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Selling To Busy Execs? Speak A Visual Language

Guest post by: Milly Sonneman

Article Overview: Need to catch attention of busy, frazzled buyers? If your clients are short on attention…you need to speak a visual language. Find out how.

Selling To Busy Execs? Speak A Visual Language

Need to catch attention of busy, frazzled buyers? If your clients are short on attention…you need to speak a visual language. Find out how.

More and more professionals are turning to visual communication to connect with busy global buyers. Decision makers look for visuals to simplify complex concepts. They rate every single interaction on visual impact. Sellers who understand this, gain a significant advantage.

What can you do to gain a competitive edge?

First, avoid these 4 common and dangerous pitfalls.

• Drowning in Data

More data is not more effective. Keep data to a minimum. Instead, show the story behind the data. Emphasize critical patterns and trends.

• Deluge of Slides

More slides are not more convincing. In fact, the opposite. A few well-designed slides will be more memorable than a ton of bullet points.

• Insider Jargon

Even if you’re an expert with an advanced degree, avoid insider acronyms and expert jargon. One client calls this ‘science speak’ and claims it is the fastest turn off to working with a company.

• One-Directional Pitch

Pitching is old and out-dated. The one-directional spewing of information is considered by most people to be a direct line to the exit door.

Now that we got that out of the way…what should you do?

Speak a visual language.

Use these top tips to connect instantly with busy executives and appeal to visual communicators.

Tip 1. Simplify

What’s the biggest secret for connecting to busy execs? Simplify.

Speak a simple language. Use short words. Sketch simple drawings.

Have you ever wondered why this works so well?

Executives are expected to be extremely efficient. They are required to do more, with less people, in less time. The last thing they want to see is an extremely detailed report that requires them to take tons of time to understand what’s going on.

Do the work for them. Simplify.

Tip 2. Interact

Invite interaction from the start. Many of the top sales performers find that executives prefer to ask questions to focus the conversation. Instead of letting this throw you off kilter, invite it. Then, use their questions to zone in on exactly what is most interesting to them.

This requires on the spot adjustments—something worth rehearsing.

Tip 3. Explain

Use visual sketches to show your product, service or solution. Keep in mind you’re working with short attention spans. That means: simplify! Keep things profoundly simple. Use short explanations.

Hint: time yourself. Practice sketching and explaining in seconds not hours.

Tip 4. Answer Questions

Be ready and willing to jump to the whiteboard. If meeting without a board, be prepared with a sketch pad or paper. Draw and sketch answers to your client’s questions.

Hint: working interactively and with a physical medium is a smart idea. Give the sketch to your client after the discussion. They are more likely to wave it around, show it to others and continue the conversation.

Tip 5. Engage

Great ideas and great solutions often emerge after a presentation. Allow time for incubation. Encourage an ongoing conversation about the topics you’ve discussed. Prepare post-presentation visuals to capture ideas and invite ongoing collaboration.

By avoiding the 4 big pitfalls and using the 5 new tips, what can you expect? You’ll win the attention of very busy decision makers.

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