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
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
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
By Anne Miller
Chiron Associates, Inc., New York 2004
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.
"A Lot Of Great Books....Too Little Time To Read"
Free Book Summaries Of Latest Bestsellers for Busy
Executives and Entrepreneurs
BusinessSummaries is a BusinessSummaries.com service.
(c) Copyright 2001- 2005, BusinessSummaries.com - Wisdom In A Nutshell
Brian Aldiss, one of the most celebrated science authors from the 'Golden Age' of science fiction, died today in his Oxfordshire home. He was the author of more than 80 books and 40 anthologies,
Netflix has acquired Millarworld, the comic book publisher founded by Mark Millar, creator of such characters and stories as Kick-Ass, Kingsman and Old Man Logan. This marks the first acquisition by Netflix, which described the deal as "a natural progression in the company's effort to work directly with prolific and skilled creators and to acquire intellectual property and ownership of stories featuring compelling characters and timeless, interwoven fictional worlds."
Twenty-five years ago, when Walker U.K. opened a U.S. branch, rather than continue to sell rights to U.S. publishers, it was forced to take a different name on this side of the pond. The name "Walker" was already in use, and Candlewick Press was born. Now Candlewick is poised to begin publishing in the U.S. for the first time under the Walker name.
In fall 2018, Candlewick will introduce its inaugural Walker Books U.S. list. The announcement follows Candlewick's recent purchase of the Walker trademark from Bloomsbury...
Jack Rabinovitch, 87, founder of Canada's Giller Prize, died on Sunday. Rabinovitch, who worked in commercial real estate, founded the prize in 1994 to honor his second wife, literary journalist Doris Giller.
J.K. Rowling has returned to the top of Forbes magazine's Highest-Paid Authors list for the first time in nearly a decade, displacing James Patterson. The top 11 writers sold nearly 30 million volumes in the U.S. over the past 12 months, logging $312.5 million in pretax income."
Young Adult author Laura Moser plans to challenge Republican incumbent Congressman John Culberson for District 7 (Houston, TX) in the 2018 election.
A journalist and a writer, Moser is the co-author (with Lauren Mechling) of the 10th Grade Social Climber novels. She is also the founder of the activist network Daily Action.
Although sales and earnings for the first half of 2017 were up over the comparable period in 2016, Pearson laid out its plans to cut another 3,000 jobs from its educational publishing workforce. In May the publisher, which has already eliminated about 3,000 positions, said it was developing a plan to save 300 million pounds over the next three years. As revealed today, the heart of that plan is cutting 3,000 jobs.
In late 2015, the adult coloring book trend was the hottest thing in publishing. In 2014, 1 million coloring books were sold; in 2015, 12 million were sold. But in 2016 sales began to sag. This March, Barnes & Noble reported that its store sales had fallen 8.3 percent over the holiday quarter and blamed the decline, in part, on decreasing coloring book sales.
Judith Jones, the legendary editor who rescued Anne Frank's "The Diary of a Young Girl" from a publisher's reject pile and later introduced readers to the likes of Julia Child and a host of other influential cookbook authors, died Aug. 2 at her summer home in Walden, Vt. She was 93.
Sam Shepard, the Pulitzer Prize-winning playwright, Oscar-nominated actor and celebrated author whose plays chronicled the explosive fault lines of family and masculinity in the American West, has died. He was 73.