Comedians are particularly good at connecting with their audience.
Using words to creatively and completely unite two apparently foreign themes is the moment when the brain makes the connection between a setup and a punchline. The delight and pleasure we sense when this connection is made provokes joyous laughter.
Making these new mental connections takes the audience somewhere they've never been before; is the way we learn skills and talents during positive childhood experiences. A well painted and familiar mental picture speaks a thousand words and more.
Sales men and women consultants usually carry promotional literature and use slide projectors in their presentations, but even better is a tailored mental image that speaks meaningfully to your prospect. We communicate through the ordinary and surprise out of the extraordinary. See if you can bring together two themes and unite them like the comedian. One image represents your prospect's personality/interests, and the other image represents your sales proposal. When the two ideas are united successfully, the prospect goes to a psychological space in their mind responsible for producing laughter.
If you already know a little about a prospect or have built up prior knowledge of their interests, you can tailor this approach to great effect.
Recently (in a conversation unrelated to business) I was talking to a person I had just met in a networking office. We talked about I.T. stuff - computer hardware and the like, and he explained the difference between Windows Vista and Windows 7. He described Vista as a half finished system designed to be finalised at a later date. The Windows 7 system, he said, was like the keystone placed amidst the organised chaos of Vista, giving us the best functioning product Microsoft has released to date. Windows Vista he pointed out, was made operational even though it was technically unfinished His passion for technology was evident. Sensing he was a science fiction fan, I chimed, “So, Windows 7, it’s like the Death Star, but complete?”
Well, how that resonated with him!
“Yes!” he cried thumping the table, grinning.
“The Death Star but complete. Yes…”
Quickly assess a person’s personality and deploy language that helps align to their thinking. Me and the bloke in question swapped numbers and have stayed in touch on matters concerning computers. We sometimes provide one another with business leads and reciprocal recommendations to help one another.
By the way; what he told me about Windows Vista and Windows 7, I already knew. But I let him tell me anyway so I could find drop in a reference he would appreciate.
- Imagery, mental pictures, relevant comparisons and references communicate in language other people instinctively understand. Do not talk in terms only you would understand; communicate in a way the other person can recognise.
- Reference points are key to a person's personality.
- Don't try too hard to come up with imagery.
- If you feel the differences between you and someone else is blocking communication, ask questions so you can encourage them to talk. Understanding and even anticipating differences prevents serious misunderstandings occurring