Make Use of Metaphors to Make the Sale

Anne Miller has a way with words - specifically, metaphors. She uses them daily in her business, and today explains how you can too! Read on, and then take a look at her new book for more information.

In a world drowning in information, no one should lead, sell, or influence others without a command of metaphors – images created with words. Metaphors work because we humans are wired to respond instantly to images more than we are to information.

For example,

-When asked by an interviewer why he should be hired to sell, Cliff C., now Senior Account Executive at a leading recruitment firm, replied, "I'm just like Rocky. You knock me over and I come right back for more." Determination, persistence and energy--everything a sales manager wants in a new hire, expressed metaphorically to win a job.

-When presenting the features of her magazine's audience to a media planner, one sales rep gets her publication's readership remembered every time when she says, "Our publication reaches one million buyers for your product – that's ten Super Bowls full of potential customers for you." –a familiar image used to illustrate the significant buying power of her audience.

When to Use a Metaphor?

You are limited only by your imagination...

1. Clients confused by how your solution fits their situation? Un-confuse them with a metaphor.

2. Need to inspire a group to gain support for your ideas? Win them over with a metaphor.

3. Facing a tough objection? Neutralize it with a metaphor.

4. Selling technically complex services or products? Simplify them with a metaphor.

5. Need to close a client who is wavering on a decision? Move him to take action with a metaphor.

6. Caught in a sensitive situation with a client? Calm him down with a metaphor.

7. Need to distinguish yourself or your firm from the competition? Paint an unforgettable picture of yourself and your firm in the mind of your client with a metaphor.

Metaphor is the invaluable tool of sales rain-makers. Don't leave home without one.

Based on the new book "Make What You Say Pay!" by sales and presentations specialist Anne Miller. For a free two chapter download, go to: www.makewhatyousaypay.com