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March 29, 2011
 Jack
Be Nimble. Jack Be Quick...
Francine Smilen, longtime
friend and colleague, is a true Metaphorian when she talks to clients. She sells
a variety of leadership and professional development programs to buyers in
companies that range from fashion to finance.
Like most sellers, one of the biggest challenges Francine faces is helping
prospects really understand how her firm does what it does. Francine uses
metaphors to ride right over that obstacle to close business quickly.
Says Francine, "It is hard for buyers of training to understand our unique
business model. I represent fifteen different companies in the learning industry
who provide programs and services -- from classic behavior modeling to fully
customized programs and everything in between. Using metaphors solves that
problem for me:
-
If I'm in
financial services, I describe myself as a "financial advisor."
My job is to meet with organizations to determine their learning
needs over their organizational life cycle and to make the right
recommendation to meet those needs from among the
programs/services that we offer.
-
If I am
in the fashion/retail industry, I describe our work as being
"like a stylist"-- depending on the client need, we can offer
everything from the plain white tee shirt to the high end custom
couture gown.
-
In health
care, I refer to myself as a (good) "primary care physician" who
keeps the big picture and calls in the experts as needed....
These simple comparisons
to jobs in their industry make it really easy for them to "get" what we do and
paves the way to bigger and better business opportunities for me."
Jack Jumped Over the Candlestick
You can be as successful as Francine. Just think:
-
What does
my company do?
-
What is
this like in my listener's world?
-
Then,
create the connection between the two in your prospect's mind to
create instant understanding.
Like anything else, the
more you train yourself to think like this, the easier it becomes and the more
success you'll enjoy. Try this on your very next call.
Make what you say pay — with metaphors.
Anne Miller
In Case You Missed It...
Beauty
Incarnate - What a NY
Times article on Elizabeth Taylor's death demonstrates about metaphoric
positioning.
 Recommendation
New book by branding expert Bill Schley: "The
Micro-Script Rules."
Filled with many examples, Bill's premise is that to be memorable, "5 words are
better than 5000." My favorite part is his endorsement of metaphor as the
ultimate way to communicate to someone. Check it out. It is short. It is
insightful and It can help you figure out how to describe what you do in very
few words to make an indelible mark on buyers.
Need Personal Presentation Consulting? Contact me:
amiller@annemiller.com
"I sing your praises every opportunity I get. I look forward to
continuing our work together"
Jane Newton, Wealth Manager, Regent Atlantic Capital LLC
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| "The Metaphor Minute" is a brief monthly note with examples from business, media, or politics that illustrate the power of metaphors and analogies to make a point, solve a problem, and get results. Use these stories to stimulate high pay-off metaphoric thinking in your business. ©
2009. Anne Miller. -- PERMISSION TO REPRINT -- Feel free to reprint in company newsletters or articles. Just include ©2011, Anne Miller, author, "Metaphorically Selling," amiller@annemiller.com | |
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