Bridge the Visual Gap with Sensory Descriptions

To paraphrase Earl Nightengale, “Whatever the mind of man 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.

Good selling,

Dave Rothfeld

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