Sales Freak - The Power of Metaphors


Hello. Sales freaks is aiding here. And today's episode. I want to continue the discussion from last week moving from internal representations to probably the most powerful thing you can do to influence.

When you're in the sales process. When your belly to belly face to face with your prospect, you're not gonna want to miss this. Yeah, all right. So last week, if you recall, we kind of finished off right here with internal representation. Right? Is part of what I call this this, uh, century persuasion technique.

And it's not about manipulation just to kind of recap, not about manipulation. It's not about lying. It's not about being deceitful is but understanding the way that we as humans interact with with information.

And so we talked about the, uh, the internal representations, which is, you know, we get information and we immediately access that information. Right? So we see somebody and we generalize, right? We say they're they're smart, they're not smart. They're this. They're that right. We kind of isms them.

We generalize them. Um, and it's not necessarily a good thing, but it's what humans do. We distort stuff, right? We here, we we hear something and we hear what we want to hear and discard the rest.

You might have someone that that's in your family or friends. You might say something to them may say 10 great things. One thing is just not so great. And they take that personal into distorted and they make it.

Ah, big deal, thea. Other thing is delete, right? They delete information. So you tell them all a bunch of stuff. They delete it all and they heard what they want to hear, right? So they didn't know you didn't say that to me?

Yes, I did. No, you didn't. You know, you did so that kind of thing. So that's what we do as humans we internalize. It creates our state, creates our behavior.

And so once we have connected with someone, when we're talking about, you know, the sales process meaning we've done our prospecting, our marketing.

We're now on the phone with someone were belly to belly with him, were on a zoom call we're in in front of them and a sales call in the traditional sense across from their desk. Whatever it is we're talking and interacting with someone who knows that were there to talk about our products or services, whatever it iss.

Okay, so we've done that work. That's what this segment is sales freak is about is about the process once you get the meeting, so the easiest way to persuade someone to make them see the world the way you want them to see it, the way to influence somebody is to take them.

Once we have established the report, we have created their state. One of the best ways that we can create their state is by moving into metaphors and metaphors are extremely powerful.

Uh, probably the greatest teacher that used metaphors was probably jesus christ, right? He used to call comparables, but they're metaphors. Their stories, right? Parables, metaphors, whatever, um, their stories to articulate your message. Now there's a lot of reasons why we do that, why it's done, and probably the number one reason is that you know, we humans don't think in words, right? We think in pictures.

And so when we say something to somebody, we are constructing an image. Sometimes it zaveri vivid image. Sometimes it's a more like a spiritually image, if you will like, you know, like way have a general idea of what we're seeing.

Sometimes it's very constructive and very, very, very firm. But we're nonetheless we create these and create these, uh, pictures in our mind.

And that picture creates our state, which creates our behavior. And so when we're talking or trying to persuade someone, the greatest thing we can do is to is to use questions and construct those questions in a way that create visuals.

Now that could be in the form of a question. You can also be in the form of the story. So one of things I always liked to do is when i'm talking to somebody, assuming I don't have any presentations, I don't have anything.

It's just me and them. Maybe i've got some brochures or what have you? I don't want them looking at the bush. Er, I want to focus on me.

So when i'm talking to them, I try to create visuals. Uh, that that is going to resonate them. So, as an example, I might say, you know, it smells like a cold winter's day.

Alright, someone gets that. It smells like what have you or it has a sound and you punch it whatever. And it has these visuals these these, these metaphors, these visuals, these stories that that creates some visual in the person when they create a visual. Then they start to be, uh, focused on it, right, just like when you're really watching a good movie, you're focused on it.

Someone could be in the other room doing something, and you're focused. Your attention is on that movie. And so stories help us remember, right? That's what they do.

And i'm continuously trying to get better at telling stories, and I did a good job of it as a sales guy and as i've transitioned myself into a marketer as well.

Telling stories when you're marketing is extremely important to, but it's a little different because you're writing it or you're doing in visual form on the mark aspect, which is another topic for another day.

But stories are important within the marketing and on the sales aspect, but the sales aspect from today is when we're on the phone to somebody who worked in front of them, right? We're not using power point slides and what have you in this example? We're just talking face to face, so we're asking questions to create visuals.

Right on a story. Could be 10 seconds long. Could be, you know, two hours long.

Um, but we wanna have that story on and the process I like to use, and I don't know who to give credit to. I heard a guys talk about it on the internet many years ago. I haven't been able to find it since.

And there's lots of different acronyms on. They're all very similar, but I like the three s is which is, uh, set it up. You set up you you do the set up, you do the situation and you do the solution, right? So you set it up, you give a situation, which is, uh, you know, you and somebody in a conversation, or you can use it you can use, um, you can use it until many different ways. So you set it up, you say, well, you know, I always like to think of what winston churchill said, right? That's a that's a great one.

You set it up, right? The situation you use a quote or something that they did, uh, to create a, uh to create an image to create a visual to create a commonality, and then you.

