Dawn Chubai has worked in the broadcasting industry Nationally on Television
screens for the last 23 years. In 2017, she took those On- Camera Hosting skills
and actively immersed herself in the dynamic realms of TV Home Shopping and
Live Selling Platforms resulting in personal sales of over $30 Million in retail
sales for hundreds of brands across all commodities. Dawn has proven uniquely qualified to media train chefs, bartenders, sommeliers, interior designers, style experts, real estate professionals, athletes and personal trainers having hosted Realty Television, City Cooks, Cityline and
Breakfast Television both in Vancouver and most recently, in Toronto where BT
holds the #1 Morning Show Spot in Canada. While Dawn continues to work as
an in-demand media trainer, in June 2023, Dawn announced the next level of
professional development for Brands, Sales Representatives, Brand
Ambassadors and Influencers. Drawing from her rich background as both a
media trainer and TV Home Shopping Host, she launched Live Selling School
and developed her signature Home Shopping Host (HSH) Method of Live
Selling. As Principal of Live Selling School, Dawn shares professional tips on becoming
comfortable on camera, while also teaching the essential skills and livestream
sales strategies necessary to convert more customers from in-person shopping
to e-commerce. Whether utilizing a specific Live Commerce platforms or
exploring other avenues on social media, Dawn Chubai’s Home Shopping Host
Method of Live Selling is adaptable to all commodities and Brand eCommerce
strategies. While Dawn can still be seen on The Shopping Channel in Canada as a
Jewellery Guest Host, other memorable credits include Hosting Breakfast
Television in Vancouver and Toronto , Hometown Heroes Lottery spokesperson,
Realty Television, CItyCooks, Cityline and in-arena host for the Vancouver
Canucks. Dawn’s professional affiliations include the National Speakers Board, Canadian
Women in PR, and ACTRA (50+ film/TV credits) She is also a recipient of
awards from the BC Association of Broadcasters and the Alberta Recording
Industry Association (1999) for her debut jazz CD “New Chapters for an Old
Book”. Dawn’s second CD, “Under the Covers” was released in 2014.
What got you into Broadcasting?
"Music started it all! I was a Jazz vocalist in Edmonton, Alberta, Canada performing regularly at Jazz Clubs and corporate events and would often appear on a local morning show and evening news and entertainment programs. The TV Station was able to provide entertainment to their viewers, and I was able to promote my gigs and my debut Award-Winning CD, “New Chapters for an Old Book”. When a job opening came up for a weather and traffic presenter in 1999, they asked me to audition and I have been on Television Nationally ever since, eventually Hosting a Cooking Show, a Real Estate Show and Canada’s #1 Morning Show, Breakfast Television."
What are some qualities you need to be a broadcaster?
"My story is somewhat atypical as I literally “fell” into the role, meaning I had no intention or dream of being a broadcaster. While many Broadcasters and Journalists go to school for these skills, other than appearing on TV to perform my music or be interviewed because of my music, I had ZERO broadcasting experience. After a less than stellar audition, I was brought in for some light “broadcast coaching” and a second shot. When I was offered the job a few weeks later, I was told,” We can train everything except personality”. I can’t say what will get others hired in the broadcasting industry these days, but my strong qualities were: Personality, Authenticity and the ability to be nimble. Some would say I had that special “something”. The station trained me to do the rest. I think perhaps it’s the chance I was given so many years ago that made me want to help others with my Media and Live Selling Talent Training. Bringing a tangible skill and value to compliment one's natural talents."
Do you have a favorite broadcasting moment?
"I have had SO many!! The “expected” answer is often celebrity based and to that I would say the most interesting interviews and segments were from regular people doing really cool things. As far as favorite or most memorable…I would have to say repelling down a 20 storey building LIVE (including the initial stepping over the edge!) in a latex catwoman suit is near the top of the list. That moment had it all. Vulnerability, Courage and stepping out of sooooo many comfort zones (hello Latex catwoman suit?!?!) and of course I had to talk through that moment to viewers on LIVE TV. I was also doing this for Charity (Easter Seals) which is also important to remember. Working on TV as a Host is fun (and a privilege) for sure, but there is responsibility. Both on and off camera it’s always important to ask yourself, “what value can I offer?”. I would ask myself this with my content and with my community involvement. When working in the Live Selling space hosting an event or product launch, that question is equally important. Value isn’t just product and price, it is also about your viewers TIME. What do they have to gain by watching your content? How are you serving THEM?"
What are some tips to becoming comfortable on camera?
"PRACTICE talking to the camera as though it is ONE person and imagine that person is your best friend or family member. This trick works for both LIVE broadcasts and on video.You won’t always know how many people are watching (or will on playback) but speaking to ONE PERSON you care about lets you deliver in a more personal, relatable and trustworthy way. Once you become confident speaking on camera, ensure you can also execute all of the other elements of your broadcast while speaking. PRACTICE any “action” elements along with your messaging (cooking? Demonstrating? Dancing?). Create a little “run of show” for yourself. Comfort comes from preparation and knowing how the segment is going to flow. Having a beginning, middle and an end. Preparation is what will allow you to be spontaneous and nimble. It’s also what will ensure you are viewed as a professional. It’s the hard work ahead of time that has everyone thinking the job of hosting/ being on camera is “easy”."
You have joined a variety of live shopping networks, in your opinion, who is the right person/talent/creator to sell your products during a live event?
