Pace the Language of Your Client’s Metaphors

You may recall from one of my earlier pieces I wrote that most companies focus on the backend activity in the sales process (objection handling and closing) when there is research from several sources that shows building rapport and trust plus finding the need takes you another 65% of the way to success. So, not surprisingly, I’m going to focus once again on the front end of the sales process.

Some of you may have noticed that prospects describe situations to you, or explain what they want through the use of metaphors. Metaphorical language offers a description of something by using animate or inanimate examples that are similar to and capture the prospect's situation. Often a metaphor captures a theme of what a client is trying to say.

When you ask questions, and spell out your capabilities or the benefits of your solution – feed your client’s metaphors back to them.

The Power of Metaphors
Stories and metaphors mesmerise audiences. When the person listening to you is mesmerised they enter into a light state of trace, and this makes them more open to your suggestions. Captivate a prospect this way, and use the metaphors they have given you, and you create a persuasive platform for your sales influence.

Metaphors come in two forms. The “deep” metaphors embedded in your client’s language, and the situational metaphors you create to describe the client’s situation. Pacing the client’s deep or cultural metaphors is easy. Just listen for them. For example you’ll often hear sporting or militaristic metaphors. “We need help to beat the competition.” “I’m fighting a rear door action against this problem.” When you talk about your solution echo the metaphor, “When ACME implemented our solution they trounced their competition.” When Joe Black implemented our solution he won the battle he’d been fighting with the same problem you described.”

How to Create Situational Metaphors
An associate of mine is a business consultant. On occasion a client would question the amount of time and cost that was required for his analysis services. He would respond with a metaphor of visiting a medical doctor. “The doctor needs to complete a full examination and run a number of tests. Otherwise she could miss something critical and would not be doing her job properly. Giving a patient just one test is like checking just for cholesterol but not checking blood pressure.”

In sales the metaphorical story, as in the example above, uses an 'isomorphic' structure. This means that the issues (events or characters) in the story are equivalent to the client's situation or problem.

Metaphors work because a new way for the participants to consider or act is built into the metaphor that represents the client's real life scenario. The client then takes on the new way to take action or think about his or her real life issue that is in line with your sales outcome.

Let's say a customer is considering what computer system to purchase. She has described her new business to you, but is unsure what system she needs. You want to sell her the model you believe is suitable for her needs as described. However it is costly and the customer is hesitating.

You can describe her situation using a “tragic” story that is similar (isomorphic) to her situation. “A client twelve months ago was in your exact situation. She had left her job, was venturing out on her own, but was unsure what she needed. (Notice these are pacing statements). She went with the cheaper option but six months later her business had grown and she needed to upgrade, spending much more money than she would have had she made the right purchase the first time.”

What Do You Do Next?
So how does one learn to create and use metaphors? Initially go out and socialise, making a point that wherever you can make the opportunity then - as much as possible say what you want to metaphorically. You may say some pretty stupid things at first, but quickly you will train yourselves to become faster, crisper, and more relevant with your descriptions. Practise where failure doesn't matter then start to use metaphors in your sales deliveries, and watch for the impact you now have.

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Geoff Wade

Geoff is the Sales & Marketing Manager of Onirik Pty Ltd. Onirik is a team of professionals focus on business value and measurable outcomes, as the reason for our clients to listen to Onirik. Onirik, together with their partner Brava, delivers training and conducts research in selling skills, management, coaching, motivational leadership, the psychology of persuasion, effective business processes, negotiation, and the practical application of NLP techniques in sales, service, and management.

Special thanks to Clive Alcock, the Director of NLP Corporate, for his valuable input and assistance in completing this article. NLP Corporate www.nlpcorporate.com.au is a strategic implementation partner of Onirik and together we jointly deliver results focused sales solutions.

Phone: +61 (2) 9004 7810

Email: geoff.wade@onirik.com.au

www.onirik.com.au