Paint A Word Picture To Excite Your Customer

Emotion is the ‘Motion Lotion’ of Sales. If you can connect your prospective customer with the emotion of having your product you are a good part of the way there. The quickest and easiest way to help your potential customer to connect with their emotions is to paint a word picture in their mind. Never underestimate the power of imagery.

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Paint A Word Picture To Excite Your Customer
by Dee-Dee MacLeod-Wilson

The life blood of any business is sales. Whether you are in the business of retailing products to the general pulbic, wholesaling to related trades, manufacturing goods, offering a service to companies or individuals, or marketing on the internet, you are in the exchange business - trading your product for profit.

So how do you make the shift from introducing a “prospect” to your product and converting them to customer or even better, a repeat customer?

So many sales pitches are dry and boring…

“Our widgit has ‘x’ whatsits”.
“We provide a complete solution to …”.
“Our software has ‘umpteen bells and whistles’ which do…”.

“Oh Good Grief!” I hear your prospect exclaiming “Yes, but what will it do for me?”

However, you can bring your selling to life by painting word pictures to excite your prospective customer.

Ask yourself…

Are you really selling what folks really want to buy?
Are you reassuring them, overcoming their fears, giving them their hope, realising their dreams?

That’s what they really want to hear. And it doesn’t matter whether they are the Chief Buyer of MegaBiz Co. PLC (or Inc!), or a one-person band just down the road from you, or Mom, Dad and the kids.

Sell them their dreams! How?

Here’s how…

Paint them a “word picture” of them realising their dreams coming true.

First, you have to find out what they really want - not what you want to sell them.

• What are the real benefits to them - as a person, not a representative of a corporation.
• If they are in a big company, will buying from you enhance their reputation? Make them more secure?
• If they own their own business, will your product/service help them towards their personal goals?
• If they are an individual, how will your product/service add value to their lives?

Paint a word picture to demonstrate this to them.

Here’s a retail sales example…

Man walks into your gift store, aiming to buy a present for his wife. He is studying a beautiful vase. You say:

“That is a beautiful gift. I can see the look on your wife’s face as she unwraps it and says “Darling, this is gorgeous. It is perfect for my floral arrangements and will be just right on the mantleshelf over there”. You see the smile on her face, and you feel really pleased that you bought it. It gave her so much pleasure”

OK, that’s maybe a bit gushy and over the top, but can you see how bringing an image into concrete terms - into the listener’s terms - can give the ‘dream’ concrete substance.

You can sell a hammer in the same way:

“When you pick up this hammer and heft it, you can feel its weight. As it hits the nail, you can feel it driving the nail into the clean, hard wood. It feels just right in your hands”

Again, maybe a little over the top?

However major consultancy contracts have been gained using this method! Try it for yourself. But practice it first.

Study ads on TV, in magazines and newspapers. Note which ones pull you in and how the memorable ones paint a picture for you in your mind. Take a look at your own product or service, then put yourself in your prospective customers’ shoes.

Make sure that you’ve asked all the right questions, so that you know what really switches your prospect on.

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Dee-Dee MacLeod-Wilson, is a New Zealand work from
home Mom with a holistic approach to helping like
minded parents become successful work from home
families. Her Blog “Online Business Articles”
gives hints and tips on how to do it easily.

http://online-business-articles.wfh4l.com

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