Chapter 23: Using Word Pictures to Sell

Key Concepts

Ambitious Salespeople: Always seeking effective words, phrases, and techniques.
No Magic Words: No single technique or phrase guarantees a sale.
Selective Persuasion: Not everyone is a potential buyer; focus on those who are.
Reputation: Selling to the right people enhances reputation and career.

Names: The prospect's name is the most persuasive word.
24 Selling Words by Tom Norman:
- Examples: Understand, proven, health, easy, guarantee, discovery, money, safety, save, new, love, profit, right, results, truth, comfort, proud, vital, deserve, happy, trust, value, fun.
Additional Selling Words by Yale University:
- Examples: You, security, advantage, positive, benefits.
24 Unselling Words by Tom Norman:
- Examples: Deal, cost, pay, contract, sign, try, lose, hurt, buy, death, bad, sell, sold, price, decision, hard, difficult, worry, obligation, liable, fail, liability, failure, loss.

Positive Phrasing: Preference for terms like 'home' over 'house', 'investment' over 'buy'.
Avoid Negative Words: Such as 'you know' and 'do you understand what I mean'.
Stay Professional: Avoid obscene, vulgar, and profane language.

Concept: People think in pictures; words should paint those pictures.
Examples: Describing the benefits of a product in vivid, present-tense imagery.

Mrs. Low's Advertisement: Effectively used word pictures to sell a home.
Fred Herman's Presentation: Used word pictures to sell life insurance by focusing on future benefits.
Preparation Close: Dr. M. Fails used a tattered wallet to illustrate the need for sales training.

Insight #11: Storytelling: Know your story, connect it with your audience, and tell it vividly.
Insight #12: Post-Sale Engagement: Resell the product post-purchase to eliminate buyer's remorse.
Insight #13: Follow-Up: Post-sale follow-ups with notes or gifts to maintain client relationships.

Handwritten Thank You Notes: Reinforce the sale and build long-term relationships.
Personal Connection: Send personalized gifts or follow-up messages to keep in touch.
Continued Support: Maintain contact and offer assistance beyond the initial sale.

Preparation is Key: Properly preparing for sales interactions can make sales easier and more successful.
Trial and Error: Practice and refine storytelling to improve sales effectiveness.

Words and Pictures: Effective use of words and word pictures can significantly enhance sales outcomes.
Training and Practice: Continuous learning and preparation lead to higher sales success rates.