Using Visual Metaphors to Convey the Value of Your Offering

As readers of this blog might know, my sales truth is aligning your selling behavior with the science of human behavior. Similar to all the big sales leaders I look up to, I have always found that an intense focus on improving your understanding of psychology and how the mind comes to buying decisions has done well to help me get the results I desire.

In my most recent read, the Charisma Myth, by Olivia Fox Cabane, makes mention of the power of visual metaphors in human persuasion, which led me to break down effective ways sales managers can use them to convey their product’s value:

Why are visual metaphors such a powerful tool in human persuasion? They tap into the human imagination–a theory known as the Lakoff and Johnson’s Conceptual Metaphor Theory states that metaphors are not just a linguistic device, but a fundamental mechanism for understanding abstract concepts. In simple terms, conceptual metaphor theory posits that we use our knowledge and experiences from physical and sensory experiences to make sense of abstract ideas.

Now, let's relate this theory to sales best practices. By leveraging conceptual metaphors, sales professionals can tap into the power of relatability and make complex concepts more accessible and memorable.

Here are a few ways conceptual metaphors can be applied in sales:

1. Mapping Abstract Concepts to Concrete Experiences:
   

Sales professionals often encounter abstract concepts such as efficiency, reliability, or innovation when describing their products. By using conceptual metaphors, they can link these concepts to concrete experiences that potential customers can relate to. For example, instead of describing a software solution as "innovative," a salesperson might use a metaphor like "our software is the engine that drives your business forward," evoking the idea of progress, power, and efficiency.

1. Making Complex Features Understandable:

Many products come with a range of features and technical details that can be overwhelming for customers. By using metaphors that draw from familiar experiences, salespeople can simplify and explain these complex features more effectively. For instance, if selling a smartphone with advanced camera capabilities, a salesperson might say, "Our camera is like having a professional photographer in your pocket," conveying the idea of high-quality photos and capturing memorable moments effortlessly.

1. Creating Emotional Connections

Sales is not just about presenting facts and features; it's also about forging emotional connections with customers. Conceptual metaphors can help sales professionals evoke emotions and create a stronger bond between the customer and the product. For example, when selling a security system, a salesperson might use a metaphor like "our system is your personal guardian, keeping your home safe and giving you peace of mind," appealing to the customer's need for safety and protection.

Personally, I will use more visual metaphors/analogies to make my pitches more effective. For more articles on my learnings reading sales literature and sifting through studies on human persuasion, don’t forget to subscribe to my newsletter on the homepage.