"There are a few options to look at when hosting a Live Shopping Event or even product launch and there are benefits to all of them but questions to ask when choosing:
Influencers/ Creators can be great because they have the reach, but can they convert customers while still preserving their authenticity? Followers and heart emojis aren’t the same as making a sale.
Salespeople or Brand Associates clearly know the products and Brand Story, but are they comfortable on camera? Can they “talk to themselves” for up to 30 minutes (or more) while making the viewers feel like it’s a 2 way conversation with them.
Experts in their field (Chefs, Fashion Stylists, Interior designers, Hair Stylists and Makeup Artists) - In addition to camera confidence and sales techniques/ strategy, there is a WHOLE physical choreography that needs to be executed WHILE the other pieces come into play. A chef selling a immersion blender not only has to be able to make that soup or dip, but also has to understand it’s not the dip they are selling and so the right amount of inspiration has to be intertwined with the benefits, the features of the product and then of course the other elements that actually drive a sale and has the viewer adding to cart (Hooks, CTA’s, FOMO etc)
Another option is to have a dual host situation where you have one professional Host (Live Selling Talent) and a product expert/ inventor. The Host leads the “business”, strategy and “run of show” and the expert handles all the demonstrations, product knowledge etc…"
How can you best train existing or new talent to drive sales while still being authentic?
"Authenticity has many components (I identify 10 of them in my Live Selling Course ) but to preserve TRUST and authenticity as you lead a customer down the path toward purchase, all roads (aka statements and stories) have to ultimately lead back to the viewer/ customer. Do the research and gather the proof required to build credibility. Be vulnerable by sharing personal stories, your mistakes and your challenges cultivate trust. For example, if you say “I love this” you need to be hearing a “Why??” echo back to you. This allows you to not only share your personal experience with the product (or situation) but also identify any barriers to the purchase or additional motivations the customer might have. There are MANY strategies I personally use (and teach) that work toward selling without pressure and preserving my viewer/ follower relationship and their trust. Most people don’t like to be “sold” to but they LOVE solutions to their problems (and the problems their loved ones experience…another strategy toward making a sale)."
How did you take your broadcasting skills onto dynamic realms of TV Home Shopping?
"With well over a decade of broadcast experience under my belt, I came to the table with skills in Camera confidence, Segment Producing and Interviewing. I was used to communicating, working through key messaging and presenting on camera but to INFLUENCE a purchase (convert customers) in general and then to do it through the screen to a customer who cannot touch, taste or try on a product themselves requires a different level of storytelling. Unlike news programming or entertainment shows, with Livestreams, there are no teleprompters, no editing and no do-overs. To execute an event well as a HOST, you need to be able to anticipate how information is received and be able to say the same thing in many different ways. You need to know the Brand, Niche and Products inside out and upside down. Your pitch requires repetition without sounding repetitive to appeal to the different ways people interpret information. Generic descriptions must morph into sensorial experience. As a TV Home Shopping, Live Commerce and Social Selling Digital Host, I had to wear many hats that go beyond traditional broadcasting. Friend, conduit, salesperson, product expert, fellow customer, advocate, entertainer, problem solver, improviser and master communicator."
What is the Live Selling School?
"In a nutshell, I teach people to do what I do…sell on screen! Why would anyone want to learn to do this? Because the Live Selling and Video/ Commerce space is projected to hit 32 BILLION dollars in the US alone in 2024! This is where retail is going and Brands are looking for measurable ROI in their marketing and influencer strategies to drive more eCommerce sales. In addition to 1:1 Talent Coaching and working with Brands on their Live Selling and Video Commerce Strategies, I harnessed my credible, proven track record and specialized Live Selling experience, and developed an online, on-demand, LIve Selling Video Course featuring my signature HSH Method and 8 Step Live Selling Formula. I equip Sales/ Brand Reps, Inventors, Creators, Experts and Influencers with the knowledge and specialized techniques to maximize sales and their own personal earning potential in the digital, social, and livestream shopping realms."
What are some essential skills and livestream sales strategies that Live Selling school gives us?
"I teach everything from “Pitch to Presentation”. We start with the basics like platforms to use, equipment you need and how to decide on your niche (or niches). We work on camera confidence techniques. How to develop your niche knowledge (which is not brand or product specific). How to not only research a Brand Story and each product’s features, but also how to curate that knowledge into how it benefits your audience and compels them to buy. I have strategies and worksheets to help my students decide on the language they will use and the demonstrations they will do to showcase what a customer can’t touch, taste or try on themselves. We work through my 8 Step Formula to successful Live Selling which include several types of CTAs (and where to use) as well as how to compose your Hook. I teach how to create a show theme, the timing to be dedicated for each product and in what order as well as other strategies like teasing, callbacks and gamification. I also teach my students how to SELL THEMSELVES as Live Selling Talent when approaching Brands they want to work with. 6 Modules, 17 Lessons with action steps and worksheets (and even an option to have me personally review practice videos or dry runs) that ultimately take the student toward being able to execute a complete Livestream Shopping (digital) Event or product launch confidently. I leave nothing out. I teach the same method and formula that I have personally used to sell over 30 Million dollars worth of products from both top tier Brands in all categories."
Sign up for Live Selling School: https://livesellingschool.mykajabi.com/a/2147775360/RfMEKcde
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