With webconferencing becoming a commonplace sales tool, it’s worth your while to know how to look good on webcam, because if you don’t pay attention to the rules, you can end up looking pretty silly. For example, I know a CEO who went on camera wearing a pair of half-lens reading glasses. This CEO, who in reality a pretty dynamic guy, came off looking like Old Mother Hubbard, which was not the image that he wanted to leave with the customers.Fortunately, it’s easy to look and sound good on webcam. Here are the major rules:
Rule #1. Look the part. As with an in-person sales call, an appropriate appearance makes your message more convincing. Unless your firm’s image skews very young, you’ll want to dress conservatively, as in a blue or dark gray suit. Wear a solid color shirt or blouse, preferably light blue, because white tends to reflect light. Keep ties or bows simple; don’t wear flashy jewelry, sunglasses, light-sensitive glasses or (needless to say) half-lens reading glasses! By the way, if you’re a guy, wearing a bow tie makes you look like Donald Duck, or much worse, Tucker Carlson. Avoid at all costs.
Rule #2. Check your Environment. You’re not in a TV studio, so you’re going to have to make do with whatever lighting and background you’ve got in your office. Make sure the lighting doesn’t cast shadows over your eyes, or you’ll end up looking like a kid using a flashlight to imitate Dracula. Check to be sure that there isn’t some annoying poster in the background behind you or (worse) a co-worker who is, say, eating a submarine sandwich or (worse) constantly yawning. If you live in cubicle land, try to get the crowd around you to pipe down during the webcam session. Then use the fact that you’re now selling online as an excuse to lobby your management to give you a private office.
Rule #3. Keep Your Energy Up. Use natural gestures, facial expression and voice inflection to your advantage. Presumably, you’ve got an exciting and interesting story to tell, so tell it with the enthusiasm that’s part of your job. However, sudden body movement, such as standing up or leaning back in your chair may take you out of the camera range. If you must change positions, do so deliberately and moderately. Sitting erect and leaning slightly forward in your chair gives the impression that you are alert and in control of the situation. But don’t get so close to the webcam that you get a “fish eye” effect; 1 to 2 feet is about right.
Rule #4. Keep Your Cool. Don’t lose your temper or get flustered if the session seems to be going poorly or if technical snafus make the process clunky (a common occurrence, sadly). Just continue to focus on what you’re trying to communicate and hope for the best. Avoid nervous movements, like blowing out your cheeks, scratching your nose and clenching your teeth. Such behavior is not just distracting but make you look defensive (at best) or slightly insane (at worst). And remember, the webcam may be working even when you think it’s not, so don’t do or say anything that you wouldn’t want customers to hear.
