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Using Images & Metaphors in Sales!

What you stand to lose by not using metaphors in your communication?

Before I get to that, let me talk about what happens in a typical sales process.

We generate leads, qualify them, nurture them & when the timing is right, we take them through the sales process. We expect to move that prospect from stage 1 to final stage of the sales process by qualifying them at every stage & by generating sufficient interest on our products. Most of us tend to forget the buying process of the client or do not think about aligning with the prospects’ buying process. Deals fall apart. If we are lucky, accidentally everything falls in place and we win the order.

To create an emotional bonding with our products just like how a magnet attracts iron, we need to use some techniques. Branding is one. One of the tools of branding is communication. And metaphors are an important part of communication.

If you look at any High Value Sales, you can’t miss the images. Without images, Sale does not happen. Think of a home – a villa or an apartment. Ask the sellers/builders to try to sell without using any image. They cannot.

  1. Their print ads consist of images.
  2. Their TV ads consist of pictures/video of their beautiful properties.
  3. Their websites host videos too.
  4. Their brochures are full of beautiful pictures.
  5. Apple understands this well & they use stunning images.

For those of us who sell high value items that are not tangible, like for example, Software Services / SaaS, we can either show some images from our previous work / show some end user screens from our SaaS product. Alternatively, you can use word imagery, in other words “metaphors” to create images in the minds of our customers.

For example, if you are selling holiday resorts, you may want to say this to your prospective customers: “Leave your jewels in your bank lockers; we will give you stars to admire.” That’s a metaphor your customers & prospects will remember whenever they see you.

Happy Selling!

#b2bsales #metaphors #kkrocks

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How to write good emails?

I am a great fan of emails. Even after whatsapp, messenger, skype etc, email still holds its place in this era of instant communication.

But do we really know how to write an email?

How to write an email that sparks interest in the reader’s mind to know more about you, your company, your products etc.

Some pointers towards that end:

  1. Write well.
  2. Spark interest.
  3. Serve without any expectation.
  4. Build trust.
  5. Create a nudge / interest in knowing what would come in the next email.

Happy Selling !!

#b2bsales #emailwriting #marketing

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Steve Jobs’ Pirates Metaphor!

Pirate skull emblem illustration with crossed sabers.

In Jan 1983, Steve Jobs along with Apple employees were at an off-site retreat in Carmel, California. Jobs, to motivate the developers, offered a maxim: “It’s better to be a pirate than join the navy”.

“Being a pirate meant being audacious and courageous, willing to take considerable risks for greater rewards.”

The group was in the midst of developing the Mac, the company’s hugely ambitious personal computer and the group was losing its spirit. That’s when Jobs came up with this metaphor.

Rest is history.

But like all startups, Apple also became a navy though they started off as a pirate. And that’s another story.

Happy Selling!!

#b2bsales #innovation #entrepreneurship #startups #metaphor

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Some quick tips for using LinkedIn well!

I am not a LinkedIn expert. But from following people who are experts, I understand that these are the steps to do well on LinkedIn:

  1. Be sociable.
  2. Build trust.
  3. Ask, how can I help you?
  4. Sell, only when the buyer reaches out to you.
  5. Be consistent on value addition on the platform.
  6. Share your comments on other people’s posts.
  7. Never give up.
  8. Send love to trolls.
  9. Follow the leaders.
  10. Have passion in your trade/profession.

#HappySelling #b2bsales #kkrocks

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You know sort of…

“You know sort of”

A colleague was drawing lines in the scribbling pad given by the resort while the sales conference was on. He was drawing four lines and a fifth one slanting and making it a bunch of five lines so that it would be easy to count later on.

He was drawing a line whenever our chief [Managing Director & CEO at that time] said / repeated “you know sort of”.

Those are called fillers.

You can hear these fillers often, in Zoom calls & Virtual conferences these days.

My son’s online classes are such a big nuisance. There’s a girl in his class who makes it a point to say something every minute. And it is so annoying because of her fillers – “eh eh umm eh ah”.

Years ago, I gave a talk [extempore] at College on a Republic Day and I was lost in between for the right choice of words. I used gesture to fill the gap. That turned out to be a pause during a speech. The pauses are so powerful, I read later.

These fillers are,……wait……..”you know sort of” a pain.

My colleague, at the end of the conference, counted the lines and found it to be 1131 lines. That is, our CEO had used that phrase [or filler] that many times during his talk. A big round of applause, please.

Did you like reading this post? Show your love by clicking on one of the buttons that are made lovingly by LinkedIn, just for your use. That will help me share such snippets from my life more often. Even if you don’t show your love, I will still share them. Because, I love writing. 🙂

#freestylewriting #unofficial #funatwork