How Sales Metaphors Carry Over The Message

In the market, most salespersons have heard the plethora of sales metaphors. For example many years ago, I heard someone make this statement about my father:  “Hoagy could sell ice to an Eskimo.” Being under the age of 6, my particular brain could not figure out this conceptual sales metaphor about why an Eskimo would buy ice agreed he probably had all the ice he wanted.

Part of that challenge was I did not know what a metaphor really was since this is an abstract way of thinking. This word is Greek in its origin and really comes from two uncommon words:

• meta meaning over
• pherein meaning to carry

Modern day definition, according to Webster’s New World Dictionary, is a figure of speech in which one business is likened to another.

Now some many years later, I realized that this sales metaphor demonstrated that my dad had the ability to give the customer or client what he or she needed.  Of course some may argue that the salesperson was so excellent, he or she sold what was not needed.

Yet the essence is still the same and that is to “carry over.” In sales this is just as vital today as it was days gone by and will be in the tomorrows of the future.  Being able to “carry over” is all about these five action verbs:

1. Knowing
2. Building
3. Showing
4. Doing
5. Exceeding

To increase sales, top sales performers use metaphors to further “carry over” their message because they:

1. Know the potential customer and potential needs (a.k.a. prospect)
2. Build the relationship (a.k.a. marketing and this is not selling)
3. Show (a.k.a. present the case as to the value of buying this particular product or service)
4. Do (a.k.a. deliver what was promised)
5. Exceed (a.k.a. follow-up and question for referrals)

Since people hear words, but reckon in pictures, sales metaphors are probably one of the best ways to control the sales process. When the sales person has the ability to use this communication strategy, he or she just might exceed the usual 10% of the words really heard. This sales skill set when used well can increase sales. Sales Training Coaching Tip: Many if not most of these pictures have emotions attached to them.

With the bombardment of information streaming into every prospect, being able to differentiate yourself from the competition is critical to sales success.  Hence the words you speak or write can provide you with a strategic advantage.

The essence of any sales metaphor is truly about leaving a memorable impression upon the buyer’s mind because as written earlier people hear words, but reckon in pictures. One of the best books I have read about how to do just this was written by Roy H. Williams.  His book, The Wizard of Ads, Turning Words into Magic and Dreamers into Millionaires, is a run of 101 small articles. Each article demonstrates the inherent power of well written memorable words.

When it comes to sales metaphors, my sense is this communication strategy facility with the recticular activator in the mind of the potential customers. Williams discusses this mental trigger in article 16 and mutual this methodical piece of information:  “Medical science tells us it takes 29% longer to know written words than oral words.” Further he mutual that when we hear words they stay 5 era longer than when we read them.

There is no denying the power of the heard word has more impact in the small term and in the sales process your first goal is to attract attention. Therefore it makes just excellent sales sense to use sales metaphors to your advantage when communicating.

An article by Mike Jezek, a psychological copywriter, described 4 types of sales metaphors:

1. Physical
2. Competition
3. Familiarity
4. Others

What is vital is for you as a salesperson is to know when to use these to achieve sales success. As in any other learned skill, the ability to do is what demonstrates the successful from the not so successful.

To effectively do this sales skill may require you to return to your written marketing copy and selling scripts to determine where you can maybe interject an appropriate message that carries over.  Depending upon your butt market, you may need several uncommon sales metaphors because someone who is baby boomer will have an entirely uncommon mental trigger than someone who is in their late twenties or ahead of schedule thirties.  By this combined sales skill and communication strategy can truly help you increase sales and be the Red Jacket in the sea of gray suits.

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