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
A number of publishers, most of them university presses, are taking Target Corporation to task for redacting certain key words in the product descriptions of their books. They say the Minneapolis-based chain retailer has scrubbed certain words from their descriptions, including "transgender," "queer," and even the term "Nazi."
In celebration of its 150th anniversary year, across the USA groups are holding Little Women-themed exhibits, conferences and lectures. Penguin Classics recently published a fetching new annotated edition, with a foreword by the singer/writer Patti Smith, one of the book's vast army of admirers... A new film is in the works, directed by Greta Gerwig and starring Emma Watson, Meryl Streep, Timothée Chalamet, Saoirse Ronan and Laura Dern, right on the heels of a BBC mini-series last year.
Across the capital and around the country, booksellers reported brisk sales of Bob Woodward's Fear on its first day on the shelves. The title now has 1 million copies in print, according to its publisher, Simon & Schuster, which added that a total of 750,000 copies were sold through the day of publication alone. (The combined sales figure includes pre-orders and first day sales of print books, e-books, and audiobooks in all formats.)
The Barnes & Noble roller-coaster ride continued last Friday, when the company's stock, which had dropped 8% the day before after another disappointing quarterly report, jumped 16.5%, to $5.30, on more than triple the usual volume. The cause: several pieces of news that suggested the company could be the subject of a takeover offer.
UK bookstore chain Waterstones is buying the 115 year-old family-owned chain Foyles, saying the deal will help to "champion" real bookshops in the face of online rivals.
The sale includes Foyles' well-known Charing Cross Road store in central London, which was relocated to larger premises in 2014.
Neil Gaiman and Haruki Murakami have been shortlisted for a substitute Nobel literature prize, created by cultural figures in Sweden after the Academy, rocked by a sexual assault scandal, was forced to postpone the awarding of 2018's prize.
The New Academy Prize was established, "to warrant that an international literary prize will be awarded in 2018, but also as a reminder that literature should be associated with democracy, openness, empathy and respect," the organisers said.
With 'bookstagramming' becoming a force in marketing, are designers making covers more colourful, bolder and cleaner, to stand out on our screens?...
A rare books dealer thought he had gotten lucky in 2013 when he managed to acquire a 1787 French first edition inscribed by Thomas Jefferson when he was ambassador to France...
He had no idea that his seeming good fortune was a byproduct of one of the most expansive rare book thefts in history.
The dealer at a book fair who sold it to him, John Schulman, is now accused of conspiring with a library archivist, Gregory Priore, to steal and sell rare items from the Carnegie Library of Pittsburgh.
In a lawsuit filed August 28 in the U.S. District Court for the Southern District of New York, former Barnes & Noble CEO Demos Parneros has charged the retailer with breach of contract and defamation of character. The suit contains numerous unflattering revelations about the inner workings of B&N, and includes the bombshell news that a deal to sell the company to another "book retailer" fell through in June.
Netflix has entered into a multi-year exclusive overall deal with international bestselling author Harlan Coben. As part of the deal, Netflix will work with Coben to develop 14 existing titles and future projects, including his upcoming novel Run Away, into English language and foreign language series, as well as films, to premiere on Netflix around the world. Coben will serve as an executive producer on all projects.