By Jeff Slutsky

Chapter 1 In Selling, All the World’s a Stage

You can dramatically increase your communications effectiveness by applying some techniques commonly used by professional actors, according to Ellen Kaye, a New York-trained professional actress. Her Scottsdale, Arizona-based company, Perfect Presentation®, is a presentation, communication and image consulting organization that transforms many Fortune 500 executives into more effective presenters and leaders.

Drawing from her experiences as one of the top actors in New York, Ellen explains that actors are trained to convince you of their “reality.” She learned certain mental and emotional exercises that helped her to convince millions that she had a pounding headache, when she really didn’t; or that she was having the “time of her life” with Kathie Lee and Frank Gifford on a Carnival Cruise®, when she really had a pounding headache. Likewise, you can use those same brain drills just prior to visiting a customer, colleague, or boss to help you get past those emotional blocks that zap your effectiveness. When you walk through the door for an important meeting, it is as if the camera is rolling during a major shoot.

Emotional Memory

When you’re selling, you have to be at your best whether you feel like it or not. Just before a scene, actors often briefly visualize a pleasant experience from their past. Ellen suggests that just before an important meeting, close you eyes and recall how good you felt during a special experience. Then open your eyes and charge forward with the same feeling fresh in your mind.

Substitution

This acting technique is used in many different ways including when actors have a challenge working with another actor. For example, it’s very difficult to show the proper emotion during a love scene when the person with whom you’re pretending to be head over heels makes you feel just the opposite. To get into character, the actor might mentally substitute the undesirable partner with one he or she does like. In selling or managing, you may have to have a good working relationship with people who are difficult. So next time you find yourself in this situation, mentally substitute a person you like for the one you dislike.

Immediate Previous Circumstance

Actors know that their entire outlook and emotional state leading up to the next scene is determined by events that just happened. If you’re heading into an important meeting or making a critical sales presentation, and you just found out your company announced a major restructure, you may have difficulty being persuasive. Ellen suggests that you recall a positive previous circumstance immediately before your presentation or meeting. For example, most salespeople like to celebrate after a big sale. That’s a waste of a powerful immediate previous circumstance. The time to go after a big sale is right after you’ve made one. Your immediate previous circumstance is so positive that you stand a much better chance of getting another sale.

Smart Marketing Action Plan

Write down three very positive experiences you’ve had this past year.
Practice “emotional memory” with each one to see which memory works best for you.
Write down two of your favorite clients or colleagues.
Practice “substitution” with two difficult clients or colleagues.
To create a positive “immediate previous circumstance” before an important meeting, recall a specific event in which you had the feeling you need now.
For a free copy of Ellen Kaye’s 10 Acting Tips for Executives email her at Ten Acting Tips.

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Contact Ellen A. Kaye to Boost Your Profits

and Expand Your Business.

Ellen A. Kaye is the author of the best-selling business book Maximize Your Presentation Skills: How to Speak, Look and Act on Your Way to the Top.© Kaye is a world-class expert on persuasive presentation; powerful, polished leadership image; crisp, cogent communication skills and media training. She is founder of Perfect Presentation® a multi-facetted coaching and consulting firm. Topics & Talks Client List

Kaye’s clients include business people and experts in all industries, Fortune 500 companies, sales and marketing professionals, entrepreneurs, engineers, bankers, the aeronautics' industry, professional speakers, comedians and celebrities, and many more. Kudos About Kaye’s Coaching and Speaking

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