The Business of Show

by Norman C. Berns

We all work in sales.

Alas, not many of us planned for that. We like to think of ourselves, after all, as artists. Artistes. Or at
the very least artisans. We have studied, trained, fought and starved for our belief in the fine art of
SHOW business. Not many of us aimed for the sales department.

Right?

Wrong!

We all work in sales no matter our job or title. Writers sell scripts to producers. Directors sell their
productions to actors and disbelieving DPs. Producers sell to everyone – investors, directors, back to
writers for the umpteenth rewrite, disbelieving editors…. (And everyone, turn by turn, sells their own
visions right back to the director and producer.)

Fact is, we all sell all the time to everyone. We’re all in show BUSINESS. We all know that in our heart
of hearts; we just don’t want to believe it.

Face it. If you’re not selling, you’re not doing your job. If you’re not good at selling your scripts, ideas,
vision, passion, the odds are good that you’re out of work right now. Want to work? Accept your fate.

Time to toughen up. They lied to you in film school. Get over it and get to work.

Given that sales are a given for your survival, here are five steps to guide you.

1. Know exactly who you’re talking to. The meeting is over if you begin, “Dear Sir and/or
Madam….” Do your homework before you open your mouth.

2. Understand the needs of the person you’re pitching. If you can’t solve specific problems, move
on. No one wants more problems; people want solutions.

3. Explain why you are the best choice. (Or your film, idea, script, talent, whatever.) Never, ever
bash the competition; if you can’t stand on your own, move on. Quickly.

4. Believe in yourself and your project, completely and unalterably. Anything less will come
through like a grease stain on your best white shirt.

5. Picture the results, not the process. Never explain your film, never lay it out line by boring line.
Show the finished film with your words. Share your vision. You are, after all, a filmmaker.

There are more rules, of course, more guidelines. But these five will stop the door from slamming against
you on your way out.

One major thought worth noting. You have, at most, five minutes to accomplish all this and make your
sale. No joke – five minutes. If you haven’t closed the deal by then, close the door on your way out. The
meeting is over.
That’s not as hard as you think.

Consider how much information gets crammed into one thirty-second commercial. You have ten times
that to do the same. The secret is the kind of precision and passion that comes from endless practice.
That and a very clear vision of your goal.