterproductive.