Depending on what you sell, it is not always easy to get your point across, so it is very important to paint a picture with your words to give your customer a visual of your product, or a visual of themselves using your product.
When you are meeting someone face to face, and you can show them your product up close, it is easy for them to get a visual because they are looking at it with their own eye's, and they can hold it in their own hands.
But seeing and feeling the product is not enough. You want your customers to see themselves using your product. You want to give them the visual of being in action with the product.
For instance, the last time I was on the market for a car, I went to a local dealership looking to test drive some jeeps.
The salesman showed me the jeeps he had on sale, and he even let me test drive a few of them.
Not only did he go over all of the wonderful features the jeep had to offer, such as the CD player, the electric windows, and the heated seats. He also said to me; Can't you picture yourself cruising through the mountains with the sun setting behind you, and a cool breeze flowing through the open cabin as you play all of your favorite Cd's?
The visual of me cruising up into the mountains in my new jeep with mother nature in all of her glory was all I needed to picture in my mind, and I was sold.
Well, I still have that jeep, and I enjoy it just as much today as I did the day I bought it. However, I have yet to experience anything as serenely as I had visualized the day I test drove it for the first time.
But the salesman's technique worked. I bought the jeep.
If I were selling baseball bats, I would give my customers the visual of hitting a home run in the bottom of the ninth to win the game with the exact bat they were holding in their hand.
I could sit here all day coming up with scenarios to get my point across, but I think you get the picture.
So the next time you sell a product, paint a picture. Put a visual in your customer's head of them using the product in a positive light. It will make a world of difference.