Then you present the solution. So there's a you know, it's kind of like the you know, the get them. You set it up, right, you hook him, you given the situation in the story, the meat, if you will, and then you give them a solution, right call of action, or present your product or talk about the next step.

But stories air really, really important because they help us. Uh, they help us with that now. Parables, metaphors, stories all very similar.

But they do mean different things to different people. So a metaphor is kind of like using a unexamined a story is clearly a story, and a peral is a story, too. But it's just a little bit different, usually a little bit shorter, but at the end of the day, it's there the same thing. You're creating a visual and you're having someone be able to seek when you get a picture that creates emotion, and that's what we really want to do, right?

We want to induce the emotional states caused the listening to access mental resources, but we helped reframe the situation. It helps it helps us to reduce resistance. So stories are incredibly important, both from the marketing aspect and from the sales aspect.

So the my question today is is what's what's your story? What's the story? Morning glory. What's your story?

So you as with your meeting someone, you sit back. You might say, mr customer, do you know anything about my x y z company?

Right to sit back and sit back so well, we started 1952. We have 60 years and we have the x y z award. Uh, no one really cares, right? But what you can say, what you can do is get people emotionally involved.

Do you know anything about x y z company? No. Oh, well, you know, and then you go into a story about what created the company or the cause of the company or the vision of the company.

And you draw that person. You know, you say someone like you know, three owner of the company was homeless and he lived on the street and lived in this car. And then he did this week.

Oh, wow. Right. And you create emotion. You create interest, you create commonality. You create awareness.

I used to for years would sit back and I was a trained to have my little you know, my stupid little flip chart and pull it out. What? We were founded in 19 eso and so on. And, uh, way have 862 skews, and we have 90% delivery rate.

And people are just sitting there, uh, and you know what they're thinking? Because you do it to your thinking, huh? Get this personality here. But when you start telling stories, you draw them in and so tell as many stories as you can. The story about how you got started, the story about your product or service help somebody solve something.

And if you're not telling a story, then ask questions that create stories. So not open ended. We all know not open ended. But, uh, mr customer, can you give me an example of off of a challenge that you faced with regards to x y z right now they're telling you a story, right?

And if you can keep stories going, then you will create an atmosphere of commonality. You create an atmosphere of interest in creating atmosphere off, creating solutions really try to get away from the, um, you know, the staunch, if you will, uh, this is what we do. And I again I really did that for a long time.

I was really going with my with my brain, right? I was like, you know, do thinking logically people will get logically into, ah system, and they do.

But it's the emotion. It's the, it's the vibration. It's the energy. It's the it's the feeling that they get. If you can induce a feeling as soon as possible, then people start to get emotionally involved and and they care more.

Um, and so that's why it's really different than if you know, when something bad happens to someone that you you've heard off as opposed. Something bad happens to someone that, you know because you're emotionally involved with them. You feel bad for them. You feel their pain. Where is it? Someone way out. You don't really know him. You've heard of them or something like that. It's different cause you're not emotionally involved.

So recognize the importance of persuasion. But not it's not manipulation. It's understanding how we think and how we behave and how we receive information and stories are absolutely essential even more now, with internet age and with so much information, it's hard to for people to remember information, but it's a lot easier for them to remember stories.

And so if you can create a story about you and your business, why you got started? And you have different stories for different segments of the sales process. From you know who you are is a company customer satisfaction, uh, customers doubting and then being transformed and becoming believers.

If you give stories, you're gonna notice that it will change, people will change their their the response to you will change dramatically very fast and again in closing, remember, you know, set it up right.

Give your situation your story and then a solution. And the solution is you know, your call to action. Your offer. What have you onda course it has its place, and a call to action is the next step. Right? So it's not, you know, depending on the situation, you're not gonna ask someone to, um, marry you.

You're gonna ask them for their phone number, or you gonna ask them for ah, first coffee date or you're gonna ask them for, you know, whatever day it's a process, right? You're not gonna ask for marriage right away.

So there you call to action is the next logical step. Because in sales there you're here and you want to get here. And very rarely do you just do a huge leap. You go in steps, right here is where you are.

Here's the chasm. Here's where you want to get. And here's the steps to getting there. So as an example, you find them attractive.

Maybe you wanna marry them, you're gonna take these steps to get there. You're not gonna go right to the right to the the marriage. It's the same thing in sales.

You want to become their customer. You wanna become them to be a raving fan. You want them to love your company. But the first step is to build trust. The next step is to find their issues.

Uh, yeah, and go step by step by step. And if you could tell a story each way, you're gonna notice of that. You don't really have to close anybody.

You just logically move into the next step because you have a process. Uh, where you are drawing them in with stories with metaphors with parham als and everybody likes a good story.

And he with the best story she with the best story in sales wins. Hope you found this of value. Have some exciting new program that is being launched.

I will, uh, explain it and introduce it to you next week for those in the cleaning industry. Think you may found it a value. Look forward to seeing you tomorrow where we talk about marketing, you know, marketing tactics with marketing 3:12 p. M. Pacific time.

I'll see you then take care.


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