It’s also like when people say, “We sell a service. You can’t sell that by phone.”

Listen carefully, my friend: people don’t buy products or services. They buy the end result. They buy a picture of the end result–with them in the picture. Regardless of whether you’re selling a product or service, you’re selling the same thing: the result.

KEY SALES POINT: People buy because they experience (see, feel, hear, taste, or touch) in advance, the results of using/owning/feeling the results of your products or services. Describe those results in sensory terms and you’ll sell more. And the more you can get them involved over the phone, the better.

Ask them to write something down when you make a point. Ask them to punch numbers into their calculator. If you sent literature, or if you know they have your catalog, ask them to grab it. Then have them turn to a page with you, and discuss what you both see. This helps to bridge the visual gap.

Also, emotionally, you can use words to help them “see” what you’re talking about. Use graphic descriptions, with colors, action, taste, or smell to stimulate their senses.

For example, if someone said, “This cleaner will really do the job for you,” that’s not too moving. But, consider the difference if someone said, “this cleaner will wipe away stains as easy as a wet towel erases a chalkboard. And it doesn’t have that sterile, hospital smell. It leaves a pleasant scent, kind of like a bowl of fresh fruit.”

Great salespeople have no problem using the phone to describe the results they deliver. That’s because they understand those results, and how they fit with what the prospect/customer wants.

To paraphrase Earl Nightengale, “Whatever the mind can conceive and believe, it can achieve.”

Powerful words, to be sure, as they relate to success and setting and reaching goals. If you can visualize already having attained your goal, you’ll be able to reach it. If you say, “Sure, I’d like to have a Mercedes, but I could never earn enough to make the payments,” forget about it. No chance. Similar logic can be applied to sales and the buying process.

KEY SALES POINT: People are most likely to buy when it’s easy to see themselves already enjoying the results of your product or service.

Make that visual and sensory image easy for them. One way to do this is to refer to objects in the person’s environment, or to relate to images that are familiar to the listener, for example, “If you take a look at your computer keyboard, it’s about that same size.”

“It’s very lightweight … about the same as your standard office stapler.”

“The unit would easily fit on the corner of a desktop, without hindering the ability to spread your work all over the top of the desk.”

“The texture is comparable to regular commercial grade office carpet.”

“If you took your hands and held them about twelve inches apart, that’s how wide it is.”

“I’d say the color is the same as a manila file folder.”

“Take a look at the top of your desk. It’s about that tall from the floor.”

The more senses you can engage; the better. Get your listener actively involved, and you enhance your chances with them.