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Metaphorically Selling
Anne Miller, Author
by Susan Onaitis, President, Global Learning Link (Book Reviewer)
Published by Chiron Associates, 2005 ISBN: 0-9762794-0-1
Reading Anne Miller’s newest book, Metaphorically Selling, is like eating an icy Dove Bar on a scorching July afternoon – refreshing, rich, and fully satisfying. Miller uses an abundance of examples, anecdotes, and resources to persuade salespeople of the importance language plays in distinguishing themselves from their competitors in the client’s mind. “Saying more, or speaking louder, won’t get you heard among the terrific static” in this competitive world we live in, she points out early in the first chapter. Intuitively, you know she is right! Miller makes a strong case for the visual impact language has in improving sales performance.
Her premise is that salespeople must appeal to both sides of a customer’s brain in order to be effective, memorable, and successful. They must capture the left hemisphere for the rational, detail-oriented facts of the sale and the right for the visual imagery that strikes the client’s emotional chords.
The author practices what she preaches throughout the book by using stories, word plays, dialogs, and cartoons. She gives the readers a chance to practice what they have learned at the end of each chapter in sections titled “Your Turn.”
The book is loaded with bullets of language designed to help you hit the bullseye on your next sales call. But the book is not only for salespeople. Anyone who teaches, makes presentations, or uses language to persuade can benefit from this delicious book whether it’s July or not.
Susan Onaitis (Book Reviewer) is the author of “Negotiate Like the Big Guys.”
Have you recently read a book that inspired you or is so ripe with ideas that you want to pass it along? We invite you to share your favorites with others. They can be business books, motivational titles or even fiction -- if you find the material applies to your work and life today it is fair game. Submit your ideas to becky@buildingbridges.cc for consideration.
[PRINTER FRIENDLY VERSION]
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