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
John Oliver's parody book about Vice President Mike Pence's family pet has sold out. The "Last Week Tonight" host appeared on "Ellen" on Tuesday to talk about his new children's book, "Last Week Tonight with John Oliver Presents a Day in the Life of Marlon Bundo." The book, which Oliver is using to troll Pence, coincides with the Pence family's release of their own children's book about the family pet rabbit, Marlon Bundo.
The American Library Association is facing significant financial challenges. The Trump administration wants to gut federal support for libraries. And librarians are fighting over whether its next executive director should be required to have a MLS degree...
The National Book Critics Circle announced the winners of its 2017 awards tonight:
Layli Long Soldier, Whereas (Graywolf)
Carina Chocano, You Play The Girl: On Playboy Bunnies, Stepford Wives, Trainwrecks, & Other Mixed Messages (Mariner)
Xiaolu Guo, Nine Continents: A Memoir In and Out of China (Grove)
Caroline Fraser, Prairie Fires: The American Dreams of Laura Ingalls Wilder (Metropolitan Books)
Frances FitzGerald, The Evangelicals: The Struggle to Shape America (Simon & Schuster)
Joan Silber, Improvement (Counterpoint)
The John Leonard Prize:
Carmen Maria Machado, Her Body and Other Parties (Graywolf)
The Nona Balakian Citation for Excellence in Reviewing:
The Ivan Sandrof Lifetime Achievement Award:
About three-quarters (74%) of Americans have read a book in the past 12 months in any format, a figure that has remained largely unchanged since 2012, according to a Pew Research Center survey conducted in January. Print books remain the most popular format for reading, with 67% of Americans having read a print book in the past year.
And while shares of print and e-book readers are similar to those from a survey conducted in 2016, there has been a modest but statistically significant increase in the share of Americans who read audiobooks, from 14% to 18%.
Overall, Americans read an average (mean) of 12 books per year, while the typical (median) American has read four books in the past 12 months. Each of these figures is largely unchanged since 2011, when the Center first began conducting the surveys of Americans' book reading habits.
Netflix will begin streaming the movie adaptation of The Guernsey Literary & Potato Peel Pie Society in North America, Latin America, Italy, Eastern Europe and Southeast Asia on April 20. Studiocanal will release the film in the U.K. on the same day, followed by Australia, New Zealand, France and Germany.
Accused by at least 10 women of sexual harassment, author Sherman Alexie has decided not to accept the Andrew Carnegie Medal for Excellence in Nonfiction that he won for You Don't Have to Say You Love Me: A Memoir (Little, Brown). His publisher has also delayed the release of the paperback edition.
The Guardian reports on the quandary facing romance authors--in the wake of #MeToo and Time's Up, how 'bad' should the bad boy be?
Introducing what will be an ongoing project, The New York Times writes, "Since 1851, obituaries in the New York Times have been dominated by white men. Now we're adding the stories of 15 remarkable women."
The obituaries published today include Sylvia Plath, Charlotte Bronte and Qui Jin (a feminist poet and revolutionary who became a martyr known as China's 'Joan of Arc.')
Reese Witherspoon and Kerry Washington will star in and executive produce the TV series Little Fires Everywhere, based on Celeste Ng's book.
Three women have gone on the record with NPR's All Things Considered--and at least seven others have spoken off the record with the show--about author Sherman Alexie's abusive treatment of them, confirming the anonymous and somewhat vague allegations that have been made recently online.