Paint a Picture to Make the Sale

If a picture really is worth a thousand words, sales trainer and consultant Craig James is right on target when he asks, "Why is it, then, in our conversations, in our written correspondence, and in our presentations, we act as if the opposite is true - that a thousand words will create the picture we want?"

If you're having trouble getting the point across, James suggests you try using a metaphor or analogy to paint a picture in your prospect's mind. By doing this you will "create a visual image of your concept; in doing so, you ensure that it sticks with your prospect better and far longer than would a litany of industry- or product-specific terms," says James. "You can also use these tools when facing objections: the images that metaphors and analogies create cause prospects to pause and think, and to see the situation from a perspective different from their own (yours)."

Wondering how to start using metaphors and analogies in your sales conversations? Try this action tip from James:

Write down the names of three prospects with whom you're currently engaged, or are trying to engage, and who are having difficulty "getting it." Next to each name write down the aspect of your offering that the prospect is having the most difficulty understanding, and hence, buying into.

Then make a list of all the things you know about this person that could serve as the basis for a metaphor or analogy. Your list could include the industry they're in, their personal interests and hobbies, family situation, achievements, challenges, news and facts on them that you might find in trade journals, on blogs, or on social networking sites such as LinkedIn. Pick one of these and relate it to the obstacle you're facing - the concept you're having a tough time getting across.

Craig James is president of Sales Solutions, a sales productivity improvement company. He helps sales organizations get increased production out of their sales people, and entrepreneurs and individual sales people to be more successful at selling. Learn more at http://www.sales-solutions.biz.