The Big Idea
A lot of people consider selling a very difficult task. Unfortunately for them,
selling is an activity that forms part of everyone's daily routine. It occurs not
only at work, but also when you are at home with your family, or when you
are enjoying a cup of coffee with a friend.
Types of selling include debating with your friend on what type of movie to
watch, convincing your boss to adapt to a different way of management, and
getting that top client to buy your company's products. You must remember
that selling does not limit itself to cars, clothes or food.
In the book Metaphorically Selling, author Anne Miller explains that given
time and the right method, anyone can learn how to sell, persuade and explain.
By using simple metaphors and visually-enticing words, you can change your
status from a poor loser to a topnotch scorer.
The Case for Metaphor
The Challenge: Getting Heard
You live in a world where people read newspapers and get bombarded by print
advertisements every morning. You live in a world where large billboards fight
for attention, and television commercials have become a way of life.
Since selling is an everyday occurrence, you must learn to accept that your
udience has heard the very same pitch that you prepared countless times before.
How then do you force a jaded audience to loosen their guard and listen to you?
First, you must learn to talk from your audience's point of view. Get your listeners
to understand what it is you're selling by picking the right words. Speak their
language and use words that they can relate to. Remember, you are not selling
your product to yourself.
Second, don't bombard your audience with too much information. Keep in mind that
you are only given a short time to make a sales pitch. It would be a fatal mistake to
overwhelm your audience with too many facts and figures.
Lastly, to do justice to your product without boring your audience, it would be most
helpful and advantageous to use visual words. Arming your presentation with visual
words enable you to explain fully what your product is about without spoiling your
What are Metaphors?
When you were a student, you were taught that a metaphor is a figure of speech.
Your professor may have failed to tell you however; just how important a metaphor
is when it comes to selling.
A metaphor is a way to communicate your message to any given audience in an
instant. You do this by using words that compare one thing to another. The
brilliance of a metaphor is that you can easily come up with comparisons that are
familiar to your audience. You can use metaphors that your audience can strongly
The best way to explain this further is to tell you what not to do. If you are speaking
before a group of female activists, it is never a good idea to use metaphors extolling
the triumph of men in sports.
When Do You Need Metaphors?
Without question, a metaphor is a powerful tool. In fact, metaphors will help you
close a sale no matter what kind of audience you are interacting with. While you may
not need to use metaphors all the time, be keen and alert when one is needed. You
know you have to start firing a metaphor the moment your audience starts showing
hostility. . .
This article is based on the following book:
Metaphorically Selling - A Book Summary
How to Use the Magic of Metaphors to Sell, Persuade & Explain Anything
By Anne Miller
Chiron Associates, Inc., New York 2004
By: Regine P. Azurin
Regine Azurin is the President of www.BusinessSummaries.com">BusinessSummaries.com,
a company that provides business book summaries of the
latest bestsellers for busy executives and entrepreneurs.
"A Lot Of Great Books....Too Little Time To Read"
Free Book Summaries Of Latest Bestsellers for Busy
Executives and Entrepreneurs
BusinessSummaries is a BusinessSummaries.com service.
(c) Copyright 2001- 2005, BusinessSummaries.com - Wisdom In A Nutshell
In a decision handed down by the U.S. Trade Representative Tuesday morning, Bibles and other religious books were not included on the first list of products imported from China that would be subjected to 10% tariffs starting September 1. Bible publishers were especially worried about the possibility of tariffs on Bibles made in China, since few printers outside of China have the capability of manufacturing Bibles.
Little, Brown, in conjunction with the estate of J.D. Salinger, announced plans to release e-book editions of Salinger's four works of fiction, marking the first time his books have been available in a digital format.
The release of the four books—The Catcher in the Rye, Nine Stories, Franny and Zooey, and Raise High the Roof Beam, Carpenters and Seymour—An Introduction—in e-book editions (with new cover designs) marks a continuing year-long centennial celebration of Salinger's acclaimed works of fiction.
