NLP: the use of metaphors in trade

Thinking about sityatsii or phenomenon as something dpygom, nappimep,
in istopii, ppitchah and analogies.
(Dictionary tepminov neypolingvisticheskogo of programming)

Let's talk about how to use the metaphor of the sale.

"Gui Tzu ever says riddles - once complained to a court of Prince Liang, - Lord, if you forbid him to use allegory, believe me, it is not a single thought will not be able to formulate sensible."

Prince agreed with the petitioner.

The next day he met Guy Tzu.

"leave now, please, allegory and express their right," - said the prince.

In response, he heard:

"Imagine a person who does not know what a catapult. He asks what it is, and you answer that Catapult - a catapult. Do you think you understand it?"

"Of course not," - said the prince.

"And if you answer that resembles a bow and catapult made of bamboo, it will be clear?"

"Yes, clearer" - the prince agreed.

"To make it clearer, we compare what the person does not know that he knows," - said Guy Tzu


Prince recognized him right.

Joyce Mills, Richard Crowley "therapeutic metaphor for the children"

Metaphor is the most graceful and beautiful suggestion.No need to convince, persuade, to deal with objections, you just have to tell a story, an interesting story.People by nature love to listen to stories.It just so happened that since early childhood home, in kindergarten, in school, we tell stories.First, about Chicken Ryaba, then about Malchish-Kibalchish, then about Pavlik Morozov, then about the guy who won the lottery, and so the rest of your life.And every time we hear a story, a story or anecdote, it willy nilly represent narrated in the visual images, feelings or to hear how it goes.

Any word evokes certain associations.The brighter the image, the more influence it has on the interlocutor.In addition, the images are the "language" of the unconscious.From time to time, each of us is in a situation where attempts to "solve" a dream in which lies an important message, but there is no logical explanation.Using images in his work, a metaphor, we "call" to the unconscious, the emotional realm of man.In this case, our "message" will achieve the goal, since he does not have to overcome the protective barriers put up by our consciousness.

Skilled salespeople use metaphors in their craft.Images, metaphors, "employ" emotional state of the client.On purchasing decisions are strongly influenced by emotions, feelings, desires, often camouflaged as "reasonable arguments".Using images that cause the "right" emotions, we, together with the client to move forward step to the decision to purchase.

"Telling" stories, stories, tales is a great art.Most effective commercials not just appeal to our consciousness ("Buy the item number 123"), and tell small stories that are interesting in themselves.

Why not use the most vivid images of fabulous work with the buyer?Selling women's shoes, we can talk client, her foot in the shoe looks very elegant and can say - "Your leg like Cinderella."Offering its services, we can say: "By entering into a contract with our company, you get not just a service, but a magic wand which will always help to solve your problems."Sometimes it is convenient to use compared to the animals: "This fabric is so soft as kitten", "This turbine works like a beast."Often finding the right way of helping us natural phenomena: "In this dress you like a bright flower.""On this machine, you can race faster than the wind," "Whatever happens, the program will work in the same way as the Earth rotates around the sun."Some customers just need to use the names of the richest people in the world, became a household word."Do not you want to become as rich as Rothschild?"

great effect produced stories of other customers or acquaintances of the seller.The exception is "straight" stories that cause the customer a sense of "mismanagement" of deception - "We just came customer.Yesterday took goods worth three thousand dollars, and now arrived, and signed a contract for another ten. "These stories are "showered" on the heads of customers in many offices, so they do not cause any trust.

Stories, metaphors can tell when the buyer has reached a certain degree of interest and ready to receive the information at a higher level than the three proposals.

In a furniture showroom told the story of the sofa furniture buyers suspicious of the quality of Russian products.

"You know, I'll tell you a story about a sofa that we are with you are considering.Exactly six months ago, our porters in the heat of passion argument that the sofa would not stand our Uncle Kolya.And the bet seriously on the money.Kohl called.He's weighing exactly 120 kgs.We asked him to jump on the couch.Nick waved first, shy, and then so broke that hopped a few minutes.Divan though that.One of the movers won a large sum.So the production of the factory can be trusted. "

In the stories, metaphors, it is important the presence of the buyer, whose desires and interests close to our real clients.The buyer will be very carefully listen to the story, the hero if it feels the same as he did.So first character must feel some doubts, hindering to buy.Then something must help him to change his "wrong" look - maybe it help the seller or his own experience.As a result, the hero must appear before the astonished customer happy owner of the goods.While listening to a fairy tale client identifies with the hero on an unconscious level, the acquisition of goods becomes natural without causing resistance event.

use of metaphors in working with clients - rather complex reception.Its complexity stems from the fact that one and the same image may cause different people have opposite reactions.We must take into account the environment in which we use the metaphor.At the beginning of business negotiations comments about the "magic wand" could be seen as frivolous and even mocking.If the rapport (trust) between buyer and seller is installed, this metaphor can be an effective step towards a deal.

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