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 two things I love most are novels and birds, and they're both in trouble,' says The Corrections author, one of the world's most famous birdwatchers, in an extensive interview in The Guardian

With less than 10 days to go until Thanksgiving and the start of the holiday shopping season, independent bookstores around the country are finalizing their plans for the sixth annual Indies First celebration. Held every year on Small Business Saturday, the day after Black Friday, Indies First has grown to include more than 500 indie bookstores around the country.

Amazon confirmed Tuesday morning that it has chosen sites in New York City and Northern Virginia as the locations for its new headquarters. As previously reported, the New York City office will be located in the Long Island City neighborhood in Queens. The Northern Virginia site will be in the National Landing section of Arlington, about five miles away from Crystal City, which previously had been reported as the Amazon choice in the metro Washington, D.C., area.

Stan Lee, who as chief writer and editor of Marvel Comics helped create some of the most enduring superheroes of the 20th century and was a major force behind the breakout successes of the comic-book industry in the 1960s and early '70s, died on Monday in Los Angeles. He was 95.

A worldwide strike by antiquarian booksellers against an Amazon subsidiary proved successful after two days, with the retailer apologizing and saying it would cancel the actions that prompted the protest.

It was a rare concerted uprising against any part of Amazon by any of its millions of suppliers, leading to an even rarer capitulation. Even the book dealers said they were surprised at the sudden reversal by AbeBooks, the company's secondhand and rare bookselling network.

The uprising, which involved nearly 600 booksellers in 27 countries removing about four million books, was set off by the retailer's decision to cut off stores in five countries: the Czech Republic, Poland, Hungary, South Korea and Russia. AbeBooks never explained its actions beyond saying it was related to payment processing...

Christopher Lehmann-Haupt, a nationally influential literary critic for The New York Times for three decades, who wrote some 4,000 reviews and essays, mostly for the daily column Books of The Times, died on Wednesday in Manhattan. He was 84.

Jin Yong, a literary giant of the Chinese-speaking world whose fantastical epic novels inspired countless film, television and video game adaptations and were read by generations of ethnic Chinese, died on Oct. 30 in Hong Kong. He was 94.

... For those of us lucky enough to know Todd, it was not only the adorable, customizable structures of the libraries that made him happy but it was something far bigger: community. For Todd, Little Free Libraries were places that strengthened community ties where they existed and built ties where they were absent. And he loved how comments and challenges sparked new ideas and initiatives.

Not enough Little Free Libraries in high-needs communities? Todd created the Impact Library Grants Fund. Interested in ways to engage a community? Todd formed and encouraged the use of the Action Book Club. Looking for more positive interaction between youth and law enforcement? Todd's answer was to create the Kids, Community & Cops program. Looking to create better conversations around books? Pass out Whatcha Readin' buttons. ...

Beginning today and lasting a week, more than 300 booksellers around the world are not selling titles on AbeBooks, the Amazon subsidiary that specializes in collectible and used books, to protest AbeBooks' decision to ban booksellers from several nations, including South Korea, Hungary, the Czech Republic and Russia. The action is called Banned Booksellers Week and was begun, the New York Times said, by British bookseller Simon Beattie.

The plea went out a few weeks ago from October Books in the port city of Southampton, England: "Care to lend a hand?"

Volunteers were needed to help the store move to a new location about 500 feet down the road--a move made possible by a fundraising campaign that allowed the beloved local store to buy its new location for over half a million pounds (about $650,000) thus protecting it from future rent increases--which had forced it out of its former building.

This past Sunday, a human chain began forming from the old October Books stockroom, snaking past 54 doors to the new building. Hand-to-hand, the chain of people passed thousands of books over a few hours.

"It was very moving," Ms. Haynes said, adding that the employees were "all getting choked up" about how members of the community had leapt to help out.

thatware.org ©