Anne Miller is an expert in the use of words that help you sell. She’s a speaker, coach, and author of books including Metaphorically Selling: How to Use the Magic of Metaphors to Sell, Persuade, & Explain Anything to Anyone and The Tall Lady with the Iceberg: The Power of Metaphor to Sell, Persuade & Explain Anything to Anyone. In today’s episode, Anne and I talk about becoming an effective and persuasive seller.
It’s often true that actions speak louder than words, which is not always the case in sales. Action without value or action without content is meaningless. People are distracted and if they are giving you their precious time, then you want to take advantage of that time by creating a powerful first impression. People need to make choices before they speak. A lot of sales people are just regurgitating facts and features.
What is a metaphor?
It is a figure of speech that refers to something as being like something else. It provides clarity to the item you are trying to convey. Metaphors can be an analogy, story, cartoon, prop, or anything that makes the other person see what you are talking about.
How do you get people to think?
You have to get them to see what you are talking about first. All the newer science is validating what mankind has known since the beginning of time. People relate to visuals, stories, analogies, and metaphors. If you can get them to see something first, then they will understand it and you can go into greater depth. The brain is very visual. Brain candy.
How do you get sales reps to think?
The way to get sales people to focus on what they are saying is to tell them. The more visually you convey the more you can help the other person see in their minds what you are seeing so clearly in your own mind. The greater chance you have to make your sale. Build common ground for understanding using visuals, stories, or metaphors.
What are some of the different ways you should use vocabulary while you are presenting online vs in person?
The fact that people are more remote online makes the leap for visual language more important. Because all people have is what they can hear. They are looking at a demonstration of slides or screenshots which all look like the same thing. People remember visually, you need to have a compelling metaphor or analogy.
How does it impact a prospect when you take body language out of the equation?
One of the things you teach people when you do presentation training is that they should be comfortable using their hands, because the hands reinforce what you are saying. When you are speaking online, your potential customer is only seeing it. They don't see your facial expressions, excitement, concern or empathy. You have to be as visual as possible.
What four questions does Anne say you need to ask yourself when you are creating a story?
What is the point of what you are saying? How can you make your prospect see what you are talking about? How can you involve them? How are you going to segue to the next point? Those questions should always be running through your mind. The really great presenters are always being relevant, visual, engaging, and flowing into their next point. Your story should be the transitions between points. The storyline is the thread that connects all the pieces of the information. YOU NEED TO PRACTICE, PRACTICE, and PRACTICE before you present your story to a potential customer.
LEARN MORE ABOUT ANNE MILLER:
What personal sales attribute is the most powerful one in your arsenal?
The willingness to simply understand someone else's problem or issues to see if she can help.
Who's your sales role model?
Fred her manager, back when she sold advertising, gave her the best advice.
What's the one book that every sales person should read?
SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers by Jill Konrath
What’s the one question you get asked most frequently by sales people?
What's the secret behind being a great presenter?
What's the first sales activity you do every day?
Check her emails and LinkedIn.
CONTACT ANNE MILLER