Metaphorically Selling: How to Use the Magic of Metaphors to Sell, Persuade, & Explain Anything to Anyone

156 Pages·2004·1.75 MB·English

by  Anne Miller

What Others Are Saying About
“Metaphorically Selling”
“Successful communicators from Aristotle to Reagan and Clinton have
used the wisdom in this book to sell their ideas. This book is the perfect tool for
people like you and me when we want to close a deal.”
—Michael C. Donaldson, Author
“Negotiating for Dummies”
“Like a hot knife through butter, the ideas in this book will melt away
objections and help you spread your ideas further and faster. Don’t hesitate…
learn what Anne’s got to teach.”
—Seth Godin, Author
“Purple Cow” and “Free Prize Inside”
“As alluring as ice-cold lemonade when you’re standing on Texas asphalt
in August heat. Do you see how quickly I learned from this book?! Don’t leave
home (and go to a client) without it.”
—Alan Weiss, Author,
“Million Dollar Consulting”
“I sell. I sell million dollar consulting contracts to skeptical CEO’s. I sell
change programs to reluctant managers. I sell books and articles to editors
with small obsidian where their hearts should be. And I learned how to
communicate and sell by listening to Anne Miller. For twenty years, I have
found her counsel to be relevant and useful. This book is no exception. It has
pride of place on my bookshelf.”
—Sam Hill, Author
“Radical Marketing” and “Sixty Trends in Sixty Minutes”
“If—as Anne Miller says—a metaphor is a ‘shortcut to instant
understanding,’ then this book is a short cut to instant improvement for the
sales professional. Metaphors have the power to package big ideas and help
them break through the clutter and indifference of our A.D.D. business
climate. Anne puts that power into the hands of all sellers…and there aren’t
metaphors strong enough to describe the impact.”
—Doug Weaver, Lecturer, Trainer, Consultant,
President Upstream Group
“The use of appropriate timely, tasteful and powerful metaphorical
illustrations are the poetry of all superb communicators. Anne shows how to
use metaphors to dramatize the sales process. A must read to help you become
a superlative persuader.”
—Tony Whatley, President
Accessor Capital Management
“Anne Miller is one of those people who fully understands the sales
process and what works and what doesn’t. There are sales books and there are
sales books. This is the top of the list. It’s real, to the point, a fun read, and it
works.”
—Richard Kinsler, President, SLG Advertising
(former Publisher, “New York Magazine”)
“Once again, Anne Miller applies her unmatched insight, clarity, and
approachability to drive home the science of selling. Metaphorically Selling is
a compelling must for all persuaders.”
—Kevin Allen, Chief Collaboration Officer
Interpublic Group, Inc.
“After reading this book, you will add the strategic use of metaphors to the
musts of your high stake selling efforts. Anne focuses our attention on this
powerful sales tool in a way that most of us don’t really stop and think about.
This book and its tips will help all of us in business, whether you are directly
involved in sales or not and at any experience level.”
—Jill Manee, Vice President, Publisher
The AdAge Group
Other Books by Anne Miller
365 Sales Tips for Winning Business (Perigee)
Presentation Jazz! How to Make Sales Presentations $ing (Amacom)

Online Newsletter
Seamless Selling (www.annemiller.com)
Metaphorically
Selling
How to Use the Magic
of Metaphors to Sell, Persuade,
& Explain Anything to Anyone
Anne Miller

Chiron Associates, Inc.
New York

© 2004 Anne Miller
All rights reserved. No part of this book may be reproduced in any form except
for the purpose of brief reviews without the written permission of the publisher,
Chiron Associates, Inc., Box 624, New York City, NY 10163.
ISBN: 0-9762794-0-1
Library of Congress Control Number: 2004114293
You’re The Top: Cole Porter
© 1934 (Renewed) WB Music Corp. (ASCAP)
All Rights Reserved. Used by Permission
Warner Bros. Publications U.S., Inc., Miami, FL 33014
brain droppings by George Carlin
© 1997 George Carlin
Reprinted by permission of Hyperion
The New Yorker cartoons
© The New Yorker Collection.
All Rights Reserved. Used by Permission
Dobbs Ferry, New York 10522
Excerpt from Winning! Using Lawyers’ Courtroom Techniques To Get Your
Way in Everyday Situations: Prentice Hall, Inc., Paramus, NJ
© 1997 All Rights Reserved.
By Permission of Author
Credits:
Cartoon icons: Steve Martinez
S.M.Kreations
Sherman Oaks, CA 91411
Cover designer: Jeff Stanton
Available online and in bookstores.
For quantity orders and discounts, call: 800-247-6553
For Joshua David
&
Isabella Rose
Table of Contents
Introduction: The $1.2Billion Metaphor
SECTION ONE: The Case for Metaphor
Chapter 1: The Challenge: Getting Heard
Chapter 2: What are Metaphors?
Chapter 3: When Do You Need Metaphors?
Chapter 4: Your Audience’s Brain Craves Metaphors
SECTION TWO: Building Metaphor Muscle
Chapter 5: The Four-Step Metaphor Workout: Overview
Chapter 6: Identify Blindspot
Chapter 7: Snapshot Your Client
Chapter 8: Create Your Metaphor
Chapter 9: Relate Back to Your Point
Chapter 10: Beware Bad Metaphors!
SECTION THREE: Selling with Metaphors
Chapter 11: Threads: Run a Theme
Chapter 12: Grabbers: Get Attention
Chapter 13: Anchors: Position Yourself
Chapter 14: Nutshells: Make Memorable Recommendations
Chapter 15: Burners: Explain, Simplify, Reinforce Points
Chapter 16: Shockers: Make Numbers Stick
Chapter 17: Seducers: Titles That Tease
Chapter 18: Sledgehammers: Headlines That Hit Home
Chapter 19: Visuals: Communicate Concepts
Chapter 20: Props: Add Impact
Chapter 21: Clinchers: Dramatic Take-Action Closings
SECTION IV: Metaphor Maintenance
Chapter 22: Observe and Connect
Chapter 23: Travel to Other Worlds
Chapter 24: Become a Clipper
Conclusion
Chapter Notes
Bibliography
Other Sources of Interest
About Anne Miller & “The Metaphor Minute”
Acknowledgements
My interest in metaphors and analogies as powerful sales and communications
tools goes back many years. Traveling from interest to a practical business book,
however, was a long road that took many twists and turns and involved many
people. First and foremost, I want to thank Melinda Marshall, my superb editor
who, with her wit, grace and patience, helped shape my words and thoughts into
a lively, useful manuscript for you, my reader.
When friends and clients heard about this project, they were eager to
contribute and many acted as early soundboards for my ideas. My thanks to the
highly accomplished experts, for whom I have the greatest admiration, who so
kindly endorsed this book. Additional thanks to Sue Agresta, James Dawson,
Debra Pickrel, Helen DiStefano, Mary Ann Doggett, Jim Donoghue, Marcia
Grace, Josh Hammond, Lisa Gilbert, Jay Miller, Ilene Rapkin, Steve Rivkin,
Carol Terakawa, Rick Trout, and Joy Wheeler for their generous input as well.
My wonderful supportive family encouraged me throughout this project and to
them I say a loving “Thank you.”
Finally, my enthusiastic gratitude to all the metaphor makers whose writings,
presentations, and speeches have provided the treasure trove of examples in this
book.