Metaphorically Selling


The Big Idea

A lot of people consider selling a very difficult task. Unfortunately for them, selling is an activity that forms part of everyone's daily routine. It occurs not only at work, but also when you are at home with your family, or when you are enjoying a cup of coffee with a friend.

Types of selling include debating with your friend on what type of movie to watch, convincing your boss to adapt to a different way of management, and getting that top client to buy your company's products. You must remember that selling does not limit itself to cars, clothes or food.

In the book Metaphorically Selling, author Anne Miller explains that given time and the right method, anyone can learn how to sell, persuade and explain. By using simple metaphors and visually-enticing words, you can change your status from a poor loser to a topnotch scorer.

The Case for Metaphor

The Challenge: Getting Heard

You live in a world where people read newspapers and get bombarded by print advertisements every morning. You live in a world where large billboards fight for attention, and television commercials have become a way of life.

Since selling is an everyday occurrence, you must learn to accept that your udience has heard the very same pitch that you prepared countless times before. How then do you force a jaded audience to loosen their guard and listen to you?

First, you must learn to talk from your audience's point of view. Get your listeners to understand what it is you're selling by picking the right words. Speak their language and use words that they can relate to. Remember, you are not selling your product to yourself.

Second, don't bombard your audience with too much information. Keep in mind that you are only given a short time to make a sales pitch. It would be a fatal mistake to overwhelm your audience with too many facts and figures.

Lastly, to do justice to your product without boring your audience, it would be most helpful and advantageous to use visual words. Arming your presentation with visual words enable you to explain fully what your product is about without spoiling your audience's zeal.

What are Metaphors?

When you were a student, you were taught that a metaphor is a figure of speech. Your professor may have failed to tell you however; just how important a metaphor is when it comes to selling.

A metaphor is a way to communicate your message to any given audience in an

instant. You do this by using words that compare one thing to another. The brilliance of a metaphor is that you can easily come up with comparisons that are familiar to your audience. You can use metaphors that your audience can strongly associate with.

The best way to explain this further is to tell you what not to do. If you are speaking before a group of female activists, it is never a good idea to use metaphors extolling the triumph of men in sports.

When Do You Need Metaphors?

Without question, a metaphor is a powerful tool. In fact, metaphors will help you close a sale no matter what kind of audience you are interacting with. While you may not need to use metaphors all the time, be keen and alert when one is needed. You know you have to start firing a metaphor the moment your audience starts showing hostility. . .

This article is based on the following book:

Metaphorically Selling - A Book Summary
How to Use the Magic of Metaphors to Sell, Persuade & Explain Anything to Anyone
By Anne Miller
Chiron Associates, Inc., New York 2004
ISBN: 0-9762794-0-1
161 Page

By: Regine P. Azurin
Regine Azurin is the President of www.BusinessSummaries.com">BusinessSummaries.com, a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.

www.bizsum.com">http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers for Busy Executives and Entrepreneurs

Mailto: mailto:freearticle@bizsum.com
BusinessSummaries is a BusinessSummaries.com service.

(c) Copyright 2001- 2005, BusinessSummaries.com - Wisdom In A Nutshell


MORE RESOURCES:
The term "thought provoking" is over-used but that does describe eighth grader Melissa Shang's opinion piece in the New York Times in which she asks why "there are very few stories about kids in wheelchairs, and there are even fewer with a disabled person who is cheerful and happy." Her powerful article questions why "disability is always seen as a misfortune, and disabled characters are simply opportunities to demonstrate the kindness of the able-bodied protagonists."

Tracy K. Smith has been named the 22nd poet laureate of the United States. Smith's poetry has won her such top awards in her field as the James Laughlin Award, an Academy of American Poets Fellowship, and, for her 2011 collection Life on Mars, the Pulitzer Prize.

For many years, the publishing industry's major annual event, BookExpo, was aimed at publishing insiders only. A few years ago, organizers ReedPOP, started experimenting with allowing in more readers, which morphed into a separate one-day event in 2014 called BookCon which immediately followed BookExpo. In 2015, BookCon moved to two days; then in 2016 back to one day.

This year, BookExpo's show floor was reduced from three days to two and BookCon's expanded back to two days. While engaging with fans is seen as positive by many in the publishing industry, the shows' continuing evolution is causing headaches for some, particularly the smaller, specialized publishers who wished to exhibit at BookExpo but not BookCon and thus found themselves relegated to a separate exhibit area at the Javits Center in New York.

An Amazing World of Dr. Seuss museum opened in Springfield, MA last weekend. Springfield is the home town of Theodor Geisel – better known by his pen name Dr. Seuss - who wrote and illustrated dozens of rhyming children's books including The Cat in the Hat and Green Eggs and Ham. The museum features interactive exhibits, artwork never before displayed publicly and explains how his childhood experiences in the city about 90 miles west of Boston shaped his work.

Helen Dunmore has died aged 64 of cancer. She authored 12 novels, three books of short stories, numerous books for young adults and children and 11 collections of poetry.

She was also Chair of the Society of Authors until shortly before her death, and a Fellow of the Royal Society of Literature. She lived in Cliftonwood, Bristol – the setting for her poignant last novel, Birdcage Walk (published in the UK earlier this year and due to publish in the US on August 1). Although she knew she was dying only at the editing stage she suggests, in an afterword, that she must have known subliminally because the novel was "full of a sharper light, rather as a landscape becomes brilliantly distinct in the last sunlight before a storm".

On Monday, the Nobel Foundation released Bob Dylan's lecture (which he gave just shy of the 6 month deadline in order to receive the award and cash prize of US$900,000. In his 27 minute speech, Dylan explored the topic that was on many people's minds when he was announced as the winner of the Nobel Prize for Literature, can song lyrics be literature?

"The speech is extraordinary and, as one might expect, eloquent," Sara Danius, the Swedish Academy's permanent secretary, wrote in a blog post. "Now that the Lecture has been delivered, the Dylan adventure is coming to a close."

Listen to the speech

The U.S. Postal Service is honoring Henry David Thoreau (b. July 12, 1817) during the bicentennial year of his birth with a Forever Stamp. A first-day-issue stamp dedication ceremony took place last week at the the Walden Pond State Reservation Visitors Center in Concord, Mass.

Denis Johnson, the prize-winning fiction writer, poet and playwright best known for his surreal and transcendent story collection "Jesus' Son," has died at age 67.

Jean Fritz, an award-winning writer whose work helped transform historical biographies for children from leaden recitals of battles and dates into warm, human narratives full of quirks and crotchets and satisfyingly strange facts, died on Sunday at her home in Sleepy Hollow, N.Y. She was 101.

The author of more than four dozen books, Mrs. Fritz was known in particular for her biographies of many of the signal figures of 18th- and 19th-century American history.

America's libraries got a major boost this week on Capitol Hill as a group of leading publishing, information, software, and other businesses unveiled an organized effort to advocate for federal library funding. The move comes in response to the Trump administration's proposal to eliminate virtually all federal library funding, and the agency that distributes those funds to all 50 states.

thatware.org ©