Lights, Camera, SALES!
In an effort to save money or to reach international clientele, more and more businesses are conducting sales presentations through video conferencing by using Skype, Webinars, or Telepresence. Where they fall short, however, is not understanding how to prepare for this form of communication.
It is always important to make a good visual impression when presenting to your client – and when presenting on-camera, even small imperfections can become much more apparent. Are you ready for your close up? Here’s how to project a good image and communicate effectively through the camera lens:
Lighting. Never rely on just the light from the computer. Instead, use daylight-balanced light to even out your skin tones. Lighting yourself from the front will keep shadows from falling on your face.
Background. Whatever is visible behind you can be visually distracting. Be aware of what is in the “shot,” and be sure to keep your background as clean and simple as you can.
Wardrobe. Make sure your clothing is well-pressed, clean and well-fitting. A small stain or wrinkle, which may seem like no big deal in person, can be distracting on screen. Try to wear solid colors (watch out for black and white clothing which can be problematic.) Clothing with small print and houndstooth patterns can “vibrate” on video.
Makeup. Whether you are a man or a woman — don’t shine. A shiny face or forehead can be distracting and send a wrong message (that you are nervous). Using blotting papers or a light powder can remove the shine.
Hair. Have a mirror nearby to make sure your hair is not sticking up in a distracting manner.
Body Language. Be careful to avoid slumping in your chair or standing with poor posture.
When seated, you should sit on the first third of the chair with your legs at a 90 degree angle and your feet flat on the floor. Sitting this way, keeps your diaphragm free so that you can breathe properly and speak dynamically. It also gives you a firm base, thereby reducing any unnecessary movement.
When standing, place your feet hip-width apart, knees slightly bent and arms comfortably at your side. To stand up straight, imagine that there is a string attached to the top of your head pulling it up.
Movement. Movement on camera can be very distracting. Watch newscasters or actors and you will see that for the most part they are very still. This doesn’t mean you shouldn’t use gestures — you should – but be careful to avoid movement that doesn’t have purpose.
All movement is exaggerated on-camera. If you want to lean forward to show interest, make it a slight move. Avoid frequently moving toward and away from the camera. I have seen people do this and it can look like they are appearing in a 3-D movie.
Gestures. Be aware of the range and framing of your camera shot. Never move any part of your body that is not in the shot. It will seem like disconnected movement. Also, how much of your body that is on-camera should impact how much movement can be used. The tighter the shot, the smaller the gestures need to be.
Facial Expressions. Unless you are delivering bad news, you should smile.
Eye contact. Make sure that you are looking directly into the camera lens. If you cannot see your client, imagine they are across from you as you look into the camera. If your eyes are focused elsewhere, your client may feel that you are not connecting with them.
On a Skype call, you will want to look at your client so that you can read their body language. This can become a problem because you cannot focus your attention toward the camera when you are looking at the window though which your client appears. To avoid this problem, make the Skype screen as big as possible, and sit or stand a little farther away from the monitor so that you can view your client and the lens at the same time. You can also try a dry run, and if possible, videotape yourself before your meeting. It is much easier to see what you do well and what needs improvement when you can watch yourself.
And of course, always be yourself and have fun!
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