A JRR Tolkien expert working on Amazon's forthcoming multi-series adaptation of Tolkien's work has claimed that Amazon has been refused permission by the estate to use the bulk of the plot from The Lord of the Rings in their $1bn adaptation (predicted to start production in 2020).
Tolkien scholar Tom Shippey, who is supervising the show's development, told German fansite Deutsche Tolkien that the estate has refused to allow the series to be set during any period other than the Second Age of Middle-earth. This means Amazon's adaptation will not cross over at all with events from the Third Age, which were dramatised in Peter Jackson's Oscar-winning trilogy in which the hobbit Frodo Baggins journeys to destroy the One Ring.
Spanning 3,441 years, the Second Age begins after the banishment of the dark lord Morgoth and ends with the first demise of Sauron, Morgoth's servant and the primary villain in The Lord of the Rings, at the hands of an alliance of elves and men.
In The Washington Post, eight black women share their thoughts on the life and work of Toni Morrison, including Michelle Obama:
"..For me and for so many others, Toni Morrison was that first crack in the levee — the one who freed the truth about black lives, sending it rushing out into the world. She showed us the beauty in being our full selves, the necessity of embracing our complications and contradictions. And she didn't just give us permission to share our own stories; she underlined our responsibility to do so. She showed how incomplete the world's narrative was without ours in it..."
Elliott Advisors has completed its purchase of Barnes & Noble. The acquisition was officially completed when more than 81% of B&N's shares were tendered by the August 6 deadline.
As a result of the deal, B&N becomes a private company controlled by the private equity firm Elliott Advisors, which also owns the U.K. bookstore chain Waterstones. As a result of the acquisition, for which Elliott paid $6.50 per share in a deal valued at $683 million, James Daunt, head of Waterstones, will run both the U.K. chain and B&N. B&N founder Len Riggio will have no formal role in company.
Toni Morrison, the 1993 Nobel laureate in literature, whose acclaimed, best-selling work explored black identity in America and in particular the experience of black women, died on Monday in the Bronx. She was 88.
Her death, at Montefiore Medical Center, was announced by her publisher, Alfred A. Knopf. A spokeswoman said the cause was complications of pneumonia. Ms. Morrison lived in Grand View-on-Hudson, N.Y.
President Trump announced yesterday afternoon that he is prepared to impose 10% tariffs on $300 billion worth of goods imported from China in retaliation for what he views as China's failure to follow through on promises to buy more agricultural products from the U.S. and to stop the flow of Fentanyl into the country. The tariffs would be imposed on September 1, and would cover a wide range of consumer products, including virtually all books.
The new tariff threat comes a little more than a month after Trump suspended plans to place 25% tariffs on the same group of products (referred to by the U.S. Trade Representative as List 4) after trade talks with China resumed...
The author of a bestselling Christian guide to relationships for young people has announced that his marriage is over and he has lost his faith.
Joshua Harris, whose biblical guide to relationships I Kissed Dating Goodbye sold nearly 1m copies around the world after it was published in 1997, has also apologized to LGBT+ people for contributing to a "culture of exclusion and bigotry".
Colin A. Palmer, a historian who broadened the understanding of the African diaspora, showing that the American slave trade was only one part of a phenomenon that spanned centuries and influenced cultures worldwide, died on June 20 in Kingston, Jamaica. He was 75.
More than a year after imposing a controversial four month "test" embargo on new release e-books in libraries from its Tor imprint, Macmillan announced today that it will now impose a two month embargo on library e-books across all of the company's imprints.
Under the publisher's new digital terms of sale for libraries, "library systems" will be now be allowed to purchase a single—that is, one—perpetual access e-book during the first eight weeks of publication for each new Macmillan release, at half price ($30). Additional copies will then be available at full price (generally $60 for new releases) after the eight-week window has passed. All other terms remain the same...
Macmillan is now the fourth Big Five publisher to change its terms for digital content in libraries in recent months—but its changes, and the views expressed by Macmillan CEO John Sargent, are by far the most unique and contentious of the group. In a July 25 memo (addressed to authors, illustrators, and agents), Sargent not only delivered the news of Macmillan's library e-book changes, he basically called out libraries for depressing author payments...