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:
One of Italy's most popular authors and creator of the Inspector Montalbano series, Andrea Camilleri has died at the age of 93.

Camilleri, who was born in Sicily in 1925, was taken to hospital in Rome in June after going into cardiac arrest. The author had written a handful of historical novels when, in 1994 at the age of almost 70, he wrote The Shape of Water, the first book starring his now famous Sicilian detective. Set in the fictional town of Vigata, Camilleri was originally going to call his central detective The Commissioner, but decided to pay tribute to the Spanish writer Manuel Vázquez Montalbán, the Spanish author of novels about the investigator Pepe Carvalho.

Saying that the event "has grown exponentially since its launch," the American Booksellers Association is taking over management of Independent Bookstore Day, which began as California Bookstore Day in 2014 and became a national event the following year, Bookselling This Week reported. IBD program director Samantha Schoech will remain in her position and work closely with ABA on planning and promoting the event.

Cressida Cowell, author and illustrator of the How to Train Your Dragon and The Wizards of Once series, as well as author of the Emily Brown picture books, has been named the new Waterstones children's laureate. The Waterstones Children's Laureate is managed by BookTrust, as the UK's largest children's reading charity, and sponsored by Waterstones.

She unveiled her new charter, stating that every child has the right to:
1. Read for the joy of it
2. Access NEW books in schools, libraries and bookshops
3. Have advice from a trained librarian or bookseller 4. Own their OWN book
5. See themselves reflected in a book
6. Be read aloud to
7. Have some choice in what they read
8. Be creative for at least 15 minutes a week
9. See an author event at least ONCE
10. Have a planet to read on

New library borrowing figures from the US show how far England is lagging behind other countries because of its facilities' falling book stocks, according to new analysis from library campaigner Tim Coates.

Using statistics from the Institute of Museums and Library Services, ex-Waterstones boss Tim Coates produced a chart showing English book loans have plummeted year-on-year since 2009/10 while American numbers remain relatively stable...

Lesley Nneka Arimah has won the 20th edition of the Caine Prize for African Writing for her short story 'Skinned'. The prize was launched in 2000, and is awarded annually to an African writer of a short story published in English. The winner receives UK£10,000 prize money, and each shortlisted writer also receives £500.

Arimah is also the author of the 2017 story collection What it Means When a Man Falls From the Sky.

Publishers are holding their breath to see if President Trump's decision to postpone the imposition of 25% tariffs on $300 billion worth of goods imported from China will become permanent.

The new tariffs, which included books, were proposed this spring. But after meeting with China President Xi at the G20 conference this weekend, Trump agreed to delay any new tariffs as part of an effort to restart trade talks. In his speech, Trump said new tariffs have been delayed "for the time being."

After Angie Thomas requested that she not be tagged into negative reviews of her books on social media, she has received a torrent of abuse.

History has yet to find the book that is universally adored – or the author who enjoys reading bad reviews. While Angie Thomas has topped the charts and scooped up armloads of awards for her two young adult novels, The Hate U Give and On the Come Up, her recent request that book bloggers stop sending her their negative reviews saw her on the receiving end of a wave of vitriol....

At dozens of barbershops and laundromats across the United States, the sound of children reading aloud mingles with the buzz and snip from barbers' tools or the din of washers. Makeshift shelves and crates hold books featuring cartoon characters, stories about pigeons or the capers of superheroes.

This developing movement, supported by nonprofit groups, entrepreneurs, libraries and community fund-raising, is redefining the borders of traditional neighborhood public libraries by creating literary spaces in places where children find themselves with time on their hands.

It is bringing the book to the child, instead of the child to the book...

With concern in the library community continuing to grow over their ability to provide access to digital content, the Council of the American Library Association yesterday passed a resolution to ramp up its advocacy efforts—including taking the issue to Congress.

The "Resolution on E-Book Pricing for Libraries" was adopted and brought to the ALA Council by ASCGLA (the Association of Specialized, Government and Cooperative Library Agencies), a division of the ALA. The resolution references efforts in Canada to alert the public to the problems of licensing digital content from publishers, and proposes to create a new joint working group to more directly confront the issues in the U.S.

Amazon sells substantially more than half of the books in the United States, including new and used physical volumes as well as digital and audio formats. Amazon is also a platform for third-party sellers, a publisher, a printer, a self-publisher, a review hub, a textbook supplier and a distributor that now runs its own chain of brick-and-mortar stores.

But Amazon takes a hands-off approach to what goes on in its bookstore, never checking the authenticity, much less the quality, of what it sells. It does not oversee the sellers who have flocked to its site in any organized way.

That has resulted in a kind of lawlessness. Publishers, writers and groups such as the Authors Guild said counterfeiting of books on Amazon had surged. The company has been reactive rather than proactive in dealing with the issue, they said, often taking action only when a buyer complains. Many times, they added, there is nowhere to appeal and their only recourse is to integrate even more closely with Amazon...

thatware.org ©