November 6, 2009
One technique I use both online and on the phone is that of dimensionalizing the feelings. This concept refers to increasing your prospect’s experience of your product or service, through careful selection of words, images, and metaphors.
You must be skilled at dimensionalizing the feelings, especially when you are selling online or over the phone. You must overcome the prospect’s barriers to purchase, and that can be done most easily when you give them as much experience as you can of the satisfaction they will feel once they buy.
Let me give you an example. Let’s say I sold “quick grow tomato food”. I put up a website and I could focus on the factual type benefits of the product, such as a) grows bigger tomatoes b) easy to use c) comes in an easy storage can d) not as expensive as other options.
Ok, that might work, but compare that kind of imagery to this:
“Grow the juiciest, reddest, and most luscious tomatoes you can imagine. You can almost taste the freshness in your favorite salsa recipe.”
Can you see how, in this second example, I’ve dimensionalized the feelings? This means I’ve tried to give the reader the experience of the benefits- not just a factual listing of the benefits. While I’ve never sold tomato food, I would suggest that the second method would sell more tomato food than the first.
Why?
Because people want to experience the results they seek. They want to feel what it would be like to have the outcome they seek. The better and more effectively you can allow them to experience the outcome they want, just by using words and images, the easier it will be for them to move ahead and invest with you.
If you speak to clients on the phone, you can add another dimension to your sales process by using your voice. You can change your tone, or your vocal resonance, you can emphasize certain words, or create a feeling or a mood.
An example of this would be someone who is selling stress management coaching or stress reduction coaching. This person could give the potential client the experience of feeling calmer, simply by slowing down rate of speech, softening voice, and using soothing or pleasing vocal tones.
Again, the better you can dimensionalize the feelings- giving prospective clients the experience they want to have- the easier your sales process will be.
Can you see, hear, and feel what I mean?
Create More Value, Make More Money
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