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Wednesday, September 25, 2013

Show, Don't Tell, to Win Over Customers



Creating an image of how your business can benefit your customers is the key to every successful sales strategy. To do so, it is important to show your customers what you can do for them without preaching or boring them with the details. It's the difference between saying, "Slow and steady wins the race" and telling the story of the tortoise and the hare. 

How do you win over customers with your words? Here, are three of the top tips for creating a visual of the positive impacts customer gain by engaging with your business.

1. Avoid Boring Facts
. Facts and data may be effective for managing your bottom line; however, they do little for convincing your customer that they affect their personal needs. If it is necessary to include facts in your pitch, then make them more interesting through the use of colorful charts and images. However, if possible, leave out the facts and focus on creating a story that will tap into your customer’s emotional cues.

2. Paint a Picture with Words
. Whether you are writing or speaking, using descriptive language can help you to create a visual within your customer’s mind that will linger long after your sales pitch is over. This strategy is also effective for generating interest and making a strong impression. Therefore, try to use metaphors, descriptive words and other strategies for creating a visual as much as possible.

3. Use the Power of a Personal Story
. Social media has begun to change how people respond to new business prospects. Often, people turn to personal reviews and stories to determine if they are interested in a product or service. By using personal stories in your marketing campaign, you will be able to build an emotional connection with your customers that will call them to action. This technique can be incorporated verbally by sharing an anecdote or in the written form by including reviews, testimonials, case studies and other personal experiences.

When interacting with your customers, it is important to avoid being overly preachy by offering cold facts and stale dialogue. Instead, try giving a visual demonstration using models, personal experiences and descriptive language that will leave your company’s image branded in your customer’s minds. Go to Write to Persuade for a free tip sheet. Visit Marketing with Case Studies for an ebook on how to write case studies to sell. 

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