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Oaky Wood

Paint A Word Picture - Excite Your Customer
by John Elliott aka Oaky Wood

So many sales pitches are boring. But you can bring your
selling to life by painting pictures in words to excite
your prospective customer.

"Our widgit has 'x' whatsits". "We provide a complete
solution to ...". "Our software has 'umpteen bells and
whistles' which do...".

Oh dear! I can hear your prospect shouting "Yes, but what
will it do for me?" Are you really selling to folks what
they really want to buy? Are you giving them their hopes,
reassuring them, overcoming their fears, realising their
dreams? That's what they really want to hear. And it doesn't
matter whether they are the Chief Buyer of Megalith Co plc
(or Inc!) or a one-person band just down the road from you.

Sell them their dreams! How? Here's how... paint them a "word
picture" of 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? 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 sees 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, that's lovely. It 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 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? But major consultancy
contracts have been gained using this method!

Try it for yourself. But practice it first. And make sure
that you've asked all the right questions, so that you know
what really switches your prospect on.

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ABOUT THE AUTHOR:
John Elliott Aka Oaky Wood is the Co-Founder of
"The Corner 4 Women ©2006/07" http://thecorner4women.com is a
Poet, writer, artist, webmaster and designer.
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